LinkedIn has long evolved from being a job-seeking platform to becoming a thriving ecosystem for brand storytelling, B2B marketing and community engagement. Today, the smartest brands aren’t just talking at their audiences; they’re starting conversations, highlighting people and offering genuine value. In this blog, we’ll look at 10 brands that are killing it on LinkedIn in 2025 and unpack what they’re doing right. Whether you’re a startup, a scale-up or a legacy giant, there’s something to learn from these pioneers.
The LinkedIn platform has become the ultimate battleground for brand supremacy in the B2B space. The landscape has shifted dramatically. What once was a digital CV repository has transformed into a powerhouse of content marketing, thought leadership and brand storytelling. The brands that have recognised this shift aren’t just participating; they’re dominating, often with the strategic support of a social media marketing agency, which helps them create content that resonates, builds trust and grows their audience.
Table of contents
- Why LinkedIn Matters for Brand Building
- Top 10 LinkedIn champions
- Key strategies that brands use
- Final thoughts
- FAQs
Why LinkedIn Matters for Brand Building
LinkedIn is the world’s largest professional network, with over 1 billion users globally. In a sea of noise across other platforms, LinkedIn offers a unique advantage: targeted, organic reach to a highly engaged professional audience. For B2B marketers, it’s not just another channel; it’s the channel.
What makes LinkedIn particularly powerful is its intent-driven environment. Unlike other social platforms where users scroll for entertainment, LinkedIn users arrive with a purpose: they’re seeking knowledge, opportunities and professional growth. This creates an unparalleled opportunity for brands to connect with audiences at precisely the right moment.
The most successful brands have cottoned on to this reality. They’ve moved beyond corporate announcements and product launches to create content that educates, inspires and fosters community. They’ve turned their employees into brand ambassadors and their executives into thought leaders. especially when supported by a sharp content strategy and branding approach, often crafted by experts like us.
The Top 10 LinkedIn Champions
1.Adobe
Adobe has mastered the art of visual storytelling on a predominantly text-based platform. Their LinkedIn marketing strategy seamlessly blends stunning visuals with compelling narratives about creativity, innovation and digital transformation.
What’s brilliant about Adobe’s approach is how they showcase creativity in action. Rather than simply promoting Creative Suite, they share stories of customers who’ve used their tools to solve real problems or create meaningful work. They’ve turned their LinkedIn presence into a masterclass in creative inspiration.
Their employee advocacy programme is particularly noteworthy. Adobe team members regularly share behind-the-scenes content, creative processes and industry insights, creating an authentic connection between the brand and its professional community.
2.Google
Google has transformed LinkedIn into a platform for sharing groundbreaking insights about technology, artificial intelligence and digital transformation. Their content strategy brilliantly balances technical expertise with accessibility, making complex innovations understandable to business professionals across industries.
Never missing a beat, Google utilises LinkedIn to showcase innovation, celebrate employees and communicate product developments in a digestible and friendly manner. Their tone is informative yet conversational, which is why their engagement remains consistently high.
What to take away: Even complex tech can be communicated simply when your people tell the story.
3.Canva
Canva has brought visual design education to LinkedIn’s professional community. Their content strategy combines design tips with business insights, making creative skills accessible to non-designers.
Their social media strategy includes educational carousel posts, design tutorials and trend insights that provide immediate value to their audience. They’ve successfully positioned design as a crucial business skill rather than just a creative pursuit.
Canva’s employee advocacy programme encourages team members to share design insights, customer stories and product updates that feel helpful rather than promotional.
4.Unilever
Unilever’s feed reads like a purposeful editorial. You’ll find a balance of big ideas, like their goal to reduce carbon impact across their supply chain, next to intimate team stories from their R&D labs or sourcing communities in Ghana. They use rich storytelling and strong creative design to show their commitment to sustainability and social responsibility.
Their “Meet Our People” series is particularly engaging, featuring real employees sharing their day-to-day work and why it matters. This positions Unilever not just as a brand that sells soap and ice cream but as a movement for ethical business.
Tell your brand’s story through your people. When values align with content, engagement soars.
5.Zomato
Zomato brings its quirky, witty and brand-forward tone from consumer social media to LinkedIn with surprising effectiveness. Their posts often focus on product updates, restaurant partner stories, hiring initiatives and insights into the food delivery ecosystem. They’ve found a way to stay fun while remaining professional, which keeps them visible and memorable in a more corporate setting. Their team also uses LinkedIn to discuss tech innovation, logistics and customer experience, showing there’s real engine power behind the fun content.
6.Shopify
Shopify’s focus on entrepreneurs shows up in every post. Their content ranges from short video documentaries of merchants to step-by-step growth guides. Their leadership team, especially their COO and VPs, post regularly about trends in e-commerce, the creator economy and small business resilience.
They also use humour and current events cleverly, like poking fun at competitors or riffing off trending economic reports. It’s smart without being snarky.
Your feed should reflect your mission. And if your mission is to empower others, prove it.
7. Deloitte
Deloitte nails the blend of intellectual authority and human warmth. They post frequently on emerging topics like climate risk, AI in audit or the future of work, but make it accessible through animated explainers, infographics and short clips featuring experts.
They also host live sessions, thought-leader interviews and LinkedIn newsletters that keep their 10M+ followers genuinely informed. Their global teams are empowered to create localised content, which gives the brand a grounded, yet global, voice.
8.HubSpot
HubSpot has positioned itself as the ultimate educator on LinkedIn. Their content strategy revolves around providing actionable insights about marketing, sales and customer service that professionals can immediately implement.
Their content marketing approach is methodical and data-driven. They share industry reports, create educational carousel posts and produce video content that breaks down complex marketing concepts into digestible insights. What’s particularly impressive is how they maintain consistency across their global team, with employees worldwide contributing to a cohesive brand narrative.
9.Cafe Coffee Day
Café Coffee Day uses LinkedIn to reflect its legacy and vision. Posts highlight milestones, franchise success stories, sustainability efforts and community involvement. While their tone is more understated, they effectively communicate brand pride and resilience through storytelling about employees, farmers and suppliers. Their focus on human connections and consistency give the brand a heartfelt presence on a platform often dominated by tech and finance voices.
10. Zoho
Zoho’s content is quiet and confident. Their tone is professional but warm and their posts are focused on customer wins, new feature releases and thought leadership around privacy-first software.
What sets them apart is their brevity; they get to the point quickly. Their graphics are clean, typically template-based and often feature real client logos or testimonial quotes.
Zoho is also committed to localisation, adapting posts for regional markets, which keeps its global presence cohesive.
Key Strategies These Brands Use
The success of these LinkedIn champions isn’t accidental. They’ve developed sophisticated strategies that can be replicated and adapted by brands of any size.
Employee Advocacy at Scale: Every successful brand treats employees as brand ambassadors. They provide training, content guidelines and encouragement for team members to share their expertise and experiences.
Value-First Content: Rather than leading with product promotion, these brands consistently provide value through education, insights and practical advice that helps their audience succeed.
Authentic Storytelling: The most engaging LinkedIn content tells human stories about challenges, successes and learning experiences that resonate with professional audiences.
Community Building: Successful brands create spaces for conversation, encourage engagement and respond meaningfully to comments and shares.
Consistent Executive Presence: Leadership visibility matters on LinkedIn. The most successful brands have executives who regularly share insights and engage with their professional community.
Final Thoughts
LinkedIn in 2025 is no longer just a network; it’s a full-blown ecosystem. The brands winning here aren’t necessarily the biggest or loudest; they’re the most authentic, strategic, and consistent.
If you’re looking to elevate your brand’s LinkedIn game, take notes from these leaders and don’t be afraid to get help. The right digital marketing agency can help you turn likes into leads and followers into loyalists.
FAQs
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...