Companies that understand technology professionals and produce content they enjoy will succeed in attracting and inspiring them. A survey found that 41% of tech professionals feel inspired by companies that create content they like and are more interested in working for that company. The survey also found that tech professionals heavily rely on and engage with LinkedIn, consuming content on it weekly or daily, and use it to stay informed on industry trends, events, and other professionals. They are more likely to engage with content from their employers and other brands they follow compared to content from influencers.

1. Companies and brands that understand the nuances of
today’s technology professionals will succeed, inspire,
and attract them to their products. 41% feel inspired by
companies that produce content they enjoy — and are also
more interested in working for that company as a result!
We may know a lot about tech professionals
and their purchasing habits, but we don’t know:
How might content specifically inform their behavior?
Where do these individuals go to stay informed?
How does social media shape their decision journey?
We surveyed 1,472 members of the tech community and
pooled data-driven, fresh insights into the infographic below!
consume content
on LinkedIn
every week
45% 35%80%
consume content
(e.g., posts, articles,
or people’s profiles)
on LinkedIn at least
once per week
consume content
on LinkedIn
every day
But tech professionals
are private and selective:
Tech-minded individuals engage
more heavily in events than their
non-tech counterparts in other
industries. Given that the technology
space hosts many events, it’s
important to build trust, loyalty,
and fandom from year to year.
FUN FACT:
rely on LinkedIn to
keep up with industry
trends, news, events,
and peer activity
81% 63%56%
engage with companies
or brands (41% are
more inclined to trust
a company if they see
posts from its employees)
lean heavily on
LinkedIn for
developing and
marketing their
businesses
When technology professionals consume and
interact with content, what sources reign supreme?
more likely
to engage with
content from their
own company
27% 10%
of technology
professionals follow
an expert or influencer
on LinkedIn
more likely to
engage with content
from brands
They leverage and look to their employers, brands,
and peers for useful information:
OF
TAPPING INTO THE
MINDS
TECHPROFESSIONALS
TODAY’S
How Tech Professionals Engage with ContentPART 01
Technology professionals love content — consuming
the lion’s share of content on LinkedIn, and more so than
professionals in other industries:
Post thoughtful content at least weekly to LinkedIn.
The tech pro audience is active and engaged — reinforcing
the need for a thoughtful, always-on content strategy.
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Tech pros share heavily
and show appreciation
in subtle ways:
They “like” content 5%
more often than their
non-tech counterparts.
They share content 9%
more often than their
non-tech counterparts.
They spend longer periods
of time consuming content,
often reading posts and
articles to the very end.
69% of them at least
sometimes click through
content for more info.
Seize the time and attention tech professionals will give you
by making sure your content is relevant, interesting,
and informative!
TIP
69%
Build employee advocacy and internal thought leadership now.
Leverage LinkedIn Elevate to cultivate brand champions,
subject matter experts, or peer influencers at your company.
TIP
They are 6% less likely
to share personal info
and 9% less likely to
comment on content
Don’t sweat the small stuff — marketers tend to obsess over
every metric or piece of customer data. With tech pros, focus
on being a strategic, thought-provoking partner.
TIP
LinkedIn company pages are still important — make sure
your company has one and you are posting content regularly
to stay top-of-mind with that tech audience.
TIP
View Part 2: What Content Do Tech Professionals Prefer?
or subscribe to our LinkedIn Marketing Solutions blog for more insights.