Sat, 19 May 2018
Welcome to episode 209, this week we have a pre-recorded interview with Kris Holland who is a Marketing Manager with a specialist recruitment business called Charlton Morris
Kris and I engaged on LinkedIn following on from my posts about content marketing as covered in episode 204. Kris was keen to explain that content marketing had been working well for them so I thought it would be great to get him on the show.
Content should be designed to start conversations
Here is the LinkedIn article we often referred to in this interview.
I hope you found that an interesting interview. How many recruitment businesses do you know who focus this heavily of content and understanding their specialist markets?
Let me know if you are aware of any companies, in any sector that you believe are using content effectively on LinkedIn.
Sat, 12 May 2018
Welcome to episode 208, this week I am revisiting the search algorithm. If you are a long term listener you will recall that I tested the search algorithm a year ago in episode 161 and I promised that I would conduct the same test every year to check if the algorithm had changed……..and guess what, it has!
Shameless drug dealers using LINKEDIN to sell Class A narcotics. I’m afraid this is classic British tabloid sensationalism! The profile of Scott Bush has already been deactivated and I could find very little other drug selling activity.
LinkedIn is now rolling out suggested hashtags in posts as per this voicemail from Lynnaire Johnston.
Post of the Week
I just love the positivity of this brilliant post from Michael Spence
LinkedIn SEO 2018
How easy is it to find your profile in a LinkedIn Search?
This is why I carry out a test every year to check what is important to ensure that your profile is correctly optimised for search.
WARNING : It's not an exact science! Don't get me wrong, there will be an exact science to this but no-one knows what it is apart from a select group of 'higher beings' who reside in some dark room at LinkedIn's headquarters in Sunnyvale, CA.
This group are sworn to secrecy so we will never know the answer to this mystery.......but we can perform some practical tests to get a better 'sense' of what is important in a profile.
I used 4 accounts for this test (my own and 3 others I was kindly given access to).
Account 1 - 9900 connections, highly active, based in Warrington, Cheshire, UK
I performed the following search from each of these accounts (within minutes of each other)
Keywords : copywriting OR copywriter and filtered by 'people'
Initially the results were analysed without any further filters.Initially the results were analysed without any further filters.
Conclusion: If you can identify someone who you think might be searching for someone like you (for instance a Recruiter in a company you wish to work for), consider following them rather than connecting.
How important is LinkedIn SEO?
If you are a jobseeker, it's extremely important. The vast majority of searches performed on LinkedIn are by Recruiters and you should optimise your profile in line with these results.
Sat, 5 May 2018
Welcome to episode 207, this week I had the pleasure of chatting with Simon Bourne from The Hand Dyed Shoe Company. Simon is a classic example of what can be achieved when you use LinkedIn to develop an authentic personal brand.
LinkedIn has massive untapped potential to develop your brand
Sat, 28 April 2018
Welcome to episode 206. As the new desktop profile design continues to roll-out to many, I thought it would make sense to cover profiles with you in this episode.
LinkedIn’s AutoFill plugin could leak user data, secret fix failed
Facebook faces exodus as businesses call time
Facebook's new slogan: 'If you think we're not good for your business, leave'
Always Customise Your LinkedIn Invitation? Better not?
The new mobile ‘Find Nearby’ seems to be broken!
Post of the Week
Following on from last weeks episode on content marketing I thought I would highlight this excellent post from John Espirian. Great advice…and great subtitles too!
Refresh Your Profile
With the new profile design rolling out to many of you I thought it would be a good time to make some changes to your profile.
As a starting point I posted this video this week showing a side by side comparison
A Scientific Explanation Of The NEW LinkedIn Profile
Some of you will have to change your background image because of the new position of the profile picture. It is unlikely to change on mobile where it is still centred. This is not a massive issue as the background image is less important on mobile, but worth considering.
The easiest way to create a background image is to find a suitable free image on Pixabay and upload it to Canva and then create a ‘custom dimension’ of 1584x396 px
It may also be a good time to invest in a new, professionally taken headshot image. This is no longer an expensive thing to do and you should easily be able to find a good local headshot photographer on LinkedIn, just type the following into the searcher at the top of the page;
Review your headline : Is there clarity to your prospects? Are you using your 120 characters wisely?
Company Logo; The most recently commenced position will be the one that shows a logo at the top of your new profile. Make sure that if you have several concurrent positions that the most important one is at the top (you can move them by dragging the 4 horizontal lines)
Summary: This has increased from 2 to 3 lines (roughly 300 characters) now. A good summary should start with your contact details (only 45 characters are seen on mobile) and the rest should provide an enticing ‘teaser’ to encourage the viewer to click on the now more prominent ‘show more’
Media: As there are now 6 thumbnails that actually show in the preview, it may be a good time to review which media you are using and perhaps designing them so that the thumbnails (which are much smaller) show what the media is.
Skills: If you are into skills (I’m really not!) then you might want to use the new format as an excuse to review what you show (see Greg Coopers post above)
Sat, 21 April 2018
Welcome to episode 205, this week I’m joined by Robert Indries to discuss content marketing on LinkedIn.
LinkedIn are changing Middle East and African accounts onto US based contracts as from May 8th to avoid GDPR compliance.
LinkedIn Tips to Keep Your Profile Fresh includes reference to new profile design
I chatted with Robert Indries about how content marketing can work on LinkedIn but only if it is done in the right way.
Sat, 14 April 2018
Welcome to episode 204, this week I want to return to the increasingly important subject of video, not just native video but the wider use of video on LinkedIn.
LinkedIn appear to be trialling the compulsory use of hashtags in posts. Goof idea or not?
GIFs have returned to LinkedIn! They are now accessible only in the Messages feature and interestingly via a 3rd party source called Tenor. This itself interests me as LinkedIn have shown reluctance to work with 2rd parties previously .(see emoji’s and video filters). Here is a link to the article. I’m a bit mixed up when it comes to GIF’s, in theory I shouldn’t like them as they are usually pretty stupid……but I keep finding myself using them so I think I’m going to have to come out and say it…….I’m a Giffer!
Whilst I wouldn’t advise posting YouTube, Vimeo and other external links to videos as posts, they can still provide excellent content to add to Articles and your profile in the media section under the Summary, Experience and Education sections. With the forthcoming changes to profiles, 5 pieces of media will show in the profile which potentially allows you to do more with adding videos into your profile.
Whether it be Native LinkedIn video or other sources, the guidelines are the same.
In the podcast I highlight some examples of people who are posting awful, ‘Vcard’ type videos with boring, sales content. Whilst tempting, this really does you no favours!
The best type of video content (as a post or in media in your profile) will include;
Post of the week
Of course if you were really brave you could also record yourself singing as Page Kemna does in this ‘singing Résumé post that went viral recently. Even Jeff Weiner felt the need to comment on this one! Thanks to Giles Davis for highlighting this
I keep hitting the commercial use limit. I can’t afford to upgrade my account so do you have any tips to avoid this problem?
Commercial use limit is defined by LinkedIn as;
This information from LinkedIn gives us some handy clues as to how to navigate around the limit.
Reduce unnecessary profile views
Sat, 7 April 2018
Welcome to episode 203, after a weeks break for the Easter holidays we are back and this week I want to talk about engagement……quite possibly the single most important thing you should consider when using LinkedIn!
I have mixed feelings about this, as you know I love video and the ability to post videos from a company page is a positive thing but then again, the people that manage company pages tend to be stuck in a mindset of promotion……so we can expect to see a lot of boring corporate, ‘look at how amazing we are’ videos….joy!
I still think video from a personal page is by far the best way to encourage engagement.
LinkedIn are now rolling out the ‘find nearby’ I have mentioned previously to mobile apps (roll-out is ‘account specific’ not ‘device specific’).
Promotion simply doesn’t work on LinkedIn…or at least, it very rarely works so that poses the following question;
“If we are using LinkedIn to win new business and promotion doesn’t work…why bother with LinkedIn?”
The answer is simple: LinkedIn allows you to achieve two key things that will help you win more business;
Both of these factors are achieved by one thing…….Engagement
Engagement - the development of conversations on LinkedIn. This is the key to success in my opinion.
How to engage
The first point about finding the right content is dependant on searching for content (keywords and Hashtags) as well as ensuring your homepage feed is full of comment-worthy posts. This is achieved by;
The algorithm has to make decisions as to what to show you in your feed, if it showed you every post from every connection you wouldn’t be able to make any sense of it.
There are probably more factors, LinkedIn doesn’t tell us how this is done but we know it’s an algorithm and that can only work from data/activity based instructions. You need to think of yourself as being a ‘programmer’ through your actions.
This is important to consider in terms of what you see but even more important to consider when you are posting! Who will see your post and can you influence this in your activities?
Some people have suggested that LinkedIn should allow us to control our own feed…this is unrealistic as very few would use it.
Sat, 24 March 2018
Welcome to episode 202, this week I don’t really have one main subject to cover but I guess the most eye grabbing headline is that LinkedIn have decided to re-design profiles….again!
The Bible of LinkedIn Bollocks
New Profile Design
About a year ago, most people were seeing the new design for the first time, The basic (free) version of LinkedIn had a complete makeover including a new design for profiles…..and now they have decided the re-design profiles again!!
Firstly let me make it clear that these new profiles are in the early stage of roll-out so very few of you will see this. I also don’t have this new design, the above screenshot was sent to me by my good friend and fellow LinkedIn Trainer Angus Grady.
Please Note: Roll out of new features is per account, not per profile. You might think this is the same but it isn’t. Angus’ LinkedIn account is part of the early roll-out, not his profile. When I view his profile, it has the picture in the centre but when he views it (or any other) he sees the new design with the picture on the left.
Also please note: Another misconception about new features is that there rollout is based on geography…it is not! The amount of times someone states “we don’t have it yet here in X” drives me crazy!
Because I don’t have this yet, I haven’t been able to test if the links and features are different or whether it’s purely a cosmetic change.
One thing is for sure, there are plenty of people out there who are going to have to change their background image!
So what do you think of the change of design?
Multiple Image Posts on Desktop
An image post made of up to 9 images has been a feature of the LinkedIn mobile app for sometime but recently LinkedIn quietly made it possible on Desktop, this is great news for company page admins who are not able to mange their page via mobile.
To add images via a PC simply use the ctrl+click or cmd+click on Mac to select multiple images (or the click+shift feature for a complete line of files).
LinkedIn Video: Stand Out with Filters and Text
Ok, maybe it’s just me but those filters just look ridiculous! They remind me of the equally ugly emojis in Messages that no-one uses!
He followed that up with this article
The thing is, I don’t believe ‘Broetry’ was ever a reason why he got high numbers in the first place.
All that matters in a post is that it’s more than 3 lines long, this will ensure it triggers the ‘See more’ and if people click on that, the algorithm will automatically push the post out to more people.
It doesn’t matter if it’s easy to read or a big, ugly block of text. If the first 3 lines are enough to tempt me to click or tap on ‘see more’ it will get more views.
As far as Josh is concerned, his numbers are still amazing so I don’t really know what his is complaining about.
The algorithm has to limit the amount of content in our feed or it would be unmanageable so a reduction in views is inevitable....the same thing happened with Articles.
This is simply a consequence of success, if you get high views and engagement, other will copy and as they get higher views, your will go down. That’s all there is to it….no conspiracy!
A listener Mark Lee decided to conduct his own experiment on the success of his posts on LinkedIn and he has been generous enough to share the numbers and conclusions with me.
Mark’s target audience is Accountants and small Accountancy firms
The analysis goes back to the start of December, initially he was posting links to his or other Blogs via IFTTT, this was soon halted in favour of long, text only posts.
His conclusions are as follows;
Sat, 17 March 2018
Welcome to episode 201, this week I return to our normal format and the main subject is something that has been playing on my mind for a while, in some respects I think it can be the ‘elephant in the room’ for a social media or LinkedIn Trainer / Coach …..What do you do if your prospects are not socially active on LinkedIn or any social media platform?
More of that later, but to start with….
Post of the week
Actually this was from the previous week when the ‘beast from the East’ hit the UK.
I also posted a video this week of a feature that has been bugging me for a while…..why can’t you ‘Ignore’ an invite from a profile?
I would estimate we had about 70-85 people at the inaugural #LinkedInLocal event in Manchester.
How Do You Win Business on LinkedIn with a disengaged audience?
This topic has been on my mind for sometime and I decided to cover it in this episode when I received this excellent video question from Paolo Lanciani
I asked Paolo to share his ideas on this subject and here is what he had to say;
That is great feedback and fits with many of my thoughts on the subject.
I also asked for more thoughts and ideas in this post;
You can read all the comments but the main ones I would highlight are;
John Espirian wrote;
Michael Spencer added;
As you would imagine LinkedIn Ads expert AJ Wilcox had something to say about that!
For me, Michaels approach is about laser sharp focus for content. This is ultimately possible (you can send a link to a post or article to anyone on LinkedIn with a premium account or your connections on a free account but he is referring to hitting high numbers….and we are back to a numbers game again!
My view is that the key to this is having an intimate and deep knowledge of your target audience. This will allow you to post relevant, interest content in a format that is easy to consume. Paolo posts short ‘on the move’ videos which reflect the nature of the way his audience behave.
Post on a consistent, regular basis. Don’t expect your audience to always see it but at some point someone will and they may refer you or a target might view your profile and see your content there. People do not have to be active to notice you, just an occasional visit to LinkedIn may allow them to see your content.
Sat, 10 March 2018
Welcome to this momentous occasion and our 200th episode, this week I wanted to do something special to celebrate this landmark so rather than the normal format I am going to be covering the top five episodes (as defined by the number of times they were downloaded) out of the 199 recorded and published so far.
I really love this show, it’s become my main form of content these days and the best way to keep people in touch and up to date with LinkedIn.
It all started in November 2013 when I decided to finally give it a go and promised smells that I would give it 20 episodes and see whether it was worth continuing after that!
So here we are, over 4 years later and with over 85,000 downloads we have finally reached our 200th episode.
This podcast is really all about you, the listener so I thought it would be a good idea to include contributions from regular listeners.
Thanks for all your support, questions and feedback over the last four years, I really appreciate it and I wouldn’t be able to do this show without your continued input.