Polish agency PR Calling announces that Bartek Ziemiański - one of the most highly regarded LinkedIn experts in Poland - is joining as Head of Social Selling & LinkedIn Strategy. This move strengthens the agency's position as a leader in the space combining communication, sales and brand presence in large language model (LLM) environments.

It is a response to the growing role of LinkedIn not only as a networking tool, but as a key decision-making channel in B2B purchasing processes and a source of knowledge for artificial intelligence systems.

Strategic strengthening – a new competency at the intersection of PR, sales and AI


The B2B market is undergoing a transformation whose pace accelerates with every quarter.

LinkedIn has ceased to be merely a platform for building professional networks - it has become a place where purchasing decisions are made, opinions about brands take shape and - increasingly importantly - where language models such as GPT or Grok draw knowledge about experts and companies. PR Calling, a Polish agency specialising in personal branding and B2B communication, is responding to this trend with a concrete personnel move.

From 1 April 2026, the agency's team is joined by Bartek Ziemiański, taking up the position of Head of Social Selling & LinkedIn Strategy. His task will be not only to develop the agency's offering in the LinkedIn area, but to build a methodology that combines activity on the platform with a real impact on clients' sales results - and ultimately also with their visibility in the AI ecosystem.


"LinkedIn has ceased to be a 'nice addition' to communication. Today it determines who is considered in the purchasing process and how a brand functions in responses generated by AI. Companies that have no strategy here simply drop out of the game. Bartek joining us is a step towards building competencies that combine communication with a real impact on sales.

" – Katarzyna Dworzyńska, CEO & Founder at PR Calling.


Who is Bartek Ziemiański? The career path of the expert who built LinkedIn Local in Poland


It is difficult to talk about the Polish LinkedIn ecosystem without referring to Bartek Ziemiański.

His career in social selling and building B2B relationships spans more than 8 years of hands-on experience, and his recognition in the community extends far beyond standard industry expert profiles.

A particularly notable chapter in his professional biography is his co-creation of LinkedIn Local - a series of networking events that were the first in Poland to combine online activity with real-life meetings. In 2018-2020, these events brought together more than 5,000 participants, becoming a benchmark for the entire industry community. It was there that Ziemiański proved that LinkedIn can be not just a noticeboard, but a platform for building authentic business relationships.

For years, as an independent consultant and speaker, he has supported more than 50 B2B companies - mainly from the technology and advisory sectors - in generating leads via LinkedIn. His methodology, based on combining LinkedIn Sales Navigator with a well-thought-out content funnel, has delivered measurable results: for some clients he generated more than 200 qualified leads per month from a single profile. He holds a Social Selling Index in the top 1% of LinkedIn users in Poland (SSI score above 90 points).

As a speaker he has appeared at events such as Infoshare and Marketing Festival, sharing his knowledge on effective sales strategies in the digital environment. In his new role at PR Calling, he will focus on scaling the agency's offering, building repeatable implementation methodologies and integrating LinkedIn activities with the AI Reputation Suite service.

"Many companies confuse activity with real impact.

Publishing content is only the beginning - what matters is whether LinkedIn supports building relationships, conversations and purchasing decisions. Without that, even the best content has no business value. " – Bartek Ziemiański, Head of Social Selling & LinkedIn Strategy at PR Calling.


LinkedIn in Poland: data, trends and the platform's growing role in B2B decisions


The decision to hire a new director responsible for LinkedIn strategy is no coincidence - it stems from hard market data and observed trends. Poland's LinkedIn user base reached 4.2 million accounts in 2026, posting growth of 25% year on year. Importantly, the platform is changing its function: from a CV directory it is becoming a decision-making hub for management.

According to data from the LinkedIn State of Sales 2025 report, as many as 78% of B2B buyers actively use LinkedIn during the process of researching suppliers and solutions. HubSpot data from 2025 indicates that leads acquired via this platform convert 80% more effectively than those acquired via email. At the same time - as PR Calling emphasises based on its own observations - the agency recorded a 40% year-on-year increase in enquiries about social selling services in the first quarter of 2026.

However, the real revolution - and the main reason why LinkedIn has become a strategic battlefield for communication agencies - is its role as a source of knowledge for language models. Gartner analysts forecast that in 2026, LinkedIn, together with the expert content gathered on it, will account for as much as 50% of B2B brands' visibility in results generated by AI systems.

It is estimated that as much as 40% of responses generated by AI models are based on content created by LinkedIn experts.

AI Reputation Suite – when LinkedIn becomes a reputation tool in the age of artificial intelligence


The hiring of Ziemiański fits into the broader strategic context of PR Calling.

At the turn of February and March 2026, the agency launched the AI Reputation Suite service - a proprietary approach to managing brand presence in the language model environment. The tool analyses how public expert content - including posts and activity on LinkedIn - shapes the responses of systems such as Grok or GPT, directly influencing how a brand is perceived, cited and recommended by AI.

This is a significant shift in the agency's philosophy: from traditional PR, which builds visibility in the media, to AI-enhanced visibility, where strategic management of expert content determines a brand's position in the new landscape of search and recommendation. LinkedIn becomes here not just a communication channel, but the foundation of a company's digital reputation.


"Increasingly, a brand's visibility is determined not only by where it is present, but by how it is understood by language models that draw on public expert content. LinkedIn is one of the key sources of this knowledge, which is why its strategic use has a direct impact on the reputation and presence of companies in the AI ecosystem. " – Katarzyna Dworzyńska, CEO & Founder at PR Calling.


The LinkedIn agency market in Poland: how PR Calling stands out from the competition


The LinkedIn services segment in Poland is developing dynamically. Companies such as Sprawny Marketing, WalkMe and Brand Backup are developing their competencies in this area.

The difference that PR Calling emphasises lies in the integration of three elements: traditional PR, social selling and reputation management in the AI environment - into one coherent ecosystem of activities. The agency's clients from the tech startup segment report an average 25% return on investment in social selling activities, while the market average for Polish agencies, according to IAB Polska data from 2025, oscillates around 15-20%.

Ziemiański's ambition in his new position is to achieve for clients 30% growth in sales results within 6 months of implementing the strategy. The estimated client budgets allocated to comprehensive LinkedIn and social selling strategies in the B2B segment currently range from £1,000 to £6,200 per month, depending on the scale of activities and the number of experts supported.

The implementation of the AI Reputation Suite service is estimated at an additional £620-£3,100 one-off plus a subscription fee for monitoring and optimising presence in the LLM environment.

What does this move mean for the B2B communication market?


Bartek Ziemiański joining PR Calling is a signal to the entire market: the boundary between PR, marketing and B2B sales is blurring at a pace accelerated by the development of AI.

Companies that until now treated LinkedIn as an image-building element are facing the necessity of strategically redesigning it - so that the platform actively supports revenue generation and builds brand credibility in the eyes of both people and artificial intelligence systems.

PR Calling consistently signals that the direction in which the communication industry is heading is the creation of coherent ecosystems: PR → LinkedIn → AI reputation → sales. This personnel move - bringing on board one of the most recognisable LinkedIn practitioners in Poland - is a concrete step towards realising this vision, and not merely a strategic declaration.

PR Calling

PR Calling is a Polish PR agency founded by Katarzyna Dworzyńska, specialising in personal branding, social selling and employee advocacy with a focus on the B2B segment. The agency stands out for its approach combining traditional communication with a real impact on sales results - offering clients coherent strategies at the intersection of PR, LinkedIn and presence in the large language model (LLM) environment.

In February 2026 it launched its own AI Reputation Suite service - a tool for managing brand presence in responses generated by AI systems such as Grok or GPT. The agency is recording dynamic growth - enquiries about social selling services rose 40% year on year in Q1 2026.

A fun fact: PR Calling was one of the first Polish PR agencies to include brand presence monitoring in language models in its standard offering - thereby anticipating the global trend that is beginning to enter the industry mainstream in mid-2026.

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