The next generation of business decision-makers is already here, and the way brands communicate with them needs to change.
New LinkedIn research, based on a survey of more than 18,000 professionals, offers an interesting look at how Gen Z approaches networking, professional relationships and branded content. One finding stands out immediately, 72% of Gen Z professionals say they are missing opportunities because they hesitate to put themselves forward. More than half are unsure how to get started with professional networking.
For marketers, however, there is an even bigger takeaway.
Younger professionals are not simply looking for brands to be visible. They are looking for brands, people and content they can trust.
Visibility Is No Longer Enough
Getting your brand seen matters. But being seen does not automatically make someone trust you.
According to the research, 73% of respondents believe brand credibility is becoming more important than brand visibility. LinkedIn also found that 86% of US marketers surveyed agreed that Gen Z and millennial buyers trust peer recommendations and expert voices more than branded marketing.
That should influence any modern social media marketing strategy.
Instead of asking only, “How often should we post?”, businesses should be asking:
- Who should be speaking for our brand?
- What expertise can we share?
- What do our customers genuinely want to know?
- Are we creating useful content or simply promoting ourselves?
- Does our content give people a reason to trust us?
For B2B brands in particular, LinkedIn should not simply become a stream of company announcements.
Put Your Experts in Front of the Camera
One of the strongest opportunities lies inside your own business.
Your directors, salespeople, specialists, technicians and consultants probably know far more about your industry than your marketing content currently shows.
Use them.
LinkedIn’s research found that 42% of marketers surveyed regard expert voices as the most effective way to connect with younger decision-makers. Short-form and immersive video was the format Gen Z buyers were most likely to engage with, at 49%.
A financial company could have a senior consultant explain a common mistake businesses make.
A manufacturing company could show an expert discussing how to choose between two materials.
A recruitment company could ask a recruiter what candidates should stop doing in interviews.
These do not need to feel like corporate presentations. In fact, they probably should not.
Useful, clear and human beats overly scripted.
Younger Audiences Can Spot Forced Content
Brands sometimes make the mistake of trying too hard to sound young.
Suddenly every caption is filled with slang, trends and language nobody inside the company would actually use.
That can have the opposite effect.
If younger audiences value credibility and authenticity, brands should focus on communicating naturally rather than trying to imitate their audience.
Your expertise is already your advantage.
Turn that expertise into useful content through videos, articles, carousels, opinion pieces, case studies and conversations.
A strong content marketing strategy should make your business easier to understand and give potential customers reasons to trust you before they ever speak to your sales team.
LinkedIn Is Part of a Bigger Search Journey
Another important consideration is that people rarely experience a brand on one platform only.
Someone might see your expert talking on LinkedIn, search your company name on Google and then visit your website.
What do they find next?
This is where social media needs to work alongside search engine optimisation, website content and paid media.
Your LinkedIn content creates awareness and credibility. Your SEO services help people find you when they search. Your website needs to reinforce the same expertise and make the next step clear.
If those elements tell completely different stories, the customer journey becomes disconnected.
Think Beyond Followers
LinkedIn marketing should also be measured against business objectives rather than follower numbers alone.
Look at:
- Engagement from relevant professionals
- Website traffic from LinkedIn
- Profile and company page visits
- Enquiries
- Lead quality
- Content saves and shares
- Conversions
For businesses using LinkedIn as part of lead generation services or performance marketing, these metrics give a far more useful picture than likes alone.
What Should Brands Do Now?
Start by identifying three to five people inside your organisation who have something genuinely useful to say.
Then identify the questions customers ask them most often.
You already have the beginnings of a content calendar.
Record short videos. Turn answers into articles. Create LinkedIn carousels. Share opinions about developments in your industry. Encourage employees to participate in conversations rather than relying exclusively on the company page.
Most importantly, avoid turning every piece of content into an advert.
Sometimes the strongest marketing simply demonstrates that you understand your industry.
Build Credibility Before You Need the Lead
At Fuzion Digital, we help brands connect social media marketing with SEO, Google Ads, website design, content marketing, CRM marketing and a wider digital strategy.
As a South African digital marketing agency and Google Premier Partner, our focus is not simply on putting brands in front of more people. It is about creating the right combination of visibility, credibility and performance.
The latest LinkedIn insights are a useful reminder of where marketing is heading.
The brands that win younger decision-makers will not necessarily be those shouting the loudest. They will be the ones worth listening to.
Explore Fuzion Digital’s Social Media Marketing services, request a digital marketing audit, or speak to our team about building a stronger LinkedIn and content strategy for your business: https://fuziondigital.co.za/services/
Follow Fuzion Digital on LinkedIn for digital marketing insights, industry trends, campaign ideas and practical strategies for growing your brand online: https://www.linkedin.com/company/fuzion-digital/
