Whether you want to land your dream job or become the next LinkedIn influencer, a few tweaks to the way you post and present yourself on the platform can help you harness its potential.
LinkedIn is no longer just an app for finding work. The platform has grown its creator tools and content and plans to become a larger figure in the creator economy.
There are a few basic ways to grow your account on LinkedIn and reach your goals, according to a recent study by the agency Influencer Marketing Factory. The company interviewed 26 LinkedIn influencers and analyzed third-party surveys and other data about how people use the platform.
The report described several tips for influencers and brands that anyone can use to up their LinkedIn game.
Steps for optimizing your LinkedIn content
Think about what you want to get from your LinkedIn profile, career coach Emily Worden said in the report. Do you want to land a job, build your network, or be an influencer? Your answer should inform what information you share.
Then consider who your ideal audience is, what interests them, and what problems they are trying to solve.
If you’re serious about becoming a LinkedIn influencer, Lia Haberman, who is a creator economy advisor, said in the report to focus on two content formats: vertical video and newsletters.
Last year, LinkedIn began rolling out a TikTok-like vertical video feed. Some creators told Business Insider at the time that making videos helped raise their engagement on the platform.
Here’s a breakdown of steps to follow to enhance your LinkedIn presence, based on the report:
Optimize your profile
Pick a professional photo for your profile picture and create a custom banner using Canva or another platform.
“It’s the first thing people notice,” said Melissa Grabiner, cofounder of Jobs Search Accelerator, in the report.
The headline under your profile photo should tease the value you can provide. John Nemo, founder of Nemo Media Group, recommends following the formula, “Service I Provide + Target Audience(s) I Serve,” he said in the report. His LinkedIn headline says:
“Done For You” LinkedIn Lead Generation for Small Business Owners & Consultants
Showcase some of your best posts in the Featured section of your LinkedIn profile, or link to your businesses.
Engage with LinkedIn content and build relationships
Interact with creators and participants in LinkedIn’s Top Voices program by commenting on, reacting to, and reposting their content. You can tell if someone is part of LinkedIn’s Top Voices by the badge that appears next to their name in blue or gold.
Comment meaningfully on these posts. These comments have the ability to get more visibility than your posts.
If you’re an influencer or brand, you should take about 15 to 30 minutes a day to build relationships in the comment section of posts and respond to comments left on your own posts.
It’s especially important to respond to comments left under your content within the first hour they are left.
Define and focus on your niche — and start posting
What’s your expertise? Identify a few skills that fit your professional focus. Then center your content around these areas.
Choose two to three topics you want to be known for and make content around these themes.
And remember, write like a person.
“LinkedIn might be a professional platform, but the content that performs best is human, not corporate,” Tamilore Oladipo, a content writer for Buffer, said in the report. “Write how you speak. Share lessons, not just achievements.”
Prioritize quality over quantity, but maintain a consistent schedule
Post content that provides value, such as advice or lessons learned.
Write about two to five posts a week and focus on consistency.
Even posting just once a week is OK if your posts are adding value.
LinkedIn influencer Jessica Morrobel advises posting at least once a week.
Showcase your results with case studies and storytelling
Share case studies and specific metrics to show your successes to potential employers, clients, or brand partners.
Create content that’s saveable and shareable in formats like cheat sheets, how-tos, and carousels.
Leverage platform analytics and stay proactive
Study the analytics LinkedIn provides.
LinkedIn offers built-in data to users who have enabled Creator Mode. These metrics include the best-performing post types, engagement by time and day, and follower growth.
Lean into what’s working and tweak and repost what’s not.
