(This column originally appeared in enquirer)
LinkedIn has become a recruiting powerhouse, with approximately 7 job seekers being hired by employers every minute. But for most business people like me, LinkedIn has become a favorite place to grow and engage in business networking. But how can you best leverage this platform?
Elyse Lupin, President and Founder Paradise Marketing Group In Ambler, it is recommended to have both a personal page and a business page. She suggests that because you’re likely to have more connections on your personal page, you should get into the habit of posting from your business page and then sharing to your personal page. Doing so, she says, will help grow your business page and allow you to see analytics on how your posts are performing and how you can optimize them moving forward.
Selena Rezvani, Philadelphia leadership speaker LinkedIn’s “Top Voice” says this is a good strategy and recommends giving equal attention to each page.
“I see small business leaders often focusing on the company brand but completely neglecting their personal brand,” Rezwani said. “The two should work together. Leaders should actively share insights, experiences and lessons learned to build credibility and attract interest from the business. People want to know who your leaders are and what they stand for.
Lupine advises her clients to post content frequently (or even daily) to show that you are an expert in your field. However, she says it’s important to make sure you’re posting “high-quality posts” with relevant information and “not just posting posts.” She also strongly recommends keeping business and politics separate.
When you publish a post, it’s also a good practice to avoid using external links that take users away from the platform.
“LinkedIn prioritizes content that keeps people on LinkedIn,” said Caryn Maenza. Speaker Agents and Marketing Specialists “As a result, posts with links to external pages will often have reduced visibility in the feed.”
If you must include an external link, Maenza says, it’s better to include it in the comments section rather than including the link directly in your own post.
It can be tempting to hire an outside company to automate posts, scrape profiles, or use bots to find connections. Maenza warns against this because, she said, LinkedIn monitors and takes action on accounts that use third-party services to manipulate engagement or generate leads.
“LinkedIn emphasizes real human interactions to maintain the professional integrity of the platform,” she said. “If you use an external service, the platform will eventually penalize you by not showing your posts and may ultimately ban your account. It’s better to utilize their tools, such as Sales Navigator.
Rezwani said interacting with others is the “backbone” of LinkedIn.
“In addition to connecting with potential customers, partners, and thought leaders in your industry, join LinkedIn groups that align with your business niche, participate in discussions (better yet, start discussions), and create relationships without direct sales. provide value,” she said. “This will establish your business as a trusted authority in your field.”
Maenza agrees, saying LinkedIn rewards you for spending time on the platform and commenting on other people’s posts.
“Whenever I do this, I see an increase in my engagement,” she said. “LinkedIn’s algorithm also favors content that engages early because it interprets the content as valuable and relevant.”
Those with the most followers continue to provide reliable and useful content.
Rezwani said consistency is “critical” to LinkedIn’s growth. She recommends approaching your audience by “testing ideas,” like a smart focus group, to see what interests you most, and developing a regular posting schedule.
“Infrequent posting or engagement can make your brand look inactive, outdated or disjointed,” she says. “Consistency is key to getting your audience to remember – think of a steady drumbeat. I create a content calendar to ensure regular releases, which helps build steady momentum and fuel long-term growth.
Brian Honigman, Philadelphia Marketing strategy consultant LinkedIn Learning instructors say that as a small business, you shouldn’t overcomplicate LinkedIn’s approach.
“When you choose a series of topics that sustain attention, keep the conversation going on the platform, and most importantly, embody the voices of leaders and employees, you win,” he said. “Performing consistently across a core set of relevant topics is how your company can create the right connections with your customers over the long term, differentiating your organization from others.”
Like any social media platform, people tend to be attracted to real people who offer real and honest advice.
Try not to “post like a business,” Rezwani said, but instead “emphasize being a flesh-and-blood human being.” She recommends sharing content that reflects your mission, values, and expertise.
“Share your face and your hard-earned lessons and your triumphs,” she said. “No one likes you to always be the hero of the story.”
Rezwani also warns against using LinkedIn solely as a pitch or sales platform.
“Overpromoting your product or service, whether in a contact request or in a post, can turn your audience off,” she says. “Instead, focus on adding value, building relationships, and establishing yourself as a trusted resource. Our goal is to engage, not overwhelm.
