Most LinkedIn creator campaigns go wrong before a word is written. The brief is either a vague "promote our product" or a two-page script that turns a trusted voice into an ad. A good brief sits in between: clear on what you need, open on how the creator says it.
The example below is for a fictional HR software company launching a new payroll feature. Swap in your own details.
1. Campaign goal
One sentence. What should change after this campaign? Pick one primary goal: awareness, sign-ups, demo requests, event registrations or hiring.
2. Who we want to reach
Describe the reader, not a demographic. Role, company size, the problem they have this month.
3. The one message
If readers remember a single thing, what is it? Keep it to one line. Everything else is supporting detail.
4. Must include
The facts the post needs to be accurate: product name, the link (usually in the first comment), one or two proof points, an offer if you have one.
5. Please avoid
Claims you can't make, competitors not to name, topics that are off-limits. This is where you protect the brand without writing a script.
6. Creative freedom
Say clearly that the creator writes in their own voice. Suggest angles if you like, but don't hand over finished lines.
7. Disclosure
Paid posts in India must be clearly labelled under ASCI's influencer guidelines. On LinkedIn, turn on the brand partnership label and add a plain disclosure.
8. Deliverables and dates
Format, number of posts, draft deadline, go-live window and how long the post must stay up.
9. Approval and payment
Who approves, how many rounds of changes, and when and how the creator gets paid. Clear payment terms are the fastest way to earn a creator's best work.
10. How we'll measure success
Share the metrics upfront so creators know what matters, and agree on screenshots or analytics access for reporting.
Brief FAQ
How long should a LinkedIn influencer brief be?
One page is ideal. Creators need your goal, audience, key message, must-includes, things to avoid, dates and payment terms. Anything longer usually turns into a script, and scripted posts perform worse than posts in the creator's own voice.
Should I give creators a script?
No. Give them the message and the facts, and let them write. Their audience follows them for their voice, and a post that sounds like an ad loses that trust.
Do LinkedIn sponsored posts need a disclosure in India?
Yes. ASCI's guidelines for influencer advertising require paid collaborations to be clearly labelled. On LinkedIn, use the brand partnership label and a clear disclosure in the post.
Send us your brief, get a creator shortlist in 48 hours
Share your brief with BigAtWork and we'll match you with vetted LinkedIn creators. No platform fee on your first campaign.
Book LinkedIn creators