[JUDGING] Central Bank of Ireland
Section: Best Use of LinkedIn
Organisation Name: Central Bank of Ireland
LinkedIn Strategy Questions
Name Of Brandclient
Central Bank of Ireland
Linkedin Address
https://www.linkedin.com/company/central-bank-of-ireland/
Personpeople Who Leads This Account
Ronan Smith
Do You Use Alt Text In Your Images And Caption Your Videos
Alt text is applied to images used across all our digital channels. We provide captioned versions of all our videos, as well as transcripts on centralbank.ie. Some of our videos are text-led, and can be fully consumed without sound. We also produce many of our videos in both English and Irish to ensure our content is as inclusive as possible.
Outline Your Social Media Strategy For This
LinkedIn has been a cornerstone of our social media strategy for the past decade. Our data shows that a large cross-section of society follows the Central Bank on LinkedIn. From general members of the public (of all ages) to industry professionals who interact with the Bank in their day-to-day work, and staff and peers in Ireland and across Europe who use the channel to keep abreast of company news, our company page is critical to how we communicate with our stakeholders.
Everything posted on our LinkedIn channel is developed as bespoke content and largely designed to impart our key messages on the channel while allowing users to visit our website if they want to delve deeper on a topic.
Our content aims to engage, explain and educate our audiences about our role to maintain monetary and financial stability while protecting consumers.
By creating awareness on LinkedIn, and building understanding via plain language content that explains complex topics, our ultimate aim is to build greater trust of the Central Bank as an institution.
What Are Your Metrics For This Real Metrics Please
Our LinkedIn company page continues to grow exponentially. Having recently surpassed 100,000 followers, year-on-year follower growth was tracking at 11.65% in the year ending 31 July 2026.
In the year ending 25 August 2026, the channel had amassed 2,730,255 Impressions (71% organic), 25,127 Reactions, 665 Comments, 341 Reposts, and Average Organic Engagement Rates of 7.6%.
Ultimately the real value of LinkedIn is in driving awareness, engagement and understanding of the work of the Central Bank, and we tend to evaluate success in a more granular way, looking at individual posts and multi-post campaigns and how these feed into broader communications plans.
For example, our recent promotion of the Consumer Protection Code saw us post 13 videos on LinkedIn over the course of the campaign – 7 in English and 6 in Irish. Supported by paid promotion (managed-in-house) of four of the videos, these 13 posts generated a total of 235,773 video views, 871 organic Likes (plus a further 22 via paid), 71 Reposts, and engagement rates as high as 10.32%.
LinkedIn remains a critical component of our communications strategy, our most important social media channel and one that allows us to reach a very broad cohort of stakeholders in a way that delivers value for them and the organisation.
Is There Anything Else You Want To Add Be Brief
While it’s possible to measure success in clicks and percentages, the real story is often about how we make people feel. Some of the comments we have received over the past year provide a good indication of what we are doing right on LinkedIn. For example, on the Consumer Protection Code, comments highlighted that the audience understood the value of what we were communicating:
“I must say, there’s something quietly powerful about hearing financial protection, consumer rights, and public trust explained through the Irish language. The Consumer Protection Code exists to protect people. Clear standards, fair treatment, and clear accountability. In an increasingly complex financial world, that matters more than ever before. But beyond the Code itself, I genuinely welcome the Central Bank of Ireland's embrace of Gaeilge in a modern, practical, and accessible way. Not as symbolism, but as a living language connected to everyday life, public service, and financial understanding.”
“This enhancement has been needed for a long time. Well done.”
“Great to see Central Bank of Ireland prioritising consumers. Having to walk into a branch is the exception now, digital is the norm and consumers expect regulators to support both models”