In the current corporate world, where the digitalization of interactions and connections has become prevalent, active and strategic presence on social media has established itself as a fundamental pillar for creating corporate discourse 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 an obvious blind spot that many companies seem to share: the power of LinkedIn. While other networks are recurring targets for marketing and engagement campaigns, the business-oriented platform is often relegated to a secondary role, seen only as a portal for recruitment.
Furthermore, it is important to keep in mind that, when it comes to Brazil, the power of this tool becomes even more significant, as the country is the third largest market in terms of user volume on the planet, 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 has over 23 billion connections and an average of 130 new professionals signing up every minute.
In this scenario, the still limited perception of the platform is a notably harmful misconception. With many leaders maintaining the stigma that LinkedIn is solely for job postings, its capacity is limited only to talent acquisition.
This mistaken view omits the true forces and inherent properties of the platform, such as leveraging market expertise, showcasing organizational culture and behind-the-scenes of the business, as well as identifying trends and insights across various segments of activity.
Reputational pillar
The fact is that LinkedIn transcends, by far, the mere exposure of job openings and resumes. Based on a solid and well-constructed communication strategy, social media presents itself as an essential 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.
Moreover, the tool also plays a crucial role in consolidating an employer brand for the company, aiming to attract new qualified talent and recognize the contributions of current employees.
It is worth highlighting, however, that optimized content strategies should not be limited only 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 give 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 feature leaders with recognized authority in the market over other factors of choice, 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 highly qualified for the corporate environment, especially for B2B businesses or corporations interested in attracting the best talent in the market. Because, compared to other networks, LinkedIn is the only one that features a unique global theme, which is the "professional" environment.
Therefore, the platform represents a highly valuable ecosystem for building reputation and relevant corporate authority, as it is a space that speaks 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 key channel within brand positioning strategies, capable of leveraging the strengths of communication aimed at a qualified and specialized audience.
Ignoring this tool is not just a missed opportunity; it is a detour that can harm, or even cost, a brand's perception and esteem among stakeholders, customers, and the market as a whole. Building a solid reputation is not an easy task, but it becomes less complicated if leaders and executives know how to choose the strategies and paths that have the greatest impact.
