This is what companies that succeed on LinkedIn do
LinkedIn has grown tremendously in recent years. Every day logs Half a million Americans are coming in., and globally the platform passes one billion users.
At the same time, users are engaging more than before with more comments, shares and conversations.
For many companies, LinkedIn has become an important channel for visibility, recruitment and sales activities.
But there's a difference between being on the platform, and actually getting something out of it.
Here are some of the common features of the businesses that succeed.
There's a lot of talk about the LinkedIn algorithm. When one should post, how long the comments should be, and whether hashtags really have anything to say.
But the main thing is still the simplest:
People like content from people.
When people like what they see, it gets more visibility. It's still that simple.
Does that mean you shouldn't use your company profile? The No.
But one should understand that the greatest opportunities often lie with the people, not in the logo of the enterprise.
It is in the personal experiences, insights into work everyday life and glimpses of humour that people recognise something real. It's also where the algorithm captures engagement that matters.
Whether you want to sell something, recruit, or use LinkedIn to boost your brand, churning out a random sales post and hoping for the best doesn't matter.
You have to show off. Engage in other people's content. Bid on yourself. And you need to do it smoothly, over time.
That's how you build trust. Not with one post, but with a voice that people recognize.
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Producing content has never been easier. With AI you can get texts, and posts in seconds. And a lot of it can work out okay.
But if you're going to build academic weight and be perceived as someone who actually knows something, it doesn't hold with content that could have been written by anyone.
People want to hear what you've done. What worked? What didn't?
They want to hear the stories in what you share. Not general advice and phrases taken from a prompt. And that's what builds authority over time.
When LinkedIn is used as an extension of culture, it makes it easier to attract people who want to work for you. Not by showing a glossy image, but by showing off everyday life as it actually is.
The right applicants recognize themselves, they see what you stand for, and get the desire to be a part of it.
Read also - How to build a digital journey that starts long before the guest has checked in.
It's rare that you get a DM that says, “Hey, I read their LinkedIn post about the product and would like to buy it.”
More often you hear something completely different:
People reach out when it feels right. Trust is not built by one post, but by everything you have left over time.
Being successful on LinkedIn is about being clear, present and relevant over time.
We help our customers do that every day.