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Claire Roper

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LinkedIn – It’s Your Most Underrated Brand Tool

  • Writer: Claire Roper
    Claire Roper
  • Jun 23
  • 3 min read

LinkedIn is one of the most powerful, underutilised platforms in digital marketing — and hands down, one of my favourites. Yet despite its massive potential, it still gets a bad rap. Some think it’s just for recruiters. Others roll their eyes at what they call “humblebrag culture.” And too often, I hear the most damaging misconception of all — that LinkedIn is somehow irrelevant, risky, or uncontrollable for businesses.


Let’s be clear: if your organisation isn’t encouraging staff to use LinkedIn, you’re missing a major opportunity.


Hands use a stylus on a tablet near a keyboard and laptop. A person writes notes. Bright office with plants and art supplies. Cozy mood.

The Danger of Doing Nothing

A manager once told me,

“We don’t have any control over what staff are saying… I think LinkedIn could be dangerous.”

That mindset is precisely what holds businesses back.


Here’s the reality: your people are already on LinkedIn. So instead of fearing what they might say, empower them to share what matters. Give them guidance, trust, and content worth talking about. When you invest in your people’s online presence, you’re investing in your brand visibility, trust, and industry credibility.


“Why would anyone share your content… if your own staff aren’t?”

It’s something I’ve said for years — and it still holds true.


If your employees aren’t sharing your updates, insights, or wins, why should anyone else? Authentic engagement starts internally. LinkedIn gives your team a voice, and when those voices align with your brand values and goals, magic happens.


LinkedIn Is a Business Development Engine

Whether you’re B2B, nonprofit, corporate, or startup — LinkedIn helps:


  • Build your employer brand

  • Drive traffic to your website or campaigns

  • Humanise your leadership team

  • Attract talent who align with your values

  • Establish your expertise in your niche

  • Create a ripple effect of influence through staff networks


And no, it doesn’t need to be a hard sell. Often, the most effective posts are the most human ones — a team milestone, a behind-the-scenes moment, or an employee sharing what they’ve learned.


A Bit of History: LinkedIn in 2016

Back in 2016, I wrote a series of LinkedIn posts designed to help professionals and businesses thrive on the platform. Those posts focused on real, accessible advice — not stuffy corporate speak or shallow engagement hacks.

Even then, the message was clear: LinkedIn is most powerful when you’re authentic, strategic, and consistent. That hasn’t changed.



If You’re Not Leveraging LinkedIn, Start Now

The algorithm loves conversation. People love honesty. And the platform has evolved into a space where real business — and real influence — happens every single day.


If leadership doesn’t champion LinkedIn, your brand voice will be quieter than it should be. If staff don’t feel empowered to share, you’ll be missing a golden amplification opportunity.


Your customers, partners, future employees, and peers are already on LinkedIn. The question is: are you showing up?Don’t treat LinkedIn like a chore or a risk — treat it like the strategic asset it is. Because when used right, it doesn’t just promote your business — it elevates it.

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