In today's corporate world, in which the digitization of interactions and connections has become prevalent, the active and strategic presence on social media has established itself as a fundamental pillar for the creation of narratives and corporate 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 have in common: the power of LinkedIn. While other networks are recurring targets for marketing and engagement campaigns, the platform aimed at business often ends up relegated to a secondary plan, being seen only as a portal intended 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, since 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 worth noting that, since the acquisition of the network by Microsoft in 2016, the user base of the platform 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 registering every minute
In light of 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, your capacity is reduced solely to talent acquisition.
This misguided view omits the true forces and inherent properties of the platform, like exploring market expertise, present the organizational culture and behind-the-scenes of the business, in addition to pointing out trends and insights from the most diverse areas of activity.
Reputational pillar
The fact is that LinkedIn transcends, and very, the mere display of job openings and resumes. Based on a solid and well-constructed communication strategy, the social network presents itself as an essential space for the creation and strengthening of a brand's reputation, in addition to 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 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 only to the brand's institutional page, but also to the profiles of the managers and executives of the institution based on 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 in four decision-makers worldwide prioritize brands that feature leaders with recognized authority in the market over other selection factors, like the company's own marketing.
Ideal connections
All this potential linked to LinkedIn arises from the fact that the platform's audience is unique and extremely qualified for the corporate environment, especially for B2B businesses or corporations looking to attract the best talent in the market. After all, compared to other networks, LinkedIn is the only one that boasts a unique global theme, what is the "professional" environment.
In that case, the platform represents a very valuable ecosystem for building reputation and relevant corporate authority, since 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, being able to capitalize 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 be harmful, or even cost, the perception and esteem of a brand by stakeholders, clients 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 greatest impact
