Tata Consultancy Services Latin America 2023 – 2026 Content Strategy · Audience Growth · LinkedIn

From 15K to 75K —
and a LinkedIn
Top Company award

Over nearly three years, I grew TCS Brazil's LinkedIn content presence — the dominant market on the TCS Latin America page, driving ~70% of its followers and the majority of its engagement — from a 15,000-follower page with minimal traction into a 75,000-strong community that contributed to TCS Brazil being recognised as a LinkedIn Top Company in 2026.

400%

Follower growth — 15K to 75K

Engagement increase — best posts 6–7 likes to 300+ likes

530

Organic likes on top-performing post

3yrs

Managing the page — intern to full analyst lead

Context & The Award

My role

LinkedIn content strategist for TCS Brazil — the dominant market on the LATAM page, responsible for 70% of followers and the majority of engagement and reach

Scope

TCS Brazil LinkedIn content + internal newsletters across 6 LATAM countries (newsletter managed across all markets; LinkedIn content owned for Brazil specifically)

Award

LinkedIn Top Companies 2026 — Brazil · Annual public ranking by LinkedIn

Award criteria

Employee advancement, skills development, company stability, recruiter demand, workforce diversity

Content strategy Audience growth LinkedIn Editorial planning Internal comms LATAM localisation Performance analysis

LinkedIn Top Companies is an annual public ranking published by LinkedIn recognising the best organisations for career growth and professional development within a specific country. The ranking is based on LinkedIn's internal data — employee advancement opportunities, skills development, company stability, recruiter demand, and workforce diversity — not social media metrics alone.

Being recognised as a Top Company is a signal of organisational health and employer brand strength. For TCS Brazil, it validated years of intentional brand-building across the platform — and the communications strategy that made TCS LATAM's LinkedIn presence one of the most engaged in the region.

I joined the team managing this page as an intern in April 2023. My specific responsibility was TCS Brazil's content on the shared TCS Latin America page — and Brazil was by far the dominant market, accounting for approximately 70% of the page's total followers and the majority of its engagement and reach. Other LATAM countries had separate content owners. Within a year I was operating fully independently on the Brazil content, reporting only to the Marketing Head for LATAM. By the time I left in March 2026, the page had grown from roughly 15,000 to 75,000 followers — a 400% increase — with top posts reaching 530 organic likes.

The Growth Story

When I started, the TCS Latin America page had around 15,000 followers and its best posts were generating 6–7 likes. My responsibility was TCS Brazil's content specifically — the largest and most influential market on the page, driving approximately 70% of total followers and the vast majority of engagement across the LATAM page.

My first move was systematic testing. I ran different content types in parallel — theoretical technology posts based on TCS's global site, practical applied-tech stories (TCS's work with airlines, for example), holiday content, office culture, event coverage — and tracked what actually engaged.

The signal was clear: thought leadership posts tied to social causes and major announcements consistently outperformed everything else. So I stopped posting broadly and started building an editorial system around what worked.

When I started — 2023

15K

Followers. Best posts earning 6–7 likes. No consistent editorial strategy.

Mid-tenure — 2024–2025

~40K

Systematic content testing complete. Editorial system built around thought leadership and event campaign frameworks. Engagement rate rising consistently.

When I left — March 2026

75K

Followers. Top posts reaching 300–530 organic likes. LinkedIn Top Company award announced. Estimated engagement rate on best posts: ~0.7%.

"I didn't guess what would work. I tested, measured, and built a system around what the data was already telling me — then replicated that framework across every major event and campaign."

The Content Strategy

The core insight was simple but took time to validate: the TCS LATAM audience on LinkedIn wasn't there for product information — they were there for leadership, purpose, and relevance. Posts that positioned TCS as a company with a point of view on technology, society, and innovation consistently outperformed posts that just described what TCS does.

Test and replicate framework

Rather than committing to one content format, I ran systematic A/B testing across post types — theoretical, practical, cultural, event-based. Once I identified that thought leadership and social impact content drove the highest engagement, I built a repeatable editorial framework around those formats and applied it across every major campaign.

Event campaign architecture

I discovered that building multi-post campaign arcs around events — warm-up content, speaker introductions, live coverage, post-event recaps — dramatically outperformed single announcement posts. What started as a formula for FEBRABAN Tech became the standard approach for every major TCS event: São Paulo E-Prix, Insper collaborations, Londrina HQ launch.

Thought leadership & social impact

Posts tied to TCS's social impact initiatives — partnerships with organisations like Vale for technology-driven skills development in vulnerable communities — consistently generated the highest organic engagement. I learned to identify these moments early, build the narrative around them, and time publication for maximum reach.

LATAM newsletter localisation

Alongside LinkedIn, I managed weekly internal newsletters for 6 LATAM countries — Brazil, Uruguay, Colombia, Peru, Ecuador, Bolivia. Each country received tailored content informed by input from local HR teams, combined with my own research into regional events, local holidays, and what was happening at TCS externally that would resonate in each market.

Top-Performing Posts

These are three posts that demonstrate the range and impact of the content strategy — from corporate milestone announcements to social impact partnerships. All numbers are organic; no paid amplification was used on any of these posts.

TCS Londrina Headquarters — Foundation Stone Announcement

Announcement of the foundation stone of TCS's new Londrina headquarters — the largest TCS office in Latin America. A milestone moment framed as a statement of TCS's long-term commitment to Brazil and LATAM.

Estimated engagement rate (530 likes + 40 comments ÷ 75K followers): ~0.76% — approximately 3–4× the LinkedIn average of 0.2%.

530

Organic likes

40 comments

~0.76% engagement rate

TCS × Vale — Technology for Social Impact Partnership

Announcement of TCS's strategic alliance with Vale to support socially vulnerable communities in Brazil through technology-driven skills development and training initiatives. One of the clearest examples of purpose-driven content driving outsized engagement.

Estimated engagement rate (400 likes + 15 comments + 10 reposts ÷ 75K followers): ~0.57% — nearly 3× the LinkedIn average.

400

Organic likes

15 comments · 10 reposts

~0.57% engagement rate

TCS Pace Port São Paulo — Launch Campaign

Multi-post campaign for the opening of TCS's São Paulo co-innovation hub. The event campaign architecture developed through FEBRABAN was applied here — teaser content, announcement posts, behind-the-scenes, and executive thought leadership — generating the highest single-campaign performance on the page.

See the full Pace Port case study for detailed results.

300%

Engagement increase

60,000+ impressions

Full case study available

LATAM Newsletter — 6 Countries, 6 Voices

Alongside LinkedIn, I managed weekly internal newsletters for TCS's LATAM presence across six countries. Each newsletter was tailored to its market — not translated from a single master version, but editorially distinct, with content chosen based on what would resonate with each country's associate community.

Local HR teams sent me weekly inputs on what was happening in their offices and markets. I combined that with my own research into regional events, local holidays, and relevant external TCS news — selecting, editing, and sequencing the content for each country independently. This required managing six parallel editorial calendars simultaneously while maintaining consistent brand standards across all of them.

Brazil

Primary market

Colombia

Spanish-language

Uruguay

Spanish-language

Peru

Spanish-language

Ecuador

Spanish-language

Bolivia

Spanish-language

Results

Follower growth	15K → 75K 400% follower growth over approximately 3 years — from a page with minimal traction to one of the most engaged corporate LinkedIn presences in the LATAM technology sector.
Engagement lift	6x Best posts went from 6–7 likes to 300+ likes organically over the same period — a 6× increase in peak engagement, driven by systematic content strategy rather than follower growth alone.
Top post performance	530 Organic likes on the Londrina HQ foundation stone post — 40 comments, estimated 0.76% engagement rate. Approximately 3–4× the LinkedIn average of 0.2%.
Social impact post	400 Organic likes on the TCS × Vale social impact partnership post — 15 comments, 10 reposts, estimated 0.57% engagement rate. Confirmed the thought leadership and purpose content thesis.
Recognition	LinkedIn Top Company TCS Brazil recognised as a LinkedIn Top Company 2026 — an annual public ranking based on employee advancement, skills development, and company stability. The brand-building strategy on LinkedIn contributed to TCS's employer brand strength throughout the qualifying period.
Newsletter reach	6 LATAM countries served by localised weekly newsletters — Brazil, Colombia, Uruguay, Peru, Ecuador, Bolivia — each with tailored editorial content, managed simultaneously and independently.

What I Learned

Listen to the data before you trust your instincts

My instinct early on was that practical, applied-technology content would perform best — showing what TCS actually builds. The data said otherwise. Purpose-driven content, social impact, and thought leadership consistently outperformed it. Learning to follow the signal rather than my assumption was the single most important shift in my approach.

A framework beats a one-off — every time

The FEBRABAN event campaign architecture — warm-up, speaker introductions, live coverage, recap — worked so well that I systematised it and applied it to every major TCS event. A single successful experiment became a repeatable engine. The best content strategy is one you can document and replicate.

III

Localisation is respect, not translation

Managing six country newsletters taught me that the difference between a newsletter people open and one they ignore is whether the content feels like it was written for them. Knowing that a holiday in Colombia means something different to how a similar holiday lands in Brazil — and reflecting that in the content — is what drove engagement. Translation is converting words; localisation is converting meaning.

Employer brand is built post by post, over years

The LinkedIn Top Company award didn't happen because of one campaign. It happened because of three years of consistent, intentional brand-building — every post, every event arc, every newsletter contributing to an accumulative picture of TCS as an employer people want to work for. The lesson is that brand reputation is slow to build and fast to erode. Consistency is the strategy.