Month: August 2021

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With over 50 million members, Brazil is the fourth largest community on LinkedIn

LinkedIn is one of the most expressive social networks when it comes to networking and the dissemination of market news. The platform has a total of at least 774 million members. Of these, 260 million are active with 130 new users every minute worldwide. 

In Brazil, its performance is also very relevant. The platform grows, on average, 14% per year and has just surpassed the 50 million user mark. Behind only the United States, India and China, the country is the fourth largest community in the professional network. 

Since Microsoft acquired the company for $$26.2 billion in 2016, growth has accelerated and revenue has nearly tripled. "LinkedIn has become a leader in several secular growth areas spanning B2B advertising, professional hiring, corporate learning and sales intelligence," said Microsoft CEO and Chairman Satya Nadella. 

Also read: Brand investment in social networks grows by 60% between 2020 and 2021, Instagram and Facebook stand out 

New features from LinkedIn

To improve the use of the platform by users, LinkedIn launched several features in 2021, such as Cover Story, which allows video presentation; Creation Mode, for content producers; Service Pages, for freelancers and small investment owners; and a new field for pronouns.

“We have lawyers, engineers and doctors, but also singers, content producers, football players and astronauts. We are here for those who are looking for their first job and also for those who have already lived a good part of their professional lives, those who want to do business and those who are thinking about a career change. From the north to the south of the country, we have people with the most different objectives, but with the certainty that there is a LinkedIn for each one of them”, said Milton Beck, general director of LinkedIn for Latin America. 

The network has more than 14 million open jobs and 90% of recruiters regularly use LinkedIn, which explains the growing interest, especially among young people, in using the platform. 

THE Alliance Communication knows the importance of LinkedIn for professional relationships and, with that in mind, manages the platform completely for companies, creating new publications and campaigns. It is essential to have your network active, so that you can build new connections.

Read also: LinkedIn Ads: learn why to invest in ads on this social network 

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Sustainability reports gain importance in companies

Through a survey carried out by KPMG, in which 5,200 companies participated, it was reported that 85% of the companies prepare sustainability reports. In addition, 72% of them follow the guidelines established by the Global Reporting Initiative (GRI), an independent global institution that is responsible for measuring the sustainable performance of companies, NGOs and public agencies, as well as helping them to understand their environmental impacts. 

Sustainability reporting enables companies to develop a forward-looking management strategy based on information about negative or positive sustainability impacts. In a dynamic world, in which the economic, social and environmental spheres have the same weight as the financial sphere, it is very important for companies to take a stand and help raise people's awareness.

Read too: Engagement with environmental guidelines has increased in the last 5 years, according to research

Climate change is a business risk 

More than 2,000 companies recognize that climate change is a risk for business, not only because of physical factors, such as global warming, but also because of the impacts generated by new regulations, which can lead to financial risks. Therefore, companies need to be prepared. 

It is important for companies to carry out a sustainable management plan incorporated into the corporate strategy, as it will directly influence the dialogue with shareholders and investors. In addition, positioning in the face of climate change is becoming increasingly essential for consumers and stakeholders.

Brazil still has a long way to go, but the number of companies that make sustainable reports grows every year. In the KPMG survey, 100 Brazilian companies participated, some of them with revenues between 1 billion and 20 billion dollars, representing 25 sectors of the economy. 

Among the specialties of Alliance Communication is the preparation of Sustainability Reports, as it is a strategic tool to look at and support decisions focused on sustainability and social responsibility. The documentation also encourages transparency in the critical and relevant impacts of an economic, social and environmental nature, in addition to working on the company's trust and reputation, as it is increasingly in the public interest.

Read too: Learn the main digital marketing trends for 2021

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Brand positioning: social networks play an essential role in educating the public with environmental guidelines

Brand positioning on social networks has been a factor that has been greatly explored in the transmission of conscious messages to consumers. With the urgency for more social and environmental guidelines, digital marketing strategies have been fundamental for companies. In addition to selling the product, corporations now bring social responsibility with them. After all, sustainable development has become a great ally in the present scenario.

First of all, it is important to establish what are the challenges that permeate society. Topics related to the use of natural resources, as well as agendas associated with minorities stand out. Therefore, understanding the role of companies in making the world better is the first step. 

Read too: Break big tasks into smaller ones and don't say yes to everything: see how to better organize yourself at work

In this sense, the truth is that brands (regardless of the service offered) are able to reach thousands of people on the internet. Therefore, using your main communication channels only to sell your products would undoubtedly be one less chance of re-educating the public. Therefore, adopting content marketing strategies and putting them into everyday life, allied to social guidelines, can be a great achievement, even when it comes to publicizing your product (depending on the category).

Brand positioning must be consistent with the company's values

Currently, what is perceived is a strong limitation of organic reach to the detriment of paid campaigns in the digital marketing scenario. Likewise, building the presence of brands on social networks must take into account technical requirements and molding to the new algorithms dictated by social networks, in order to perform well and dialogue with the public of interest. According to a Socialbakers report, such methods were the big bet for companies in the first quarter of 2021.

Recognized for analyzing corporate performance in social media, Socialbakers released an analysis of the main trends in the area. Comprising the first quarter of 2021, the survey brings important data regarding customer experience and brand positioning.

Read too: Engagement with environmental guidelines has increased in the last 5 years, according to research

Collaborating for the development of society and promoting social discussions on the internet must, above all, be a reflection of the corporate environment itself, generating benefits for the company's culture and, consequently, for the construction of a fairer world. Otherwise, what you see is a case of greenwashing – practice defined by the inappropriate use of agendas related to sustainable development, in which, in reality, everything that is published is just a speech aimed at profit.