B2B social media trends on LinkedIn

Since lockdown began, we’ve seen the number of companies leveraging LinkedIn increase. With fewer face to face encounters, businesses have turned to LinkedIn to nurture and build new relationships.

Over the last few months, we’ve been working with clients to re-position how they conduct business using LinkedIn. Here are the key shifts in behaviour and some opportunities for growth we’ve seen on LinkedIn.

Getting personal

We saw a clear shift in the way business leaders communicated, from a top line brand message to a much more personal tone, leaders took to LinkedIn to provide regular updates demonstrating empathy and compassion. CEOs like Stewart Butterfield used the platform to talk about experiences like how a 2,000-employee company (Slack) moved to working remotely overnight, paving the way for conversation about how to keep a business running during a pandemic.

And it seems LinkedIn wants to see more of this type of content, recent engagement figures released by the social platform showed topics covering business continuity jumped by 144% in engagement in the last 3-4 months.

At AMBITIOUS we’ve been working with CEOs to allow them to continue important conversations on LinkedIn, whether that be a building supplier choosing to stay open throughout the pandemic or a co-working space freezing membership fees and temporarily closing. LinkedIn has become an extension of our press communication strategy and we’ve seen CEOs embrace the platform as a way to respond promptly and keep stakeholders and communities updated.

Taking partnerships online

In the last 3 months we have been busy working with sales teams and businesses looking to adopt robust employee advocacy programmes on social media to keep growing. Companies up and down the country had to digitally transform overnight, and this was no different for sales teams who spent most of their days travelling for face-to-face meetings. As part of our training, we developed bespoke workshops to ensure relationships that were forged offline could be fostered and maintained on LinkedIn. Through a mix of technical, content and engagement recommendations, we were able to equip teams to keep collaborating and find potential prospects using the platform.

Opportunities for collaboration

One thing we’ve been seeing come out of the pandemic is brands and people collaborating to reach the same goal. Lush and Deliveroo being the most recent partnership that delighted avid brand followers with a small soap that dissolves in 20 secs to promote extra hygiene awareness.

Employer Branding

We’ve also seen a huge boost in the digital agenda with many clients using the past few months to get their house in order when it comes to their digital strategy and preparing for future growth.

Many brands now consider digital a high priority area and we’ve been working with one client in particular on its social media policy in an effort to appeal to its employees and to attract new talent.

To promote the brand as a desired place to work, its employees are encouraged to share their impressions and experiences in a relatable way on LinkedIn. With everybody working from home, its employees are sharing the creative ways that their employer is making them feel rewarded and motivated.

If it were to publicise this on its own corporate profile it wouldn’t be authentic and therefore, effective. So try encouraging your employees to be a part of your cause and make them your brand ambassadors.

We’ve worked with clients across the healthcare, trades and consumer sectors to help them fine tune their profiles, understand the groups and #’s their sectors use, and test a variety of content formats that spark engagement.


If you are yet to use LinkedIn as a platform to help your business grow, speak to our team about ways we can re-ignite the conversation and show you and your team opportunities the social media channel can offer.

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