How are brands navigating today's evolving World of Work with LinkedIn

LinkedIn witnesses 60% year-over-year increase in content creation.


Globally on LinkedIn, there is a 55% year-over-year increase in conversations among connections on LinkedIn from March 2019 to March 2020 -- reacting, commenting, resharing and replying to comments -- as people look to reconnect with their network, and sharing advice and tips as we navigate this working environment together. Brands are becoming more active on LinkedIn to engage various stakeholders. In India, a 20% increase in the total number of posts and 14% increase in engagement on organic posts shared on LinkedIn just within a month is witnessed. (Mar 15-Apr 16 compared to Feb 15-Mar 14).

Key LinkedIn global findings on conversations and content on the platform in these uncertain times:

Brands come to LinkedIn to engage various stakeholders:

- 60% year-over-year increase in content creation on LinkedIn (March. 2019 vs. March 2020)

- Globally, brands’ organic activity on LinkedIn has increased, specifically around coronavirus. Pages are posting more, with posts and shared content increasing in comparison to weeks prior to the global onset of coronavirus. 36% of the page posts on LinkedIn are Covid-related.

- IT companies and the financial services sector are most actively discussing coronavirus.

- There has been 8% increase in weekly posting on LinkedIn Pages, 10% increase in content shared by LinkedIn Pages, +26% weekly increase in original posts with native video

While communicating with audiences during these challenging times, it is important for marketers to never lose sight of customers and employees needs, demonstrate trustworthiness, bring brand values to life, be supportive, be human, listen intently and most importantly be mindful of tone, timing and delivery.

Here’s how brands are conversing with intention and impact to build and strengthen their connection with their customers, employees, and stakeholders:

Connection through culture: While technology is crucial in keeping teams connected, keeping spirits high and helping teams thrive during challenging times is also key. Even in difficult situations, it is important to help preserve company culture, enable productivity, and grow together. Brands are letting their corporate culture shine through and showing how they are bringing employees together. 

Airtel  urged all their valuable customers to use digital services with their #TogetherWeCan campaign where an Airtel employee communicated the importance of staying at home in these times 

L&T Tech  Larsen & Toubro Technology Services is running a weekly video series called #EngineersFromTheHomeDesk where their leaders are sharing tips and insights to effectively virtualise business operations.

Swiggy highlighted their employees as real heroes as they continue to serve the nation even in these tough times

Vistara India  put up a video indicating how together their team is set to overcome the current challenges

Connection through storytelling – With external factors and outcomes in flux, how brands show up and provide value to customers is critical. Humanizing the brand to provide information to customers on innovation & insights is important. Brands are wearing their heart on their feed and members looking for feel-good stories are obliging with significant spikes in organic engagement. 

Lenovo India created awareness regarding Lenovo SmarterEd, a platform where students who want to learn can connect with volunteers willing to teach. The brand urged members to sign up and make a difference with its impactful video. 

ICICI Bank deployed mobile ATM vans across several localities in Mumbai, including Worli, Thane, Dombivli and Goregaon. The facility enabled residents to withdraw cash conveniently and safely while maintaining social distancing during the COVID-19 outbreak 

Flipkart thanked its staff and the frontline workers through a heartfelt video message on LinkedIn, which was narrated by its Chief People Officer

Connection through leadership – Times of uncertainty call for reassuring leadership. Now, more than ever, company values must be exhibited in a way that is clear, transparent, and impactful. Brands are leveraging their leaders’ inspiring voices to shape key messages. In India, LinkedIn witnessed 27% increase in the number of organic post by CXOs on LinkedIn (Mar 15- Apr 16 compared to Feb 15-Mar 14) 

● Wipro Foundation’s chairman Azim Premji took to LinkedIn to express solidarity with the community in fighting the crisis 

● Infosys President, Ravi Kumar shared his shared his thoughts on LinkedIn on creating digital readiness to switch to virtualization on-demand 

● Arne Sorenson, CEO, Marriott International exhibited compassionate leadership with an emotive note to Marriott associates 

● Mohit Malhotra, CEO, Dabur India took to LinkedIn to talk about how the company is offering health and nutrition support to frontline Police personnel, Health Workers, urban poor and deprived sections of the society, in Mumbai, Pune, Rajasthan and Assam. 

● Rajesh Gopinathan, CEO & MD at Tata Consultancy Services spoke about safety of associates being a top priority and enhanced confidence amongst employees by assuring better days in the near future

● Companies like Microsoft, Pegasystems and UpGrad are taking to LinkedIn to conduct virtual town halls, live stream keynotes from their CEOs and build thought leadership

Connection through virtual events –Virtual events are a great way to keep the community engaged, learn together, and talk about challenges everyone is facing. They are also a powerful way to showcase your brand values, stay authentic, and build your voice with the support of executive leadership. In fact, there has been a whopping 120% increase in content aiming to drive webinar promotions in APAC, only just in the last three months (Jan-Mar 2020).

● Great Learning, an ed-tech platform, partnered with LinkedIn to create a series called ‘Small Talk’ series using LinkedIn Live. The series features live videos focused on navigating the unforeseen circumstances with advice from their leadership team on how startups can ensure survival, during and after the crisis 

● Microsoft hosted the first-ever virtual conclave for its partners last week in the wake of COVID-19-indicating a gradual shift to the new normal

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