• by Jamie Tedford , Op-Ed Contributor, July 1, 2014

If you thought LinkedIn was just a digital repository for resumes, think again. The platform, which now boasts over 300 million members, is undergoing a transformation -- and marketers need to get on board.  (Disclosure: my company is a Certified Developer Partner and Sponsored Updates Partner with LinkedIn.)

Rather than seeing LinkedIn as a mere recruiting hub, companies (both B2B and B2C) need to start viewing the platform as a powerful content marketing tool. In doing this, companies can elevate their brand to a number of audiences, not just potential recruits.

If you want evidence as to why this pivot is so necessary, look no further than LinkedIn’s new Content Marketing Score, a tool that ranks the engagement and influence of a company’s pages, branded groups, and posts by “influencers.”

Using this score, LinkedIn recently identified the top 10 most influential global brands on its platform, and it doesn't take a genius to see that these brands are doing something right. Take Microsoft for example. The software giant currently has over 1.7 million followers. And do you think these people are looking for jobs? Nope. They’re looking for high-quality, professional-grade content (which Microsoft is constantly feeding them).

Why is this such a big deal?  Keep in mind there are more college graduates and high-earners ($75k/ year +) using LinkedIn than any other social network. When these users engage with or share your content, their intention may be to bolster their own profiles, but they’re also speaking on your behalf as well. And that’s a powerful group of advocates.

While B2B brands have been championing this space thus far, I see no reason why B2C brands cannot take a similar approach to reach -- and more importantly, to influence -- consumers. Financial services, insurance, technology brands, I’m looking at you.

That isn’t to say some companies aren’t already embracing content marketing on LinkedIn. Take a look at Citi, which is absolutely crushing the LinkedIn marketing game: posting tips, industry news, and company updates regularly. Or, Liberty Mutual, which has found a balance between promoting employee culture and establishing itself as a knowledge leader on all things insurance.

So marketers, talk to your HR teams and begin to expand the idea of what LinkedIn is, and how it can benefit your brand. People want more than job postings. They consume, share, and engage with this content. It’s just up to us to provide them with it.