Having a clear LinkedIn strategy is crucial for establishing your professional brand and expanding your network on the platform. With over 722 million members worldwide, LinkedIn is the largest professional networking site and an invaluable tool for career development. An effective LinkedIn strategy involves optimizing your profile, growing your network, engaging with content, and positioning yourself as an industry expert. Here are some tips on how to develop a robust LinkedIn strategy.
Optimize Your Profile
Your LinkedIn profile serves as your digital resume and the anchor of your professional brand on the platform. Invest time perfecting your profile with a professional headshot, succinct headline, comprehensive work experience section, and summary that highlights your skills and achievements. Include relevant keywords that relate to your expertise so your profile is easily discoverable. Customize your public profile URL and add media like presentations, videos, and portfolios to showcase your capabilities.
Headline
Your headline is one of the first things people see on your profile. Make it descriptive using relevant keywords like job titles and areas of expertise. Character limits have been increased to 120 characters so use this space to communicate your value proposition. Some examples of strong headlines:
- Passionate Product Marketing Manager with 5+ Years Experience Launching Innovative Consumer Goods
- Finance Professional Specializing in Financial Analysis and Business Strategy
- Software Engineer Skilled in Java, JavaScript, Cloud Computing, and Agile Methodologies
Summary
The summary section is prime real estate to showcase your background and skills. Write an engaging overview in first person that describes your experience, accomplishments, and goals. Use clear, crisp language and incorporate relevant keywords. This section has a 2,000 character limit so be concise and compelling. Share what motivates you, your proudest achievements, and the types of roles you are pursuing next in your career.
Skills
Accurately listing your skills is vital so you surface in searches by recruiters and hiring managers. Add at least 5 key skills but ideally 8-15 skills that reflect your capabilities. Supplement core skills like “project management” and “marketing strategy” with nuanced ones like “consumer research,” “market positioning,” and “partnership building.”
Grow Your Network
Expanding your connections on LinkedIn opens up more possibilities for career growth. The larger your network, the more opportunities you have to get introduced to leaders in your field, discover job openings, and absorb industry insights. Here are some ways to grow your network organically:
- Connect with past coworkers, classmates, teachers, friends, family, and other personal contacts. Aim to build an initial network of at least 500 connections.
- Follow companies you want to work for or with so you stay up-to-date on their news and job postings.
- Join LinkedIn Groups related to your professional interests and engage consistently in conversations.
- Follow industry experts and thought leaders to gain visibility into their worlds.
- Use advanced search to find people working in your target companies, roles, locations, and with shared backgrounds. Connect with a personalized note.
Growing your network in an authentic, relationship-based way leads to the most valuable connections. Avoid simply amassing connections without cultivating relationships.
Who to Connect With
When expanding your network, prioritize for quality over quantity. Connecting with the right people generates opportunities to advance your career and learn from others. Good targets for connections include:
- Former colleagues, classmates, teachers, mentors, clients, vendors, supervisors, and direct reports
- 2nd and 3rd degree connections at your target employers
- Professionals in roles, industries, or geographies you want to pursue
- Executives at target partner, vendor, or client companies
- Recruiters and talent managers at desirable employers
- Influential authors, speakers, educators, and thought leaders in your domains
Engage With Content
Actively engaging with content on LinkedIn ensures you stay top of mind with your network and demonstrates your subject matter expertise. Follow these best practices for thoughtful LinkedIn engagement:
- Like and comment on updates from your connections. Ask thoughtful questions to spur conversation.
- Share relevant articles, videos, and posts with your point of view in the comments.
- Publish your own long-form posts and articles to build your brand as a thought leader.
- Participate in LinkedIn Groups by answering questions and providing valuable perspectives.
- Post multimedia content like images, infographics, slides, and videos to create more engaging messages.
- Ask and answer questions in LinkedIn’s Q&A section to position yourself as an expert.
The more you engage in the LinkedIn community with insightful comments and content, the more visibility and influence you build.
Types of Content to Share
Determining what types of content to share on LinkedIn depends on your goals and the interests of your audience. Here are some top content categories to consider:
Content Type | Examples |
---|---|
Industry news and trends | New product launches, company expansions, noteworthy hires, policy updates, research reports |
Relevant articles | Think pieces, how-tos, listicles, interviews related to your profession |
Career advice | Job search tips, workplace etiquette, negotiation tactics, networking best practices |
Company updates | New campaigns, partnerships, awards, milestones, executive hires |
Conference recaps | Key takeaways, memorable speakers, top sessions, new connections |
Position Yourself as an Expert
Becoming an authoritative voice in your industry differentiates you from the competition. Consistently showcase your proficiency in your niche by:
- Publishing long-form posts and articles with unique insights and analysis
- Joining high-level LinkedIn Groups and answering member questions
- Commenting on industry updates with informed, thoughtful opinions
- Sharing multimedia content like presentations, infographics, and videos
- Curating relevant news with your perspective in the commentary
- Contributing valuable responses to LinkedIn’s Q&A section
- Publishing your takes on LinkedIn’s Pulse blogging platform
Positioning yourself as a leading thinker and expert resource on LinkedIn can significantly elevate your brand and open new career opportunities.
Topics to Demonstrate Expertise
Determine the topics and focus areas that allow you to provide the most value based on your background and capabilities. Some areas to emphasize expertise include:
- Your professional niche (i.e. software engineering, digital marketing, supply chain ops)
- Specific skills and tools you have mastered
- Trending issues and innovations in your industry
- Challenges your target audience faces
- Ways to advance in careers related to your field
- Case studies and examples showcasing your capabilities
Conclusion
An effective LinkedIn strategy requires optimizing your profile, expanding your network, engaging consistently, and establishing your authority as an industry expert. Dedicate time each week to building your presence by sharing valuable insights, connecting with the right people, and positioning yourself for new opportunities. With a little focus and creativity, you can leverage LinkedIn to take your career to the next level.