Have you ever wondered how some of your top LinkedIn connections and influencers were able to achieve and maintain their visibility and relevance on the platform?
Whether you’re completely new to LinkedIn or have been a passive observer for years, you might be asking yourself, “What exactly should I do now?”
For starters, it is worth noting that LinkedIn, with over 900 million members and more than 310 million monthly active users, offers an array of ways to connect, learn, share, and stay updated on the latest trends and opportunities across every conceivable industry and field of endeavour. Your mission should ultimately be to consistently draw value from the insights and connections facilitated through this platform.
I joined LinkedIn in 2015 with high expectations of quickly generating leads and securing references for my communications consultancy services. However, I soon realised that success on the platform required a more systematic and methodical approach.
By observing some of the platform's top influencers — the likes of Tony Robbins, Richard Branson, Jeff Weiner, Jack Welch, Ryan Serhant, Gary Vaynerchuk and Brigette Hyacinth — I was able to identify a few common elements that underpinned their success. These insights have since been refined through testing, trial, error and adaptation, and now form the basis of these 8 steps.
It is perhaps worth noting that unlike many other social platforms, success on LinkedIn goes well beyond viral content. From a digital marketing standpoint, LinkedIn — like any other social media platform — is a touchpoint that should be optimised, per user, for converting profile views and social impressions into real business and professional opportunities.
So without further ado, here are eight (8) strategic steps towards enhancing your LinkedIn experience and maximising your potential for a rewarding career:
Optimise Your Profile Photo
Your profile photo is critical to establishing your desired first impression. Aesthetically, ensure that the image selected is the best representation of your present self. Avoid the overuse of filters. Instead, aim for a well-lit, high-resolution photo, framed from your chest upwards.
A slight side-on profile with a natural but light smile is recommended for most industries. Ideally, your image background should either be blurred or a sober, light colour. Most DSLR's offer a good depth of field and therefore a naturally blurred background. This can however be enhanced digitally if needed. Software such as Canva can also offer features for removing and editing your image background — the results of which can be quite remarkable to say the least.
Regarding your attire, know what works best for your industry. Your safest option is to avoid being too casual or too formal. For men, unless you are a public official, diplomat or business executive, avoid the tie. In fact, a simple blazer should suffice for most senior officials.
Personalise Your Headline
Your headline could either reflect how you wish to be recognised in your industry, or your current job title. While either of these could work just as well as the other, I would tend to recommend headlines that are aspirational yet truthful. After all, we are not defined by our job titles, but by our goals, interests and aspirations. Your headline should therefore capture your expertise (for the purposes of credibility), and your interests and aspirations (for authenticity).
Craft a Compelling Personal Statement
Your personal statement should clearly articulate your value proposition. Describe the unique skills and approach you bring to your market, emphasising the “how” behind your effectiveness. For example:
"With over 15 years of cross-industry experience in Strategic Communications, Digital Marketing, International Development, Humanitarianism and Social Science Research, Dr. Jamal Browne is well-known for his creative vision, critical thinking and problem-solving skills, outstanding leadership, and mentorship...
Complete Your Profile
A complete profile increases your visibility in LinkedIn searches and provides a comprehensive view of your expertise, skill-set and unique competencies. Fill out all relevant sections, including experience, education, skills, and endorsements, ensuring they are up-to-date and rich in industry-specific keywords.
Build Your Network
Use LinkedIn’s search feature to connect with professionals in your areas of interest, especially those associated with respected organisations or based in desirable locations. Networking is foundational to LinkedIn’s effectiveness.
Engage Actively
Engage with your network by commenting on and sharing posts that resonate with you or speak to your area(s) of expertise. Authenticity is key—so avoid asking for favors too early on. Meaningful engagement can organically lead to business, professional and other meaningful opportunities.
Plan and Create Original Content
This, without question will always prove to be the most challenging part of your LinkedIn experience — more specifically, creating content that resonates with your desired audience. Publishing original content positions you as a thought leader in your field. Whether through articles, posts, or videos, share insights that add value to your network. The LinkedIn algorithm favours relevant and engaging long-form content, so find what works best for your industry and personal brand, and be consistent about it.
Update Your Profile Regularly
Treat your LinkedIn profile as a working document. Regular updates with relevant keywords will enhance your visibility through search appearances. Tailor your profile to reflect the most current developments within your industry. Your LinkedIn profile is one of the clearest indicators of your current state of knowledge and authority within your area(s) of expertise, and should therefore be optimised in your networking.
With these 8 steps, I am quite confident that you’ll be able transform your LinkedIn experience into a powerful tool for networking and professional growth, unlocking new opportunities in your career and business endeavors.
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