The Water Cooler: Marketing Pros Explore the Larger Lessons of COVID

September 30, 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 deeper dive into the articles that are receiving the most shares on LinkedIn. In August, though marketing leaders continued to engage with content focused on the future of work in a post-COVID world, marketing professionals also explored on our platform the larger lessons we can learn from the spread of the pandemic.

Our top 10 list reveals that people across the world are still grappling with how the coronavirus is affecting both our personal and professional lives. The No. 1 article from Bill Gate’s blog, “COVID-19 is awful. Climate change could be worse,” the tech titan and global philanthropist urges leaders to learn from our current crisis to help guide our response to coming ones. “Even as the world works to stop the novel coronavirus and begin recovering from it, we also need to act now to avoid a climate disaster by building and deploying innovations that will let us eliminate our greenhouse gas emissions,” Gates writes.

COVID-19 continues to reshape the business world and raise the profile of certain professionals. The No. 3 article from the Harvard Business Review, “21 HR Jobs of the Future,” exemplifies the rising status of HR professionals. “We believe this is HR’s moment to lead organizations in navigating the future. They have a tremendous opportunity, and responsibility, to provide workers with guidance on the skills and capabilities they will need to be successful over the next decade as new roles continue to emerge,” write Jeanne C. Meister and Robert H. Brown.

Meanwhile, as COVID-19 continues its spread, marketing professionals are becoming more concerned about how their employment benefits may be impacted, namely retirement. The No 4. article from Forbes “68 Million Americans Are Changing Their Retirement Plans,” and the No. 5 entry, Morgan Stanley podcast “The New Retirement Income Playbook: Three Key Points,” both examine how the pandemic and its economic impact are dramatically disrupting the retirement plans and preparations of many Americans.

Here are the top 10 articles marketing professionals were sharing on LinkedIn last month.

Top 10 Most Engaging Articles on LinkedIn in August

  1. COVID-19 is awful. Climate change could be worse. By Bill Gates | GatesNotes
  2. Available for preorder today, Surface Duo is purpose-built for mobile productivity By Panos Panay, Chief Product Officer, Windows + Devices | Microsoft Windows Blog
  3. 21 HR Jobs of the Future By Jeanne C. Meister and Robert H. Brow | Harvard Business Review
  4. 68 Million Americans Are Changing Their Retirement Plans By Ken Dychtwald and Bob Morison| Forbes
  5. The New Retirement Income Playbook: Three Key Points (Podcast) By Daniel Hunt | Morgan Stanley Wealth Management
  6. iFood recebe aval da Anac para operação com drones (iFood receives approval from Anac for operation with drones) By Aluisio Alves | Reuters Brazil
  7. Help raise £50000 to provide disaster relief after the explosion in Beirut | Just Giving
  8. Amazon's Machine Learning University is making its online courses available to the public By Douglas Gantenbein | Amazon Science
  9. AIoT: When Artificial Intelligence Meets the Internet of Things By Iman Ghosh | Visual Capitalist
  10. Microsoft commits to achieve ‘zero waste’ goals by 2030 By Brad Smith, president | Microsoft Official Blog

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

Top 10 Topics Discussed on LinkedIn in August

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

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 content on LinkedIn with the most engagement focused on the future of work in a post-COVID world, it’s not surprising that at least three of the top 10 — #amazoncareerday, #hrrecruiter and #loookingforchange — are tied to broadening career options.    

Top 10 Hashtags on LinkedIn in August

  1. #amazoncareerday
  2. #ecology
  3. #healthyeating
  4. #grateful
  5. #salesdevelopment
  6. #hrrecruiter
  7. #thankyou
  8. #trade
  9. #linkedinfam
  10. #lookingforchange

Lessons for Marketers

The top 10 articles this month demonstrate that marketing 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, it has evolved from a conversation about the short-term impact of the pandemic to the long-term effect on our personal and professional lives. Marketers on our platform are paying attention and engaging in the 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. And to keep pace with the latest thinking in marketing, subscribe to the LinkedIn Marketing Blog today.