For years, Facebook and Twitter (or X, as we’re now calling it) grabbed most of the headlines when it came to social media for business. Yet if you ask most business owners in Scotland today where real conversations and opportunities are happening, the answer is LinkedIn.
It’s funny really – so many of us signed up years ago, added a job title or two, and then forgot about it. Yet in 2025, LinkedIn has quietly become one of the most powerful spaces to be if you’re running a business. It’s not just somewhere to park your CV anymore – it’s a living, breathing community. For those of us working in Scotland and across the North, it’s where an incredible amount of connection, support and opportunity is waiting.
So, why bother with LinkedIn now?
Well, for starters, it’s massive. Over a billion people worldwide are on there and almost 60% of UK professionals are active. That’s a lot of decision-makers, collaborators and potential clients. Unlike other platforms, people actually come here to talk about business – not only to argue about the news or share holiday snaps. Over time, LinkedIn has become a great deal more relaxed in what is shared, but business is still very much at the forefront, even among closer communities.
It means your time on LinkedIn works harder. Even a few minutes a day can raise your visibility and remind people — prospects and potential partners — that you exist.
It’s not just about being found – it’s about finding others
We all want to be discovered online, and LinkedIn makes that easy with profiles that show up in Google searches. But the real magic comes when you flip it around and start looking for the people you want to work with.
You can filter by location, industry, role… and suddenly, you’re not just waiting for opportunities to land in your lap – you’re actively building the right network. I’ve seen Scottish start-ups find their first investors this way and small service businesses land big contracts simply by making the right connection.
A business page is your shop window
If you haven’t set up a page for your business yet, now’s the time. Think of it as your shop window – a place to share updates, insights, or even just show you’re alive and kicking. Businesses that post regularly see far more engagement than those that don’t and your community really does notice.
Pro tip? Follow your own business. (You’d be amazed how many people forget.)
People trust people
Here’s the thing: we all check reviews before we buy. LinkedIn works the same way. When clients or colleagues recommend you, or endorse your skills, it gives anyone new a little nudge of confidence. Those few lines from someone you’ve actually helped carry real weight – they’re often what makes the difference between being remembered and being scrolled past.
Consistency counts
No, that doesn’t mean you need to live on LinkedIn. A quick check-in each day – liking, commenting, or posting something useful – is often enough to keep you ‘plugged in’ to the algorithm… Think of it less like a marketing chore and more like popping into your local café: you show your face, you catch up with people, and slowly but surely, you become part of the fabric of the place. Engaging with businesses or content that you follow around the same time as you post your own content will help more of your key audience see your posts, too.
Final thought
LinkedIn isn’t some hidden trick anymore, but it is still underused – especially by smaller businesses. Which is good news, really. It means there’s still space to stand out, share your voice, and connect with the people who matter.
For business owners in Scotland and the North, it’s become more than just a platform – it’s a community — and the best way to get the most from it? Simply show up, regularly and genuinely.
We support a number of our clients with their Linkedin presence through our VA services. If that would be of help to you, please do get in touch.
