If LinkedIn Is the New Front Door, What Does Yours Say About Your Brand?

For years, LinkedIn was seen as the online version of a résumé — something you kept updated “just in case.” A place to quietly maintain your professional profile, not to actively build your brand.

But that’s changed.

Today, LinkedIn is one of the most powerful B2B visibility tools available for businesses and their employees. Business leaders have found great value in not only having an active LinkedIn presence for their business and themselves, but also by having their employees active and posting their own thought leadership and content. And no, that doesn’t mean hopping on trends or turning your team into a content machine. It means showing up with intention and strategy. Many legacy B2B companies haven’t even been told they need to be showing up strategically on LinkedIn, let alone how to do it in a sustainable way.

We’re here to change that.

LinkedIn as a Strategic Visibility Platform

Let’s be clear: we’re not talking about chasing likes. We’re talking about credibility, connection, and relevance.

When used well, LinkedIn can help:

• Position your company as a trusted expert in your field

• Make your values and culture visible to customers, partners, and future talent

• Strengthen referral partnerships and stay prevalent in your network

• Spotlight the leadership behind the work — without turning it into a personal brand bragging session

For companies doing meaningful, technical, behind-the-scenes work, this kind of visibility isn’t vanity. It’s stewardship to ensure your best work doesn’t stay hidden in inboxes, Google Drives, and job sites.

What B2B Decision-Makers Need to Understand

B2B leaders often tell us they’re frustrated because they’re proud of their company’s history, committed to the future, but increasingly aware that their competitors look more modern. That they’re being left out of conversations not because they don’t belong, but because they’re invisible.

The truth is you don’t need to shout to be seen. You just need to show up — consistently, clearly, and in a way that’s aligned with who you really are and LinkedIn is one of the smartest places to start.

Thought Leadership Doesn’t Mean Only Talking About Yourself

One of the most common misconceptions we hear is that thought leadership feels self-congratulatory. But when done right, it’s not about centering yourself — it’s about contributing to the conversation. It’s about helping others think more clearly, act more confidently, or understand something they didn’t before.

That might look like:

• Sharing what your company is seeing in the field and how it’s shaping your approach

• Offering perspective on changes in your industry

• Highlighting your people, partnerships, or community commitments

• Clarifying your point of view on quality, safety, service, or sustainability

This kind of content builds trust over time. It gives your audience a reason to remember you. It supports your sales conversations, recruiting efforts, and customer relationships.

And most importantly, it feels genuine.

What a Strategic LinkedIn Presence Can Look Like

We recently helped a multi-generational B2B company refresh their LinkedIn presence. It wasn’t a complete overhaul, it was only a few thoughtful updates that aligned with their goals as a company:

• Updated leadership bios that reflect not just titles, but values

• A LinkedIn company page with consistent messaging and purposeful content

• A cadence of posts that share real perspective — without the extra irrelevant content

• A content strategy that supports hiring, partnerships, and positioning

The results? More profile views, referrals, and confidence in how they’re showing up in the modern market. Not because they changed who they were but simply because they started telling their story.

Ready to Refresh? Start Here.

If your company hasn’t touched LinkedIn in months (or years), here are a few smart ways to begin:

• Audit your company page. Is the description clear? Does it reflect what you do and why you do it?

• Update team profiles. Especially leadership. People still do business with people.

• Establish a content cadence. Once a week is a great place to start.

• Think conversation, not campaign. What would be helpful, interesting, or relevant to your audience right now?

And if you need a strategic partner to help you do this work in a way that feels aligned and doable, we’d love to talk.

At Kwedar & Co., we believe visibility is a responsibility. We help behind-the-scenes brands build sustainable visibility—without the fluff, the jargon, or the performance theater.

If you’re ready to refresh how you’re showing up on LinkedIn, reach out to us at hello@kwedarco.com. We’ll help you clarify your message, amplify your presence, and ensure the right people know what you stand for.

Because the best work deserves to be seen. And the right message, in the right place, can open the right doors

About The Author

Peyton Sides is the Digital Marketing and Public Relations Intern for Kwedar & Co. As our Digital Marketing and Public Relations Intern, Peyton helps our team with ongoing content creation, public relations research, and communication support.

Peyton is set to graduate from Tarleton State University this May with a Bachelor of Science in Communication Studies, with a special focus on Public Relations and Social Engagement, and a minor in Business. Originally from Fort Worth, Peyton now lives in Stephenville, Texas with her basset hound puppy, Fancy Nancy.