How To: Master LinkedIn

Yes, there is a lot of rubbish on LinkedIn, but the same goes for all media – have you ever watched Channel 7 or 9? But the good news is, that LinkedIn goes far beyond being a digital resume or a place for businesses to showcase products and services. 

LinkedIn is a powerful business development tool with unique opportunities for networking, relationship-building, and strategic engagement. If you want to join in the fun here are some great tips.

How to Make Your LinkedIn Profile Stand Out

1. A decent headshot
   • You don’t have to be George Clooney, but try to find a high-quality photo that reflects you and is industry appropriate. An image of who you are helps build trust and creates a strong first impression.
2. Create a snappy headline
   • Your headline (seen just below your name) is your first impression towards the world. The default headline uses your current position – change this. With 100+ characters available, you can make a relevant statement for you and your expertise.
3. Add a photo banner
   • A background photo on LinkedIn helps standout and the overall vibe of your page. Choose a background that complements your profile and aligns with your field.
4. Craft an interesting “About” section
   • The About space is where you tell your professional story. It is a length section so you might want to use bullet points as people’s attention spans are small and ever shrinking. 
5. Use relevant keywords
   • Integrate job and industry relevant keywords. Not too much jargon, but key words that are used in your job and or industry. Using these keywords will improve your visibility and hit rate.
6. Showcase your skills
   • Ensure the “Skills section” accurately represents your expertise. It is tempting, but don’t exaggerate or make things up (just see how many people claim to work in sustainability but never have!).
7. Demonstrate relevant experience
   • It’s easy to simply copy and paste your resume here, but don’t. Try to keep the information under each role relevant and snappy. The more irrelevant information you include the more likely you are to fall off the radar. 
8. Build your Network
   • Now you have a profile, build your community. Being active on LinkedIn should be a weekly or, ideally, daily habit. Connect with people you know and have worked with, not random corporate celebrities (Bill Gates, Obama etc). Relevant connections can be valuable allies. Remember to regularly engage with and expand your network.
9. Request “Recommendations and Endorsements”
   • Recommendations and endorsements add credibility to your profile. Reach out to colleagues or supervisors with whom you have strong working relationships to request endorsements of your skills and recommendations attesting to your strengths

How does LinkedIn work?

LinkedIn’s algorithm is designed to prioritise content that fosters engagement and networking, ensuring that users see the most relevant and valuable posts. Here’s an overview of how it works:

1. Content Relevance and Classification

• When you post content, LinkedIn classifies it into categories like “spam,” “low-quality,” or “high-quality” based on factors such as post structure, language, and any engagement history you may have. High-quality posts are given priority and shown to a broader audience.
• The algorithm also examines keywords and content type (text, video, article, etc.), aiming to match posts with user interests. Hashtags are only examined when it is unclear to LinkedIn what your post is about, which means it wasn’t a high quality post to begin with.

2. User Engagement and Connection Strength

• LinkedIn prioritises showing content from people you frequently interact with, such as your first-degree connections and people whose posts you’ve previously engaged with.
• The more you interact with a connection’s posts (through likes, comments, and shares), the more their content will appear in your feed and vice versa.

3. Engagement Signals and Timeliness

• Posts that gain engagement quickly, particularly within the first hour, tend to get a visibility boost, so if others like, comment, or share a post soon after it’s published, it will likely reach a larger audience.
• Comments are particularly influential, as they drive conversations. LinkedIn encourages discussion by showing posts with active comment threads to more users.

4. Content Type and Preference

• LinkedIn favours diverse content types, including text posts, images, videos, and documents. Video content is often highlighted as it keeps users engaged for longer periods.
• The platform also considers each user’s preferred content type. For instance, if you frequently engage with videos, LinkedIn will likely show you more video content.

5. Dwell Time and Quality Interactions

• LinkedIn tracks how long users spend viewing or engaging with a post. This “dwell time” serves as an indicator of content quality; the longer users spend on a post, the more LinkedIn promotes it to others.
• Meaningful interactions, like thoughtful comments, carry more weight than quick likes, as they indicate that a post is sparking valuable discussions.

Tips to Leverage the LinkedIn Algorithm:

• Post regularly, ideally during peak times when your audience is online.
• Use keywords strategically (ideally 3-5 relevant keywords per post).
• Encourage engagement by asking questions or sharing insights.
• Respond to comments to keep the conversation active, which signals engagement to the algorithm.

By focusing on creating valuable, interactive content and engaging consistently, you can increase your visibility and make the LinkedIn algorithm work to your advantage.

If you’d like to discuss this topic more please contact me, David May. You can reach me on 0493 660 013 or david@lawsondelaney.com.au.