Training the LBI Health Ingredients teams to turn LinkedIn into a business channel

In 2025, LinkedIn changed in kind: the 360Brew engine classifies content by topic, organic reach for personal profiles dropped 47%, and company pages now account for just 1.8% of the feed — while a personal profile is roughly 35 times more visible. For a B2B health-ingredients supplier, the conclusion is blunt: visibility no longer flows through the corporate page — it flows through the people.

LBI Health Ingredients, the health-ingredients business line of Lallemand Bio-Ingredients, wants to activate its sales, marketing and R&D teams on the platform. The internal survey run beforehand set the starting point: nearly one in two team members uses LinkedIn only occasionally, average comfort with publishing is 5.3 out of 10, and 42% never look at their post analytics.

• Give the team a real understanding of how the algorithm actually distributes content.
• Equip LBI with an editorial strategy built for its sector, not generic recipes.
• Install lasting autonomy: everyone knows what to publish, when, and how.

Not an off-the-shelf LinkedIn training: a programme built on Richard van der Blom's independent Algorithm Insights research — over 395,000 profiles and a million posts analysed every year — and personalised end to end through a prior team survey: usage, business goals, blockers and expectations collected verbatim and played back at the start of the session.

The team workshop (March 2026) runs through thirteen chapters: the platform's B2B fundamentals, the 360Brew engine and Feed SR, the formats that perform, the anatomy of an effective post, topics and timing, the comment strategy (A3 method, Golden Window), company pages versus employee advocacy, the metrics that actually matter, profile optimisation, human writing in the AI era — 100% AI-generated content is actively penalised — and smart recycling, where a single clinical study fuels six weeks of content.

Two chapters are custom-built: the LBI editorial strategy — four weighted pillars, twenty post ideas ready to adapt to the health-ingredients sector, a format playbook for biotech — and LinkedIn as a sales tool: SSI score, a five-stage prospecting funnel, and direct-message rules that actually get replies.

• Team survey and playback — usage, goals, blockers, expectations verbatim
• LinkedIn Mastery workshop: 100 slides, 13 chapters, round tables
• LBI editorial strategy: four weighted content pillars
• 20 post ideas ready to adapt, organised by register
• Format playbook for biotech — priorities, specs, usage tips
• Recycling matrix: one clinical study turned into six weeks of content
• Post-workshop library: 11 infographics, 4 reports, 6 training videos, 8 white papers

• LBI's social strategy no longer rests on the company page alone: the individual voices — where B2B visibility is now decided — know why and what to publish.
• A shared reference: editorial pillars, priority formats, comment and direct-message rules — the team works from one method instead of improvising individually.
• Autonomy is installed: the resource library lets everyone keep building the skill at their own pace, without waiting for a next session.