Two Years, 8,000 Followers & A Stronger Employer Brand: How One CEO’s LinkedIn™ Transformation Boosted Recruiting, Retention & Client Relationships

LinkedIn™ isn’t just a platform for job seekers—it’s a powerful storytelling tool that gives executives the opportunity to shape their company’s culture, reputation, and visibility. In industries like engineering, where attracting top talent and building client relationships go hand in hand, a CEO’s presence on LinkedIn™ can be just as impactful as the company’s corporate brand. 

That’s exactly what Mark Workman, CEO of BFW/Marcum Engineering, discovered. As the leader of a respected engineering firm, Mark knew his company had incredible stories to share—from complex projects to a workplace culture rooted in collaboration and innovation. However, without a consistent, human-centered presence on LinkedIn™, those stories weren’t reaching the people who mattered most—top talent, future clients, and industry peers. 

Mark wasn’t looking for quick wins or viral content. Instead, he wanted a sustainable strategy for LinkedIn™ that could support recruiting, retention, and long-term brand credibility. Over the course of two years, with The Borden Group’s strategy and guidance, Mark transformed his personal LinkedIn™ presence into a valuable extension of BFW/Marcum’s brand—gaining over 8,000 highly engaged followers along the way.

The Challenge: From Invisible to Employer of Choice

Before working with us, BFW/Marcum Engineering had built a strong reputation in the industry, notable for their technical expertise and collaborative approach to engineering solutions. However, that reputation wasn’t reflected online—especially when it came to the executive team’s presence on LinkedIn™. 

As CEO, Mark had a LinkedIn™ profile, but it wasn’t optimized to tell the story of who he was as a leader—or what made BFW/Marcum such a unique place to work and partner with. His content was inconsistent, and there was no clear strategy tying his personal brand to the company’s larger goals. 

At the same time, the firm faced fierce competition for top engineering talent—and in a world where candidates research companies (and their leaders) online, the lack of executive visibility became a missed opportunity. 

However, Mark’s vision went beyond his role at BFW/Marcum. He wanted to build his personal brand to establish credibility not only as a CEO but also as a thought leader, advisor, and future candidate for opportunities. To do that, he needed a LinkedIn™ strategy that highlighted his leadership philosophy, industry expertise, and personal values—while still supporting BFW/Marcum’s employer brand and business development goals. 

Mark’s challenge wasn’t just about posting more often—it was about strategically using LinkedIn™ to: 

• Position himself as a credible, human voice behind the brand 
• Highlight BFW/Marcum’s culture and values in a way that attracted talent 
• Build stronger relationships with clients, partners, and industry peers 

Without a clear executive branding strategy, both Mark and the company risked blending in, instead of standing out as an employer of choice and a respected industry leader with a CEO whose influence extended well beyond his current role.

The Borden Group’s Long-Term LinkedIn™ Strategy

To help Mark achieve both his personal branding goals and BFW/Marcum’s larger business and employer brand objectives, we developed a comprehensive, long-term LinkedIn™ strategy. This wasn’t about quick wins—it was about building a sustainable presence that would grow his influence, attract talent, and strengthen client relationships over time. 

Our strategy focused on three core pillars:

1. Building a Human-First Executive Presence

   We started by optimizing Mark’s LinkedIn™ profile, ensuring it told the full story of who he is as a leader—not just a list of career achievements, but his philosophy on leadership, his commitment to culture, and his vision for BFW/Marcum’s future.

   We intentionally positioned Mark not only as a CEO but as a human voice behind the brand—someone future employees, clients, and partners could connect with on a personal level. 

2. Developing a Multi-Channel Content Engine

   Next, we worked with Mark to build a content framework that blended different types of content into a cohesive, long-term strategy. This included: 

• Personal posts sharing leadership insights and reflections 
• Prospect PDFs—turning case studies into professionally designed assets that could be shared directly with potential clients to highlight BFW/Marcum’s expertise and past successes 
• Long-form content like articles and newsletters designed to deepen thought leadership and spark meaningful industry conversations

By combining these formats, we ensured Mark’s content didn’t just promote the company—it told a story that connected BFW/Marcum’s values to his personal leadership journey. 

3. Aligning Executive Branding with Employer Branding
   We made sure Mark’s personal voice and his LinkedIn™ presence were closely tied to BFW/Marcum’s broader brand story. This alignment ensured that every time Mark engaged or published content, it reinforced the company’s culture, leadership style, and unique value proposition—turning his personal brand into a direct asset for talent attraction and client credibility.
   
   This multi-channel, human-first approach gave Mark a clear, repeatable process for using LinkedIn™ strategically—helping him stay visible, relevant, and authentically himself while driving real value for BFW/Marcum.

Results: 8,000+ Followers, Stronger Recruiting, & More Brand Visibility

Over the course of two years, Mark’s LinkedIn™ presence evolved from inconsistent and underutilized to strategic, impactful, and fully aligned with his leadership goals. With a clear personal brand and a consistent content strategy, his network—and his influence—grew significantly. 

Mark’s LinkedIn™ audience expanded by more than 8,000 followers, many of them industry peers, potential clients, and talented professionals who could one day become part of BFW/Marcum’s team. His content sparked meaningful conversations, helping him build relationships that extended beyond likes and comments into real business opportunities. 

The benefits didn’t stop at visibility. Mark’s thoughtful storytelling and human-centered approach made BFW/Marcum more attractive to prospective employees, reinforcing the company’s employer brand in a highly competitive hiring environment. At the same time, by sharing case studies and project highlights in Prospect PDFs, Mark was able to strengthen relationships with potential clients—turning LinkedIn™ into a valuable tool for both business development and recruitment. 

What started as a personal branding effort ultimately became a competitive advantage for the company, with Mark’s presence acting as a trusted window into BFW/Marcum’s culture, expertise, and leadership philosophy.

Conclusion

For executives like Mark, building a personal brand isn’t just about visibility—it’s about leadership, culture, and opportunity. By embracing LinkedIn™ as a storytelling platform, Mark didn’t just elevate his own presence—he strengthened BFW/Marcum’s employer brand, attracted talent, deepened client relationships, and positioned himself for future opportunities beyond his current role. 

His success proves that executive visibility isn’t a nice-to-have—it’s a strategic asset that supports both business growth and personal career development. 

If you’re ready to build your own authentic, high-impact presence on LinkedIn™, The Borden Group’s Creator Store offers branding resources, LinkedIn™ templates, and expert insights designed to help executives and leaders take control of their digital presence—with strategies proven to work. 

👉 Explore the Creator Store to find the tools that can help you stand out and succeed, just like Mark. 

Are you ready to move from lurking to leveraging your personal brand? Schedule a discovery call with me today—I’d love to help you take your personal brand to the next level with actionable tips and strategies that work. 

Want to learn more about this topic? Make sure to follow Melanie Borden and The Borden Group on LinkedIn™.