Stop Scrolling & Start Engaging: Boost Your LinkedIn Content with Personal Engagement

If one of your goals is to better engage your B2B target audience, LinkedIn is certainly one of the best places to start.

According to HubSpot, LinkedIn is 227% more effective for lead generation than Facebook and X. In fact, 80 percent of the workforce is checking social media at least once a day. Your target audience is already active and accessible with just a few clicks.

But, are you going about it the right way?

LinkedIn company posts are great, but we’re constantly bombarded with ads and companies pushing their own products and messages across every platform. We trust brands less than ever. That’s simply not the connection we’re looking for… so what is?

Users continue to seek and place greater trust in individuals. People are perceived as authentic, knowledgeable, and relatable in a way that a company page can never be.

LinkedIn company posts will never reach their full potential on their own, but they can with a little help and support from real people on their personal profiles (yes, that means you!)

So, don’t be intimidated by becoming more active on LinkedIn. Stop scrolling and start engaging! Here are three super simple ways to increase your online presence. 

1. Profile Clean-Up

Before you start sharing and engaging, it’s a good idea to freshen up your profile. This is something that everyone should do once a year. 

Here is a quick checklist of best practices when cleaning up your account: 

1. Add a professional recent headshot
2. Make sure your employer and title are up to date
3. Add any relevant details
   1. Company Website
   2. Education
   3. Past job experience
   4. Awards/certifications/etc. 
4. Add a relevant or company-branded header image 
5. Make sure you follow your company page

2. Engage with Your Company Posts 

Once your profile is updated, it’s time to start engaging, and it doesn’t need to take much time. 

Consistency is key. Block out your calendar for as little as 15 minutes each week. 

Not sure what to write? No problem! A good content team will do 90% of the work for you. Start by interacting with your company’s posts. 

Here are a few simple ways to jump in and engage with company posts: 

1. React: thumbs up, etc.
2. Comment: with your thoughts, extra insights, or simply an affirmation (“this is a great new product for anyone in the industry” or “this article does a great job of highlighting a problem that not too many people overlook”)
3. Tag/Respond to others: Use the @ key to pull up a list of your connections and start a conversation (“Looking forward to attending this conference with @SomeoneYouKnow”)
4. Share: Use the share button to re-share particularly relevant posts to your own profile, with an option to add your own comments

Each of these simple activities is what you might call employee advocacy. You’re taking a post, a product, or an idea published by your company, and you’re endorsing it and boosting it to your own personal network.

The content is no longer just a message from an anonymous brand, it’s an idea communicated through a person your peers know and trust — you!

3. Community Engagement 

Once you feel more comfortable engaging with your company’s LinkedIn page, you can share some of your own thoughts a little further from home. 

Again, consistency is key, and it would be a good goal to share something once a month or interact with your peers on a weekly basis. 

Here are a few good pointers for anyone wanting to boost their effectiveness on LinkedIn: 

1. Join professional development groups  that pertain to your industry
2. Be sure you are connected with co-workers or other industry leaders 
3. Follow competitors or industry publications to keep a good beat on the market
4. Share your thoughts on industry or professional topics. This can be anything from sharing an industry article to talking about a trade show you attended or sharing something inspirational/aspirational with your network
5. Share job openings in your field

Let’s Get to Work

Again, nothing on this list is groundbreaking or too time-consuming. We’re talking about basic best practices that go a long way to boosting your company’s reach and credibility.

Who should be doing this? At the very least, you should encourage anyone in a customer-facing sales or service role to engage. But even behind-the-scenes personnel can be a big part of bringing your brand to life and defining company culture online.

So let’s get to it!