This research project examines how HORIBA MIRA can enhance its digital communication strategy, particularly on LinkedIn, to better engage Gen Z audiences while maintaining technical credibility. A mixed-method approach was adopted, combining interviews with employees and Gen Z participants alongside a supporting survey. The data was analysed using thematic analysis, enabling comparison between organisational strategy and audience behaviour.
The findings confirm that LinkedIn remains a strategically important platform for brand visibility, stakeholder engagement and generating leads. However, a disconnect exists between priorities of HORIBA MIRA and user behaviour. Gen Z audiences engage passively, often consuming content without visible interaction, challenging traditional performance metrics such as likes and comments.
Content preferences have transitioned towards short-form, visual and human-centred formats, reflecting wider content engagement trends and principles of Cognitive Load theory. A key tension also emerges between maintaining professionalism via LinkedIn and delivering more informal, relatable communication.
Authenticity and trust were identified as critical factors influencing engagement. Participants favoured employee-led and transparent content, while rejecting overly polished or AI-generated messaging. Industry experts further enhance credibility by providing external validation and simplifying complex information.
The study recommends that HORIBA MIRA play into this and adopt a more human-centred approach, prioritising content quality over visible engagement through visual formats, expanding employee-led storytelling and leveraging industry experts for sharing knowledge.
Overall, effective digital communication requires aligning content with audience behaviours and expectations rather than relying solely on platform presence.