Lately, it’s been happening all the time: private messages, emails, and even WhatsApp messages with requests to like or share LinkedIn posts. Yes, I love helping people. Yes, I have a large network. But no, I’m not a “like machine” mindlessly liking or sharing just for the sake of it. I always check the post first to see if I genuinely agree with it. If not, then no like.
What surprises me more is what I often see when I do a quick (automatic) profile check after such a request. Whether it’s a company page or a personal profile, 9 out of 10 times I find posts that are one-sided, spammy, overly promotional, super dull, or there’s hardly any communication at all. How do you expect to build a connection with your network and/or followers that way?
Asking for help once in a while is no problem. But if it’s your last resort because no one is seeing your posts, and you’re practically dripping with desperation, then there’s something else going on. Likes, comments, reposts, and interaction happen when you actively engage your target audience. It requires taking action yourself, too—seeking out involvement with your network. It’s a two-way street; it’s social media, really just like real life: you talk to me, I talk back. LinkedIn’s algorithm notices that, too; interaction is one of the most important factors influencing your reach. But more importantly: engagement with your content.
Let’s be honest, “doing” LinkedIn and keeping it up is just part of the job, not something you just “do on the side.” It’s a piece of your (content) strategy, it’s communication, PR, marketing, and sales; it’s thinking about the future and anticipating the day-to-day. And if you think you’re going to get tons of likes just by posting something once in a while without building any familiarity or visibility, then you’ve missed something. The only ones who get away with this are celebrities and so-called “influencers”—but I won’t get into that here. ????
“Yes, okay, Corinne, all fine and well, but what now? How then? I’ve tried so much, but it just doesn’t seem to work.”
The answer is quite simple: start investing in your profile(s) and your visibility. Make yourself and/or your company an authority in your field. How? Okay, I’ll give you a few tips that are pretty easy to implement and can help you achieve more success on LinkedIn. And really, it doesn’t have to take a lot of time—15 minutes a day for your personal profile will take you a long way. And beyond that, just use your common sense, a little creativity, and some courage.
Tip 1: Keep It Simple, Stupid (KISS)
Don’t make it so difficult for yourself when creating posts. LinkedIn isn’t your website, a newspaper, or a magazine—it can be spontaneous. The more you overthink, ask for input, and tweak your text, the more you kill the post. My best posts are often those that I whip up on the spot and post within a few minutes. You don’t need to be a Photoshop wizard or a creative marketer; anyone can create content. Just think about what you’d share with the people around you in real life and put that online. Often, that’s all there is to it.
Tip 2: Be Yourself and Keep It Human
This tip is especially true for personal profiles, but I also think company pages should “show themselves” a bit more. LinkedIn is a professional platform, and we should keep it that way. But that doesn’t mean it has to be b-o-r-i-n-g. Photos, videos—everyone now has a good phone with tons of apps that make creating content easy. Skip those (overly expensive) videos from agencies that are fun for your website but too long-winded for social media, and just do it yourself. Take photos of yourself, your surroundings, your work, your projects, your colleagues (with their permission, of course). It doesn’t need to be perfect. In fact, it’s better if it isn’t; it comes across as more sincere and authentic.
Tip 3: Vary Your Posts
Everyone has a preference for certain types of posts. Personally, I’m not into videos (except for my video trainings, not on the timeline). I love writing and photography, so that’s what you’ll mostly see from me, along with LinkedIn tips, quotes, or informative documents or articles. Think about what you enjoy posting. Maybe you’re great at making videos or creating informative documents, blogs, or cartoons. You don’t have to do everything—just focus on what feels right for you, but vary it. Think of LinkedIn as a magazine; it has different sections, long and short stories, photos, and cartoons.
Tip 4: Don’t Always Use the Same Approach
If all you post are funny videos, your network will quickly lose interest (especially if it’s Facebook-style material), and the algorithm will penalize you. The same goes for constant self-promotion about how great your products or services are, or daily quotes and polls. Variety is welcome here too.
In my training, I always say that there are four types of posts for your network:
– To inform
– To inspire
– To entertain
– To influence
One post might be about emotions, another about logic, or a mix of both. The best is to create a balanced mix of these types of content. It makes following you more interesting. And if something doesn’t work? Oh well, no worries, don’t lose sleep over it. Different people, different preferences.
“If you make something no one hates, no one will love it too!” — Tibor Kalman
Tip 5: Ensure Consistency
Perhaps the trickiest tip is ensuring consistency. If you post three times one week and then disappear for three weeks, it’s not going to work. If you want to create recognition and become visible, you need to keep showing up regularly in the timeline. It’s getting more crowded, it’s harder to stand out, and the algorithm means not everyone will see everything. So yes, posting 2–3 times a week is not too much. If you don’t have anything, you don’t have anything, but try to plan ahead. Put it on your calendar if you know something is coming up or create a content calendar. There’s often so much to share about your work, your company, your knowledge, and projects—just give it a try. And hey, you don’t always have to come up with everything yourself; you can also comment on a newspaper article or share something interesting for your network.
Tip 6: Timing Is Everything
Find the best times to post by using statistics (your own insights, Shield app, or a paid tool if you’re in a larger organization). It’s important to know when your audience is online but also when it’s quieter. For example, I post at very different times than my partner, Rik Keijzer, who works in the events industry. He often posts on LinkedIn in the evenings, while I prefer the early morning hours. And hooray, you don’t have to wake up early—you can schedule posts on LinkedIn.
Tip 7: Understand (Roughly) How the Algorithm Works, but Don’t Worry Too Much
This is one of the most requested topics in my open and in-company trainings. During intake sessions, I always ask clients what topics they want covered, and the algorithm always comes up. I’m happy to explain how it works (as far as that’s possible, since LinkedIn keeps it mysterious and frequently changes things so that every study has a short shelf life), but I also advise not to focus too much on it. Sure, it’s helpful to know certain factors, but focus on quality, targeting your audience, and attracting the right leads and clients. I honestly couldn’t care less if someone has 10,000 views, likes, or comments. I’m more interested in the outcomes: Did it lead to a valuable network connection, a lead, a supportive new ambassador, or even a customer?
I see your brows furrowing, so here’s a concrete example: placing a link in your post. It’s not great for the algorithm, which will lower your reach.
I still see people putting links in the comments, making people dig for it instead of placing it in the post itself. They think they’re tricking the algorithm that prioritizes text-only posts or posts with a photo or video. Some trainers still teach this trick, which I don’t understand. Firstly, it’s annoying if people share the post, as the link gets lost (comments don’t get shared), and finding the link can be difficult. Do you really think people will search for it? Also, from an SEO perspective, it’s not helpful; your website doesn’t get the credits when people click from comments. It does from the original post.
Yes, you might get more views (ask yourself what that really means, as most people don’t even know), but no, this trick doesn’t lead to more clicks to the website, which research has shown time and again. If exposure is your goal and the link is just a bonus (like background information), then it’s okay; the link isn’t critical, so it’s not a big deal if it gets lost in shares. But if your main goal is to drive traffic to your website? Just don’t do it—it comes off as unprofessional.
However, I do recommend using hashtags and tags—not only for the algorithm but also for increased reach and recognition.