LinkedIn, the career network?
LinkedIn is still largely associated with being a career platform, a social network for building and sustaining a professional network, and the content that can be found there are HR best practices and IT insights. That might have been true once, but over the last couple of years LinkedIn has provided several new features to support and encourage content creation and brand awareness, no matter the product or service.
So, what are these tools, how can you use them, if you aren’t already doing so, and why should you?
So why isn’t everyone using LinkedIn?
So far, most content associated with LinkedIn is generated by technical brands, the IT sector, software companies, marketing professionals or, truer to its roots, HR-related content, welcoming new employees, training programs and more. Basically, content to convince potential employees to come work for this or that company. This technical and HR focus means that LinkedIn is not always top-of-mind for brands who want to start generating content. But LinkedIn should be actively used in your branding strategy, and not just for HR purposes.
How you can start using LinkedIn
Luxury brands and non-technical brands, even medical suppliers are starting to find their way to LinkedIn as a branding tool. For example, in 2020-2021 pharma brands like AstraZeneca, BioGen & Aboot were using LinkedIn to reach physicians and cut through the noise of the cluttered media landscape professionals are confronted with on a daily basis. Through educational visuals like infographics detailing specific symptoms, concise and informative language for a clear message, and specific targeting of a clinical audience (like doctors, nurses, other healthcare professionals) they made the most of the purposeful mindset of most LinkedIn users.
However, as a digital content creator, I see there are still opportunities to be explored for European brands to make a mark. Cosmetic brands might take a leaf out of L’Oréal’s LinkedIn approach: with more than 4 million followers on LinkedIn they strive to strike a balance between employer content (like posts about new employees, and training programs) and brand awareness; the latter focusing on the full story that surrounds your brand (its origins, values, products or services). By celebrating professionals, building trust and providing quality content, a good brand awareness strategy has excellent drivers for success.