This post was written by Allison Wagner, Director of Marketing and Business Strategy, at Morrison Container Handling Solutions. 

A new year brings fresh goals, new budgets, and a renewed focus on what will drive real results in the months ahead. For petroleum packaging and industrial companies, that often means tackling familiar challenges—finding skilled talent, strengthening customer relationships, and staying competitive in a changing market. One of the most effective ways to start the year right is by taking a closer look at how your company shows up digitally.

Industrial relationships have always been built on trust, credibility, and long-term partnerships. That hasn’t changed. What has changed is where and how those relationships begin. Today, LinkedIn plays a critical role in shaping first impressions, influencing hiring decisions, and supporting long, complex B2B sales cycles. When used intentionally, it becomes more than a social platform—it becomes a business tool that helps industrial companies build momentum all year long.

Relationships Still Matter — They’re Just Built Differently Now

In industrial sectors, relationships drive hiring, sales, and loyalty. However, Millennials and Gen Z are entering the workforce with a digital-first mindset:

• They connect online before meeting in person
• They research companies and individuals on LinkedIn and Google
• They expect transparency, authenticity, and consistency
• They quickly recognize inauthentic messaging

In fact, 87% of Millennials and Gen Z say an online presence impacts credibility WagnerTues845. For industrial companies, that means your digital footprint is often the first impression—not your facility or your sales team.

Why LinkedIn Matters for Industrial Sectors

LinkedIn has grown to over 1 billion global members, and industrial companies are increasingly using the platform to solve real business challenges:

• Closing skilled labor gaps
• Improving employer brand visibility
• Attracting younger workers
• Supporting long, complex B2B sales cycles

Recruiters have already recognized this shift — 77% use LinkedIn as their primary recruitment channel [Source: LinkedIn]. But LinkedIn’s impact goes far beyond hiring.

The Industrial Workforce Challenge Is Real

Manufacturing and industrial sectors face a perfect storm:

• 25% of manufacturing workers are over age 55
• 2.1 million manufacturing jobs may go unfilled by 2030
• Only 16% of Gen Z say they would consider a manufacturing career

At the same time, perception remains a major barrier. Nearly 45% of young people believe manufacturing is dirty or dangerous, despite 89% of manufacturers saying it’s modern and high-tech [Source: NAM].

LinkedIn provides an opportunity to change that narrative—through authentic storytelling, employee spotlights, behind-the-scenes content, and real examples of modern industrial work environments.

Candidates Are Vetting You First

Before submitting an application, 86% of job seekers research a company’s online presence [Source: Glassdoor]. Companies that actively invest in employer branding on LinkedIn see:

• 28% lower turnover
• 50% lower cost-per-hire

Retention also starts earlier than many organizations realize. Employees who feel recognized and connected online are 47% more likely to stay [Source: Glassdoor]. Simple actions — celebrating promotions, tagging employees, and sharing company milestones — can make a measurable difference.

Beyond Hiring: LinkedIn as a Sales and Relationship-Building Tool

LinkedIn isn’t just for recruiting. It plays a growing role in industrial sales, especially as buyer behavior continues to shift.

Today, 70% of the buying process happens before a buyer ever contacts a salesperson [Source: LinkedIn]. Buyers are researching online, vetting vendors digitally, and often using AI tools to gather information long before a conversation begins.

For petroleum packaging companies with long sales cycles and technical buyers, this means visibility matters. If you’re not consistently present, someone else will be.

What Is Social Selling — and Why Does It Work?

Social selling is the strategic use of social platforms to build relationships, establish credibility, and stay top-of-mind with prospects and customers. Unlike cold calling, it allows sales professionals to:

• Stay connected without travel expenses
• Share expertise and real-world examples
• Build trust before a sales conversation begins

Your LinkedIn profile becomes a digital first impression—not just a resume. Optimized profiles with clear value propositions, industry keywords, and relevant content help technical buyers quickly understand who you are and how you solve problems.

Content That Builds Trust (Not Noise)

Effective LinkedIn content in industrial sectors is:

• Educational, not promotional
• Focused on real challenges and solutions
• Visual when possible
• Authentic and human

Sharing stories about safety initiatives, facility upgrades, employee growth, or customer challenges solved builds credibility over time. Consistency is what drives results.

Leveraging AI and Measuring What Matters

As AI increasingly shapes how buyers research suppliers, your LinkedIn presence feeds that ecosystem. Regular, high-quality content ensures your company shows up where decisions are being influenced.

Measurement doesn’t need to be complex. Track engagement trends, profile views, connection growth, and inbound conversations. The goal isn’t vanity metrics, it’s momentum.

Final Takeaways for Petroleum Packaging Leaders

LinkedIn is no longer a “white-collar” platform. It’s a practical tool for:

• Recruiting and retaining skilled workers
• Strengthening employer brand perception
• Supporting long B2B sales cycles
• Building trust before the first meeting

The companies that embrace digital relationship-building now will be better positioned for the workforce and customer expectations of tomorrow.

Take action this week: connect with coworkers, share a company post, recognize an employee, or update your profile. Small, consistent steps build real-world results.