In the current corporate world, where the digitalization of interactions and connections has become prevalent, the active and strategic presence in social networks has consolidated as a fundamental pillar for the creation of discourses and business positioning. Platforms such as 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 have in common: the power of LinkedIn. While other networks are recurring targets for marketing and engagement campaigns, the business-oriented platform often ends up relegated to a secondary plan, being seen only as a portal intended for recruitment.
In addition, it is important to keep in mind that, in the case of Brazil, the power of this tool becomes even more significant, since the country is the third largest market in volume of users on the planet, with more than 75 million registered professionals, according to a survey conducted by LinkedIn itself.
It is also worth mentioning 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 more than 23 billion connections, and adds an average of 130 new professionals signing up every minute.
Given this scenario, the still limited perception of the platform is a markedly harmful misconception.With many leaders maintaining the stigma that LinkedIn serves only for job posting, their capacity is reduced only to attracting talent.
This mistaken view omits the true strengths and properties inherent to the platform, such as exploring market expertise, presenting the organizational culture and business backstage, and pointing out trends and insights from the most diverse segments of activity.
Reputational pillar
The fact is that LinkedIn transcends, and much, the mere exposure of vacancies and resumes. From a solid and well-built communication strategy, the social network presents itself as an essential space for the creation and strengthening of the reputation of a brand, 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 meet the objective of attracting new qualified talent and recognizing the contribution of current employees.
It is worth noting, however, that optimized content strategies should not be restricted only to the institutional page of the brand, but also to the profiles of managers and executives of the institution from well-designed thought leadership actions.
To get an idea of the importance of this feature, this year's report (2024) Edelman 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 factors of choice, such as the company's own marketing.
Ideal connections
All this potential linked to LinkedIn stems from the fact that the audience of the platform is unique and extremely 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 sports a unique global theme, which is the “professional”.
Thus, the platform represents a very valuable ecosystem for reputation building and a relevant corporate authority, since this is a space that talks about the labor 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, being able to capitalize on the strengths of a communication aimed at a qualified and specialized audience.
Ignoring this tool is not only a missed opportunity; it is a diversion 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 becomes less complicated if leaders and executives know how to choose the strategies and paths that have the greatest impact.
