LinkedIn – Improve Engagement by Sharing Content! 

Let’s do a quick poll. What is your paradigm of the LinkedIn platform? 

  1. A necessary evil – aka, I know it’s important, but all I use it for is to ask for and accept connections. Someday I’ll probably use it, but it seems like another huge headache of social media. 
  1. An easy way to connect with others that doesn’t require much effort or interaction – Wow, I’ve connected with people all over the place, including people I haven’t talked to in over a decade. I don’t have much time for it, but it sure seems to have a lot of potential, and I don’t have the time to figure it out. 
  1. A tool that appears to have quite a bit of functionality, but overwhelming to me – Every time I’ve attempted to go a bit deeper with LinkedIn, stuff doesn’t work out very well, and I get discouraged. Other people seem to have quite a bit going on with it, and I don’t see any way I could ever get to those levels of interaction. 
  1. A fantastic way to expand your network and enhance your personal brand – I’ve experienced quite a bit of personal and professional growth through the use of this tool. Many more resources available to expand further yet! 

Which answer is the “correct” answer? You got it!  #4!!! And yet that is not the answer that I gave. My current paradigm is more around #2, having just moved up recently from #1. 🙂 In fact, writing a blog around this topic is definitely shifting my paradigms pretty quickly. And whether you’re in transition or just working to grow your network and personal brand, getting to #4 as a mindset is very important to generate the action needed for LinkedIn to be an invaluable tool for you. 

Let’s go to Scripture to get a baseline for how we could/should think about LinkedIn. Nope, nothing there. 🙂    

BUT, there’s quite a bit about sharing, which is a fundamental premise for LinkedIn…sharing connections.

Hebrews 13:16 tells us, “Don’t forget to do good and to share what you have because God is pleased with these kinds of sacrifices.” Proverbs 11:24-25 further advises, “One gives freely, yet grows all the richer; another withholds what he should give, and only suffers want. Whoever brings blessing will be enriched, and one who waters will himself be watered.”   

Like anything in life, if we can get our thinking squared away with truth, our odds of being able to then shift our behaviors and results can then follow suit. When I frame my thinking about the use of LinkedIn to be biblically aligned in sharing the relationships I enjoy with others, for me I then begin to approach the tool differently. Particularly if I add “sharing with others” to answer #4. 

Improve Engagement by Sharing Content

Ok, so now let’s dive into what we can do to improve our engagement by sharing content. Lots of possibilities here. In fact, when I googled the phrase “LinkedIn improving engagement and sharing content” I received 929M results. That’s quite a bit of content to sort through! 

Let’s start with some simple definitions. 

  • Engagement – refers to the number of interactions with your posts, which includes clicks, reactions, comments, and shares. 
  • Content – Anything you post. This could include stories, articles, newsletters, tips, quotes, tutorials, advice, industry news, insights, hashtags (wow, lots of content just on this alone!), and videos. Ultimately, anything you think could be of value to your audience. 

If you’re like me, and you spend a few minutes on LinkedIn, you’ll see examples of all of these being used. Some take more time than others. Generally speaking, the essential qualities of high-quality content, which ultimately will lead to more engagement entails ensuring your content is truly high quality (misspelling equals LOSER!), professional tone, relevant hashtags, nice visuals, and a profile page that has been optimized (see our blog on this topic HERE). 

Consistency is Key

Consistency is key toward working with LinkedIn’s algorithms to maximize your postings. Overall, the recommendation is to share content at least once or twice a week to stay visible. Engagement rarely comes from the solo “genius” posting, but through consistent sharing of content, so don’t hold back waiting for “the moment” or it will never come. 

Here are some specific tips to assist you with content that leads to engagement: 

  1. Audience – The better you know your audience and what they will find valuable, the better your results. 
  1. Quality – Ensure your content isn’t trite, irrelevant, or poorly written. Allocate the time needed to do a good job. 
  1. Hashtags – Help ensure your posts reach the broadest audience possible. Make sure you’re using appropriate and popular hashtags that align with your content. 
  1. Engage – I know, sounds like a circular argument? Like a conversation, if you’re not posing questions, encouraging discussion, or responding to previous comments, the flow will dry up. 
  1. Consistency – Your posting rhythm should be something your audience can count on. 
  1. Timing – Experiment with different times to see when your audience is most active and responsive to what you post. 
  1. Visuals – Use good quality pictures with your posts. 
  1. Video – Be brief, be brilliant, be gone. Succinct, pointed posts allow your voice to come through. 
  1. Groups – Follow them or companies you want to see your posts and comment on their stuff. 
  1. Authenticity – Be yourself. Don’t be a robot or a poser to what you think people want to hear. Your thoughts matter, so share them! 

The advice I saw most frequently among the 929M research sources I checked (nyah!) was to “just start.” Don’t overthink this useful tool but get started with what you know today. You’ll learn more and can easily improve as time progresses. 

As with trees, the best time to plant a “post” is yesterday! Go get em! Blessings! 

Dave Sparkman currently serves as the volunteer Crossroads Career board chair and local ministry leader. He is also the founder and managing director of Spark Your Culture, a corporate culture consulting firm. Prior to that he worked at UnitedHealth Group, a Fortune #5 public company, serving in the role of Chief Culture Officer. His unemployment experience came from the implosion of Arthur Andersen, where he served as the West Region Managing Partner, People.

Connect with a Crossroads Guide

We would love to help you by setting up a time to talk to someone who can provide personalized career assistance.

Connect with a Crossroads Guide

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.