YOU ARE YOUR OWN BRAND.

Remember that title statement as you read through this article.

Reading this on Linkedin you're fully aware that Linkedin is built around the profiles of 1 billion people and the 67 million companies you all work for, unless you are self employed.

But imagine for one moment that all of us on linkedin are a brand, Yes, that's right we are. Simply because we have a profile and everyone knows who we work for by seeing that profile, you are linked to that brand.

By having the same attitude towards personal branding like companies do towards company branding will enhance your own profile connections and opportunities both for the business / company you're working for and your own career opportunities also.

Lets look at what you specifically post on Linkedin and how that helps your brand / profile using Linkedin's algorithms.

First of all : Quality vs Rubbish

Your LinkedIn posts through the algorithms begins with a crucial assessment – is it rubbish / spam or a quality piece of content?

Since the back of 2023 LinkedIn's algorithm is designed to maintain the quality of its platform. It identifies and filters out posts that violate its spam guidelines or community policies. Clear-cut examples of spam include emoji polls, chain letters, and posts that excessively request likes, reactions, or shares.

But what happens when your post's quality is not so crystal clear? That's when human review comes into play. A team of moderators may evaluate the content, ensuring that it meets the platform's standards before allowing it to appear in users feeds. Big brothers watching......

Having good quality content in your posts actually boosts your profile.

The right signals for engagement matter

Lets assume your post successfully passes the spam filter, the next step in its journey is to garner engagement.

Engagement is the lifeblood of all social media, and LinkedIn is no exception. However, not all engagement is created equal. LinkedIn's recent algorithm updates prioritize meaningful interactions.

This means that your post's value is not solely determined by the number of likes or shares it receives. Instead, the algorithm takes a closer look at the quality of engagement the #s you use. Thoughtful comments from relevant connections and constructive discussions in the comments section are given more weight. In essence, meaningful interaction is the name of the game when its you.

For instance its totally useless to do a personal post for your company and the only people that like it is 50 employees of that company, that's basic engagement with no further reach and probably been a waste of your time and your companies if you created it on works time. No impact on your own or company brand especially when you consider of a third of engagement is from employees.

Getting delivery to the right audience is the way.

With valuable engagement signals in place, the LinkedIn algorithm proceeds to deliver your content to the most relevant audience. Three key ranking signals come into play:

1. Identity : Your closer connections, such as first-degree connections, are more likely to see your content. Interactions with these connections matter, making and building a meaningful network is crucial.
2. Content : The algorithm assesses the relevance, views, and engagement surrounding your content. It considers factors such as the topic's relevance to your audience, the language used in the content, and whether the post shares knowledge or professional advice.
3. Member Activity : LinkedIn also evaluates a user's interests based on their groups, hashtags, pages, and people they follow. It analyses their interactions, including writing posts, liking content, and commenting on relevant posts or articles. Users are more likely to see content similar to topics they have engaged with in the past.

Recent Algorithm Changes

At the back end of 2023, LinkedIn introduced significant algorithm changes, guided by user feedback. These changes aimed to achieve two primary goals:

1. Promoting content that shares knowledge or advice : LinkedIn now prioritises your content that offers valuable insights, advice, and expertise. Sharing your expertise can significantly improve the visibility of your content your brand, your profile and your company.
2. Strengthening connections among people who know each other : Your network is now more likely to see your good content, especially personal and professional updates. These changes mean that there will be less content in their feeds from people they are not directly connected with.

So moving forward for your brand

The LinkedIn algorithm of 2024 rewards meaningful interactions and knowledge-sharing. To make the most of this algorithmic evolution, focus on creating content that adds value, fosters genuine connections, and aligns with your audience's interests and skills, thus building your own brand and profile and followers.

So, as you blow through the ever-changing platform that is LinkedIn, remember that understanding the LinkedIn algorithm can be the key to unlocking your full potential building your brand on this powerful professional networking platform. Engage thoughtfully, create meaningful content, and watch your network and influence grow.

What happens when your brand / profile builds

According to some sources as well as linkedin, when your profile and brand builds from your good content, you automictically gain followers and more and more meaningful interactions.

54% of people on LinkedIn have less than 500 connections with even less followers, 27% have between 500–999, 12% have between 1,000–1,999 3% have between 2,000–2,999. Over 5000 is said to be less than 2% and if you have over 10000 your in the less than 1% club and considered to be a linkedin influencer.

Remember most people follow people and not companies and that's where your own brand is key. More people interact with people and less with companies. That's how to build your companies message and reach by having the right people profiles.

You can help your own brand by using the free connections Linkedin allows you each week. Use them wisely and make connections that help your work life.

Used correctly and having an understanding not only helps you throughout you career but helps your company do well also.

REMEMBER YOU ARE YOUR OWN BRAND