Let’s play a quick game of word association. We say “LinkedIn.” You think… job hunting? Boring corporate posts? Cringe-worthy humblebrags?
Yeah. We thought so.
But here’s the truth bomb: LinkedIn is actually the most underutilised PR weapon in your brand’s entire social arsenal. And if you’re in the business of building reputation, influence, or trust (which, let’s be honest, is pretty much every brand), then you need to stop treating LinkedIn like a dusty filing cabinet and start treating it like the media powerhouse it is.
At Agent99, we live and breathe Digital PR in Sydney, nationally and globally, and we’re here to tell you—LinkedIn isn’t just a “nice to have.” It’s your not-so-secret weapon for B2B PR, Corporate PR,and beyond.
LinkedIn Is Not Just for People Who Say “Let’s Circle Back”
Let’s clear something up: LinkedIn isn’t just for execs posting photos from leadership retreats, or for people who love using the word “synergy.”
In 2025, LinkedIn is where decision-makers hang out. It’s where conversations are happening about innovation, growth, and industry disruption. It’s where journalists are quietly stalking for expert commentary. And it’s where smart brands are racking up visibility and building real clout.
So, if your brand is operating in the B2B PR space and you’re not treating LinkedIn like your top content platform—you’re basically at a networking event standing in the corner pretending to text.
Why Most Brands Are Butchering It
Here’s the thing: most companies on LinkedIn are playing it painfully safe. Bland updates. Zero personality. Graphics that scream 2011 PowerPoint.
Your audience? They’ve already scrolled past.
In the world of Corporate PR, this is not just a missed opportunity—it’s a reputation liability. If you look like you haven’t touched your page since 2020, what does that say about your business? (Spoiler: nothing good.)
We’ve seen everything from CEO bios that read like IKEA allen key assembly instructions, to company pages with six followers—two of which are interns and one’s the founder’s dog with a LinkedIn profile.
Let’s do better, shall we?
What a Strategic LinkedIn PR Program Actually Looks Like
Now, let’s be clear. “Posting more on LinkedIn” is not a strategy. That’s like saying “eat salad” is a health plan. What you need is a smart, strategic, creative PR-led content approach that aligns with your brand’s goals and voice.
Here’s how we tackle it at Agent99, where Digital PR is non-negotiable:
1. Executive Profile Makeovers
Your leadership team are your secret weapons. But if their profiles still say “Open to opportunities” or haven’t been updated since Julia Gillard was PM… we need to talk.
We optimise bios, polish headshots, add a little sparkle (read: thought leadership), and make sure your key people are positioned as the industry heavyweights they are.
2. Thought Leadership That Doesn’t Put People to Sleep
Newsflash: Thought leadership doesn’t have to be a 1,000-word snoozefest. It can be punchy, opinionated, timely—and still totally on-brand. We create content that showcases brains and boldness.
3. Media Coverage Amplification
You’ve landed a killer feature in AFR? Amazing. But if it lives and dies on your newsroom page, what’s the point? We take your earned media and give it new life—snappy LinkedIn posts, visual snippets, even behind-the-scenes takes. That’s how we stretch value in Corporate PR campaigns in Sydney and beyond.
4. Employee Advocacy (AKA Getting the Team to Actually Share Stuff)
No one wants to read a company post with zero likes and a tumbleweed gif. We help turn your team into brand champions—without making it feel forced. Think “easy-to-share content packs” and light humour (because no one likes being voluntold to post).
5. Results, Not Just Reach
We track it all. Views, clicks, engagement, and actual business impact. Because in B2B PR, likes are lovely, but leads are king.
Why LinkedIn Works (When You Don’t Make It Boring)
Tone is everything. People don’t want another sales pitch in their feed—they want insights, authenticity, and yes, the occasional laugh. Here’s what cuts through:
- Clear opinions with a human voice
- Practical takeaways or learnings
- Snappy visuals (ditch the stock photo of handshakes, please)
- Smart humour (bonus points if it involves office dogs or espresso martinis)
The brands killing it on LinkedIn are the ones who sound like people, not brochures.
Crisis Mode? LinkedIn Is Your Friend
When the chips are down (and the media is calling), LinkedIn is a fast, effective platform to communicate directly and transparently. Whether it’s a leadership change, supply chain issue, or sensitive market update, this is where reputations can be protected in real time.
In our Corporate PR crisis comms playbook, LinkedIn sits front and centre—especially when speed and tone need to be perfectly balanced.
So… Is LinkedIn Right for You?
If your brand operates in professional services, finance, consulting, tech, education, or any B2B arena—LinkedIn isn’t optional. It’s the platform.
We’ve helped everyone from global wine brands to leadership training firms make LinkedIn their best-performing comms channel. And spoiler alert: we didn’t do it by sounding like robots.
If you’re serious about Digital PR in Sydney and beyond, but your LinkedIn is currently a ghost town, it’s time for a brand intervention.
Let’s Wrap This Up Before It Does get Boring….
LinkedIn might not be as shiny as Instagram or as dramatic as TikTok, but when used correctly, it’s one of the most powerful PR tools you have.
Want to turn your company page into a credibility magnet? Want to position your execs as industry leaders without sounding like they wrote their post on a plane at 2am? Want to turn likes into leads?
You know where to find us. (Hint: We’re probably already on your LinkedIn feed.)
Agent Sharon
