Every field is filled out on your LinkedIn profile and you’ve just grown your network. Now, you’re wondering what to do next. Posting original content to LinkedIn is a great way to prove your value to your current network and future employers, but LinkedIn can help you in more professional areas than just finding a job. There are several benefits to posting to LinkedIn, no matter how big your following is.
1. Build Your brand
Posting to your profile is a great way to establish yourself as an expert on certain topics. This shows your network what fields you are interested in and have invested time into mastering. To contribute to your online image, everything you share to your profile doesn’t have to be original content. Resharing posts that you found valuable can be an easy way to show that you keep up to date with current industry trends. When posting content aimed at building your personal or professional brand, make sure the message is authentic to your actual interests and areas of expertise.
2. Rank on Google
Creating original content is always a good idea if you are looking to be found, and publishing articles to LinkedIn will help people find your writing online. Hiring managers and recruiters commonly look up the name of job candidates, and it’s much more impressive to have your recent article show up at the top than for them to find the Facebook page you haven’t used since middle school. Use SEO best practices to make sure that your perfectly polished article ends up at the top of the search page.
3. Read Industry News
If you’re posting to LinkedIn, you’re also going to be reading content to see what other people are doing. Many companies and individuals post updates to industry news and recent reports. Staying up to date on the latest news and knowing relevant trends is a great way to be the best at your current job or have exciting talking points in your next classroom discussion. Squeeze some industry-related reading into your routine when you’re researching topics to post about next.
4. Maintain Your Network
Keep your name fresh in the mind of your network by posting content they’ll see regularly. If you want to step it up a notch, mention a few people by name in your posts when applicable. This is best done if you’re shouting out something innovative they did, if they worked on a particular project with you, or if their input would be valuable to the discussion. Just remember that networking goes both ways. If you want comments and interactions on your posts, make sure to engage with other people’s posts.
5. Contribute to Your Industry
Thought leadership is a growing trend in the communications industry. This is the idea that you are recognized as having specialized knowledge in a field and so people seek out your opinion. Even if you’re still a student, it’s never too early to begin establishing your reputation as a thought leader. Contribute to your industry by sharing your opinions and insights into topics that other people haven’t fully explored yet.
Types of Content to Post to LinkedIn
To reap the most benefits from posting to LinkedIn, make sure the content you create are things that will resonate with your network. Keep in mind that quality trumps quantity. Since you are using LinkedIn to build your brand and establish yourself as a thought leader, you want your posts to be things you would be proud to show a future employer. Here are different types of content ideas to get you started:
- Promote an article
- Thank a colleague
- Share industry news
- Post insights from a lecture
- Ask a question
- Talk about a certification
- Share lessons from a conference
- Announce a new job position
Tips to Keep in Mind
Keep in mind the LinkedIn algorithm when creating content to post. Use multimedia tools like videos, polls, and LinkedIn articles to get your content consistently showing up at the top of the feed. To increase your relevance, tag people or organizations when applicable in your posts. Also be sure to use a few applicable hashtags in the body copy.
Test a few different variations of your posts to see what your network engages with the most. Do some A/B testing by posting twice with similar copy but including a photo with one post and not the other. See if people are drawn towards inspirational posts, promotional posts, or informational posts. Keep track of which combination of factors is getting you the most benefit.
When posting to LinkedIn, make sure to keep your goals in mind. Do you want to rank on Google? Are you trying to maintain your network? If you know what benefit you are striving for, then you will be able to optimize your content to reach that goal.
About the Author
Madison Moulder is a senior at Brigham Young University and serves as the BYU PRSSA VP of Digital Media. Her background in public relations and editing has led her to love writing with the goal of converting stakeholders. Connect with her on LinkedIn