How to build your personal brand on LinkedIn
Whether you like it or not you have a personal brand. Your brand is your opinions, behaviour and what others perceive of you. In the world of work, the concept has recently catapulted to the front of employees’ and employers’ minds. Agencies dedicated to personal branding for the c-suite executives have become the norm and it’s a phenomenon that isn’t going away, although it isn’t a new idea.
Celebrities and influential people in the media have a legacy of being considered “brands”. The most glaring example of this today is the Kardashian-Jenner ‘clan-glomerate’ who have influenced popular culture to the hilt but also icons like Marilyn Monroe who is synonymous with the “blonde bombshell” image. But for most of us starting with fewer beauty brands, partnerships and Kris Jenner’s, a good place to start your career PB is LinkedIn.
But why LinkedIn?
LinkedIn is a social networking site for professionals. There are 830 million people registered on LinkedIn yet only 3 million members share content weekly on the platform. In the marketing industry, creators like Pretty Little Marketer and Girls in Marketing have capitalised on the opportunity of reach on the platform. These top creators have grown their communities from 0 to over 100,000 in a matter of 18 months.
What is professionalism anyway?
This is a hot topic that is regularly debated on the platform as what constitutes “professional” in a post-covid world where the lines are blurred between work-life environments. Our ways of working have massively changed whether you are office based, work remotely or opt for a hybrid lifestyle. Another factor to consider in the professionalism debate is the welcoming of Generation Z (gen-z) to the workforce. From being digital natives from birth and reaching maturity during a global pandemic this group have nuked traditional notions of employment and placed greater emphasis on fluid workplaces that focus on employee wellbeing rather than rigid office politics.
An additional generational divide is evident on LinkedIn with the “this isn’t Facebook/Instagram” bigrade. This is where OG’s on the platform (when it was solely a corporate networking site) either feel threatened or largely confused by the topics and content younger users want to share or talk about. Some areas that cause uproar in the comments section include tattoos, piercings, breastfeeding, mental health and selfies. The latter area causing the most havoc (please see #cryingceo news coverage).
Imposter syndrome
Following the professionalism debate, a lot of users don’t share on the platform due to imposter syndrome. If you’re unsure of what imposter syndrome is verywellmind offer a succinct definition by referring to it as “an internal experience of believing that you are not as competent as others perceive you to be as if you are a fraud.” Studies show that IS impacts women disproportionally more than men as supported by KPMG’s findings that show 75% of female executives across industries have experienced imposter syndrome in their careers.
Thoughts may cross your mind of whether you are qualified enough to share advice or you may question who is going to read or respond to your content. But everyone has to start somewhere and if not now, then when? If you’re anxious about getting started on the platform, ease yourself in gently, there are a lot of great resources out there to give you tips and conversation prompts to get you started.
Some post examples could include:
Introducing yourself, what you do and what your interests are
Sharing one piece of industry news you found interesting and engaging (for marketers there are useful resources on sites like Marketing Week and The Drum)
Stating your goals and aspirations for your future career
Get social, literally
As the name suggests social media involves getting social. In terms of LinkedIn, this means commenting and engaging with other users’ content. Doing so allows you to connect with creators, improve your visibility and soon you, and top creators will start to see the same names again and again. Maybe one day that’ll be yours!
Share a variety of content
Every marketer knows the challenges of mastering each platform’s algorithm. However, key insights show that LinkedIn favours users trialling multiple forms of content including short and long-form posts, polls, videos and images. Anything that will allow users to stay on the platform for longer and you’re on to a winner. It is also advised that you avoid adding links in your posts as this takes traffic away from the platform. If you need to post links do so in the comments section of the post.
Put it to the test
There is no better time to start posting and trialling content on LinkedIn than the present. Share your opinions and insights gradually then consistently and you are sure to see the reach of your content and your audience grow.