LinkedIn has moved on from being thought of as a ‘digital resume’ where people only log in to update their skills when searching for a new role.
These days it’s a great place to publish your original content! It’s a must if you’re trying to build your personal brand and position yourself as a thought leader in your field.
Most of you would have a LinkedIn profile, and have probably at one time or another posted a status update. If you do it regularly, that’s awesome! You’re already half way there. You know who’s who in your sector. You already have connections and followers.
Use LinkedIn Published Posts to extend this to building influence beyond your connections. Published posts go to LinkedIn’s Pulse platform. Here they can be swept up and read and shared by anyone, whether they follow you or not! And not only that, each time you publish a post your own connections will receive a notification that you did so, encouraging them to come and check it out.
Top Tip: Use tagging. People on Pulse don’t follow you necessarily – they follow subjects that interest them. Think about your tags carefully, you are only allowed 3.
LinkedIn also has a product called Slideshare where you can post publications. These are similar in essence to the old PowerPoint Publications but more image-focused. You can publish your own LinkedIn Slideshare content and depending on the quality and category can be seen by tens to hundreds of thousands of people. Pretty cool huh?
Top Tip: Use content that has performed well as a blog post and re-create as a Slideshare. It’s a bit of work to make them look good and you don’t want to risk it on un-tested content.
LinkedIn Groups can be a great place to publish valuable content to your industry peers. Just make sure it’s a group in which you contribute to the discussion, dropping in to post a link to your latest post is considered a bit rude if that’s all you ever do.
Top Tip: Seriously, don’t be that guy who drops in once a week to post a link to their latest article – the rest of the group secretly hates you.
LinkedIn Pages are a good way for your company to have a business profile on LinkedIn, and your content can be shared there. LinkedIn Pages have a post max of 400 characters, so not really any good for articles – just a blurb and a link with an eye-catching image is all you need. If it’s not your company you’ll need to submit your article to the page admin/s to post for you should they deem it appropriate to come from their corporate voice.
Top Tip: You can advertise from LinkedIn Pages. Targeting examples that work well include roles within industries, i.e. Assistant Manager in Human Resources.
Whether you choose LinkedIn as a place to publish original content or not, you can add your links under publications on your profile. This way people will be able to find them if they are LinkedIn stalking you; which they will if you start getting some attention.
Top Tip: You can set your LinkedIn to private so when you stalk people your name is not listed, however this might not be the best idea. The first thing you do when someone checks out your profile – is look at theirs in return!
These are my top no-fuss tips to using LinkedIn for your personal branding. Do you have any to add? Do you have any predictions now Microsoft has purchased the platform? I’d love to hear your feedback!