Over the past few decades, companies have started to rely heavily on social media platforms as a core part of their communication strategy, with LinkedIn being particularly essential for establishing their presence and connecting with their target audience. This thesis explores the communication approach utilized by a Croatian startup company on LinkedIn and aims to uncover the rhetorical strategies behind this. The case company that was chosen for this study is CircuitMess, a startup company developing educational DIY kits for children. Using rhetorical analysis, this thesis examined ten LinkedIn posts by CircuitMess and looked at insights provided during an interview with a company employee. The analysis revealed that CiruitMess often uses informal, persuasive, and emotional language, storytelling, and a customer-centric approach in their communication. Results suggest that these were strategically employed to strengthen customer relationships and achieve business goals, specifically, increase sales. Moreover, CircuitMess was shown to purposefully present itself as a friendly and approachable company. Through rhetorical strategies and storytelling techniques, this company skilfully employs persuasion to establish a relatable brand identity and create an online community. Finally, this thesis highlights the importance of strategic communication in building customer relationships and demonstrates that relationship marketing, rhetoric, social media, and storytelling are all valuable tools companies can use together to drive their growth. These findings not only make a significant contribution to the field of media and communications, but they also pave the way for further research on the communication practices of startup companies and their utilization of social media platforms