You're sitting on a gold mine but digging with your hands
Sure, some topics are uncomfortable to talk about. Corporate economics isn't everyone's favourite subject, but we get it. So let's talk plainly about money. Every month your company pays out salaries — often your single largest cost. You hired smart people for their expertise. Think of everyone you spoke to during recruitment, and you picked exactly the ones you wanted.
But when it comes to marketing and sales, you let those same smart people sit silent. They're already on LinkedIn. They scroll, they read, they like something now and then. They spend time on the platform — but you get zero effect back. When we ask a group, we typically see an average of around 30 minutes a day on LinkedIn.
The new winners in the market have realised something important: your workforce is a dormant sales army. They already get paid. They're already in place. The only thing missing is a new behaviour.
Your employees are your sustainable advantage. The only thing missing is a new behaviour — not more time.
// The silent armyThe marketing department isn't enough
Your company page on LinkedIn is a hygiene factor, not an engine. Believing the marketing department alone will bring in every deal is a miscalculation. Your competitors are pulling ahead because they use the whole team — not just one person posting logos.
Data from the Work Change Special Report (2025) shows in black and white why you must rethink:
If your brand is just a logo — then you have a problem. If your brand is carried by your employees — then you're building trust.
A resource you already pay forIt's not about more time
Here's the most common excuse we hear: "Our employees don't have time for LinkedIn."
Nonsense. Your employees are already on LinkedIn — the time is already being spent. But it's passive.
// Cost or investment?They check the feed on the bus, between meetings, or over coffee. The time is already there, but it brings in no revenue. It's not about spending more time — it's about changing what they do with it. Instead of scrolling past a competitor's post: write a sharp comment. Instead of just reading a piece of news: share it with a thought of your own. Don't scroll past the interesting person — make contact.
It's a behavioural change, not an additional time commitment. And that's the difference between a cost and an investment.
700,000 SEK a year — with no effect?
A team of 10 salespeople spending 30 minutes a day "just to keep an eye out" costs roughly 700,000 SEK a year in working time. Invest 700,000 in anything else and you'd expect deals and growth in return. Why not here?
The invisible buying journey: customers check you in secret
The biggest mistake sales managers make is thinking the sales process begins when you pick up the phone. Wrong. The customer does their homework quietly, checking you out long before they reach out — 72% verify with people they trust before making a decision.
A scenario you must avoid — your dream customer is looking for a solution:
- They see your competitor's salesperson share a video with a great tip, even answers to questions your own customers ask.
- They see the competitor's expert answering generously and pleasantly in the feed.
- They visit your salesperson's profile and see… nothing. Or a profile that hasn't been updated in three years.
Who do they call? Who do they DM? The one they trust. The competitor won the deal while you paid the salary of someone invisible. LinkedIn is about many small micro-relationships — you won't always notice them, but the effect of showing up the right way builds a competitive advantage.
Can you really sell via LinkedIn?
Our simple answer: the question should be "Can you afford not to?" But let's define what we mean by selling. It's not about being pushy — it's about being the one the customer thinks of first, tied to a professional sales process.
When your employees are active, they become part of the customer's decision. That's the best kind of selling there is.
4 steps to take over the market
Getting your people to step up isn't hard — but it takes structure.
Build a real networkAn account isn't enough. Your people have to actively connect with the right individuals — more relevant contacts means more chances of a deal. What's the effect of 10 new decision-making contacts every week?
Show what you know — own the knowledgeWhy should the customer choose you? Because you know more. Prove it. 77% of marketers now invest in content from experts and employees, because it builds credibility. Every employee is an expert and a representative of you.
Be there when the customer is lookingShow up consistently with good content and you're the one they call when the need arises. Show that this matters — it starts with leaders picking up the baton. Lead by leading.
The professional sales processThis is where we separate the pros from the amateurs. The goal isn't hobby marketers chasing likes — it's fully fledged digital salespeople who can start a real dialogue, book a meeting and have the mandate to act. Without a process, activity is just a pastime. With a process, it becomes revenue.
Conclusion: business is about trust, not logos
At LinkedCoach we see the pattern clearly. The companies winning now are the ones that dare to be personal. It's about curiosity, trust and professional salespeople who've been given the mandate to take up space. You already pay the salary. The people are already there.
Are you ready to activate your silent army?
Will your staff keep being a silent cost — or become your strongest source of revenue? The difference is a new behaviour and a clear process, not more time.
LinkedCoach is today one of the Nordics' leading companies in LinkedIn coaching, lectures, e-learning, workshops and processes that move companies forward towards their goals in the world's largest business network. We focus on the human side combined with sharp sales processes — that's what creates business development and growth for companies via LinkedIn.