Freaked out by LinkedIn’s weird ways?

Loads of people sneer at LinkedIn as some kind of odd and wanky world full of people self-congratulating themselves and even just spouting full on balls about how their 3-year-old just won the nomination for the Republican party’s Presidential campaign after learning the meaning of life whilst playing the recorder with his nose. This would be a good point to stop reading and go find “The State of LinkedIn” on Twitter – an account dedicated to weeding out the worst BS they can find.

But I like it. I didn’t always… when I first joined it was endless prospecting messages for free trials of [insert lengthy non-intelligible series of capital letters here to do with IT or something] which I just couldn’t be arsed with. HOWEVER – I started playing around with it and now I have a meaningful network of people I interact with and yeah, it’s not so bad. It may well just be my favourite social media platform.

With over 740 million members, LinkedIn has become the go-to professional networking platform, certainly if you’re in the B2B sector… Less so the trades guys, but some of them are nailing it on there. It’s a great platform to connect, engage, and showcase a bit of expertise should you be unfortunate enough to possess any. However, achieving visibility and engagement on LinkedIn requires understanding what kind of content resonates with its unique audience… You kinda have to learn the language and culture of the platform a little bit. In this blog, we will explore the types of content that work well on LinkedIn and share some strategies for maximizing your impact on the platform.

1. Thought Leadership and Industry Insights – “Freebie” advice, if you like

LinkedIn is an ideal platform for establishing yourself as a thought leader in your industry and in your own voice, not just repeating what has already been said. Share your expertise by posting articles you’ve thought about but which would naturally come out of your mouth if a mate asked you for advice in the pub, or even industry trends, or thought-provoking insights. Again – if you wouldn’t say it to a mate over a pint, don’t bother saying it on LinkedIn. Self-aggrandisement is common on there but turns people off QUICKLY. Provide valuable information that educates your audience, maybe even stimulates a fair bit of discussion (especially if controversial stuff is going on… e.g. Are you a mortgage broker? Talk about interest rate rises!), and positions you as a knowledgeable authority BUT ALSO a non-dickhead. This type of content not only showcases your expertise but also sparks engagement and helps you connect with like-minded professionals. You start to help people begin to know, like, and trust you, because you’re offering value for nothing and not being a know-it-all.

2. Engaging Visual Content… Not just bloody selfies

Visual content grabs attention and stands out in the LinkedIn feed. People stick up far too many selfies or crap photos of “the room” at networking events… Why not go a little further and get fiddling about with something easy like Canva, and start getting your own graphics, infographics, videos, and presentations to complement your text-based posts? It isn’t hard, and I’d happily give you an hour of my time to show you how to get up and running with it. Visuals help break up the text, increase engagement rates, and make your content more shareable. Consider using images/graphics that take the piss a little bit but still relate to your topic? Making people grin a bit whilst they deathscroll their way through another pointless board meeting will help you get that little bit more engagement and reach. Create informative videos, or develop slides to share key insights or tips… It essentially means anyone who flicks through them has just had a pitch deck delivered to them without even having to book an appointment with you.

3. Personal Stories and Experiences – But be Genuine

LinkedIn is not just about business; it’s also about the people behind the careers. In fact, this kind of content always goes MUCH FURTHER than the “This is my business and this is what we sell and you need it so buy from me now and you’ll be happy forever” posts. Share personal stories, experiences, or anecdotes that relate to your professional journey. Humanise your brand by sharing funny things that happen to you, or milestones you’ve achieved. Don’t be tempted to try and stick in a tenuous link to business… Lots of people think LinkedIn has to be always business and are scared of the #ThisIsNotFacebook gestapo. Just post the damn thing. Authentic storytelling helps build trust, establishes connections, and encourages others to share their own experiences. We’re all bloody human and work is only one part of our day.

4. Do not do a poll unless you have to. And when you have to, don’t do it.

Just don’t. Polls suck.

5. Engaging in Conversations and Thoughtful Comments:

Building a network on LinkedIn is more than just posting your own content… that would be like walking into a networking event and expecting that you’ll be the only person to speak the whole time. Engage with others by commenting on their posts, sharing your insights, and asking honest questions if what they are saying is of interest to you. Stop thinking, “Oh I’m LinkedIn I need to say LinkedIn-y stuff…” and just imagining that it is a conversation that you’re involved in. I’m not the biggest fan of groups because they seem to be spam-magnets, but I know some people who swear by joining relevant groups and to participate in discussions, share their thoughts, and connect with like-minded professionals. By actively engaging with others, you not only expand your network but also increase the visibility of your own content, and who knows, maybe you’ll meet some nice people with no chance of ever “making a sale” but just for the pure hell of it.

6. Celebrating Milestones and Successes:

LinkedIn is a platform where professionals can share their achievements, promotions, awards, or professional milestones. I really wouldn’t hesitate to celebrate your successes and those of your connections. When you or someone in your network accomplishes something noteworthy, turn around and bloody congratulate them back, cos sharing good news about yourself can be pretty scary in public. You can do this to start to foster a positive and supportive atmosphere, encouraging others to engage with your content and celebrate with you… and don’t we all just want a more collaborative world?

Conclusion:

Post what you want but don’t be fake. Go a little further than selfies / networking photos and learn a bit of Canva (or something similar). And treat it like a nice chat in a cafe… you got nothing to lose.