LinkedIn’s mission is to connect the world’s professionals to make them more productive and successful.

And so far, they’re executing well. It’s likely you already know the platform as your go-to spot for hosting your resume. But this is only the tip of the iceberg when it comes to what LinkedIn can do for you and your company.

Thanks to its focus on professionals, LinkedIn has fostered an engaged community that wants to hear what career advice, work tips and professional development guidance you have to offer. It’s an amazing (and often underused) platform with a fast-growing captive audience. It’s time you make posting content on it a priority whether its through a company account or your own personal page.

We put together this handy list of best practices when it comes to posting, such as what to post and how often to post. These tips will help stop your content from getting lost in the noise and turn it into content that can truly make an impact.

The foundational best practice: We can’t stress this enough. You need to start by completing your LinkedIn profile. According to LinkedIn, companies with a complete profile receive 30% more weekly views. This means that your description, logo and company information all need to be filled out. (If you want some inspiration to get started, check out this Best of LinkedIn Pages that LinkedIn created.)

Now here are answers to two follow-up questions that you might be asking us.

  • How often should I post? Make it a goal to post weekly. Statistics show companies that post weekly are likely to see a 2x lift in engagement in their content. Strong engagement is what we’re looking for!
  • Bonus tip: Get everyone at the company involved! As you post daily or weekly, try to establish a relationship with your audience by sharing authentic content. For example, share a video of the team decorating a new office or having a lunch-and-learn meeting.
  • What should I post? Each post should always include an image or some type of media since images typically result in a 2x higher comment rate. Even more interesting, compared to any other content type, LinkedIn videos are 5x more likely to start a conversation. You can take it a step further by asking direct questions to your audience that they can respond to in the comments.
  • Bonus tip: For the most effective vides, shoot for 1-2 minutes and try to hook viewers in the first few seconds. Subtitles are also a great way to capture viewers since some people watch with the sound off. Lastly, these don’t need to be overly produced. People are looking for authenticity.

LinkedIn is a platform that needs to be taken off the backburner and made a priority. Where else can you find so many people who are ready to engage with you? If you need more help creating and managing content, call Bowe Digital today at 317-410-1690.