Authenticity is the key to success on LinkedIn — the world’s largest social media platform for professionals.
With bland AI-generated content now saturating users’ feeds and 75% of the global workforce comprising millennials, meaningful and quality content is the way to cut through the noise.
“We need to talk to our audience the way they want to be spoken to — and millennials love authenticity,” LinkedIn expert Lucy Bingle said at a recent Australian Industry Group webinar.
Engagement from employees — including leaders — is also essential for LinkedIn success.
The basics
When it comes to social media platforms for professionals, nothing compares to LinkedIn, Ms Bingle said.
It’s the largest of its kind, with 1.2 billion global users, including more than 17 million in Australia.
Being an active user can help professionals:
- find career opportunities,
- build professional networks,
- stay up to date on industry news,
- showcase their expertise and build their personal brand,
- research companies and other professionals and
- generate leads or clients for businesses.
“Given this, you need to implement a LinkedIn strategy for your business and really fire up your people to be active on the platform,” Ms Bingle said.
Optimise, personalise and socialise
With the onslaught of bland AI-generated content, it’s never been more important to optimise, personalise and socialise on LinkedIn.
You need to optimise your LinkedIn presence, personalise your individual strategy to connect with the right people and make an effort to socialise on the platform.
This advice also applies to those who manage a company’s LinkedIn page.
Optimise
It’s crucial that everyone in your business has a fully optimised LinkedIn profile page.
“When you put someone’s name into Google, their LinkedIn profile page is often the first result to appear,” Ms Bingle said.
“It’s the first digital touchpoint about you and what you and your people do and what outcomes you help achieve for the business.
“Not only that, but when someone lands on your LinkedIn profile page, they can also double-click on the employer you’re representing, leading them to your LinkedIn company page.
