LinkedIn posts
LinkedIn is where an award converts fastest — your buyers, your candidates and the judges of next year’s programs are all already following you.
When to post
An award has three publishable moments, not one. Most companies burn the whole story on the third and get a single post out of a nine-month process.
| Moment | Post it the day | What it is |
|---|---|---|
| Shortlisted | The finalists are published | A credibility post — you are on a public list beside your competitors |
| Won | The embargo lifts, not the day you are told | The headline post |
| Delivered | 2–6 weeks after the win | The proof post — the customer result behind the award |
Publish the win post between 8:00 and 10:00am in the timezone where most of your buyers work, Tuesday through Thursday. LinkedIn scores the first 60–90 minutes of engagement heavily, and that window is when your own team is at a keyboard to react to it.
Check the program’s embargo before you post. Most awards publish results under embargo to their own channels first, and posting early can forfeit the award outright.
Company page vs. personal profile
Post from a person first, the company page second. Personal profiles reliably out-reach company pages by an order of magnitude, and an award is a human story — someone built the thing that won.
- 1.
Founder or practice lead posts first
Written in the first person, naming the team members who did the work. This is the post that travels.
- 2.
The company page posts 24 hours later
A tighter, factual version with the award graphic. This is the one that lives on your page for buyers doing due diligence.
- 3.
The named team members reshare with a line of their own
Not a bare reshare — LinkedIn suppresses those. One sentence of personal commentary each.
How to write the post
The award is the news, but the award is not the story. The story is the problem you solved that made you worth an award. Open on the work, land on the award.
- First line does the work — it is the only line shown before "…see more". Never start with "We are thrilled to announce".
- Two to four short paragraphs, one idea each, blank line between them. No wall of text.
- Name the humans. Tag the three or four people who actually did the work, and the client if their contract allows it.
- One number. Whatever the award was won on — the throughput, the retention, the cost curve — put the figure in.
- Tag the award program’s LinkedIn page. Programs reshare winner posts, and that reshare is free reach to an audience of exactly the right people.
- Three to five hashtags at the end, including the program’s official one, which is usually printed in the winner pack.
- One image: the trophy, the team on the night, or the award graphic. Native image, never a link preview to a press release.
Put any link in the first comment, not the post body. An outbound link in the body suppresses reach; a link in the comment does not.
A worked example
Two years ago our onboarding took nine days and we lost a third of new accounts before they ever saw the product working.
Last night that work won the 2026 SaaS Excellence Award for Customer Experience.
The rebuild was unglamorous: we deleted four steps, moved verification to the back end, and made the first-run screen do exactly one thing. Onboarding is now under four hours, and 91% of new accounts reach their first result on day one.
That was Priya Raman, Tom Achebe and Dana Liu — three people, six months, no new headcount. Congratulations to them and to the other finalists, several of whom we have quietly borrowed ideas from.
Thank you to @SaaS Excellence Awards and to the judging panel.
#CustomerExperience #SaaS #SaaSExcellenceAwards
Note what the post does not do: it does not describe the ceremony, it does not thank a list of eleven people, and it does not say "humbled". It states a problem, states the result, credits three named people, and lets the award be the proof rather than the subject.
What to do in the 48 hours after
- Reply to every comment inside the first two hours — replies are weighted as engagement and keep the post circulating.
- Send the post link to the ten customers who care most, as a one-line direct message. Not a broadcast email — a message.
- Pin the post to the top of your profile and the company page for the next month.
- Add the award to the company page’s "Featured" section and to every named team member’s profile.
- Screenshot the reach and engagement at 48 hours. That figure is evidence in next year’s entry, where "how did you publicise the win" is a scored question in more programs than most people expect.
Common mistakes
Opening with "We are thrilled/honoured/humbled to announce…"
Open on the problem or the number. The emotion is implied by posting at all.
Posting a photo of the trophy on a table with no context.
A photo of the people, or the award graphic, with the result in the copy.
One post from the company page and nothing else.
A person posts, the page follows, the team reshares with their own line.
Linking straight to the press release in the body.
Tell the whole story in the post. Put the link in the first comment.
Thanking fourteen people by tag.
Tag three or four who did the work. A tag wall reads as a reach grab and dilutes every name in it.
Posting once and never mentioning the award again.
Plan the proof post for four weeks later, with the customer outcome that the award was really about.