Por qué es imprescindible la cuenta en LinkedIn de empresa

Why is it essential for your company to have a LinkedIn account?

Vanesa Matesanz

Among all the social networks that make up today’s digital universe, LinkedIn is the focus of the professional and business sector. It’s not just one of many social networks: it’s a vital tool in the digital arsenal of any company looking to grow and, basically, not staying in the Pleistocene.

Since its creation in 2003, LinkedIn has become much more than a job search platform: is a space where professional connections are forged, knowledge is shared and personal and business brands are built with a global audience.

Did you know that in 2023, the estimated global number of LinkedIn users worldwide was a whopping 746 million and is expected to continue rising over the next few years, to surpass the 800 million mark by 2026?

Source: Statista

However, more than user data (you only have to look at the example of Facebook to see that this matters very little) what really sets LinkedIn apart is the quality of interactions and the focus on professional and business development. According to recent statistics, over 90% of recruiters use this network to find suitable candidates, underlining its importance in the recruitment and job search ecosystem. In addition, LinkedIn has proven to be an invaluable tool for the B2B model, with 80% of B2B leads coming from LinkedIn, outperforming all others social media platforms.

LinkedIn also stands out among other social networks for its ability to deliver relevant and high quality content through articles, publications and studies shared by leaders and experts in various industries. This not only allows users to keep up to date with the latest trends and developments in their fields, but also gives them the opportunity to demonstrate their own knowledge and expertise, establishing their authority in their respective areas.

Of course, the use of LinkedIn transcends borders and sectors, ranging from small businesses and startups to corporate giants. The platform offers a wealth of tools and functionalities designed to improve visibility, facilitate networking, enhance brand image, and, above all, connect talent with opportunity.

In the end, we have to think that we live in an increasingly digitalised world, whether we like it or not. A world in which these “first impressions” are often through a screen and those fast connections, are more important than ever. Pues en este contexto, la realidad innegable es que LinkedIn sirve como el puente definitivo entre profesionales y empresas, no solo para avanzar en sus carreras sino para redefinir el futuro de las industrias en su conjunto.

As we move into a future where digitalisation and professional networks will play an even more critical role in business success, the question is no longer whether your company should be on LinkedIn., as we all know the answer. The real question is how you can maximise the potential of this platform to not only keep pace with your industry, but to establish yourself as a leader in it.

In short, an active presence on LinkedIn is a must for any company that aspires to grow, innovate and lead in the digital age.

 

What are the essential benefits of your company having a LinkedIn account?

I sincerely hope you have no doubts about why your company should be on LinkedIn, but if you are still not completely clear, let’s give you the main benefits that this will bring you, to see if you are convinced.

  • Increasing your company’s visibility: LinkedIn has millions of professionals searching daily for relevant content in their sector, so you will find few better scenarios than this to highlight your company. Posting regular updates, industry news, company achievements or opinion pieces increases the visibility of your business and draws attention to your brand.
  • Access to a large network of professionals: LinkedIn makes it easy to build a network of contacts that can be very interesting for your company. Through direct connections, recommendations and participation in relevant groups, you can reach potential customers, partners or employees who would otherwise be difficult to reach.
  • Improving corporate image: An active and professional presence in LinkedIn strengthen your business reputation. By sharing content that demonstrates your expertise, thought leadership and corporate values, you not only attract followers, but also build credibility and trust in your brand.
  • Ease of recruiting talent: LinkedIn is an invaluable tool for recruitment, allowing you to not only post job openings, but also to actively search for candidates who fit your company’s culture and needs. The platform offers advanced search and filtering tools that make it easy to find the right talent.
  • Great possibility for market analysis and market outlook: you will find valuable data and insights about your industry, competitors and market trends. Through its extensive network of professionals and companies, you can keep up to date with the latest developments, helping you to make informed and strategic decisions for your business.

Strategy: essential to achieve results

Before starting to have a presence in any social network, it is essential that we take into account the strategy we are going to follow.

Strategy: Content Territories

Define your brand voice and personality: Before publishing, it is essential that you are clear about how you want your company to be perceived. This includes the tone of voice, the type of content (educational, informative, inspirational…) and the topics that reflect your company’s values. This will help you create a consistent and recognisable brand on LinkedIn.

Content territories: Have you ever wondered what topics you are “qualified” or have the authority to speak to your audience about? Well, these are the content territories. Imagine you are a company involved in renewable energy. Well, these territories could be technological innovation, sustainability and environmental impact, environmental education and awareness, corporate issues, etc.

Create and share valuable content: Focus your efforts on generating content that brings value to your audience, i.e. the people you know you will impact with them. This can include your own articles that address common problems in your industry, trend analysis, case studies, and practical advice, among many, many other ideas. The important thing here is that you use that content to demonstrate the knowledge and thought leadership of your company and the people who work in it, in your areas of expertise.

Source: Metricool

Use a variety of content formats: LinkedIn allows you to share a wide variety of formats, including text, photos, videos, and PDF documents. Experiment with different types of content to engage your audience and encourage interaction.

Source: Metricool

Paid Campaigns

  • LinkedIn Ads: Consider investing in LinkedIn Ads to promote your content, services or events to a broader, more targeted audience. LinkedIn offers several options, including text ads, Sponsored Content, sponsored messages (InMail) and more, which can be targeted by industry, company size, job title, and other demographic criteria. It allows you to reach just those people you have in mind.
  • Advanced targeting: Use LinkedIn’s advanced targeting tools to target your campaigns to the most relevant audiences. This ensures that your advertising spend is efficient, reaching those most likely to be interested in your content.
  • Analysis and optimisation: “He who does not measure is like he who does not see”. Was that a saying or did I make it up? Well, it’s the same, the thing is that you cannot launch campaigns “on air” without understanding how it is working, if it is necessary to make changes during its development, if it has converted following the KPIs you expected… Don’t think you need external tools to understand it, within LinkedIn itself you will find many metrics that will help you. This will allow you to adjust your strategies in real time, improving the effectiveness of your campaigns based on concrete data about what works best for your audience.

Implementing these strategies takes time, effort… and investment, but the benefits of building a solid, professional presence on LinkedIn can be more than significant. Of course, get advice on how to manage your account or entrust it to a social media and communication professional if you want to get the best possible results.

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