How LinkedIn works today and how to make it work for you
Let me be clear: this isn’t your mama’s LinkedIn experience. Hell, this isn’t even the LinkedIn of last year. The game has changed, and if you’re not changing with it, you’re already obsolete.
LinkedIn has been around for more than 20 years, evolving from the “I need to update my profile, but where’s my password?” zone to a full-fledged ecosystem. It’s transformed into a powerhouse: a learning platform, a media titan, a SaaS juggernaut, a newsfeed and yes, even a source of entertainment.
It’s no longer just a site to host resumes on. Since Microsoft purchased LinkedIn for $26.2 billion in late 2016, it has experienced a growth of over 19 times in terms of users.
So what changed?
Besides the acquisition by Microsoft, how did LinkedIn become what it is today?
To start, growth hackers figured out something new….
But it’s easier to show you than to tell you.
#Broetry
That’s right. In 2017, a group of growth hackers found a way to game their posts in the LinkedIn newsfeed. The algorithm was rewarding clicks of the “see more” button as an engagement similar to a “share” or a “like.”
To take advantage of this insight, professionals started writing one-sentence-per-line stories about entrepreneurship, sales and leadership. Broems began racking up hundreds of thousands of views.
Although the format of clickbait*y line, line break and pseudo-inspirational text continues to live on to encourage users to smash that “see more” button, LinkedIn has since adjusted its algorithm to curb clickbait. But like most bad habits, it’s dying hard.
In late 2018, we heard that Microsoft CEO Satya Nadella’s paycheck would be based on LinkedIn’s performance. In other words, his salary would partially depend on the number of times logged-in members visited LinkedIn, separated by 30 minutes of inactivity on desktop and mobile devices.
So what does one do to hack that? Make LinkedIn more addictive, of course.
This strategic pivot was about transforming LinkedIn from a utilitarian tool to an engaging platform that professionals wanted to visit daily. They introduced features that encouraged regular interaction, such as tailored newsfeeds, personalized content suggestions and engagement notifications. LinkedIn became a place where you didn’t just check in occasionally but a digital space where professional lives were lived out loud. This shift fundamentally changed how professionals interacted with the platform and with each other, fostering a more dynamic and interconnected professional network.
The era of personal branding via LinkedIn
Sometime during the pandemic, floods and floods of users took to LinkedIn to start building a personal brand.
I was one of those people.
Why did COVID-19 make us do it? Some professionals took a hard look at what they were doing for a living and decided they needed more from this semi-charmed kind of life. Others had a bit more time on their hands, thanks to leaving a ghastly commute behind—guilty🙋♀️. Whatever the formula, we really showed up in 2020.
And why shouldn’t professionals engage on a platform with more than 1 billion users? Shouldn’t that very statistic absolutely smack you in the face?
Professionals realized that their digital presence could no longer be an afterthought. With traditional networking events canceled and face-to-face interactions limited, LinkedIn became the primary venue for showcasing professional achievements, sharing insights and building a reputation. The pandemic-induced introspection led many to reevaluate their career paths, seek new opportunities and connect with like-minded individuals. LinkedIn provided the perfect platform for this personal and professional reinvention, enabling users to build and broadcast their brand to a global audience.
Transitioning from using a platform that was once the go-to network to connect with your coworkers to a network where anyone working in the same industry as you is happy to reach out was a hurdle for some. While there are some stragglers who still “only connect with people they already know” (do they even understand the meaning of networking?), most users now accept connection requests from anyone whose content they might like to see in their feed.
This shift allowed for greater cross-industry collaboration, the sharing of diverse perspectives and the building of a truly global professional network. It democratized access to industry leaders, influencers and potential mentors, making LinkedIn a more inclusive and expansive professional community.
But even in 2024, cries of “tHiS iSn’T fAcEbOok,” are shouted by those who fear the platform is getting a bit too authentic.
Why should I invest any time on LinkedIn?
Grow your personal brand, expand your network, land your dream job, book more meetings, get traction on side hustles snag speaking gigs—the possibilities are endless. Investing time in LinkedIn is about leveraging its multifaceted nature to achieve multiple professional goals. It’s a platform where you can showcase your expertise, share your thoughts on industry trends and engage with a community of professionals who can open doors you didn’t even know existed. It’s about being visible, relevant and engaged in a professional conversation that spans the globe. By investing in LinkedIn, you’re actively participating in shaping your career trajectory and creating opportunities that align with your aspirations.
Here are some tips for using your LinkedIn account to its fullest potential…
Start with text-only posts
Text-only posts encourage engagement because they are easy to consume and respond to. As you build your presence, you can experiment with different types of content, but starting with text allows you to focus on crafting your message and understanding what resonates with your audience. Text posts are also more likely to appear in your connections’ feeds, increasing visibility and engagement without the need for complex visuals or multimedia.
Carousels, PDFs and videos can certainly blow up. But if you’re just getting started, try sticking to text to get some real traction.
Beware of the share
Sharing someone else’s post? It’ll get buried. Write your take, drop in a screenshot, tag the author. Sharing content on LinkedIn doesn’t carry the same weight as creating original content. The algorithm favors posts that generate discussion and engagement, and original posts tend to do this better than shared content. By writing your take on a topic and tagging the original author, you not only give credit but also invite the author and your network to engage with your perspective. This approach fosters richer interactions and positions you as a thought leader rather than just a content distributor.
If you need to direct people off to an external page, drop the link in the comments—where it’s safe. 😉
Provide real value
Are you really good at something? So good that you’re willing to share what that thing is for free? Prove it! Be a teacher.
Give people a reason to check out your posts by offering them solid advice, life hacks, easy wins and stories that demonstrate how you learned something the hard way.
Are you killing it with your partnership program? Then, walk your audience through precisely what it is you did right in easy-to-follow bullet points.
Did you learn something in your professional development course that you think would help others in your network? Let it be known!
Be the teacher you never had. It’s about giving your network something they can use—practical advice, insights from your experience and actionable tips. When you consistently offer valuable content, you position yourself as a trusted resource and thought leader in your industry. This builds your credibility and encourages your network to engage with your posts and seek your insights, further enhancing your professional reputation.
Sarah Colley nails this. Follow her here!
Check out what’s trending on LinkedIn News
LinkedIn News isn’t just filler. It’s a strategic playground. Engage with trending topics. Be part of the conversation. Engaging with LinkedIn News allows you to stay updated on industry trends and participate in broader professional discussions. By commenting on and sharing news articles, you demonstrate your awareness of current events and your ability to contribute meaningful insights. This engagement can increase your visibility and position you as an informed and active member of your professional community. It also provides opportunities to connect with other professionals who share your interests and expertise.
Where does this content come from? Ten years ago, Dan Roth, formally known as a longtime editor at Fortune magazine, met former LinkedIn CEO Jeff Weiner and was asked to join LinkedIn on its mission to get into the content space. If LinkedIn was going to make good on its mission to help professionals, the company would have to let professionals know what was going on in the world around them. They needed Roth to help them get into the news business. Roth now leads a large team of journalists that curate the news and original content that we see every day.
Thoughtfully comment on other LinkedIn posts
LinkedIn values karma—at least in my experience. If you want others to interact with your posts, you have to start leaving thoughtful comments on other people’s. You should be spending more time commenting on other people’s posts than you spend creating and engaging with your own.
If you’re not feeling inspired to join discussions that are taking place on your newsfeed, you might need to start exploring content from different professionals. Try following some hashtags relevant to your industry so you can begin forming relationships with people whose content excites you, challenges you, makes you laugh or teaches you something. Before long, your feed will be a place you willingly come to hang out.
Take a stance
Are you feeling saucy? Play the villain on an issue of interest in your industry. The trick is to make sure that more than 50 percent of your audience will disagree with your “unpopular opinion.” Stay away from politics, religion, gender/race/ethnicity issues and any general assholery. Stick to industry talk and play ball!
Navigate this approach carefully to avoid alienating your audience. The key is to balance boldness with professionalism, ensuring that your opinions contribute to constructive and insightful conversations.
These posts will get the most views, but don’t rely too often on these tactics.
Cold pitches are for witches (not the good kind)
Need I say more? 🧙🏼♀️
Be human. Build relationships before making asks. Cold pitching can damage your credibility and relationships on LinkedIn. Focus on building genuine connections and providing value before making any business requests. Engage with your network, share useful content and demonstrate your expertise. When the time comes to make a pitch, your audience will be more receptive because they see you as a trusted and valuable connection.
The real tactics for mastering LinkedIn
Create killer hooks: LinkedIn is a jungle. A relentless, noisy jungle. Every Tom, Dick and Sally out there is trying to shout louder, be wittier, more profound. Your hook must be so sharp it’ll slice through the noise and snag your audience by the eyeballs. Here’s how to do it.
1. Ask the gut-punch question
Example: “Ever felt like your career is stuck on a treadmill while others are sprinting ahead?”
This is an invitation. It’s you reaching out, grabbing their collar and whispering, “I get you. I have the answer.”
2. Shock with a truth bomb
Example: “80% of LinkedIn profiles are lies. Here’s how to spot the truth.”
You’re arming them with knowledge, making them feel smarter, more in-the-know.
3. Throw down a gauntlet
Example: “If you think networking events are useless, you’re doing them wrong.”
This is a call to arms. It’s you daring them to think differently, to prove you wrong, to engage.
4. Spin a quick yarn
Example: “I was fired at 25. It was the best thing that ever happened to my career.”
This is a breadcrumb trail leading them to a lesson. It’s relatable, human and hooks them deep.
5. Create urgency, now or never
Example: “In the next 3 minutes, learn the trick that will get you 20 percent more subscribers to your newsletter”
It’s now or never, baby. Act fast or miss out.
6. Tap into the emotional vein
Example: “Feeling like an imposter? Here’s why that’s your superpower.”
This reflects their insecurities, their fears and how they’re actually strengths.
7. Stir the pot with controversy
Example: “Remote work is a productivity killer—here’s why you should love it.”
It’s you against the world, sparking debates, drawing them into your inferno of ideas.
8. Structure with lists
Example: “Top 5 mistakes killing your LinkedIn profile—and how to fix them.”
This isn’t just a list; it’s a roadmap. It’s digestible, actionable and irresistible.
Tell your story: Your summary isn’t a bio; it’s your narrative. Share your journey, your passions your unique twist. Vulnerability, authenticity, captivation. Your About Me section should provide a narrative that captures your professional journey, your passions and what drives you. It’s an opportunity to showcase your personality and make a memorable impression. Share anecdotes, lessons learned and what makes you unique. Authenticity is key—people connect with stories that resonate on a human level.
Not comfortable tooting your own horn? Hire me to do it for you.
Build an engaging profile: Personable photo, custom URL and a profile filled with purpose. Fill out all sections of your profile with a clear focus on your strengths and achievements. Highlight key projects, skills and endorsements that support your professional narrative. An engaging profile communicates your credibility and attention to detail.
Be consistent: Daily engagement. Regular posts. LinkedIn favors the consistent. Set aside half an hour each day to engage with your network, share content and comment on posts. Regular activity signals to the LinkedIn algorithm that you are an active user, which increases the reach of your posts. Consistent engagement also keeps you top-of-mind with your connections, helping to build a strong professional presence over time.
Showcase your work: Articles, presentations, videos, projects. Don’t just tell—show. Demonstrate your expertise. Use LinkedIn’s rich media capabilities to showcase your work and achievements. Upload presentations, videos and articles that highlight your expertise and contributions.
Give to get: Endorse, recommend, share others’ content. The more you give, the more you receive. Engaging with and supporting others in your network can build goodwill and reciprocity. Endorse skills, write recommendations and share content from your connections.
Stay updated: LinkedIn evolves. Stay ahead with new features and best practices. Follow experts, join groups, keep learning. LinkedIn regularly updates its features and algorithms. Staying informed about these changes can help you optimize your strategy and make the most of the platform. Follow LinkedIn experts, join relevant groups and participate in discussions to stay updated on best practices and industry trends. Continuous learning and adaptation are essential to maintaining an effective LinkedIn presence and leveraging the platform’s full potential.
Detailed tactics for advanced LinkedIn users
Utilize LinkedIn analytics: Dive into your post analytics. Understand what works and what doesn’t. Tailor your content strategy based on real data. Views, clicks, shares, comments—track it all. LinkedIn Analytics provides valuable insights into the performance of your posts and overall profile. By analyzing these metrics, you can identify patterns and trends that inform your content strategy. Focus on what resonates with your audience and adjust your approach accordingly. Interested in more details than LinkedIn provides? Shield offers a much more comprehensive view into what is/isn’t working.
Leverage LinkedIn groups: Join and engage in LinkedIn Groups relevant to your industry. Share insights, ask questions and network with like-minded professionals. Groups are goldmines for niche connections and industry-specific discussions. By actively participating in groups related to your industry or interests, you can connect with professionals who share your passions and expertise. Share valuable insights, ask thoughtful questions and contribute to discussions to establish yourself as a knowledgeable and engaged member of the community. This can lead to meaningful connections, collaborations and opportunities within your niche.
Create rich media content: Once you’ve mastered text, move to rich media. Carousel posts, videos, infographics, PDFs, etc. Visual content stands out in feeds. Experiment with different types of rich media to see what resonates best with your network. Upload and share presentations, ebooks and other documents directly on your profile, showcasing your expertise and providing valuable resources to your connections.
Engage with influencers: Comment on posts by industry influencers. Engage in their discussions. This visibility can drive new connections and followers to your profile. Thoughtful comments and contributions to their discussions demonstrate your expertise and can attract the attention of both the influencer and their followers. This can lead to new connections, increased followers and opportunities to participate in high-visibility conversations within your industry.
Optimize your LinkedIn SEO: Use keywords strategically in your profile. Think about what recruiters or potential clients would search for and integrate those terms naturally into your headline, summary and experience sections. Identify the keywords that are most relevant to your industry, skills and desired roles. Integrate these keywords naturally into your headline, summary, job descriptions and skills section. This optimization can help recruiters and potential clients find your profile more easily, increasing your chances of being discovered for relevant opportunities.
Automate smartly: Tools like Buffer, SproutSocial and LinkedIn’s native publishing tool can schedule posts, but be careful not to over-automate. Balance efficiency with genuine interaction. While automation tools can help you maintain a consistent posting schedule, spontaneous interactions and timely responses to comments and messages are crucial for building genuine connections.
Utilize LinkedIn Learning: LinkedIn Learning offers courses that can keep you updated on the latest trends and skills in your industry. Completing and sharing these certifications on your profile can boost your credibility and demonstrate your commitment to continuous learning.
My spiel
Are you having trouble with your personal branding strategy? Maybe you’re working for an organization that’s looking to launch a LinkedIn ambassadorship program for its employees? Perhaps you don’t have the time to come up with topics? Or is the issue with writing itself?
I can help! Check out my list of services here, and let’s get cracking!