5 reasons why you should be posting on LinkedIn

LinkedIn- Demonstrating Expertise

Demonstrating expertise on LinkedIn via posting

If you want to be known as an expert in what you do LinkedIn offers several features to help you actively demonstrate your expertise. One of these is ‘long form posting’, this is effectively writing a blog post on the LinkedIn platform.

LinkedIn have made this feature available to everyone now.

linkedin posting

Before telling you why you should be posting it is important to understand the difference between status updates and posts as I see lots of people using them ineffectively and incorrectly.

What’s the difference between a status update and a post?

A status update is similar to a Facebook update:

  • Limited in size to 595 characters
  • It will eventually disappear from being shown as one of your updates
  • Suitable for a short update which may include a link to your website/blog post etc.

Posts are:

  • Permanently attached to your profile
  • Near the top of your profile so one of the first things seen when someone views your profile.
  • Much longer than a status update: there’s no limit but realistically posts of 2,000 words are more than enough if you want someone to actually read it
  • Shown below your name in search results
  • Can be ‘followed’ without you being connected to the author

Here are my 5 reasons why you should be posting on LinkedIn

1 Posts are permanently associated with your profile

A status update on LinkedIn will eventually disappear from view. Any posts you create (Publish a Post option) are permanently attached to the top of your profile and are one of the first things people see when they view your profile. This is your opportunity to demonstrate your credibility by providing useful information for your readers.

Statistics showing who has viewed your posts and their demographics are available to see who is interested in your posts. Details on Industry, Title, Location and Source are all available.

2 Appears next to your name in search results

This is demonstrating your expertise and credibility 24/7. Your most recent posts appear below your name and show how many people have viewed them.

posts example

3 Demonstrates your expertise to a wider audience than your connections

People can follow your posts without being connected to you. That’s why you may notice your number of followers is greater than your number of connections. I have 1,726 connections and 1,737 followers.


4 Posts shown in the Pulse feed

LinkedIn publishes all posts in the Pulse feed. Access this by going to Interests, Pulse or click on a story in your newsfeed on your LinkedIn home page.

If you post about a popular topic and LinkedIn picks up on it, it could go ‘viral’. Some of the top posts on LinkedIn have 10,000+ views.

If you post regularly and consistently on a popular topic and you are considered an expert by your industry then LinkedIn may invite you to become an Influencer and your posts will have a much wider audience.

You can see if you are getting views via Pulse by going to “Who’s viewed your posts” and checking the Source.

linkedin posting3

5 An opportunity for a longer ‘evergreen’ post

If you can write about a subject that doesn’t change frequently then it has a longer ‘shelf life’ potentially into years rather than months.

Posts like these are known as ‘evergreen’ posts as they don’t die. An evergreen post is likely to be longer than a regular post as you would want to put greater details into it.

For example, a how to article, a product review or a tutorial.

Examples of other types of evergreen posts are shown here.

What are you posting about on LinkedIn?

What topics are popular for you? Let us know in the comments below…