One phrase I’ve found myself using with clients more and more of late is: “You are what you eat on LinkedIn.”
It’s a concept that – when realised – fundamentally changes the value of LinkedIn. Yet it might just be something you’re overlooking today.
The parallels between our dietary and LinkedIn habits are surprisingly strong…
In both settings, what we ‘put into our mouths’ greatly influences our performance.
And, in both scenarios, what we consume is often a product of choices we’ve already made (i.e. what’s in the fridge). In the case of LinkedIn, it all starts with your LinkedIn Connections – your Network.
Today’s newsletter is all about your Network, and how you can best harness it.
Also, stick around to the end to learn about our new program for leaders that will help you harness your Network and more on LinkedIn.
Let’s do some quick maths (my absolute favourite…).
If you were to break down all the time you spend on LinkedIn, I’m going to guess the largest slice of your pie would be thinking about and/or posting content. In fact, the vast majority of leaders’ LinkedIn pies look a lot like the above chart.
We worry so much about our words. We pore over them. Often too much.
Don’t get me wrong. As a leader, your words and actions do matter. But here’s the thing:
They only matter when they’re seen by the right people.
Otherwise, our words are just empty calories.
In a LinkedIn setting, suddenly your Network is the most important asset you have to lift or lower every single little thing you say and do on LinkedIn. So, here are the key questions to ensure you’re set up for success:
1. How much time do you spend ensuring your words reach the right people?
2. How much time do you spend building and curating your network of connections?
3. How much time do you spend focusing your engagement efforts on those people who matter most to you on LinkedIn?
Because the more time you spend on these activities, the stronger – MUCH stronger – the performance of your content, and the value of your feed.
You are what you eat on LinkedIn.
‘What can I do to improve my LinkedIn Network?’
It’s a good question, so let’s get practical.
Here are five steps you can complete today.
1. Review and refine your current Network. If you haven’t done this before, download an Excel of your Connections (simple instructions here). Go through your list and note the 15-20 most important people from your entire Network.
How do you go from potentially thousands to the top 15-20?
Ask yourself: ‘Will this person help me achieve my immediate goals?’ If yes, they’re in (hooray). And if you find yourself thinking ‘Where is such and such?!’, make a mental note to go and find them on LinkedIn…quick.
(FYI: our Purpose Pyramid framework is a SUPER helpful way to work out who matters most to you – take a look or drop me a note for guidance.)
2. Review and refine your current engagement efforts. Having done this exercise, go and look at your Activity Feed (simple instructions here). Make a note of your 15-20 most recent engagement efforts – comments, reactions and posts. Who did you engage with? What action did you take? Who engaged with you?
Now compare this list with the 15-20 names you earmarked as your ‘LinkedIn VIPs’ in step one… Do the lists match up?
Knowing where you’re investing your time and energy is important. You are what you eat on LinkedIn.
3. Review your current Home Feed. One more step while we’re on your LinkedIn. Go back to your ‘Home Feed’ by simply clicking the big blue LinkedIn logo on mobile or desktop. Ignoring ads, scan through the top 15-20 posts displayed on your feed.
How many of these posts, comments or reactions are from your ‘VIPs’? How many are from those people you’ve recently engaged with?!
You are what you eat on LinkedIn.
4. Avoid random connections! I often get asked if it’s a good idea to connect with everyone on LinkedIn. It’s not.
It pays to be discerning as LinkedIn uses people inside your Network (and how they respond to your posts) to work out if your content is likely to be valuable for those outside your Network.
Connect with random people to build your Network? You risk having a following full of people who aren’t interested in you and what you post. As a result, every future post of yours will suffer.
5. Commit to ‘intentional’ engagement. This is worth a separate newsletter altogether… But, to borrow our diet analogy one last time, intentional engagement is essentially the difference between ‘being a couch potato’ or ‘having a six pack’ on LinkedIn.
(Weird analogy, Roge.)
My point is, intentional engagement means you’re selective and purposeful in what you consume, what you engage with and the outcome you’re after in all your efforts on LinkedIn.
You skim past the post from your ex-partner/colleague from a life gone by/Simon Sinek because you know the algorithm is watching. And you focus on those ‘VIPs’ who will help you reach your business goals.
Through this discipline, ‘you are what you eat on LinkedIn’ means you’re showing the very best version of yourself to the world.
What if I want to REALLY harness my LinkedIn presence?
I have some exciting news.
One of the great things about this newsletter – and the 30,000+ hours I’ve spent helping leaders with LinkedIn up to now – is how it’s sharpened my thinking around what matters most for leaders. In a way, I’ve spent that time so you don’t have to…!
Our new Your Digital Reputation program for leaders is the result of that process. (Click to read more details.)
How so?
I’ve taken the most important strategic frameworks and practical guidance leaders need to set themselves up for success on LinkedIn, and turned it into a one-month program.
Yep.
Everything you need to get your LinkedIn efforts heading in the right direction in just one month.
And it’s suited to both individual leaders and leadership teams.
It covers the practical stuff like today’s newsletter, but we’ll first define your goals, audience and voice, audit where you are today, and then provide a range of best practice resources and industry examples to ensure every future minute you spend on LinkedIn is worth your while.
So, if you or your organisation have ambitious growth targets for this financial year – to gain or retain customers, partners or talent – or you’d prefer to have greater control over your reputation from tomorrow, please drop me a note.
I’m really keen to work with those leaders who want to make a difference, and would love to have a chat about how I’d partner with you to get the results you’re after.
Unless there’s something holding you back, reach out and let’s start a more purposeful LinkedIn journey towards greater control, influence and impact.
Because your digital reputation matters.
Take care in the meantime,
Roge
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