How to Build a LinkedIn Presence
LinkedIn is a unique platform. It’s not quite a social media tool, but it’s also not entirely a professional job-seeking app, either. It’s more of a mix of the two, which, when combined, creates a social networking platform where you can build your network, find job opportunities, and grow your personal brand. But how should you get started?
While there is no one-size-fits-all approach to growing your LinkedIn presence and building a strong community, there are a few tips and tricks you can use to boost your profile. The great thing about platforms like LinkedIn is that there are no solid rules for how to grow quickly. You just need to be willing to experiment often, ship daily, and see what resonates with the LinkedIn community. Here, we’ll go over the general rules of LinkedIn posts, how to solidify your personal brand, and how to strike a professional tone without coming across as overly clinical. Let’s dive in.
Posting on LinkedIn
While some platforms like Instagram and TikTok are primarily based on visuals, effects, and audio trends, LinkedIn remains primarily text-based. It’s one of the few platforms where long-form content isn’t discouraged, and users are allowed to dive deeper into ideas with longer posts.
When growing your LinkedIn community, it’s key to create a consistent posting schedule. Posting regularly helps solidify your role as a thought leader in your industry, builds loyalty in your followers, and also creates a sense of authenticity and trustworthiness around your content and personal brand. At 3,000 characters, the character limit for LinkedIn posts is higher than many social platforms, but this doesn’t mean you need to fill it with useless fluff. Be intentional about your posts and the way you dive deeper into your big ideas. Sometimes, less is more.
Posts should also be educational to your LinkedIn audience and provide some sort of value. If you’re not sure where to start, choose three or four areas of expertise within your industry and test engagement with each. You can also follow other industry leaders and see what kind of content is generating the most conversation on the platform. Replying or commenting on these posts can help expand your reach as well.
As a sidenote, it’s also important to remember that while hashtags and social connection tags are available to use, don’t go overboard. Choose 2-4 relevant tags and focus on making them specific to your target audience.
Building Your LinkedIn Brand
While your work experience is visible on your profile, LinkedIn is for more than just listing a resume and past companies you’ve worked with. The platform presents a real opportunity to show up as a leader within your industry and let colleagues know that you’re more than your resume.
One way to differentiate your brand is to create and maintain a consistent tone across your posts and profile. Do you want to be more formal? More casual? Witty? Serious? How you show up plays a big role in how your audience perceives you and your profile. Since LinkedIn is also a networking platform, it’s important that your profile clearly reflects who you are, what you do, and why you should be trusted. Choose a clear headline, a professional headshot, and your location to optimize your page and further instill trust in your LinkedIn community.
Don’t comment or post for the sake of posting. Use every LinkedIn interaction as a way to build your digital persona, create loyalty in the community, and show users that you know your stuff and can be a useful voice on the platform.
Keeping it Professional but Approachable
Perhaps one of the biggest challenges on a platform like LinkedIn is how to keep your tone and language professional but still approachable. While it’s important to remain conversational with your posts and comments, it’s also key to keep things appropriate. Use jokes tastefully and avoid sensitive topics that might alienate some users in your network.
If you’re not sure about whether to post something or not, ask yourself if you would post it on a work bulletin or blog. LinkedIn is social, but it’s also geared towards professional networking. Keep your content appropriate, thoughtful, and respectful.
