More and more Recruiters are using Linkedin Pulse to build an online reputation with their clients and candidates. This is great if you’re producing good content, but the more people do it, the harder it is to stand out.
Pulse gives anyone the professional platform to say whatever they want. So how do you write, stand out and make an impact with your network?
The key to engaging effectively with your candidates and clients is focusing on adding value for your readers.
Content that might seem like common sense to you, could be really insightful to your audience. Perhaps you break down an interview process. Maybe you could provide a best-practice guide for someone’s job search. Or, you tell a success story highlighting the reasons a particular process worked well.
Creating an original, well written thought piece will make readers think, and in turn, remember you in the future.
Here are some tips:
This should be a startlingly obvious statement but if you try to write about something you don’t know inside out, it will take a lot of time. You’ll also miss out on obvious information.
Maybe someone comments on your article? Great. Not so great if they’re pointing out a countering view that you really should have addressed in the first place. If you can’t show a deep knowledge of the subject, it will come across very quickly.
It doesn’t matter if this subject is niche in nature. You’re better off strongly appealing to 100 people with highly pertinent content than 1,000 with middle of the road content.
Creative writing takes a lot of effort to master and there’s a science to writing content people will read. There are even web apps and products that can help you.
Remember you’re not writing to impress people with your knowledge of English.
Instead, write content people can read easily. This doesn’t necessarily mean short articles. In fact long form is just as acceptable, as long as what you’re writing makes sense and offers something new throughout. Regardless of length make sure you spell check and ideally get someone else to read it. A piece littered with basic spelling or grammatical errors will be hugely counter productive.
Being connected to people means they get a notification when you publish something. The more people you’re connected to, the more people will see it, and (hopefully) read it.
Equally, you should be trying to engage with your audience. Talk to them, just like I’m talking to you right now. Use colloquial language wherever possible, because that’s how people talk, and means reading it will be easier. If you ask your friends or colleagues to start sharing and liking your articles, your reach will grow exponentially.
This is a bit time-consuming, but can be really effective. Unfortunately LinkedIn no longer sends emails after group updates but your article will still get seen a lot more.
If you can post your articles in every group you’re a member of, do so. Do this to relevant niche groups with a good following and you’ll grow in followers.
By ‘thought leaders’ I mean other people that like posting articles. It’s a loose term, but focus on people who have a big audience and not just Ed Hunter. Commenting and engaging with specific targets’ articles over a period of time will put you on their radar and it should go without saying but be courteous.
They’ll soon keep an eye out for you and be more open to commenting, liking and eventually sharing your articles with their own followers. Any interaction from them will show up in the newsfeed of their followers.
It’s absolutely key however to keep the quality of your updates high for continuous engagement.
This is actually quite hard to do and can sometimes take as long as the actual writing, but the benefits are clear.
You want your readers to be interested and inspired by your article. Another 2D stick man pointing at a graph on a whiteboard makes your article blend in, lazy and drive home the impression the writing will follow suit.
It’s easy to see through the fact that most people are posting an article just to promote their business. That’s fine, embrace it.
If you’re adding value for people, they’ll still be happy to read your work. Don’t be afraid to put a link somewhere in your article.
It actually takes some hard work to gain traction on LinkedIn. You need to be posting consistently over a reasonable period of time, and you won’t see results after two articles.
If you do decide that content marketing is the right way forward (it is) just make sure you’re maximising the returns on your time. It should be part of a larger sales funnel and all the other bits need to be in place for it to be worthwhile.
You should also be mirroring your presence on LinkedIn in other areas. Whether that’s Facebook, Twitter or any other platform, there are plenty of them and it can be dangerous to build up all your value through only one channel.
If you’re going to invest hours out of your week to write and market an article make sure you actually enjoy what you’re writing about. It’s incredibly important to inject personality into your work. Your readers will over time, be able to hear you in the writing. Be candid. Be humorous. Be serious when needed. Just enjoy it.
One final thing to remember is that practice makes perfect. Your first article won’t be your best. And most likely the one you think is the best won’t be the one that’s the best received. But go for it. You’ll notice yourself get better and better and the time invested become less and less.
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