The Water Cooler: Marketing Pros Focused on U.S. Election and Life After COVID

October 28, 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 September, though they continued to engage with topics on our platform focused on the future of work in a post-COVID world, marketing leaders also explored content around the upcoming U.S. election as well as life after the coronavirus.

As the 2020 U.S. Presidential elections draws nearer, our top 10 list reveals that political content is resonating with marketing professionals on LinkedIn. The No. 2 article from the Associated Press “NY Landmarks Lit Blue, Statue in Her Native Brooklyn to Honor Justice Ginsburg” celebrates the late, great Supreme Court Justice Ruther Bader Ginsburg shortly after her passing, while Ameriprise’s No. 4 report “Committee Perspective: US Election Guide” details economic data by president since 1953 as well as market performance comparisons between recent presidents.

Our list also illustrates that marketing professionals are looking toward a future that may be absent of COVID-19 but has been dramatically shaped by the pandemic. The No. 9 article “61% Of Women Are Planning A Major Career Change Post-Pandemic, New Survey Shows,” examines research from the professional women’s network AllBright. According to its survey, one in four women are setting up their own businesses going forward, and more than 60% are planning a complete pivot altogether. “It’s heartening to see the crisis act as a catalyst for positive change with so many women defying the negative headlines of the last few months, by making moves to set up their own businesses, pivoting their careers, and remaining optimistic about the future,” Anna Jones, the cofounder of AllBright, noted in a statement.

Meanwhile, industry titans are continuing to grapple with how their companies’ ecological footprints are contributing to rapidly accelerating climate change. In the No. 6 announcement on the Microsoft Official Blog, Brad Smith, president of Microsoft, announced that by 2030 Microsoft will replenish more water than it consumes on a global basis. “Getting ahead of the world’s water crisis will require a reduction in the amount of water humans use to operate economies and societies, as well as a concerted effort to ensure there is sufficient water in the places it is needed most. This will require a transformation in the way we manage our water systems and a concerted effort for all organizations to account for and balance their water use. As a global technology company Microsoft is prepared to act on both accounts, taking responsibility for our own water use and partnering on technology platforms to help others do the same,” Smith wrote.

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

Top 10 Most Engaging Articles on LinkedIn in September

  1. A robot wrote this entire article. Are you scared yet, human? The Guardian
  2. NY Landmarks Lit Blue, Statue in Her Native Brooklyn to Honor Justice Ginsburg By Associated Press | NBC New York
  3. Bilionário fundador da Duty Free doa toda a sua fortuna (Billionaire founder of Duty Free donates his entire fortune) By Janaína Ribeiro | Exame
  4. Committee Perspectives: US Election Guide (Powerpoint) | Ameriprise Financial
  5. 10 Things You'll Spend Less on in Retirement By Bob Niedt | Kiplinger
  6. Microsoft will replenish more water than it consumes by 2030 By Brad Smith, president of Microsoft | The Official Microsoft Blog
  7. How to intentionally build break times into your workday By Elizabeth Grace Saunders | Fast Company
  8. Tata group to launch India’s first CRISPR COVID-19 test | Financial Express
  9. 61% Of Women Are Planning A Major Career Change Post-Pandemic, New Survey Shows By Brianna Wiest | Forbes
  10. L’intelligence situationnelle, une compétence pour réussir dans un monde incertain (Situational intelligence, a skill for success in an uncertain world) By François Mattens | Harvard Business Review France

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

Top 10 Topics Discussed on LinkedIn in September

  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. Information Technology
  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. At least two of the top 10 — #linkedintopstartups and #women leaders — illustrate marketing leaders are looking for successful business approaches during these challenging times.

Top 10 Hashtags on LinkedIn in September

  1. #linkedintopstartups
  2. #amazoncareerday
  3. #msignite
  4. #thankyou
  5. #womenleaders
  6. #experience
  7. #work
  8. #respect
  9. #police
  10. #gadgets

Lessons for Marketers

The top 10 articles this month demonstrate that marketing professionals on LinkedIn are curious about how politics, society, technology and economics affect business culture and our platform is a prime place to examine those connections.

Though COVID-19 is still a central topic on LinkedIn, professionals are beginning to see the light at the end of the tunnel and are interested in exploring what life will be like – personally, professionally and politically – after the pandemic has come and gone. Many realize that the coronavirus has fundamentally reshaped the business world and are trying to find their footing. Professionals recognize that in order to succeed in the post-COVID business world, they must be nimble enough to pivot to a new area in their profession – or perhaps even to a new career. And they are looking to leaders on LinkedIn to help them do it successfully.

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.