Humanising Tata Communications:A LinkedIn success story

n today's digital age, B2B marketing has undergone a seismic shift. Social media is no longer just an additional channel; it has become a critical platform for engaging with decision-makers. According to McKinsey, B2B buyers are increasingly turning to social media for brand and product information, highlighting a significant change in how businesses interact with their audiences. This shift prompted us at Tata Communications to rethink our approach to digital engagement. As we navigated the crowded B2B marketplace, one truth became evident: the landscape was flooded with brands that lacked personality. The messaging felt robotic, impersonal, and interchangeable. We asked ourselves, why would a business choose us over another when everyone seemed to be delivering the same message? The answer was simple: businesses needed to see the human side of brands. This insight was the driving force behind our mission to humanize Tata Communications on LinkedIn. The Importance of Humanising B2B Brands In the world of B2B, where relationships are built on trust and credibility, humanizing a brand is not just beneficial—it’s essential. When a brand shows its human side, it becomes more relatable, trustworthy, and memorable. This emotional connection is what differentiates one brand from another. LinkedIn, with its professional network of over 800 million users, was the perfect platform for this transformation. With 82% of B2B marketers recognizing LinkedIn as the most valuable social media platform, we knew this was where we needed to make our mark. Building a Community of Trust Our objective was clear: to build a community of engaged and relevant audiences on LinkedIn by presenting Tata Communications as more than just a B2B tech company. We aimed to showcase our brand’s human side, making it relatable and trustworthy while positioning ourselves as thought leaders in the industry. We wanted to create content that our audience not only wanted to read but found value in—a strategy that would resonate with their professional and personal aspirations. By humanising our brand on LinkedIn, we transformed our social media presence into a vibrant community where our audience felt connected, understood, and valued. This approach not only strengthened our brand positioning but also established Tata Communications as a leader with a heart in the B2B tech space.