Most advice about LinkedIn is obsessed with what to post, how often to post, and whether posting is “worth it”. But almost nobody talks about the more important question: who actually posts in the first place – and how uneven participation really is across a business.
In this short paper, we use LinkedIn Sales Navigator data to show how posting behaviour changes and its impact on growth.
What you’ll learn
- Who posts on LinkedIn
- How posting participation changes by company size and role
- Why leadership participation is necessary but insufficient for success
- How network size affects posting participation
- Which roles have the greatest influence on business growth by posting on LinkedIn
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