The LinkedIn algorithm can sometimes be puzzling. I will help you simplify your LinkedIn profile with a clear and practical plan make your profile more representative of your brand.

This blog post is based on an archived episode of the Brand Therapy podcast.

Navigating the workings of LinkedIn sometimes feels like a strategic game where understanding the algorithm is key to victory. Let’s discover how savvy understanding of LinkedIn's algorithm can transform your brand's social media marketing, driving engagement in the process.

LinkedIn's Differential

Many people overlook LinkedIn in the social media landscape for flashier platforms like Instagram and TikTok, but it offers significant advantages for promoting your brand. It differs from other social platforms where content is fleeting and quickly overtaken by newer posts. On LinkedIn, your content has a longer lifespan, allowing it to garner attention over an extended period.

LinkedIn specializes in connecting professionals, offering a more specific target audience for your content. People who see your posts on LinkedIn are usually more interested in your work and business content. This is different from other social media sites, where audiences are more mixed. If you want engagement from a professional audience, LinkedIn is a great choice.

How Does the LinkedIn Algorithm Work?

Success on LinkedIn is largely about knowing how its algorithm works. The LinkedIn algorithm doesn't just focus on how often you post, but also on the quality and relevance of what you share. “Search Engine” definition debates aside, it's clear what LinkedIn SEO consists of. Every post you make is a chance to connect with your audience on this social media platform and to interact with the algorithm, driving more engagement to your content.

The quality of your content is crucial. The LinkedIn algorithm prefers posts that are interesting and useful to your audience. When you post relevant content that's engaging, it's more likely to get meaning interactions (like comments and shares) from a LinkedIn user you're not connected to directly. This helps increase your visibility on the platform.

The Importance of the First Hour

The first hour after you post on LinkedIn is the most important. During this hour, LinkedIn's algorithm is looking at how many likes, comments, and shares your post receives. LinkedIn will then judge your post as engaging enough (or not) to share with a wider audience.

If your post quickly gets many likes and comments, LinkedIn interprets that engagement as a clear indicator that others might be interested, too. The algorithm is more likely to show your post to more people, increasing its visibility.

Quality Over Quantity

On LinkedIn, depth of engagement is often more impactful than the quantity of interactions. Think fostering genuine relationships over hoarding likes or connections.

For example, a few meaningful comments on your posts can be more beneficial than a multitude of likes. A thoughtful comment demonstrates that people are really connecting with what you post. This leads to better conversations and stronger connections.

Pay attention to how your audience interacts with your posts. Notice if they are asking questions, sharing experiences, or providing feedback. Each interaction is a valuable insight into what your network finds engaging. If they’re not reacting this way, it may warrant a slight adjustment in your approach and strategy.

Look at these patterns to see which topics people discuss more and which types (like articles, pictures, or videos) get more attention. Analyzing like this helps in tailoring your content strategy to better suit your audience’s interests and needs.

Actively participate in the interactions on your posts. Respond to comments, engage in conversations, and express appreciation for the input you receive. This approach not only strengthens your connections but also enhances your profile as a responsive and engaged professional. With time, this approach will make your LinkedIn profile better and more memorable to your network.

Perfecting Your LinkedIn Persona

Think of your profile as the first handshake with a potential employer, a network contact, or a business partner. It’s your opening remark in a social media world teeming with opportunities and your chance to make a lasting first impression.

• Start by carefully selecting the language that defines you. Put important keywords in your summary, experience, and skills to have the LinkedIn algorithm place you in searches and find the right people. These keywords should resonate not just with your industry but also align with the future opportunities you seek.

• Perform some social media recon. Study your competitors' profiles, not with the intent to imitate, but to innovate. What makes their profiles stand out? How do they narrate their professional stories? Who does the LinkedIn algorithm reward, and why? Some examples of users and brands with good engagement will follow later in this post.

• Use these insights to elevate your brand's narrative and fall in the good graces of the LinkedIn algorithm. Add a mix of your work goalposts and personal interests to your profile to make a complete and interesting story.

Influential Personalities

Several individuals have distinguished themselves on LinkedIn by effectively leveraging the platform to share insights, engage with audiences, and foster professional growth. Here are some noteworthy examples:

Catherine Gladwyn: Without a doubt, she’s my favorite person to follow on LinkedIn. As a beacon for virtual assistants and entrepreneurs, Catherine Gladwyn shines bright with her actionable advice and heartfelt insights. She’s also funny as hell. Her content is a goldmine for those looking to step up their organizational game or navigate the freelance world.

Hrabren (Harry) Bankov: I’ve been a fan for years of @MarketingHarry’s Instagram content on Instagram because he’s treasure trove of psychology-driven marketing and social media strategy. His viral content serves as a source of constant inspiration for me and other creative professionals and entrepreneurs alike.

Jasmin (Jay) Alić: With over 200K followers on the platform, Jay stands out for his unique ability to simplify complex concepts for his audience. His posts are not only informative, enlightening and enjoyable. There’s no surprise why he’s built such a devout, engaged following in a relatively short amount of time. I also enjoyed his interview with Chris Do, which I recommend watching.

Sam Rathling: Sam has been a reliable source of LinkedIn strategies and tips for years. Her expertise in building meaningful connections and generating leads through the platform is unparalleled. She is passionate about helping others achieve their networking goals, making her an invaluable resource for anyone looking to expand their professional network.

Judi Fox: She stands out as a LinkedIn powerhouse, known for her expertise in LinkedIn strategy and personal branding. Judi's knack for networking and her actionable tips on content creation make her an invaluable person to follow. We met in person at a conference a few years ago, and she opened my eyes to the worthwhileness of posting a newsletter on LinkedIn to expand your reach.

Neal Schaffer: A seasoned expert in social media strategy, Neal Schaffer offers a wealth of knowledge on leveraging LinkedIn for business growth. His posts are rich with strategic insights and practical tips, aimed at empowering professionals and businesses to harness the full potential of their online presence. Neal's analytical yet accessible approach to social media makes him a go-to source for those looking to make a meaningful impact on LinkedIn.

Goldie Chan: Known for her personal branding knowledge, Goldie keeps people interested with her great storytelling and tips on how to be well-known on LinkedIn. After all, she’s earned the nickname of the “Oprah of LinkedIn” with good reason! She also happens to be a wonderful friend and fellow Adobe Express ambassador.

The Long Game

To do well on LinkedIn, it's important to be consistent but also flexible with your content. Posting regularly helps you create a following of loyal viewers. At the same time, changing your content based on trends and feedback keeps it interesting and relevant. Watch what type of LinkedIn post does well in your feed and change your strategy to match, but make sure to keep your own unique style.

Keep an eye on what works well and garners engagement in your feed. If certain types of posts get more attention, think about using those styles more. But remember, it's important to stay true to your brand's voice on social media. This balance between adapting to what's popular and keeping your unique style is key to staying relevant and engaging on LinkedIn while maintaining a personal connection to your social media audience.

Synergy Between Content and Profile

Your LinkedIn content and profile should work together to maximize your brand's impact. A well-crafted profile, rich in relevant keywords, helps the LinkedIn algorithm connect your content with the right audience. Think of your profile as a gateway to your brand, and make sure it accurately represents who you are and what you have to offer.

By combining a strategic approach to content creation with a well-optimized profile, you can create a powerful synergy that will elevate your brand's impact on LinkedIn. So, take the time to study your competitors, adapt to trends, and create content that resonates with your audience and is deserving of their engagement. With the right strategy in place, you'll be well on your way to LinkedIn success.

Embracing the Full Potential of LinkedIn

LinkedIn offers a unique opportunity for brand growth. By understanding and leveraging the algorithm, creating engaging content, optimizing your profile, and maintaining consistency, you can transform LinkedIn into a powerful tool for your brand. Each post is an opportunity to engage, impress, and grow your presence.

The LinkedIn algorithm offers a unique landscape for brand growth and visibility. By understanding and leveraging this algorithm, crafting posts that garner engagement, optimizing your profile, and maintaining consistency in your efforts, you can turn LinkedIn into a dynamic platform for your brand's success. Dive in, explore, and watch as your brand flourishes in the LinkedIn ecosystem. In the digital world, your next big opportunity might just be a well-crafted post away.