LinkedIn is a platform unlike any other, but I fear for its future.
What LinkedIn does better than any other social media channel is connect people on a professional level. Where else can people from all over the world network like they were in a hotel ballroom at a conference.
It’s a place where ideas are shared, connections are made, opportunities uncovered.
And I’m afraid it’s being lost.
Too Much Focus on Selling Sh*t
I don’t know what your LinkedIn feed looks like, but mine isloaded with people trying to sell their services.
Yes, they’re offering how-to guides and (typically) pretty good advice. But there’s almost always a call to action to sign up for this or buy that. Even worse, creators are building content to satisfy the algorithm, so they get more likes and comments.
I’m guilty of it myself.
Let me be clear: there’s nothing inherently wrong with this. Consultants should provide value and they should try to sell their wares.
But too much of it will make LinkedIn into one big classified ads section. And it will turn off the majority of professionals who aren’t solopreneurs and consultants, but instead are people with regular jobs who want to sharpen their skills.
What can we do about it?
Focus on Helping People
The answer is for more professionals to become creators. And they should focus on providing the value and help that only they can offer.
Think of LinkedIn as one big networking channel, where you can give and receive advice about career advancement, management techniques, leadership principles, and more.
Because that’s what it is.
So share your stories, your ideas, your experiences. And comment on people’s posts who do the same. Engage in conversations with your peers around the world.
A Funny Thing Might Happen
When you treat LinkedIn as an opportunity to connect, rather than to sell, you just might see some interesting results.
Your personal brand will grow, leading to new opportunities.
Your company brand will grow because customers will see the people behind the logo, and trust you more.
Your employer brand will grow, because people will want to be part of your story.
In other words, when you stop trying to sell, you just might sell more.
If you’re looking for inspiration, I encourage you to follow John Kraski.
And if you’re not sure how to get started, I would be honored to help you.