How to open doors by publishing on LinkedIn
If you could have your own professional branding tool – for free – would you use it? This is how executives use LinkedIn. The issue is, only a fraction of its 500 million members understands how to unlock its full potential.
Unlike non-professional platforms, the best practices are specific. The ‘anything goes’ vibe doesn’t work, and you need to know the correct techniques. In this collection of articles, we’re going to give you tips straight from the source: LinkedIn’s Customer Success Managers.
The no.1 question from young LinkedIn users is, ‘How do I showcase my skills with limited formal work experience?’
One answer is by expanding on the work experience you do have with great content.
What does your network want to see?
Don’t worry if you’ve never published an article on LinkedIn before. As of 2020, only around 0.2% of its users have.
When thinking about possible topics, your first question should be: which issues are most relevant to my network? The best performing topics focus on benefiting the network they’re linked to. This fact can help us to avoid 99% of the issues that create poor social media content.
Create a headline that captures attention
Recruiters are some of the busiest LinkedIn users in the world, so working out what grabs their attention is a great way to think about headlines. The first step is to decide who you want to connect with. The second step is presenting something that helps them – we’ll expand on this later.
Plus, you need to understand the difference between entertaining vs. benefitting headlines. The average tabloid headline is written to entertain you. However, the headlines from the LinkedIn Talent Blog always have benefits built into them. As we look at each step, you’ll see how each part is built by their complementary relationship.
Include a photo to stand out
All areas of your profile should be relevant to your networks, including images in your articles. A common mistake is to only use an image to draw attention. This can let your audience down if your content doesn’t align with it.
Always remember that this is your professional branding tool. You are giving a presentation to your next employer. So, think about the context. Ask yourself: does this image tell the story of your content? At the same time, don’t be afraid to be unique. Use free stock photo resources as a springboard, and search by entering the article’s main topics.
Be authentic, use your voice
Your phone starts to buzz. You answer, and a friendly professional asks if you’re still interested in the role you applied for. Then they dive straight in with a question, ‘In your own words, what do you feel is unique about your work experiences so far?’
The more unique, honest, and positive your presentation is, the better. The same goes for your article. The winning voice is never about generalisations or criticising. It’s about how you benefited the network you were in. When you combine these factors with your own authentic style, you’re striking the right balance!
Think about your audience
This brings us back to your headline. You know that it needs to be beneficial to your audience (in this case, a recruiter). So, let’s say you volunteered in an animal shelter recently. Doesn’t sound connected to the business consultant role you want, does it?
Wrong. If you know your audience – recruiters and hiring managers – you can use any genuine work experience to present your skill set. In this case, you would look at the factors your audience finds desirable and work backward. Your article could reflect on times when you showed initiative, self-awareness, and communicated well with your team.
This gets us thinking about how to align our headline, content, and image. An example headline could be, ‘What Future Leaders Can Learn From Working With Animals’. Then your content could explore areas where you overcame challenges, and your photo reflects all three parts.
Article length matters
LinkedIn’s optimal range is around 600-1000 words. There are two main points to keep in mind. The first is, cut any fluff. Length is governed by necessary content. You must always focus on the main topic.
At the same time, don’t feel like you must cut it down to stay within a specific limit. You can also look at the length of other articles in the same category.
Your experience is your brand
LinkedIn is designed to help you promote whatever work experience you have. It’s about attracting people to your brand and adding value to your profile by going the extra mile.
We’re here to make sure you have access to the tools of future leaders, so don’t miss any posts in this series. Until then, why not publish your own article?