Is it worth posting on LinkedIn?

Is it worth posting on LinkedIn?

Rosie Hayes

Rosie Hayes
13th June 2018

Grumblings over the nature of LinkedIn have existed for quite a while, concerns which have been voiced in affecting prominence as of late.

LinkedIn is described as “the world’s largest professional network with more than 562 million users in more than 200 countries and territories worldwide.” It has 250 million active monthly users, with 40% of those using the site daily.

LinkedIn is the behemoth of job posting sites, and a seemingly unavoidable part of modern-day career navigation. It’s both a job listing site and a professionals’ social networking platform, a paradoxical blend of functions that has led it to such scrutiny from media opinion and users of alternative regular social media platforms.

No social media platform is perfect, and all social media platforms have been criticised at one time or another for being shallow, but instead of a shallowness pertaining to selfie culture or snippet information, the onus seems to be placed on the insincerity of the platform as a whole.

Whether it’s the perceived awkwardness of a business-only social media platform, or specifics about LinkedIn’s social content, it’s struck a chord with critics as a thought topic. Elle Hunt’s recent article ‘LinkedIn is the worst of social media. Should I delete my account?’ brought these concerns of spam-laden insincerity to the fore, touching upon the bombardment you can encounter if you choose to connect with someone, and the dubious term of ‘Influencer’ given to certain prominent business figures.

Nonetheless, with the large percentage of daily users accessing the site every day, the awareness of ingenuine networking and connections doesn’t stop people from using the site. It’s still a widely used resource and a key player as a job listing site.

Instead of focusing on the question of deleting a LinkedIn account which has already been covered in other outlets, let’s explore whether it’s worth posting on LinkedIn should you continue to use it. This might be as a business or individual. Presuming you continue to utilise the platform, which as a user is always your choice, the two main posting methods on LinkedIn will be considered here. These are posts shared on the feed, and blog posts through LinkedIn publishing.

Post analytics

While there are no averages that can be standardised for everyone, you can calculate your post reach with this post reach estimator. This information on impressions and engagements can also shed light on your business page’s updates.

Blog post analytics

LinkedIn’s publishing platform doesn’t currently allow for companies to publish under their company pages, however, individuals can post blogs. These can be by an individual about their organisation, too. To find out more about how to start publishing through LinkedIn publishing, click here. Since the blog posts are also circumstantial, there’s no standard post reach to be expected. But, here’s how to find out the analytics from your post. Using hashtags on posts and blogs can also help to optimise and reach a bigger audience.

What kinds of blogs are published

Blog posts on LinkedIn publishing can be anything relevant to a certain job role, industry, or someone’s experience. These are distributed by being shared as the user’s activity, in the same way that posts are shared.

What kinds of posts are published

Some users post a proliferation of badly written, thoughtless content marketing articles every day from various publications, which is suitably annoying for all of their connections and those who follow them.

On the other hand, some users publish genuine updates about themselves, interesting thought topics, and relevant articles that genuinely enlighten readers interested in a certain industry.

This can sometimes feel like finding a needle in a haystack, but some good posts are on LinkedIn. If you’re wondering if you should begin posting, or posting more regularly, here are some of the reasons and benefits you might want to:

  • Posting can induce lively conversation and debate with your network, making you feel more connected in an industry.
  • You can find new connections through this engagement, for example, if someone chooses to connect after commenting.
  • Becoming more vocal about your industry generally or about your subject area can help to add weight to your position – remember to be extremely careful with this though, and post quality over quantity. If you’re posting well-known, generic, or downright uninteresting posts for the sake of it, people will be able to tell, which can ultimately damage your reputation.

Don’t feel that you have to prove that you know about your industry or job role through sharing; if you’re sharing content that isn’t yours, it’s unlikely that this will appear to be the case anyway unless you add a uniquely insightful question or commentary on it. So, if you’re looking to establish yourself as the expert in some area, your reputation will only be bolstered if you discerningly choose excellent content to share or create noteworthy content yourself. This will help to keep your professional integrity intact and avoid producing more content for the vortex of innumerable spam. Sharing posts, like any content, isn’t beneficial if it doesn’t genuinely add anything of value.

The content that’s published on LinkedIn is for the most part from companies and individuals, not usually the site itself. So, while it might be tempting to place blame on the host of sometimes vapid content, this isn’t usually coming from the site itself. LinkedIn does post its own content such as weekly round-ups, but anyone can share a post or blog. Policing such a vast amount of content is a seemingly insurmountable challenge, but perhaps one that LinkedIn might consider looking into more carefully. If not, LinkedIn users will have to continue to sift through copious pseudo ‘thought leadership’ to get to the rare insightful gems and establish their own clear strategy for what they choose to publish for others.

Remember to check LinkedIn’s guidelines before publishing anything.

Since businesses can’t publish blogs on LinkedIn under their company pages, feel free to read this article on turning around an ineffective business blog on your own site, and more in our blogging section.