oneDynamics at the SoDA Brunch – LinkedIn as a Tool for Expertise, Visibility, and Sales

Is LinkedIn just a place for tech companies to post about certifications and conferences? How should roles be divided between the company profile and employee profiles? And why do longer, expert-driven posts still matter when short videos are the easiest way to grab attention? Klaudia Harasim and Denis Brzeziński sought answers to these questions on September 30 during the SoDA Brunch.

Bartek Ziemiański moderated the session. He demonstrated how tech companies and their employees can use LinkedIn for much more than just occasional posts: to build expertise, increase visibility, and support sales.

Company profiles and expert profiles: different roles, a common goal

One of the main topics of the meeting was the division of roles on LinkedIn. A company profile and individual profiles should not serve the same purpose.

A company can provide knowledge, data, and materials. Experts contribute their own experience, perspective, and commentary. In this way, they build their personal brand while also increasing the visibility of the company, its expertise, and its services. Both sides benefit from this.

Short videos and expert content

The way audiences consume content is also changing. Short videos are great for grabbing attention and building engagement, but they don’t replace more in-depth expert content.

Long-form content today serves two purposes. It supports traditional search engine visibility, and it’s increasingly appearing in responses generated by language models. For companies that want to be recognized as experts in their field, this is a reason not to give up on substantive publications.

LinkedIn is more than just a platform for building your professional image

The most important takeaway from the meeting: a well-managed LinkedIn profile helps build relationships, increase brand awareness, and generate new sales opportunities. When treated solely as a platform for company announcements, it tap into only a small fraction of its potential.

We're coming back from the SoDA Brunch with a few concrete ideas that we want to implement in our communications.

Thank you to SoDA—Software Development Association Poland—and PR Calling for organizing the event and providing so many practical examples.