Whether you love it or hate it, being present and active on LinkedIn has become a must-do for every senior leader.
But what counts as "active"? How often should you be posting to build and maintain your personal brand on the platform?
In this comprehensive guide, we'll explore the best practices and strategies for posting on LinkedIn.
The Importance of Posting on LinkedIn
Whether you're looking to support your current company by attracting leads and investors or find your next role, posting regularly on LinkedIn has a whole range of tangible benefits.
Boost company value
Research by PR giant Weber Shandwick found that almost half of a company’s reputation (45%) and value (44%) is attributable to its CEO’s reputation.
Attract Leads
Over 80% of a typical B2B purchase is completed before reaching out to a salesperson, and 70% of B2B buyers consider LinkedIn to be one of their most trusted sources of information. Be present and active where your buyers are searching for information to boost your conversion.
Build Trust & Brand Loyalty
Almost one in four (38%) of consumers say a CEO’s transparency on social media increases their brand loyalty.
Win Top Talent
According to a survey by Brunswick Group, employees prefer working for business leaders who are active on social media by a ratio of 4 to 1. Companies that invest time in building their employer brand on LinkedIn stand to save big on recruitment costs by having a talent pipeline ready and waiting.
Impress Investors
Research by Prosek Partners found that 45% of investors use LinkedIn to find potential investment opportunities, with more than half reviewing social media accounts as part of their due diligence process.
Stand Out to Headhunters
More than three-quarters of recruiters use LinkedIn to fill current roles and to draw passive candidates into the recruitment process. Posting regularly about the topics you're an expert on can help draw recruiters to your profile and bring the opportunities straight to you.
Factors to Consider for Posting Frequency
How often you post on LinkedIn is influenced by a number of factors.
Industry and Niche
Highly active industries, such as technology or finance, may warrant more frequent posting to keep up with the fast-paced nature of their fields. Industries with less frequent updates, like agriculture or geology, should post less frequently to avoid overwhelming your audience.
Type of Content
Content that is engaging, informative, and resonates with your audience can be posted more frequently. More in-depth content should be posted less frequently to allow for deeper engagement and thoughtful discussion.
Consistency and Quality
Consistency is key when it comes to posting on LinkedIn. It's important to strike a balance between posting frequently enough to maintain visibility and not overwhelming your audience with an excessive number of posts. Quality always trumps quantity. Focus on creating high-quality content that adds value to your audience's professional lives.
Audience Engagement
Pay attention to the engagement metrics of your LinkedIn posts. Analyse the number of views, likes, comments, and shares each post receives. Look for patterns and correlations between post frequency and engagement levels. Adjust your posting frequency based on these insights to optimise audience engagement.
The general rule of thumb for how often you should post on LinkedIn
For a good balance between visibility and consistency, personal LinkedIn profiles should post around twice a week. The maximum recommended number of weekly posts for an individual on LinkedIn.
Company pages should post a minimum of once per week. Companies that manage this see a 2x higher engagement rate than less active pages.
Posting Content at the Right Time
Timing is crucial when it comes to LinkedIn posting. While there is no one-size-fits-all approach, there are some general guidelines to consider:
Test different posting times: Experiment with posting at various times of the day to identify the optimal times for engagement with your target audience.
Consider your audience's time zone: If your connections span multiple time zones, try to post at times that accommodate different regions.
Schedule posts strategically: Use LinkedIn's scheduling feature or third-party tools to plan your posts in advance. This allows you to maintain consistency and frees up time for other business activities.
Tips for Successful LinkedIn Posting
Engage with your audience: Respond to comments on your posts, initiate conversations, and participate in relevant LinkedIn groups.
Utilise hashtags: Research and use relevant hashtags to increase the discoverability of your posts. Hashtags help users find content related to specific topics or industries.
Collaborate with others: Partner with influencers or industry experts to co-create content or cross-promote each other's posts. Collaborations can help expand your reach and attract new followers.
Monitor and adjust: Regularly review your LinkedIn analytics and make adjustments to your posting strategy based on engagement metrics. Stay agile and adapt to changes in your audience's preferences and behaviours.
Finding the right posting frequency on LinkedIn is a dynamic process that requires experimentation, analysis, and adaptation.
While there are general guidelines to follow, it's essential to tailor your approach to your industry, audience, and goals.
By consistently posting high-quality content, engaging with your audience, and leveraging LinkedIn's analytics, you can optimise your presence, build your personal brand, and achieve your LinkedIn goals.
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