However, the goal should not be random publishing or collecting reactions. It is about long-term, systematic work with content that shapes how the professional community perceives you and, increasingly, digital technologies themselves.
According to Patrik Schober from PRAM Consulting, it is crucial to clarify who is the actual bearer of communication. If a company does not deliberately invest in its corporate profile, it makes more sense to focus on the profile of a specific person, whether it be the owner, the face of the company, or a subject matter expert.
"Approximately 80% of content on LinkedIn is created through individuals, while company pages account for 20%. Moreover, 9/10 of the content is paid," says Vojtěch Forejtek from StoryMatters. Therefore, key information should be published first by company ambassadors. The content is naturally tested on their network and only then can it be published on the company page.
A personal profile can thus take on the role of the main communication channel, and the platform naturally prioritizes posts from individual users. However, expertise itself is not proven by a title in the header, but by what and how a person consistently shares over time.
Content already exists. The problem is its processing
One of the most common arguments is a lack of topics. According to Schober, it is rather a matter of working with existing sources and material. "It is useful to look at communication through the PESO model (Paid, Earned, Shared, and Owned media). From every channel through which an organization communicates, we can take information and share it further on LinkedIn," he explains.
Companies produce relevant content practically constantly, as they participate in conferences, provide interviews, publish case studies, prepare internal projects or newsletters. The difference is whether they can convert this content into a form that has added value and is attractive to readers and potential customers.
"If someone participates in a conference, it is not enough to post a photo and write that I participated. From the perspective of building a personal brand, it is important to add content. That means what I presented, or what colleagues presented, and what new trends emerge from it," says Schober.
It is equally important to monitor where the target community actually spends its time. "We can monitor what our professional community communicates, such as competitors, people from abroad, or colleagues from the company. It is good to be a member of discussion groups on LinkedIn or Facebook. If we want to influence the community, we must be where it actually is," he adds.
Content thus does not arise artificially. It comes from practice, from recurring client questions, and from topics that truly resonate in the field.
Relevance instead of reach
Forejtek also builds on the importance of targeted communication, according to whom it is essential to stop confusing visibility with influence.
"LinkedIn is powerful precisely because it is not about large numbers, but about the right target audience. Connect primarily with people who have the authority to say 'I will pay' or 'I will not pay' – decision maker, budget holder, or member of the decision-making process," he states. Building a network is, according to him, a strategic discipline. Random expansion of contacts can increase numbers, but not necessarily business potential.
Forejtek also points out a common mistake. "When you send a connection request, do not send generic accompanying messages. You are reducing your conversion rate. As soon as you give the other party a choice through an explanatory message, they start choosing you. You should be doing the selection, not them," he explains. The key metric is therefore not the number of post views, but the quality of attention. In B2B, what matters is who sees the content and whether they devote enough time to it.
Visibility in the era of AI
The reputational significance of LinkedIn is further strengthened with the advent of tools using artificial intelligence. These connect information from media, public sources, and social networks and create a comprehensive picture of companies and individuals.
PR plays a major role in this, as AI today connects the world of media and social networks. If you are not visible there, you are not a potential choice. Websites as a standalone channel are gradually weakening.
LinkedIn continues to remain a unique platform precisely due to the combination of content, data, and direct contact. Today it has no alternative because it offers the opportunity to connect with anyone, even on the other side of the world. Unlike other social networks, it allows you to see who is actually on the other side and what professional history, experience, and professional focus they have. As a result, subsequent personal meetings often have a different dynamic.
Source article here - https://www.pram.cz/cz/blog/obsah-na-linkedin-vetsina-firem-i-uzivatelu-uz-ma,-jen-ho-nevyuziva.html