How to Write a LinkedIn Post That Turns Heads and Lands Jobs
LinkedIn allows any of its 433 Million global users to share their thoughts on professional topics via their news feature.
This feature, which is similar to a standard blog, allows every professional the opportunity to get his or her voice and work out there on the web and show your their value. This is their opportunity to showcase themselves as a subject expert and a valuable addition to any team. But you can’t just slap any 'ol thing up there and expect it to boost your career. You have to put some time and care into it.
I discovered from The Muse several important things to keep in mind for a successful LinkedIn posting:
1. Pick a Purpose That Furthers Your Personal Brand
Unlike other publications, which often have topic guidelines or restrictions, being able to post your own content on LinkedIn gives you the freedom to write about whatever you’d like. But unlike a personal blog, you’re not setting up a theme for yourself from the start. This can be a blessing and a curse and if you’re not careful, your posts will end up seeming random and your followers won’t come to know you as an expert on any given topic.
Right off the bat, before you post anything to the platform, figure out what you want to use it for. Do you just want to share professional updates with your network, like job changes or projects you’re working on? Are you hoping to be seen as a thought leader in your field? Do you want to post general career advice so others see you as a smart job seeker?
You should also figure out a general cadence for your posts. Do you want to post regularly (once per week or month) so that people start associating your posts as part of a regular series? Or would you rather post sporadically—which working on a large platform like this allows you to do, unlike a personal blog? These are definitely things to consider so that professional contacts know what to expect.
2. Don’t Be Afraid to Get Creative
Surprise: LinkedIn’s blogging platform does not have to be used only for blog posts.
Consider this example:
A couple weeks ago, one of my connections posted a shortened version of her resume in a LinkedIn blog post. At first, I was confused (after all, LinkedIn is essentially a professional networking and resume platform, and this seemed redundant), so I asked her about it. And while she admitted it was out of the ordinary, there was a method to her madness: When she connected with people on LinkedIn or was emailing with professional contacts, she found that having her shortened resume on LinkedIn also drove people to check out her entire profile. It was an interesting idea that actually landed her a job after someone saw her blog post resume, read her LinkedIn profile, and contacted her.
While you may not want to re-write a shorter resume, the lesson is this: LinkedIn’s blog platform doesn’t just have to be used for original blog content. You can use it in any way you think would benefit your career. For example, I’ve seen people who’ve kept ongoing lists of great resources for their particular industry or republished content they had posted on other platforms to drive more eyeballs to the original source.
3. Make it Attractive
Whenever you publish a new post on LinkedIn, all of your connections will get a notification letting them know to check it out. So it’s already a great way to stay engaged with your network.
But, for most people, the goal is to expand their networks—especially for those looking for new job opportunities. And to do that, you have to make your post attractive when people are scanning posts on the main LinkedIn Pulse page.
First, pick an intriguing cover photo that will drive people to your post. Avoid images that look random, blurry, or confusing. Simple is better in this case, and because so many people use not-so-great photos on LinkedIn, your post will stand out more in a sea of bad images.
Second, make your title clear, concise, or intriguing. While you obviously don’t have to go the clickbait route (“You’ll Never Guess Which 27 Career Tips You’re Missing Out On!”) since that could be a turnoff in a professional setting, a compelling title could make all the difference. For example, instead of just titling a post “5 Blog Resources,” something like “5 Resources That Will Help You Finally Get Your Blog Off the Ground” stands out more in a sea of similar posts.
This is also a great time to utilize LinkedIn’s tag feature so that people searching for posts related to yours can find it. In my experience, the more specific the tag, the higher chance of views, likes, and comments without you having to do anything else.
Lastly, just because your followers get alerted that you published a new blog post, doesn’t mean you shouldn’t spread the word! Write a LinkedIn update about the post you wrote, let people on other social media networks know, and feel free to get creative (e.g., put your latest LinkedIn blog post in your email signature).
4. Edit and Proof to Perfection
This may seem like a no-brainer, but having read countless self-published blog posts from LinkedIn users that were typo-laden or incoherent (even offensive in some cases), it’s definitely something that needs to be said. Remember that these posts are an extension of your professional self (and you in general), so take the time to edit and proofread. You never know who will be reading, and you don’t want those people to be turned off by sloppy writing.
Pro tip: Have someone else read your post before it gets published, especially if you know you’re a little grammatically challenged!