The Water Cooler: Marketing Pros Discuss the Post-COVID-19 Future of Work on LinkedIn

August 21, 2020

LinkedIn Water Cooler Series

There are now more than 706 million LinkedIn members, and every month on the platform these professionals engage with and discuss content that’s important to them — inside and outside the office.

In this edition of the Water Cooler, we’re taking a deep dive into the articles that are receiving the most shares from marketing professionals on LinkedIn. In July, marketing leaders shared content focused on the future of work to help them figure out how to adjust their businesses to a world impacted by COVID-19. And this work by marketing leaders is truly a global effort, with three of the top 10 articles published in either Spanish or Portuguese.  

Our top 10 list also reveals that companies are still trying to help their teams adapt to working from home. The No. 2 article from The New York Times, “In the Covid-19 Economy, You Can Have a Kid or a Job. You Can’t Have Both,” illustrates the challenges working from home can present to employees. “…Many adults — at least the lucky ones that have held onto their jobs — are supposed to be back at work as the economy reopens. What is confusing to me is that these two plans are moving forward apace without any consideration of the working parents who will be ground up in the gears when they collide,” writes Deb Perelman.

Meanwhile, marketing leaders across the globe are settling in for the long-haul when it comes to working from home. The No. 7 article from the São Paulo, Brazil-based USP no Ar, “Estudo mostra: 70% das pessoas gostariam de continuar no home office,” reported that 70% of the white-collar worker interviewed in a large study would like to remain in the home office. The No. 1 article from Microsoft, “Reimagining virtual collaboration for the future of work and learning,” which summarized new features of the company’s Teams product, shows that marketing professionals want solutions that help them feel more connected to their co-workers, as well as increase productivity anywhere at any time.

As COVID-19 hotspots continue to pop up around the world, our list also illustrates that  business professionals are craving positive content that shows us that we can beat the odds. The No. 9 story from CNN, “This student collected garbage to pay for college. Now he's headed to Harvard Law” and the No. 10 story from Forbes Columbia Magazine, “Mujeres al volante: Crepes & Waffles lanza su propia red de domiciliarias,” share commonalities – both spotlight stories of successful individuals and businesses that overcame seemingly insurmountable challenges through innovation and hard work.

Top Articles Shared on LinkedIn in July

  1. Reimagining virtual collaboration for the future of work and learning By Jared Spataro, Corp. VP for Microsoft 365 | Microsoft 
  2. 10 Types of Innovation: The Art of Discovering a Breakthrough Product By Jeff Desjardins | Visual Capitalist
  3. In the Covid-19 Economy, You Can Have a Kid or a Job. You Can’t Have Both. By Deb Perelman | The New York Times
  4. University Of California Will Have Its First Black President By Sarah Ruiz-Grossman | Huffington Post
  5. UK’s Big Four told to outline plans for audit split by October | Financial Times (Subscription required)
  6. Estudo mostra: 70% das pessoas gostariam de continuar no home office (70% of the people interviewed in the study would like to remain in the home office) | USP no Ar
  7. How Big Tech Makes Their Billions By Omri Wallach | Visual Capitalist
  8. This student collected garbage to pay for college. Now he's headed to Harvard Law By Skylar Mitchell | CNN
  9. Mujeres al volante: Crepes & Waffles lanza su propia red de domiciliarias (Women at the wheel: Crepes & Waffles launches its own home network) | Forbes Colombia Magazine
  10. Las 3 poderosas habilidades que manejan las personas con alta "inteligencia emocional" en el trabajo (y cuál es la trampa más común que deben evitar) (The 3 powerful skills that people with high "emotional intelligence" wield at work — and what is the most common trap to avoid)| BBC.com

The list of top topics discussed on LinkedIn ranges from Technology to Society and Culture to Health and Education and Learning. The wide variety of the topics exemplifies the broad nature of the conversation on LinkedIn.

Top 10 Topics Discussed on LinkedIn in July

  1. Technology
  2. Society and Culture
  3. Science and Environment
  4. Politics and Law
  5. Finance and Economy
  6. Health
  7. Business and Management
  8. Education and Learning
  9. Marketing and Advertising
  10. Internet

The list of top hashtags is a recent addition to the Water Cooler. This list reflects some of the fastest-growing conversations on LinkedIn. Considering the most-shared content on LinkedIn focused on the future of work in a post-COVID world, it’s not surprising that at least three of the top 10 — #Bluetie (which was mainly about networking and jobs), #employeeengagement and #worklifebalance — are tied to remote-work and jobs.    

Top 10 Hashtags on LinkedIn in July

  1. #Bluetie
  2. #visualmerchandising
  3. #confidence
  4. #poetry
  5. #growwithgoogle
  6. #influencermarketing
  7. #employeeengagement
  8. #worklifebalance
  9. #mathematics 
  10. #literature

Lessons for Marketers

The top 10 articles this month demonstrate that professionals on LinkedIn are curious about business culture and continually engage in dynamic conversation on our platform to find solutions for big problems.

Though COVID-19 is still a central topic on LinkedIn, the conversation has moved on toward how companies are dealing with the fact that remote work is becoming a permanent reality for many segments of the workforce. Many marketers are taking note and engaging in the dynamic discussions that their audiences are having on LinkedIn.  

If you want to take a deeper dive into the posts that are attracting the readership of professionals on LinkedIn, previous Water Cooler articles can be found here.

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