It’s no secret that if you want to increase awareness of your company, social media is a crucial step in reaching and engaging your target audience. Unless you have been living under a rock for the last ten years, chances are that you probably know about and/or use platforms like Facebook, Twitter, and Instagram for your personal and/or business channels. But what about LinkedIn?

Being the world’s largest professional network, incorporating LinkedIn into your social media strategy is a powerful PR tool. According to HubSpot, LinkedIn generates leads 227% more effectively than Facebook and Twitter. Also, engagement has been rising on LinkedIn over the last few years and is currently reporting record levels. So, if you aren’t already, you should be using LinkedIn for your business to connect with target audiences and make yourself visible to the professional community. But how exactly do you do this? Continue reading – because we’re going to tell you!


LinkedIn was created in 2003 with a focus on networking and career-building. The platform allows members to connect with other professionals, including colleagues, customers, and potential employers/employees. Individuals can use LinkedIn to showcase their resumes, share career updates, search for job openings, join groups based on their interests, and provide skill endorsements for others. So if LinkedIn has been around for over 15 years, why is engagement at its peak right now? 

As we find ourselves nearing the end of the Covid-19 pandemic and we return to our new normal, everyone is more desperate for a community – even if virtual – than ever before. This desire to build a connection with each other is driving greater interaction among LinkedIn members. Now is the time to use this to your advantage, and leverage the potential for growth and increased awareness for your brand.


So you want to use LinkedIn as a PR tool for your business – now what? 

To start, be consistent with your brand’s content. By showing up on your member’s feeds in a way that is predictable to them, you can develop a community for your company. One simple way to demonstrate consistency is by posting on the same day(s) at the same times each week. It’s important to keep in mind that LinkedIn is not a purely promotional channel for your company, and you should not treat it as one if you want to foster a sense of community among members. To help keep this in check, try this tip: for every promotional piece of content, share two opportunities for engagement – like requests for feedback or questions. Going off of that, be sure to keep the conversation going by encouraging two-way communication with your followers! If your community members feel recognized by your company, they are more likely to stay and continue to engage. 

Staying up-to-date with your company page on LinkedIn can boost engagement for your business as well. Not sure where to start? Don’t worry! Try these simple steps: 

  1. Invite followers
  2. Start posting and engaging with followers/community members 
  3. Create visual content and videos (Posts with images get 94% more total views, according to research from Optimind Technology Solutions)

As a company, you can also focus on strengthening engagement within LinkedIn groups and communities. Essentially, this means encouraging conversation among members by asking questions and creating opportunities for members to post content and have discussions amongst themselves. Creating a LinkedIn Group specifically for your customers is another way to target your audience and provide them with content they are looking for.


If you make an effort to keep up with the latest trends and understand the importance of engaging community members in your LinkedIn content, your business will reap the benefits and see a noticeable increase in engagement. When used strategically, LinkedIn has the power to drive more traffic to your website, identify high-quality business leads, and grow your company network. 

At Next Step Communications, we have seen the importance and benefits of using LinkedIn. Specifically, LinkedIn allows us and our clients to connect with and feature thoughts from leaders in the industry, engage with clients and their customers, promote company coverage, create awareness about industry news and events, and so much more. 

So don’t hesitate – give it a go and incorporate LinkedIn into your social media PR strategy!