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Personal brand and corporate reputation: B2B communication insights on LinkedIn

06/ 05/ 2026
  On 5 May, the Marketing and Communications Committee of the European Business Association, in partnership with ADDLIUM and Perfect PR, hosted a webinar titled How Businesses Build Reputation and Trust: The Role of LinkedIn in Modern Communications. Speakers Dmytro Suslov, Founder and CEO of ADDLIUM, and Nataliya Ulynets, Founder and CEO of Perfect PR, shared their approaches to using LinkedIn as a tool for reputation management and B2B communications. On Reputation According to Nataliya, reputation acts as a companys immune system. It forms regardless of whether a business manages it systematically or not. The expert emphasised that reputation should be viewed as an asset that directly impacts stakeholder trust and business performance. Key reputation measurement metrics to consider include: Trust levels: awareness, interaction experience, etc. (sociological indicators); Sentiment analysis: the tone of mentions; Say-do gap: the correlation between a companys statements and its actual actions; Message resonance: how effectively messages are delivered and perceived by audiences. LinkedIn: The Priority Channel for B2B Communications Dmytro highlighted that high-quality communication on LinkedIn significantly influences conversion rates and business results within the B2B segment. In B2B communications, maintaining constant contact with partners is particularly vital, as decision-making and deal-closing processes are often lengthy. Regular, high-value content ensures a brand stays top of mind for potential clients throughout the entire customer journey. Dmytro’s primary recommendation for developing a LinkedIn profile is to define the purpose of your presence. Whether it is building social capital, establishing expertise, or creating an additional sales channel, the objective must be clearly formulated from the outset. The speakers also addressed common business mistakes on LinkedIn, such as: Complete lack of activity; Hard selling without prior trust-building; Sales activities lacking content support; Using automated mass-messaging from personal profiles. The session concluded with a Q&A, where participants received practical advice and reviewed real-world LinkedIn communication case studies and their impact on corporate reputation. To ensure the discussion and exchange of expertise continues beyond this webinar, we invite you to join the first LinkedIn community in Ukraine via this link.

On 5 May, the Marketing and Communications Committee of the European Business Association, in partnership with ADDLIUM and Perfect PR, hosted a webinar titled “How Businesses Build Reputation and Trust: The Role of LinkedIn in Modern Communications.”

Speakers Dmytro Suslov, Founder and CEO of ADDLIUM, and Nataliya Ulynets, Founder and CEO of Perfect PR, shared their approaches to using LinkedIn as a tool for reputation management and B2B communications.

On Reputation

According to Nataliya, reputation acts as a company’s “immune system”. It forms regardless of whether a business manages it systematically or not. The expert emphasised that reputation should be viewed as an asset that directly impacts stakeholder trust and business performance.

Key reputation measurement metrics to consider include:

  • Trust levels: awareness, interaction experience, etc. (sociological indicators);
  • Sentiment analysis: the tone of mentions;
  • Say-do gap: the correlation between a company’s statements and its actual actions;
  • Message resonance: how effectively messages are delivered and perceived by audiences.

LinkedIn: The Priority Channel for B2B Communications

Dmytro highlighted that high-quality communication on LinkedIn significantly influences conversion rates and business results within the B2B segment.

In B2B communications, maintaining constant contact with partners is particularly vital, as decision-making and deal-closing processes are often lengthy. Regular, high-value content ensures a brand stays “top of mind” for potential clients throughout the entire customer journey.

Dmytro’s primary recommendation for developing a LinkedIn profile is to define the purpose of your presence. Whether it is building social capital, establishing expertise, or creating an additional sales channel, the objective must be clearly formulated from the outset.

The speakers also addressed common business mistakes on LinkedIn, such as:

  • Complete lack of activity;
  • Hard selling without prior trust-building;
  • Sales activities lacking content support;
  • Using automated mass-messaging from personal profiles.

The session concluded with a Q&A, where participants received practical advice and reviewed real-world LinkedIn communication case studies and their impact on corporate reputation.

To ensure the discussion and exchange of expertise continues beyond this webinar, we invite you to join the first LinkedIn community in Ukraine via this link.

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