How Slovak and Czech Tech CEOs Utilize LinkedIn for Business

I surveyed 106 CEOs of small tech companies in Slovakia and the Czech Republic to understand how they use LinkedIn.

I asked them 3 simple questions.

I had the pleasure of interviewing 40 of them and delving deeper into their roadblocks and challenges in using LinkedIn to generate business opportunities.

Let’s dive into the findings.

How Do Small B2B Tech Companies Use LinkedIn?

60% of businesses actively create content for their LinkedIn company pages.

My advice: If you or your marketing team are regularly posting content on your company page, STOP.

It’s a waste of time. Company pages will never generate the same impressions or engagement as personal profiles. On LinkedIn, people want to follow people, not brands.

Company pages are useful for basic presence. Posting once a month is enough to provide updated information if someone happens to land on your page. But the real focus should be on creating content for personal profiles.

Here’s a comparison of engagement rates between personal profiles and company pages. It’s clear that people engage far more with personal content than with company page posts.

Employee Branding

36% of companies say they use the personal profiles of their employees for branding.

However, according to our research, 90% of employees simply repost content from the company page without adding their thoughts.

I don’t like this approach. Many companies set a KPI for employees to post, say, twice a month. The result? They just repost company content, which adds no value. It feels forced, lacks authenticity, and doesn’t help build the brand.

Reposts are getting minimum impressions.

Content needs to be original.

It’s better to have a few enthusiastic ambassadors who genuinely enjoy creating and sharing content on LinkedIn. Give them the tools they need to be active, but don’t force other employees to post if it’s not their strength. Forced participation doesn’t benefit anyone.

At Deal Harvest, we typically choose one person, usually someone from the C-level team, and build them into a subject matter expert on LinkedIn. This focused approach yields better results than trying to manage multiple profiles across the company. A targeted social selling strategy is much more effective than an inconsistent, scattered one.

Lead Generation and Sales

36% of companies mentioned using LinkedIn for lead generation and sales. However, many of them lack a clear strategy.

Some succeed naturally by creating engaging content that generates demand. But when it comes to direct sales efforts, most companies take one of two approaches:

1. Manually approaching prospects through Sales Navigator While Sales Navigator provides suggestions on whom to contact, the downside is that you’re spending valuable time on manual outreach. You might also miss out on real opportunities, as Sales Navigator only shows you prospects who’ve interacted with your content. In reality, 90% of your audience may consume your content without ever giving you a like.
2. Automated outreach using third-party tools The problem with this approach is that it often leads to cold messaging. If you don’t target people who have seen or engaged with your content, it becomes more of a "spray and pray" tactic. At Deal Harvest, we first build brand awareness within the target group and start the outreach after the audience is warm and the "thought leader" personality is recognized by the target audience.

Do Small B2B Tech Companies Generate Business from LinkedIn?

I’m pleased to see that 50% of CEOs report generating business from LinkedIn. However, in discussions with some of them, it became clear that many don’t have a well-defined strategy and struggle to clarify their buyer's journey or how they actually acquire new clients.

They make a lot of assumptions, and many are unsure if their new clients really came from LinkedIn.

On the other hand, 50% of CEOs have never used LinkedIn to generate business opportunities. And even among those who did, some said their success was more by chance than by design.

If you’ve been following me, you know this represents a huge missed opportunity that needs to be addressed.

Biggest Roadblocks to Using LinkedIn for Business

• 51% cite a lack of time and resources
• 12% believe their target audience is not very active on LinkedIn
• 18% mention a lack of budget
• 18% say they lack expertise

From deeper conversations, it became clear that the main issue behind the "lack of time and resources" is actually a lack of expertise and focus.

LinkedIn is still a relatively new marketing and sales channel. More importantly, it’s highly dynamic—what worked a year ago might not work today.

Thankfully, some tech CEOs are already using our services at Deal Harvest, outsourcing their LinkedIn marketing to focus on demand generation.