Getting personal on LinkedIn: owning the voice that represents your company
At their core, all businesses are people businesses. Even as the world becomes increasingly digital, human-to-human relationships are still at the heart of every business transaction.
In a post-pandemic world, the opportunity for connection is not as spontaneous as it once was, and the process of nurturing budding relationships online is not as intuitive. It’s almost like learning a new language – one that’s similar to our own, but just different enough that we can’t understand it.
LinkedIn bridges that gap, giving leaders a platform to connect – really, truly connect – with clients, partners, and stakeholders in a way that feels genuine and natural. And one of the best ways to develop and maintain relationships on LinkedIn (not to mention increase visibility and build credibility) is to publish content from your personal page.
Authentic content cuts through the noise
Social media is flooded with tsunamis of noise, and LinkedIn is no exception. But don’t let a fear of being lost among the clutter scare you from publishing your own content; let it inspire you to stand out.
The first step is knowing where to publish your content: from your personal page. Businesses are too hung up on company pages, which, as a general rule, are awarded a fraction of the reach of a personal profile.
Richard Branson is a good example. His personal LinkedIn account has almost 18 million followers. The Virgin company page: fewer than 260,000.
Next, focus on the content. You want to position yourself as the go-to expert in your field. LinkedIn, as your no-cost reputation manager, is the number one place to do just that. Have experts in your company collaborate on content that you can then post via your personal page.
Lift the curtain. Show what’s behind the scenes. Be authentic. Give your ideal reader something valuable and relatable. They should feel like they’re getting to know you beyond your shiny branding and corporate promises.
Stories not sales
Your content tells a story. Your profile makes the hard sell. Maintain this distinction.
Your followers are scrolling through their newsfeed to find value, to learn something. They want content that answers their questions about your industry, not a straight-up sales pitch.
Think of publishing content as an act of generosity, one that repays dividends. You give your expertise away for free so that your target audience becomes comfortable with you and trusts the depth of your knowledge. When they need the services you offer, you – and, by association, your company – are front-of-mind.
Finding your voice
Finding and owning your voice – the voice that represents your entire company on LinkedIn – can take time and practice. Avoid falling into the trap of sharing other people’s content. Speak with authority and authenticity, and craft content with the time-tested advice of Mark Twain echoing in your ear: write what you know.
You have a valid contribution to make, so see where it takes you.
An early-adopter of LinkedIn, Karen Tisdell recognised the platform’s potential when working as a recruiter. Foreseeing the importance of how business leaders are perceived online, Karen began her LinkedIn profile writing business in 2009. More than a decade on, Karen has written thousands of profiles for business owners, senior leaders and start-ups and as well as offering a profile writing service she provides them with the tools they need to grow their brand footprint, generate leads, and build credibility.
