The professional landscape has shifted dramatically. Not too long ago, having a slick website was seen as a marker of innovation. Now what truly sets you apart in 2025 isn’t your website – it’s your LinkedIn presence. And not just your company page either, but the individual leaders behind the business.
That was a big focus in our recent On the Up podcast episode, where Dan Marshall sat down with Callum Macrae, Marketing Director at JE Consulting. Together, they explored how Gen Z is reshaping the world of work and why your personal presence on LinkedIn is fast becoming your most powerful business tool.
There’s a big difference between being visible and being active. As Callum put it: “You’ve got your shopfront in the form of a website, but social media is then in effect the shop floor.”
Think of your website as the window display, polished and curated. LinkedIn, on the other hand, is the space where real conversations happen. It’s where people step inside, ask questions, get a feel for your expertise, and build relationships with the people behind the brand.
Unlike a static website, LinkedIn offers a live, two-way platform where you can share insights, show off your company culture, and connect with your audience on a personal level. It’s dynamic. It’s human. And it’s where business is happening every day.
One of the biggest takeaways from our conversation with Callum was just how much Gen Z is changing the game. With this generation set to make up nearly a third of the workforce by the end of the year, it’s clear that their expectations are shaping the future of work, and the way businesses market themselves. Gen Z doesn’t just look at what your business does; they want to know who you are.
“I think that’s what Gen-Z want,” Callum explained. “They want to see that culture. They want a sneak peek inside the firm.” They’re not interested in corporate jargon or generic messaging. They want to understand your values, your leadership style, and the people they might be working with, or buying from. And where are they going to find that information? LinkedIn.
In 2025, LinkedIn is no longer just a professional networking site, it’s become something much bigger.
“LinkedIn is fast becoming the new Facebook because people want the personal content,” said Callum. This shift doesn’t mean turning your profile into a diary. It’s about striking a balance. Share your team’s achievements, reflect on leadership lessons, or talk about the challenges that helped you grow. Even something as simple as a post about your morning coffee can spark meaningful engagement – if there’s a broader business insight or relatable story behind it.
People want to see the person behind the title. That authenticity helps build trust, and it’s one of the fastest ways to cut through the noise.
One of the most common mistakes professionals make? Creating a LinkedIn profile… and then forgetting it exists. Consistency doesn’t mean you have to post every day. It means showing up regularly and staying part of the conversation. Even something as simple as resharing a company announcement with your own point of view adds value.
A dormant profile can actually harm your credibility. But a thoughtful, active presence helps build momentum and keeps your name top of mind, with clients, colleagues, and prospects alike.
When someone is thinking about working with your company, they won’t just look at your website. They’ll look at you.
Your LinkedIn presence has the power to influence hiring decisions, spark partnerships, and win new business. Because even in B2B, people buy from people. And your personal brand could be the reason someone chooses to engage – or chooses to move on.
“People want to see the people behind the brand,” Callum reminded us in the podcast.
It’s a powerful truth. Your presence on LinkedIn doesn’t just boost your own visibility — it strengthens the credibility of your entire business. It shows that your team doesn’t just talk the talk; you’re living your values, sharing knowledge, and leading from the front.
If Gen Z is the driving force behind this evolution, their research habits explain why.
This generation doesn’t stop at your homepage. They want to know what you stand for, how you treat people, and whether your values align with theirs. They’ll scroll through your LinkedIn feed to get that insight and they’ll spot inauthenticity a mile off.
“Gen Z can see through it,” said Callum. “I think that’s the great thing about that demographic – they know what’s real and what isn’t.”
That’s why the personal content piece is so crucial. It’s not about being overly polished. It’s about being honest, consistent, and genuinely invested in the conversation.
Not sure how to begin building your presence? It’s easier than you think.
Start small. The key is to be visible, be valuable, and be yourself. Here’s how:
You don’t need to be a copywriter or marketing expert to succeed on LinkedIn. You just need to be you and show up regularly.
If these insights resonated with you, you’ll love the full conversation with Callum Macrae. In this episode of On the Up, we explored everything from digital presence and social media strategy to the unique mindset of Gen Z and how to create workplaces they want to be part of.
It’s packed with practical advice for anyone looking to build a modern, adaptable business, especially in the professional services space. Listen now on Spotify!
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