LinkedIn and the Future of Business Networking

In a world that is increasingly digital, it’s no surprise that business networking is changing, too. LinkedIn is at the forefront of this revolution, providing a platform for businesses to connect with one another in a way that is efficient and effective.

Here’s a look at how LinkedIn is changing business networking for the better and why your business should be on LinkedIn.

Benefits of Using LinkedIn for Networking

LinkedIn creates opportunities for businesses of all sizes

In the past, business networking was often about who you knew. If you didn’t have connections in the right places, it was difficult to get your foot in the door. But LinkedIn levels the playing field by providing businesses of all sizes with opportunities to connect with one another.

No matter how big or small your business is, you can find potential customers and partners on LinkedIn.

LinkedIn helps you build relationships—not just connections

It’s one thing to have a list of contacts, but it’s another thing entirely to have relationships with those contacts. LinkedIn makes it easy to build relationships with other businesses by providing a platform for communication and collaboration.

You can message other businesses directly, post updates and articles, and join groups to learn more about your industry. By building relationships on LinkedIn, you’ll be able to create long-lasting partnerships that will benefit both sides.

LinkedIn is a great way to showcase your products and services

LinkedIn provides businesses with an ideal platform for marketing their products and services. You can create a company page on LinkedIn to share information about your business, and you can also use paid advertising to reach even more potential customers.

With LinkedIn, you can target your marketing efforts so that you’re reaching the right people with the right messages—which means more leads and sales for your business.

LinkedIn increases engagement with employee advocacy 

Employee advocacy is when employees share company content on their personal social media accounts. This is a great way to increase reach and engagement because it amplifies your message through your employees’ personal networks.

LinkedIn unlocks the power of recommendations 

One of the most powerful features of LinkedIn is the ability to give and receive recommendations. Recommendations are essentially endorsements from your peers, and they can be a great way to build credibility and trust with potential clients.

When you’re considering doing business with someone, chances are you’ll take a look at their LinkedIn profile to see if they have any recommendations. If they do, that can go a long way toward building trust. 

LinkedIn Trends for 2023

The rise of video content

Another trend we’re seeing on LinkedIn is the rise of video content. Thanks to platforms like Instagram and Snapchat, people are used to consuming content in short, bite-sized video clips. And they’re expecting the same from businesses on LinkedIn.

If you want to stay ahead of the curve, start experimenting with video content on LinkedIn. Share behind-the-scenes footage, employee spotlights, or customer testimonials. Whatever you do, just make sure it’s engaging and informative. 

The rise of social selling

Social selling is a term that refers to the use of social media platforms, like LinkedIn, to build relationships and generate leads. In the past, businesses would use traditional marketing techniques, like advertising and print collateral, to reach potential customers.

But with social media platforms like LinkedIn, businesses can directly engage with potential customers and build relationships with them. What’s more, you don’t have to stop at LinkedIn. You can make the first move on the platform and then export LinkedIn contacts to take the conversation to other channels as well.

The rise of microinfluencers 

Microinfluencers are people who have a sphere of influence smaller than that of a macroinfluencer, like a celebrity. But because of their smaller audience, they generally have more authenticity and credibility. 

Microinfluencers are a great option for businesses because they have a more personal, authentic voice. They can make a bigger impact in a smaller space, which is perfect for platforms like LinkedIn. 

The rise of interactive content 

Interactive content, like quizzes and surveys, is a great way to get your audience involved. It helps them feel more engaged and connected, which will make them more likely to take an action. And action is what it’s all about when it comes to business networking.

You want people to engage with your content and take action, whether that’s filling out a contact form or sharing your content with their network.


LinkedIn is the future of business networking. It levels the playing field by making it easier for businesses of all sizes to connect with one another. And it creates opportunities for businesses to build relationships, showcase their products, and market their services.

If you’re serious about building your business, you need to be on LinkedIn.

The views expressed in this article are those of the authors and do not necessarily reflect the views or policies of The World Financial Review.