Observed Signal · Oct 8, 2021 · Hiring · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Great Reshuffle or Return: How Much Has Work Changed?
The article reports on LinkedIn's Arbeitsmarktradar examining how the pandemic reshaped the job market and employees' preferences. It notes that climate protection, home office, and hybrid work have become priorities, with many workers favoring continued video meetings and remote work to reduce travel and support sustainability. As 2G/3G rules normalize, companies indicate that drastic reversions to pre-pandemic norms are unlikely, with digitalization accelerating and new roles emerging. A significant share of workers express job dissatisfaction, fueling above-average job changes. LinkedIn's Career Explorer is highlighted as a tool to identify overlaps between current roles and alternative occupations based on essential skills. The piece also encourages networking and upskilling as pathways to new opportunities, and invites reader input on their organization's hybrid arrangements and job satisfaction.
Discusses post-pandemic labor market trends and LinkedIn data affecting AdTech/MarTech workforce narratives.
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Key Takeaways & Evidence Grounding
- LinkedIn Arbeitsmarktradar reports changes in the job market due to the pandemic.
- Workers prioritize home office, climate protection, and hybrid work; video meetings favored for travel reduction.
- More than a quarter of respondents are dissatisfied in their current job, driving job switching.
- LinkedIn Career Explorer helps map current skills to other jobs.
- The pandemic has lasting effects on work models; full return to pre-pandemic status quo is unlikely.
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Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
Nadella's AI Pivot: Can He Reinvent Microsoft Again?
This article examines CEO Satya Nadella's efforts to transform Microsoft for the AI era. Despite a near $4 trillion market cap and early investment in OpenAI, Microsoft trails rivals like Nvidia, Anthropic, and Meta in key AI segments. The company is shifting from subscription-based pricing to consumption-based billing (UBB) for its AI products, starting with Copilot Cowork. GitHub Copilot has seen growth to 50 million users, but Microsoft lost its exclusive cloud relationship with OpenAI. Nadella promotes building a 'frontier ecosystem' rather than a single frontier model, integrating various AI models into Copilot. Challenges include sluggish Copilot adoption, competition from AI-native startups, and uncertainty among enterprise customers about usage-based costs.
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