Why LinkedIn is the Hottest Publisher of the Moment

Why LinkedIn is the Hottest Publisher of the MomentWant to write for the same publication as Bill Gates and Suze Orman? Guess what? You can. The “Publisher” platform on LinkedIn is the largest publication in the world, with the potential to get in front of LinkedIn’s 414 million members.

But you don’t have to be Bill Gates to publish on LinkedIn. The platform is open to everyone, and more than one million people have published posts. It’s an unparalleled opportunity to get your voice out in the world without having to commit to developing your own blog and driving traffic, since you’ll have a built-in audience from your existing LinkedIn connections.

As a former LinkedIn ambassador and current proud and active user, I see LinkedIn Publisher as one of the company’s most exciting developments.

Here’s why you should get active on LinkedIn Publisher — as a writer and reader — today.

Two Ways LinkedIn Can Boost Your Career and Brand

1.   Read to succeed.

Most of us are stymied by “information overload,” but reading relevant industry content from LinkedIn allows you stay current on the insights of leaders in your field. You’ll automatically see posts from any of your connections, but you can also choose to follow other thought leaders in your space.

Make it work for you: To find luminaries in your field with whom you aren’t personally connected, go to the Pulse Discover tab to choose people and industries to follow. LinkedIn’s algorithm will identify leaders in your field, or you can search for that buzzy insider everyone’s talking about. If you’re ready to go beyond reading, then try commenting and sharing influencers’ posts. This can put you on the radar of VIPs in your industry.

2.   Share your views.

Producing content is an incredibly effective personal branding tool, and whether you’re junior-, mid- or senior-level, it’s a fantastic forum for building your credibility within your company and industry. Once you’ve published, your post will live online even when it disappears from the top of the news feed. Content on LinkedIn consistently ranks high in Google searches, creating a powerful association with your professional profile.

Make it work for you: Here are my top tips for creating valuable content.

  • Consider your topics carefully. You want to write about issues that are hot in your industry, but not overdone. Survey the landscape and see where there’s a void and where you have expertise.
  • Make it personal. Write about what you know best to make it authentic. Use anecdotes liberally; everyone loves a story!
  • Use your posts as a way to meet influencers. Do a Q&A with someone in your field you’d like to get to know or with whom you’d like to be associated. Send that person the link to your finished post and see if they’ll share with their audience, too.
  • Short can be sweet. Attention spans can be short, so it’s absolutely fine to go with 200 well-chosen words.
  • Make it readable. Use bullets and subheads to make your post easy to scan on mobile devices.
  • Strive for consistency. Lots of would-be scribes post once and never again. It’s important to be committed, even if that means you’ll write just once a month or once a quarter.
  • Stockpile ideas. When inspiration strikes, take advantage of it. Write three or four posts in advance so they’re at the ready.
  • Spelling does count. (Grammar, too!) Be extra careful with your writing as your posts will live on and reflect your professional brand. Get a second set of eyes to proof and edit.
  • Have some fun. Experiment with different formats and different ways to promote your posts.

Have you used LinkedIn Publisher as a writer or reader? Please share your favorite post (or tips you’ve learned) in the comments!

Lindsey Pollak is the leading voice on millennials in the workplace, trusted by global companies, universities, the world’s top media outlets — and, most importantly, by millennials themselves. A New York Times bestselling author, Lindsey began her career as a dorm RA in college and has been mentoring millennials — and explaining them to other generations — ever since. Her keynote speeches have audiences so engaged that, in the words of one attendee, “I didn’t check my phone once!” Contact Lindsey to discuss a speaking engagement for your organization.

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Lindsey is a globally recognized career and workplace expert and the leading voice on generational diversity. She has spoken for more than 300 audiences including Google, Goldman Sachs, Estee Lauder, Stanford and Wharton. Lindsey is the author of four career and workplace advice books, and her insights have appeared in media outlets including The TODAY Show, CNBC, NPR, the Harvard Business Review and the Wall Street Journal.


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