In today’s corporate world, where the digitization of interactions and connections has become prevalent, active and strategic presence on social media has solidified as a fundamental pillar for the creation of corporate discourses and positioning. Platforms like Facebook, Instagram, X, and TikTok have become stages where corporations build and shape their reputations and narratives as brands.
However, there is a clear blind spot that many companies seem to have in common: the power of LinkedIn. While other networks are frequent targets for marketing campaigns and engagement, the business-oriented platform often ends up relegated to a secondary role, seen only as a portal for recruitment.
Furthermore, it is important to keep in mind that, concerning Brazil, the power of this tool becomes even more significant, as the country is the third largest market in terms of user volume globally, with over 75 million registered professionals, according to a survey conducted by LinkedIn itself.
It is also worth noting that, since Microsoft’s acquisition of the network in 2016, the platform’s user base has more than doubled globally, jumping from 433 million to 1 billion in 2024. Today, the network boasts over 23 billion connections, with an average of 130 new professionals signing up every minute.
In light of this scenario, the still limited perception of the platform is a notably detrimental misconception. With many leaders maintaining the stigma that LinkedIn is solely for job postings, its capacity is reduced solely to talent acquisition.
This misguided view overlooks the true strengths and inherent properties of the platform, such as exploring market expertise, presenting organizational culture and business behind-the-scenes, as well as pointing out trends and insights from various segments of operation.
Reputational Pillar
The fact is that LinkedIn transcends, by far, mere exposure of job openings and resumes. Through a solid and well-constructed communication strategy, the social network is presented as an indispensable space for creating and strengthening a brand’s reputation, as well as narratives that position the company as a leader and reference in its market.
More than that, the tool also plays an essential role in consolidating an employer brand for the company, aiming to achieve the goal of attracting new qualified talents and recognizing the contribution of current employees.
It is worth noting, however, that optimized content strategies should not be restricted solely to the brand’s institutional page, but also to the profiles of the institution’s managers and executives through well-crafted thought leadership actions.
To get an idea of the importance of this resource, this year’s (2024) Edelman report on the impact of leadership on LinkedIn reveals that three out of four decision-makers worldwide prioritize brands that present leaders with recognized authority in the market over other choice factors, such as the company’s own marketing.
Ideal Connections
All this potential linked to LinkedIn stems from the fact that the platform’s audience is unique and extremely qualified for the corporate environment, especially for B2B businesses or corporations interested in attracting the best talents in the market. After all, compared to other networks, LinkedIn is the only one that boasts a unique global theme, which is the ‘professional’ environment.
Therefore, the platform represents a very valuable ecosystem for the construction of reputation and relevant corporate authority, as this is a space that talks about the job market precisely for and by those who are part of it.
Therefore, in the current context, there is no denying the importance of LinkedIn as a fundamental channel within brand positioning strategies, capable of capitalizing on the strengths of communication aimed at a qualified and specialized audience.
Ignoring this tool is not just a missed opportunity; it is a deviation that can harm, or even cost, the perception and esteem of a brand by stakeholders, customers, and the market as a whole. Building a solid reputation is not a simple task, but it becomes less complicated if leaders and executives know how to choose the strategies and paths that have the most impact.
