LinkedIn has consolidated its ranking algorithms into 360Brew, an AI system that reads your profile and newsfeed content to evaluate your expertise and determine what you, and others, see in the feed. People and companies are seeing steep declines in their reach because templated writing and clickbait is being deprioritized. Instead, the newsfeed is now more selective, showing fewer posts to smaller, more relevant audiences.
Posting Strategies
To maximize your reach, run posts that relate to your expertise. Provide a unique perspective on each topic to provoke thoughtful discussions, starting with a strong opening to capture attention. Encourage your network to save your posts and make meaningful, multi-word comments, because simple likes or generic comments have less impact. Space out your posts to not cannibalize each other.
Profile Strategies
360Brew also affects your profile because it reads each section to identify your proficiencies and experiences, then evaluates how clearly your profile communicates your expertise.
Emphasize your expertise in your headline, About summary, and job titles, using standard job titles, such as “Sales Representative,” NOT “Sales Guru” so the algorithm recognizes them. Add proof points throughout your profile to emphasize your qualifications, accomplishments, industries, and specialties as it relates to your expertise.
Company Page Strategies
Companies are also ranked by 360Brew. Reevaluate your page to ensure your tagline, overview, and specialties, as well as your organization’s posts, spotlight its capabilities.
LinkedIn has shifted from rewarding volume to rewarding expertise. To stay visible, prove you’re an expert and post conversations worth having.
Kathy Bernard (kathy@wiseru.com), CEO of WiserU.com, is a St. Louis-based LinkedIn consultant/trainer who equips businesses to maximize LinkedIn for sales, marketing, or fundraising.