Your personal social media, incomplete without the staple combination of Facebook, Twitter, Instagram and Snapchat, is usually thoroughly curated to reflect your content and voice so that it’s very you. But what about professional social media?
LinkedIn is where the bulk of online networking happens. But setting up and maintaining a professional LinkedIn profile can require a different approach than, say, your secret Instagram account with 12 followers and 3000 photos of various assorted items.
After setting up your LinkedIn profile and implementing the best practices for profile optimisation, the next step is to add content in the form of posts. thought-pieces and articles.
Yes, people can technically glean how experienced you are based on your illustrious work history, but how can you show that you are actively contributing to the professional community at large and get your thoughts out there? People usually turn to your LinkedIn activity, to check if you’ve shared any posts or published any articles recently.
But crafting the perfect LinkedIn post requires a slightly different skill-set than a composing a pithy tweet. After all, you want to impress your LinkedIn connections with your professional acumen – maybe in addition to your wit. To learn how best to do this, read on for the how-tos of curating and creating compelling content for your LinkedIn profile.
But creating the ideal LinkedIn post, which will generate considerable public reaction is an art in itself. After all, you want to impress your LinkedIn connections with your professional astuteness and sharp, witty brand of humour. Here’s how to create and curate compelling content for your LinkedIn profile:
Keep up-to-date with compelling third-party content
To share and repost good-quality content, keep yourself abreast of major industry developments. Make a habit of reading trade publications and scrolling through posts written by subject matter experts. Use LinkedIn to keep track of content written about trending topics. If you do not know where to begin, LinkedIn has newsletters which you can follow based on your profile and interests.
When you come across compelling articles or opinion pieces on LinkedIn, or any other social platform, share it on your LinkedIn, prefacing it with your thoughts and insights.
However, never post for the sake of posting – you do not need to provide a commentary on everything. Post and share things which adds value for your audience. Sharing content carefully and deliberately displaying will display your knowledge of current events and trends, allowing your followers to believe in your expertise.
Boost your LinkedIn activity by sharing noteworthy posts from your employer’s LinkedIn page, if they already have one. This show that you align with your company’s business opinions and outlook, and are proud to be a part of that particular organisation.
Pro tip: Use hashtags in your posts, so a wider audience of LinkedIn users can find your content. Like Facebook and Instagram, hashtags in LinkedIn help to categorise posts for easy reference. As a rule of thumb, include only three to four hashtags per LinkedIn post. Make sure they have something to do with the content of your post rather your brand or company, so people can easily search for them later.
Feature and publish a combination of owned and third-party content
Owned content simply means the content you create, instead of content from third-party sources. Your LinkedIn page should showcase both your original thoughts and voice, as well as third-party content.
Use simple posts to talk about career updates and highlights, while longer posts are better for thought leadership and detailed professional reflections. Before writing a full-length LinkedIn post, gain an initial understanding of your audience with LinkedIn People Insights tool, which offers an overview of LinkedIn behaviours across industries.
Be a thought leader of substance by tackling sensitive subjects in a smart and tactful manner. Topics such as innovation, diversity and inclusion, corporate social responsibility, corporate social responsibility and highlights of deserving talent usually court (positive) attention from other LinkedIn users, who feel compelled to share their thoughts.
While steadily growing your LinkedIn follower-base, remember to keep your tone of voice unified and steady across all LinkedIn posts and articles. Any branding expert will tell you that the key to a strong brand is consistency. Whatever tone you choose – friendly, informative, succinct, professional – make sure you stick to it from day one.
Additionally, use eye-catching, high-quality visuals to accompany your message. For LinkedIn content, include a cover image which goes at the top of your post, and make sure to include images, videos and other rich media throughout the article to keep your readers hooked. Do not publish low-resolution or grainy images, or badly-shot videos with poor lighting. There are a variety of interesting formats which you could experiment with, on LinkedIn – welcome a new teammate, or show appreciation for a colleague.
Try text-only posts too – as long as you can keep them short. Make a simple statement or ask questions – people do not like to be accosted with walls of text on their social media feeds.
The content that you curate and create on LinkedIn is representative of who you are and what you stand for as a working professional. Be intentional about the topics you share about, write in a consistent tone of voice and maximise the use of LinkedIn’s publishing features to define and develop your personal brand on the platform.
Your LinkedIn content is a reflect of who you are, and everything you stand for as a working professional. Write with a purpose, be consistent, and maximise LinkedIn’s features to define, sharpen, and grow your personal brand on Facebook.
Want to make your thoughts known on LinkedIn, but are at a loss for words? We’ve got your back – write to us at firstname.lastname@example.org