LinkedIn began life in 2002 before officially launching in May 2003. While it is not as high profile as some other social networks, LinkedIn is an important platform for professionals and businesses to connect.
It has become a valuable networking tool for both brands, and individuals, and now, LinkedIn has over 830 million members worldwide. Somewhere around 31% of traffic to LinkedIn comes from the US.
Although the US has by far the highest membership rate, LinkedIn is available in more than 200 countries and territories now. The platform has evolved in the same way that other social networks have but is still used primarily in the same way that it always has been, to help professionals connect.
What is LinkedIn used for today?
The platform is easily the biggest professional network on the net today. It is used to find employment, and find employees. Companies can advertise positions, while professionals can upload CVs and hone their profiles to attract employers.
It can be used to connect with others, gain business insights and advice, and build strong professional relationships. Internships can be found on the platform, and it is possible to learn new skills from other members.
Understanding best practices for connecting on LinkedIn is essential as this is not TikTok or Facebook. Often a mutual connection is a good point of contact, and recommendations can also help. Although LinkedIn is a social network, it should always be viewed as one for professionals who are serious about career progression and business.
Can you post content to your LinkedIn profile?
You can certainly post content to your profile, and in many cases, this would be highly advisable. Blog posts, articles, guides, and tutorials, are all recommended to help improve your visibility and profile online.
Informative, relevant articles are extremely popular, as are videos involving business tips or strategies. It is possible to download LinkedIn video so that they can be watched later. This is useful when time is short but you’ve found some interesting video content.
LinkedIn has a Featured section on profiles that is specifically there to allow members to upload their work samples, articles they wish to share or ones they have authored, and links to their external website.
What content can you add to LinkedIn profiles?
One thing that some LinkedIn members point out is that this is not the same platform as Instagram. Posts don’t always require photos to be added. However, infographics are very useful as additions to articles and blog posts.
Two years ago, LinkedIn introduced virtual events to connect communities online as the platform evolves more features will be added. When LinkedIn first launched profiles could only have photos attached, but now videos can be uploaded.
These changes are allowing members to make their profiles stand out more, showcase work, reveal their personalities, and reach a bigger audience.
Video can be added to a profile which can enhance your brand, present your personality, and help you to appear more credible. LinkedIn allows different forms of media to be added, and your content can benefit from this.
The five most popular forms of content on LinkedIn are:
- Blog posts
- Shred third-party content
- Native video
- Text only content
- Images
You can share third-party content as well as upload original work. Just make sure that what you post is relevant to your personal brand, and will appeal to your target audience.
This isn’t Instagram or Facebook, so you don’t need to post cute kittens but you can still add some of your personality to your posts.
Why should you be adding content to your profile?
Around 90% of enterprises market through content and 80% of consumers like to learn about brands through custom content. In fact, 80% believe custom content should be central to marketing work.
Adding content will help to raise your profile, and if business owners like what they see they may reach out to you. LinkedIn is a networking site so to make connections you need to be showing the world something of interest.
A blank profile is not going to help you make any connections or to receive job offers. This doesn’t mean you need to be a prolific poster of articles and videos. Quality, informative, and relevant, are far more important than quantity on LinkedIn.
Summary
Just as posts can increase engagement across other forms of social media, they can help similarly on LinkedIn. You can add personality to a profile with a video, but you can also use it to inform. Short interviews can be recorded and uploaded, and long-form articles can help to build a reputation as an authority in your field.
LinkedIn content should be balanced, and there is nothing wrong with adding photos and illustrations. Infographics in particular are welcome, but you don’t need to upload photo albums to the platform. Sometimes the most welcome content on LinkedIn is text only.
