LinkedIn: Building trust and B2B

Written by

Charli Edwards


How and why brand should be prioritising LinkedIn  

LinkedIn is often overlooked when it comes to building brand credibility. But, as a platform solely dedicated to professional networking and career growth, there is no denying its potential in establishing trust with your audience.

How can brands leverage this platform to enhance their reputation and establish long-lasting trust with their target audience? 

97% of B2B marketers use LinkedIn for organic social media marketing. Recent changes to the LinkedIn algorithm have shifted the focus from virality to detail and knowledge, making it an even better space for leaders to build their brands. While company-run LinkedIn pages have their merits, personal perspectives from employees can break through the clutter more effectively, offering a direct line to audiences.

Building a solid brand-consumer relationship is crucial for any business looking to thrive. And at the heart of any good relationship lies trust. 

Consumers are willing to give a brand their time, money, and loyalty when they trust it to deliver on its promises. It’s not enough to offer a quality product or service – consumers want to know that a brand is dependable, honest and has their best interests at heart. When consumers trust a brand, they’re more likely to purchase from them again, recommend them to others, and overlook occasional missteps. As a brand, staying true to your values and maintaining authenticity in everything you do is essential. However, promoting yourself is equally important. So, how do you balance being authentic and promoting your brand? The answer lies in being creative and strategic. One way to achieve this is by storytelling. Sharing your brand’s history, values, and experiences can create a solid emotional connection with your audience while promoting your message. 

LinkedIn offers brands a legitimate social platform to build credibility.

Sure, during the pandemic, the line between work and personal life blurred, leading to a shift in the tone of LinkedIn posts, becoming more personal. While this transformation prompted some to compare LinkedIn to Facebook, many users continued seeking content to help them excel in their professional roles. The recent algorithm changes categorise content into spam, low-quality, or high-quality, prioritising engaging and top-notch content. This reiterates the importance of delivering content that is easy to read, uses keywords effectively, and minimises hashtags.

And remember, it gives your people a place to talk directly about their work at your organisation.

LinkedIn has revolutionised how we do business, connecting professionals worldwide. With over 700 million users, this digital hub allows professionals to showcase their skills, experience, and education and voice their opinions. Companies with an active LinkedIn presence see 2x higher employee retention, so with the rise of employee-generated content, the platform has become even more valuable

 Employees showcase their skills and knowledge by sharing their experiences, insights, and perspectives; they also humanise their organisations and build trust with potential customers and partners. 

Employee advocacy isn’t just a buzzword – it’s a strategic approach that can revolutionise your company’s marketing efforts. You can tap into their networks and amplify your message by empowering your employees to become ambassadors for your brand. But it’s not just about getting more eyes on your content – it’s about building trust and credibility with your audience. When your employees speak up for your brand, they lend a human voice to your marketing efforts and give consumers a reason to believe in your message. 

And don’t just talk about what you do; show it.

 Case studies are not just ordinary stories. They’re real-life situations that offer valuable insights and lessons to different industries. Case studies have become integral to learning and development regardless of sector or industry. With its power to present real-life data and scenarios, case studies give an in-depth perspective on the complexities of a particular situation, revealing not only the challenges but also the solutions implemented. As an authoritative and informed tool in research, it goes beyond textbooks and theories, making it an effective way to engage learners and professionals alike. 

Remember, credit where credit is due.

In the realm of data-driven insights and analysis, transparency is key. Crediting sources and breaking down complex data into digestible bits are two essential practices that ensure the credibility of any analysis or report. These practices are necessary for conclusions to be accurate, leading to erroneous decisions and misguided strategies. By crediting sources and achieving simplicity in presenting data, we build trust with our audience and empower them to make informed decisions.


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