How Social Marketers Can Use LinkedIn for Business

How Social Marketers Can Use LinkedIn for Business

If you want to tell your brand story to a wide variety of audiences, LinkedIn is the place for you.

LinkedIn is home to job seekers, hiring managers, sales teams and consumers alike. As one of the few social media platforms devoted exclusively to professional networking, it offers a unique opportunity to support your company beyond marketing. A strategic presence on the platform can attract high profile talent, support your sales funnel, and lay the foundation for future partnerships.

Marketers can use LinkedIn to differentiate their brand from the competition, creating world-class business value that drives results. In this article, we’ll share with you how you can use LinkedIn for businesses beyond traditional company announcements and job postings.

Understand your LinkedIn audience

Identifying your target audience (or audiences) is key to creating a broader LinkedIn strategy. Before we dive into content creation, let’s take a closer look at who you can reach on LinkedIn and how you can influence their feeds.


LinkedIn is a goldmine for B2B marketers, but that doesn’t mean B2C companies should rule out a strong presence on the platform. Its more educated, higher-paid users have serious purchasing power.

B2C brands can stand out on LinkedIn by giving consumers a behind-the-scenes look at their business. Take Rothy’s: This direct-to-consumer fashion brand uses its LinkedIn content to share information about its sustainability efforts.

These corporate values-driven posts have the power to stand out from the more traditional work-related content on LinkedIn without appearing inappropriate to the platform.

Job seekers

Every week 40 million people use LinkedIn to search for job vacancies. Candidates can connect with companies near and far and submit applications through the same platform. In an increasingly remote world, it is the perfect place for recruiting activities.

The way you promote your employer brand on LinkedIn can help attract the right candidates for open positions. Research shows that companies with strong employer branding reduce recruitment costs by an average of 43%.

Use the My Company tab on your LinkedIn Page to build trust with potential hires before they even plan their first interview. Use this feature to highlight your company culture through photos, testimonials, and employee-centric content.


Employee engagement on social media can make a huge difference to your brand and bottom line. On average, employees have a network that is ten times larger than a company’s follower base. According to LinkedIn, corporate content shared by employees becomes twice the average. Making LinkedIn a vital channel for your employee advocacy program is an inexpensive way to see your content with new eyes.

Encourage employees to engage with your brand on LinkedIn by following Airtable’s example. They use their profile to share employee spotlights to celebrate team members who go above and beyond.

Making this a routine practice makes your brand more humane while also increasing the public profile of your employees.


Investors are shifting their research process to social media. 63 percent of institutional investors use social media as their primary source of research. If your company is looking for funding opportunities, LinkedIn can play an important role in finding the right partner.

In addition to sharing content that illustrates your brand’s growth, focus on your LinkedIn business page. LinkedIn’s side panels are a great opportunity for you to help shape your company’s narrative, so don’t leave any field blank. Work with your sales, product, and customer support teams to identify milestones that highlight your company’s growth.

And remember to stay committed. If conversations are taking place in your industry, get involved. Use comments to help set your company apart from its competitors, be it through your unique perspective, great customer service, or whatever else makes you shine.

How to use LinkedIn for business goals

Decide on goals

To build a more effective LinkedIn presence, you need to set specific goals for the platform. Take the time to meet with representatives from your sales, product, customer service, and HR team to determine your top priorities.

For example, members of the sales team might be more interested in how LinkedIn can drive web traffic and increase sales. On the other hand, HR will likely want to learn more about recruiting and retention strategies.

These conversations are likely to lead to many ideas. If you’re not sure what priorities to prioritize, here are a few questions to guide the process:

  • Which target group do you want to reach?
  • What are you interested in?
  • What action should they take after seeing your content?

Build your toolkit

Simplify the creation of LinkedIn content by evaluating your current asset inventory. Do a quick review of what you already have, what can be reused, and what needs to be created. This is a great time to reconnect with everyone who helped with your initial brainstorming for insights that will help you create your content.

For example, let’s say recruiting new talent is your company’s top priority. 2020 turned the hiring process upside down. As trends continue to change, connecting with your HR team can help you gather vital information about what matters when communicating your brand’s employee experience online. This information can be incorporated into your LinkedIn content strategy to increase its impact on the target audience.

Make it talkative

To be successful on LinkedIn, you need to interact with your followers. Answering questions and comments increases your visibility on other users’ feeds and gives your brand more opportunities to reach their target audience.

Start by replying to every comment that is left on your Company Page posts. The LinkedIn algorithm favors posts with higher engagement, and that includes the way you target your followers. Once you master the basic rules of engagement, experiment with some of the more interactive features of LinkedIn, like surveys or LinkedIn Stories.

A social media management tool can help you keep up with incoming comments. Sprout’s Smart Inbox feature consolidates all incoming social messages into a single place, so you don’t have to jump from platform to platform to keep conversations going.

How to use LinkedIn data to inform your social strategy

As you put your new strategy into practice, collect LinkedIn data to help you make smarter content decisions. These are the data points that you should track to measure success:

Follower Demographics

The LinkedIn Analytics Followers section can help you keep track of whether or not you are reaching your target audience. Sort your followers by key criteria (including seniority, role, and location) and measure your performance against your original goals.

Demographic analysis of LinkedIn's native audience

Preferred posting times

The best time to post on social media varies by platform, industry, and audience. If you’re looking to find out when your audience is most engaged, follow these data-driven recommendations first. When planning your social media content, experiment with different time windows to see what works for your unique online presence.

The Sprout Social viral post scheduler

When using Sprout Social, remember to take advantage of the patented ViralPostĀ® technology. This tool calculates the best time to post and publishes queued content at optimal times for audience interaction.

Awareness data

If your goals are focused on awareness, take a look at your impression and reach data. These metrics can help you determine if you’re building enough brand awareness to make an impact with key audiences like potential hires and investors.

Report on Sprout Social's LinkedIn Pages

In Sprout, you can quickly see this through the LinkedIn Page Report. This report consolidates data at the page level so you can see at a glance your audience growth, reach, and engagement over time.

It’s time to go beyond marketing with LinkedIn

A comprehensive LinkedIn strategy can support multiple business functions. Break social out of the marketing silo with this free checklist. Use it to find new ways to increase your company’s LinkedIn presence and start building deeper connections today.