What’s The Point Of Posting On LinkedIn?

LinkedIn’s become a bin for a handful of supremely dedicated bullshit merchants “influencers” to peddle stories they’ve either plagiarised or fabricated.

Micromanagement’s bad.

Caring’s good.

Hire whoever’s soaking wet because they walked to the interview in the rain.

And it never really gets more complicated than that. Except there’s an uplifting anecdote attached. And it’ll contort your toes.

Not least because it’s picked up over a thousand likes in a matter of hours. But because of who the hero is.

That’s right. You’ve guessed it. It’s them.

Although the good thing about LinkedIn is there’s no singular point to posting on there. There’s several.

So when it comes to advertising jobs, marketing services, sharing knowledge, networking or provoking discussion, Recruiters who nail the main points to posting on LinkedIn will see their content fly.

And you’ll find the benefits in your billings.

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To stimulate interest

The first few lines of a post have to incentivise the reader to click ‘see more’. If you aren’t giving a reason to read the rest of the post, no one will. Which means you might as well not write it.

In many ways, the opening’s the most important bit. You’ve got to capture attention.

Introduce a contentious topic. Pose a question. Kick off with a joke. Create a bit of drama.

You know your market. Which means you’ll know what to say to invoke a bit of curiosity.

To get it read

Contrary to popular belief, you don’t need to wage war against sentences for your post to look easy on the eye. You know what I’m talking about.

Writing like this.

Sentences that break.

In half.

Inexplicably.

Reading things on a smartphone doesn’t mean shoving syntax out the window. People just don’t want to read a massive wall of text.

Introduce a bit of variety. In both sentence and paragraph length.

Lines with only a couple of words in them look less crowded on the page but take up more room from top to bottom. Draft posts on your phone to get an idea of their scale.

And focus on the clarity of your message over dramatically punchy and frankly weird line breaks.

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To engage with your audience

Hunted’s got plenty of content on how to be a better writer. And the main principles will apply regardless of who your audience is.

Use humour without trying to be funny.

Use proper grammar. And take advantage of programs that help with this.

Tell a story. And make it personal.

This doesn’t mean vent your spleen about every childhood anecdote in your repertoire. And it certainly doesn’t mean you have to be the hero of every tale you tell.

If what you’re saying’s relevant to you and your market, your post’s probably going to do well. Whether something’s relatable or not’s a tricky thing to gauge, and the only way you’ll do it’s by reading more, seeing what performs well, and making it your own.

Because the most important thing’s to use your own voice.

LinkedIn’s full of people who are full of themselves. If you are too, fair enough. If not, you’ve probably got it in you to write something that’s actually inspiring.

And by that I mean, posts that inspire a bit of thought. Or compel your reader to answer a question. Or make them laugh.

To inspire action

Round off on a single, clear call to action.

Follow us. Click this link. Read this article. Get in touch. Or just go ahead and rage at me in the comments.

It’s rare for jokes to have multiple choice punchlines, so whatever you’ve been building to, round off on one thing. And do so in a way that’s direct and succinct.

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To get noticed

I thought I’d done an alright job of figuring out how to hack LinkedIn’s algorithm. Turns out it’s core behavioural principle is still “doing whatever the hell it likes”.

Posts get buried for no reason sometimes and when you ask LinkedIn’s support team, they basically chuckle, shrug, and move on. Although there are ways to game the system.

First of all, to get your post seen it needs to look good. And like it or not, posts with images and video perform well. Because it’s easier to capture attention with striking visuals.

Nothing wrong with that, it’s just how people expect the internet to look.

And the more attention you’re able to capture, the greater the likelihood you’ll be rewarded with likes, comments, shares.

We curate the images on our posts from These 10 FREE Stock Image Sites and we put together this guide on How To Use Video In Recruitment to add extra, algorithm-friendly dimensions to your LinkedIn posts.

And the higher quality the visuals, the higher the chance your post will rank well in the newsfeed.

Try to avoid swearing if you can

I know we’re all adults and it’s cool to say shit in business now but LinkedIn designed their algorithm to flag posts containing swear words as ‘low quality content’ and de-prioritise them accordingly in the feed.

If you’ve got a big following and your post’s going to fly anyway, go nuts. Although Ed Hunter got censored the other week for asterisking out the i in ‘fickwad’. So no one’s safe.

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Posts don’t always fly out of the traps immediately. If you’re building your presence online and need every iota of activity you get, it’s worth remembering your chances of gaining exposure increase over time.

A good way to judge how viral your posts are is by looking at who’s liking and commenting. If the majority of your activity comes from first degree connections, you’ve put out a post your audience appreciates. Noice.

It’s when you start seeing increased activity from your 2nd and 3rd degree network, you know your post’s going further.

And you’ll give yourself the best chance of that happening by being More Socially Engaged. The further your post goes, the more chance you’ve got of appealing to the right person.

Just please don’t end every single post with the word “agree?”

People that do sound like nutters.

Agree?

 

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