Gather your team in a room.
Shut off the phones, smartphones, and email.
Huddle into a strategic think tank.
Ask your teammates: WDWDWWD? That is, why do we do what we do? And how do we do that?
And finally, are we answering those questions on our company profile page? If not, we have some work to do to accomplish this, clearly and concisely.
And don’t forget that for each person in the room, their LinkedIn personal profile should show how they tow that rope for the company, expressing the corporate answers to those tough questions in their own voice. Make sure this is reflected from the top of the company all the way to the clerks who have access to the public.
Everyone makes an impression and the view must be consistent across the board.