Despite recession fears, there are still reasons to plan and develop your LinkedIn strategies for 2023.
Economists are forecasting more layoffs and uncertainty in the job market in 2023. But as we close out the year, the US Bureau of Labor Statistics reported a stable labor market with growth potential.
That may be why LinkedIn is seeing a boost in job postings, with a study reporting a 33% increase from the previous year.
How can professionals optimize their LinkedIn networking and branding strategies for professionals and brands in 2023 to prepare for the labor market and stand out among their competition in the new year? Additionally, how can businesses develop their LinkedIn marketing strategies for 2023 to attract top talent?
Contribute to Current Industry Conversations on LinkedIn
Whether you’re a leader trying to optimize your brand or a business with marketing goals, your LinkedIn page should be complete. Is your brand or business taking advantage of everything LinkedIn has to offer when it comes to industry conversations?
Remember that recruiters and consumers value community participation. One way to do this is by showing support for colleagues and other professionals with whom you want to network.
Provide value to your target audiences on LinkedIn by posting and answering common industry questions. How can leaders weigh in on controversial ideas? What are some internal processes that businesses can explain to demonstrate transparency?
In a job market flooded with people trying to be seen and heard, you can make your brand stand out by contributing to current industry conversations.
That means you should keep tabs on your industry and its trending topics. There will always be industry news, and you can share your take. Generate discussions with your peers and colleagues, and don’t hesitate to jump in to establish yourself as a thought leader.
LinkedIn Storytelling and Content Creation Ideas
A strong brand is a storytelling one: businesses should share their stories about their passion for their customers, their work, and their products or services, and so should industry leaders.
But if you’re not a creative writer, it can be challenging to show your human side on social media.
Here are some storytelling and content creation prompts to get you started:
- What’s something you read, watched, or listened to recently that reminded you of a current industry conversation? Perhaps you were listening to a podcast episode or watching a movie that excited you about something relevant to your work. Or, maybe a relevant article offered surprising insight into a marketing problem.
- Think of a harsh lesson you had to learn in your career. Consider being vulnerable with your target audience by sharing a professional struggle you’ve had to overcome and what you learned from it.
- Don’t be shy about celebrating with other colleagues. If they’ve reached a significant milestone, you can hop on their bandwagon with a brief story about how you’ve worked with them, what you’ve learned, and celebrate their victories.
- Surprise people by occasionally pivoting away from work. Talk about a life lesson or a hobby and the meaning behind it. LinkedIn audiences resonate with the real life behind the professional, especially when it relates to a life or career lesson.
- Give meaning to the metrics when you share recent industry data. While data is scientific, the numbers always tell a story. Find the story behind the numbers and share your impressions of what the numbers are saying.
When developing your LinkedIn content creation strategy, remember that it’s not just about the posts. Like Instagram, LinkedIn now uses the Story feature, which can promote daily engagement. Be sure to also incorporate more media in 2023, videos, polls and carousels are essential breaks in the monotony of word or text posts.
Understand LinkedIn User Demographics and Analytics
Understanding your target audience is crucial on LinkedIn. Analytics is the best way to figure out who engages most and the areas where you can work to improve participation.
What’s the content with which your audience most resonates? Are you keeping track of the results of your LinkedIn engagement? In addition to tracking visitors, updates, and followers, you can find inspiration for content creation with LinkedIn’s built-in suggestions.
Understand how to measure your LinkedIn engagement with demographic data. Compare your findings to your existing network and find the opportunities. Look for crossovers and gaps by looking at the differences between your posts’ impressions and engagement. You can also discover the days and times your content is most engaged with, giving you an idea of when to post and share.
Focus on Opportunities to Build Your Network Long Term
Everyone wants to achieve in their careers, whether landing a new job or landing a big sale. With job market uncertainty in 2023, your LinkedIn strategy should focus more on opportunities to build your network long term and less on the short-term big wins.
With 65 Million decision makers on it’s platform, LinkedIn is the top platform for B2B leads, networking, and developing connections. That means everything you create and share is working towards growth in the long term rather than immediate results.
Most LinkedIn users are there to network and not necessarily to buy. You might still make an online sale, but it should be done in the proper context and at the right time. Until then, your business can find LinkedIn influencers and industry leaders with whom to partner and build relationships with.
Industry professionals and leaders, too, should work less on the job applying aspect of LinkedIn. If you’re on the job market, focus on developing or optimizing your professional brand through LinkedIn and making meaningful connections. Make your professional relationships stronger to show your credibility as a thought leader. If you’re considering a career switch, use LinkedIn to learn more about other industries and employers.
Grow Your LinkedIn Network and Connections
Networking is the most important use for LinkedIn. LinkedIn is a social media platform for connecting with others. First and foremost, your profile should be as complete as possible and state that you’re open to accepting invites and connections.
Networking involves posting, sharing, or communicating directly with peers. To expand your network, it’s as simple as expanding your connections. Leaders and businesses should have a growth mindset next year, including a growing audience of meaningful connections.
For instance, find classmates and coworkers from the present and the past—which means including those institutions on your page. Think about every certification program or internship you’ve completed, and make sure your profile reflects all those experiences. Even high schools and study abroad programs can provide more connections. Think about the vendors you’ve worked with as well.
Search for and join LinkedIn groups. Groups not only offer another opportunity for industry engagement, but you can find group members who will provide value to your brand. Group members provide a level of rapport based on a common interest. This can kickstart networking conversations with an elevated level of ease if you’re feeling nervous about upping your networking game in the new year.
No matter how you grow your connections, quality over quantity is the most important thing to keep in mind. Before connecting, you should always ask yourself if that person or page provides value and how, as well as how you can provide value in return. Networking is a vital marketing strategy, but your network should always be meaningful. More and more, transparency, vulnerability, and meaningful connections will become increasingly more valuable and LinkedIn is the perfect place to start.
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LinkedIn Networking And Branding Strategies For Professionals And Brands In 2023 - Forbes
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