What to post on Linkedin: a guide for job seekers

What to post on Linkedin if you are looking for a job? The social network that connects job supply and demand can be one of the most useful tools, whether you want to find or change an employee job or find clients for your freelance business. As long as you know its tricks and how to publish effective posts.

It must also be said that there are conflicting opinions on the effectiveness of Linkedin in achieving its purpose. Indeed, some jobseekers consider it merely a channel that attracts spam and business requests.

If we dig deeper, however, we discover that these opinions often come from those who have not understood its potential and have not learned how to manage their online presence. Linkedin, in fact, like all social channels and the web in general, requires the definition of an objective and the strategy to achieve it.

Have you ever thought about it?

Why be on Linkedin if you are looking for a job

Before understanding what to post on Linkedin, it is therefore essential to define well the objective and the strategy one wants to adopt.

  • Personal branding. First of all, Linkedin can give you the opportunity to do personal branding, i.e. to promote yourself and your skills online. You can do this by writing posts and articles on topics you know and that can make a real and interesting contribution to your readers, thus increasing your authority on topics you know well.
  • Inbound marketing. A rationale that, while much exploited in sales, can also be interesting when it comes to finding work. It is about attracting potential contacts to your “brand” interested in your profile and subsequently turning them into customers or employers. It basically consists of being found by the right people at the moment when they are looking for a person with your skills.

Therefore, spamming and writing undifferentiated messages is forbidden. Also forbidden are emails shouting your skills to the world and contact requests that can be harassing. Attention on Linkedin, as on the web in general, must be gained step by step, thanks to quality content and information that you can give to your audience.

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How to write effective articles on Linkedin

Articles or posts?

First of all, both articles and posts can be posted on Linkedin. Which ones do you want to use?

Posts are the most popular form and can be published by both individuals and companies. This is a simpler and quicker format, which can contain text of up to 1,300 characters, with an image, a video, or a link to your own website.

Articles, on the other hand, give the possibility to post a text without a character limit inclusion of a cover page, images, videos, and links, and are much more similar to a blog post. Today, it is important because it has become possible for all users to post articles on Linkedin, thanks to the Linkedin Publishing (formerly Linkedin Pulse) function. However, this function is only available from the desktop and only for personal profiles.

linkedin post template

What to post on Linkedin

Linkedin is the social network par excellence for sharing ideas, knowledge, and points of view in the professional sphere. So if you want to create a showcase to highlight your skills, know that you have a good ally, but that there are also rules that you must respect.

The first rule is only published if you have quality content about your industry, with insights, data, and useful information.

The second, and equally important, is not to post an article on Linkedin that repeats the same content as your blog or site, creating a kind of duplicate text. This will in fact penalize the traffic to your site and blog, damaging your SEO indexation.

In this case, we advise you instead to make posts with a link to the blog article.

So, what to post on Linkedin?

  • If you are looking for a job and do not have, or are not planning to have, your own website or blog, we recommend that you take advantage of Linkedin’s Publish function instead. It is already set up and can give you a lot of visibility thanks to indexing by Google. Here you can write texts, insert videos, images, and case histories that show your expertise in your field.
  • If, on the other hand, you have already entered into the logic of personal branding and have already created or want to create a blog, with clear objectives and an editorial plan, you can always use the Publishing function to create a collection of articles already published referring to their full reading on your blog. This channel can land on your site precisely the audience most interested in your posts.

Remember that educational and informative content works well on LinkedIn, best if it contains data and analysis. In the case of job seekers, data can be scarce, so we recommend reporting previous jobs, opinions, and experiences that help other professionals to compare themselves constructively.

what to post on linkedin

In which case choose the article

In cases where much more space is needed to express a concept or give a solution to a problem and thus offer articulate content, it is advisable to create an article.

An article on Linkedin can contain many elements: text, images, videos, and links. It also has the advantage of being seen by users after a long time, thanks to the special space reserved for it on the user profile.

Also, don’t forget one important thing: Google generally appreciates a Linkedin article when indexing it.

How to post an article

Publishing an article is very easy and intuitive, which is why it is recommended to use it instead of a blog if you are looking for a job and do not already have your own blog.

After creating your Linkedin profile, go to the homepage and select ‘Article’ to open the text editor.  In each article, you can insert a cover image, a title, and text, which can contain external links, photos, slideshows, and even videos. You also have another advantage, namely that you can work on your article in the draft and only publish it when you are ready.

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When to choose the post

The post is the most typical and simplest format. As we have already mentioned, it consists of a text of a maximum of 1,300 characters which can be accompanied by an image, a video, or an external link. In posts, you deal with short topics or refer to an external article, so in writing you need to be concise and catchy.

One can add mentions using the @ symbol before the account of the person to be mentioned and the # symbol to insert oneself in search streams. You can also use special symbols, and emoji and underline certain points. The good rule is not to abuse them.

In the post, it is advisable to publish an image or video in an attention-grabbing way, always paying close attention to the target audience.

post article on linkedin

What to post on Linkedin to be effective

The most effective posts on Linkedin can be grouped into a few macro-categories:

  • Educational: technical articles, teachings, tips, webinars, tutorials
  • Informative: they provide information, such as news or infographics
  • Reflexive: they share a point of view, comment on a situation, and launch a provocation, with the aim of eliciting an empathetic reaction.
  • Experience: sharing a work experience, an event, or pictures showing participation in a trade fair or training course.

In any case, we recommend that you always draw up an editorial plan, especially if you are just starting out so that you do not improvise topics and show off your strategic and organizational qualities.

Avoid being redundant on topics and improvising by creating uninteresting and unhelpful articles, instead take care to create a balanced mix of content types.

where to find articles to post on linkedin

Linkedin SEO: always use keywords

Although Linkedin is a social network, it functions as a search engine that stores profiles with certain keywords and returns them according to certain results. If you need an SEO specialist, for instance, you will search for this very word in the search field. That is why in order to be found, it will be useful for you to enter keywords that define your profession in certain fields, such as:

  • The qualification
  • The summary
  • Work experience
  • Reports
  • Skills
  • Training
  • LinkedIn Posting

This does not mean stuffing your profile with keywords, but showing intelligently and in a balanced way your sector and what you are aiming at.

We recommend that you work naturally on your content, describe who you are and what you do in a clear manner, and also keep an eye on what people are looking for at a given time. Some tools can also help you or you can take a specific course on using Linkedin or a Digital Marketing Course to learn how to market yourself and your professionalism.

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