Guide: How To Use LinkedIn Like A Boss

When it comes to increasing your followers on LinkedIn, quality content matters.

From writing an original post to commenting on someone else’s post, the more knowledgeable you sound on a specific subject matter on LinkedIn, the more you increase your chances of someone engaging with your content.

When you engage in an activity on LinkedIn like sharing a post or commenting on someone else’s post, LinkedIn interprets that as engagement. Constantly engaging on LinkedIn tells the site that it is providing content that is relevant to you.

How Can A Content Strategy Help Your LinkedIn Business Page?

LinkedIn focuses on two aspects that affects your ranking in its search engine page results (SERP)—engagement and quality content.

It’s very important to plan the types of content you are going to write and share on LinkedIn. Hence, when it comes to managing and maintaining your personal LinkedIn profile or LinkedIn Company page, you must have a detailed content strategy.

A content strategy will give you an outline on which topics your writing should focus on to increase your following and/or connections.

While you may understand the importance of other social media platforms such as Facebook or Twitter, LinkedIn may seem foreign.

This guide gives you an understanding of LinkedIn and teaches you strategies to help increase your number of followers and connections.



Who Should Use LinkedIn?

LinkedIn is a social network platform for professionals. Just to give you perspective, lets break-down LinkedIn from astatistical standpoint. The social networking site has 467 million users. It converts 2 new members per second daily. This means LinkedIn is constantly growing.

LinkedIn’s goal is to have 3 billion users on the site. The site already has 106 million people who are actively engaging on a monthly basis. While 133 million users are based in the U.S., 70 percent of users are based in other countries. 40 million students and graduates are on LinkedIn which translates into a pool of educated potential job seekers for recruiters and employers. LinkedIn has a geographical reach of over 200 countries.

For the most part, the people of LinkedIn make $60,000 or more annually. In fact, 44 percent of LinkedIn’s users earn more than $75,000 annually which alludes to LinkedIn’s claim that its one of the most powerful business tools in the world. Millionaires make up 41 percent of the social networking platform’s community. The average CEO on LinkedIn has 930 connections.


71 percent of professionals told LinkedIn that they feel the site is a credible source for professional content. This results in 3 million users actively sharing content on a weekly basis. Again, this is why quality content matters on LinkedIn. LinkedIn says longform articles are more popular than other articles on its site.  3 million long form posts are written on LinkedIn by over 1 million professional post publishers. 130,000 long-form posts are published weekly.

According to LinkedIn the majority of its activity takes place on mobile devices. As of the second quarter of 2016, LinkedIn had an average of 63 million unique visiting members who are accessing the site from a mobile device instead of a desktop computer. These visits via mobile made up 59 percent of all unique visiting members to LinkedIn. As of the third quarter of 2016, 60% of unique visiting members accessed the online recruiting network via mobile device.There are over 1.5 million groups on LinkedIn.

Thus, the data confirms that LinkedIn can help you increase your earning potential by informing you about trends and news in your industry.

How Should I Use LinkedIn?

Because LinkedIn is rooted in social, the most important element of the platform is engagement. You must engage with other people to improve your ranking on LinkedIn. Liking and commenting on others’ blog posts and status updates will improve your ranking on the platform.

LinkedIn gives you updates on your connections activity and profile. If a connection has a job anniversary, like it. If another connection has a new position, congratulate her. If your connection writes a positive post that gives insight, share it.

LinkedIn is for serious professionals who are constantly searching for breaking trends in their industry that will give them a cutting-edge in the market.

The following examples are considered “a serious professional”:

If you’re a first-year college student who has an understanding of the career you’d like to pursue, you should be on LinkedIn.

If you’re an experienced person within your industry and want to increase your salary by learning a new skill set, you should be on LinkedIn.

If you’ve recently been fired and don’t know your next step career-wise then you should be on LinkedIn.

If you’ve left the workforce for at least two years and would like to return to your previous field but are unsure about your industry’s new skillset demands, you should be on LinkedIn.

If you’re a titan in your industry and want to jump to a higher level, you should be on LinkedIn.

Why Does LinkedIn Matter?

There are many reasons why LinkedIn matters.

LinkedIn can help you get a jobseriously. Your LinkedIn profile is an extended version of your resume.

LinkedIn has become a necessary tool in the job market for employers, job seekers and recruiters. Employers frequently use a potential employee’s LinkedIn profile as a factor in determining whether or not she is a right fit for the position. Recruiters and head hunters use LinkedIn to find experts in specific industries to match with the right employers. Job seekers use LinkedIn to connect with human resources specialists, hiring managers and to find potential job opportunities.

Your LinkedIn profile indicates to a company what you can bring in terms of skills and your potential.

Thus, your LinkedIn profile is as vital as your resume. Where your resume my include four or five fields, your LinkedIn profile has more fields to give a potential employer an overall sense of your career background.

A LinkedIn profile is a stronger version of your resume that includes the following fields:




-Volunteer Experience

-Featured Skills & Endorsements



LinkedIn matters because its a cutting edge tool when searching for work. Your LinkedIn profile acts as a digital resume wherein it lists your experience, education, skills, and accomplishments. Unlike your resume, LinkedIn gives you a large amount of space to write a lengthy summary or introduction about yourself as it relates to your position.

As you can see, your LinkedIn profile, is more than just a social networking tool.



LinkedIn is an important platform for professionals because it increases your presence in your respective industry. 

LinkedIn is great at establishing you as an authority figure in your industry when you use it consistently and effectively.

From a marketing standpoint, LinkedIn functions as a space to upload free advertisement. 

For example, if you’re a content strategist who wants to attract new clients you can do so through LinkedIn by tailoring your LinkedIn profile to attract a targeted demographic of people who need writing services.

You can disseminate an original article or republish your own article on LinkedIn which will increase your visibility and establish your credibility on the social platform.

There are other techniques you can utilize to attract clients on LinkedIn. This guide will discuss this in detail and more.

LinkedIn also allows your profile to function as a digital portfolio. A digital portfolio is a collection of content created by you that showcases your creative work. Content includes but is not limited to multimedia, infographics, articles, hyperlinks and brochures.

A digital portfolio helps gives professionals, especially people in the creative industry, a cutting-edge over other competitors. A digital portfolio gives a potential employer or client the opportunity to view you work. Thus, a digital portfolio can help you advance to the next level in your career.

How Can LinkedIn Help My Career?

Again, LinkedIn can do wonders for your career.

But in order to benefit from LinkedIn you must follow the guidelines provided by LinkedIn.

What Effects My Ranking On LinkedIn?

The most important method to improve your ranking on LinkedIn is to complete your profile in its entirety.

A completed profile indicates to LinkedIn that you’re an “All-Star” member. You want to reach “All-Star” status on LinkedIn since it comes with benefits courtesy of LinkedIn.

“All-Star” status comes with increased visibility, higher ranking in search results, access to test new beta roll outs before other users, and a free upgrade trial membership to one of LinkedIn’s premium plans that ends after 30 days.

Many factors affect your ranking on LinkedIn. LinkedIn’s algorithm is similar to Google’s Hummingbird algorithm in the sense that it is always reading content for specific signals, keywords and quality content based in context.

LinkedIn, like Google’s Hummingbird algorithm, wants to refine your search results by giving you better search options. To do this, your content must be optimized for LinkedIn.

Did You Complete Your LinkedIn Profile?

When it comes to writing content for LinkedIn, the rule of thumb is to make it clear, concise and industry specific. You appear more knowledgeable and credible when you use terms or buzz words that are popular in your field.


When you’re writing content for your profile, you should focus on targeted keywords. Targeted keywords are words that are relevant to your position or the service you provide.

Your profile shows your name, photo, location and occupation. Its one of the most important section in your profile because it summarizes your abilities.

Targeted keywords help your content achieve a top listing in LinkedIn’s search engine results. Keyword research is vital to determine which keywords you should be targeting. You can use a job database to research the correct targeted keywords you should be using to create content for your profile. Job databases such as ONET gives you the chance to research all levels of your current position or a new position that you’re attempting to enter.

If you’re knowledgable in search engine optimization, use SEO words that relate to your position within your industry.

SEO words and targeted keywords affect your ranking on LinkedIn.

Your introduction section should not read like a lengthy essay. Instead, it should read like a professional biography or a press release.

Your first sentence should highlight your best skill or professional accomplishment.

The rest of your content should include your core skill sets. You should display the most prominent aspects of your qualifications. Its important to emphasize any new skill sets you’ve acquired. It’s also important to research your industry and find out the most sought after skills that will make you stand out.


Don’t be shy about your experience. An accomplishment in a past position may seem trivial to you but it translates into much more from the eye of a recruiter or hiring manager.

When you’re filling out the experience section of your LinkedIn profile utilize ONET as a refresher on your job duties.

Also, use statistics such as numbers and percentage when discussing your job duties and accomplishments.

If you action in a previous position resulted in positive publicity for yourself or your company, feel free to attach a PDF file or URL in this section as supporting material.


The education field should list your educational experience. You can highlight courses that are relevant to your career.

Volunteer Experience

The volunteer field should list your experience in volunteering.

Featured Skills & Endorsements

The featured skills and endorsements section is another important section of LinkedIn. LinkedIn says people who list skills on their profile get 13 times more views. This section is arguably as important as the introduction section.

When you start typing a skill in this section, LinkedIn’s search results gives you a list of featured skills. Its recommended that you select the skills provided by LinkedIn as opposed to creating a new skill that isn’t featured. The more featured skills you include that pertain to your field or position, the better you will rank in LinkedIn’s search results.

The best way to get an endorsement is to endorse someone else. LinkedIn says in total, there are 1 billion endorsements on the platform.

An endorsement of your skill lends to your credibility on LinkedIn. It’s crucial for your profile to get as much endorsements as possible.

A completed profile is mandatory if you want attract more connections. LinkedIn reads signals on your profile that affects your ranking.



Any recognition that was given to you because of your skill set, position or project needs to be shown in this section. This helps establish your credibility in your field.


The interest field gives you an opportunity to list interests that relate to your career.


Again, LinkedIn functions like a digital resume. You can request a recommendation from a co-worker, supervisor or client based on your last position. The best way to get a recommendation is to request one after you’ve given someone else a recommendation. Remember, LinkedIn functions on engagement. Always remember: If you want a reaction on LinkedIn, you must react first.

Do You Write Articles On LinkedIn?

Again, quality content is king on LinkedIn. Your connections convert into followers because of the content you are posting on your feed.

Followers are people who chose to follow you for various reasons. They may view you as a resource for jobs or an expert in the field. In order to maintain and increase your followers on LinkedIn, you must practice consistency in writing and scheduling your content (posts or articles).

Quality content attracts followers. Your followers will share your content. Therefore, you must post regularly and consistently on LinkedIn.

Are You Connecting With A Targeted Demographic?

The people you choose to connect with affects your options for connecting that LinkedIn gives you. For example, if you’re a content strategist one of your targeted demographics maybe directors of non-profit organizations. Its beneficial for you to connect with this targeted demographic because they need your services.

A few examples of targeted demographics for a content strategist include:

Editors – They can offer you job opportunities.

Content Strategists – They can keep you up-to-date about your industry’s news and trends.

Web Designers – They can connect you with employers who may need your services.

Recruiters – They can offer you lucrative job opportunities and keep you informed on the most in-demand skill sets in your field.

Again, this is just an example of a person strategically connecting with people who can benefit his ecosystem. It’s imperative that you have a strategy when your connecting on LinkedIn. You do not want to aimlessly connect with people. LinkedIn anticipates the type of people you want to connect with based on your previous connections. Allow LinkedIn to accurately predict your next connection by establishing a targeted demographic. You can modify your targeted demographic as you navigate the site. However, for the sake of consistency stick to a targeted demographic for a month and monitor your results.

When you create a LinkedIn Company page, it benefits you and your business.

A LinkedIn company page is a great way to increase engagement to your profile and give your company visibility. According to LinkedIn, it helps attract more followers.

A LinkedIn Company page acts as a secondary platform for you to share content, attract a targeted audience, and boost your brand.

This ecosystem works when people “follow” your company page. In order for you to attract new followers you must engage with other businesses and people.

This is one signal that LinkedIn’s algorithm uses to  determine your ranking in its search engine results page, SERP.

The more people that follows your company’s page, the more your visibility increases to show your brand.

These followers known as your following will engage with your updates and share your posts within their own networks. This results in an  increase in your reach.  This technique is a great way at expanding your visibility in other people’s networks.

Below are 30 strategies that will help you grow the following on your LinkedIn Company page. This guide gives a full list of strategies.

1. Add a LinkedIn “Follow” button on your website. A LinkedIn “Follow” button on your website and blog makes it easy for people to follow you on LinkedIn. You can use LinkedIn’s Follow Company Plugin.

2. When you share a post on your LinkedIn Company page, include employees within the conversation. You can do this in two ways. You can include an employee’s name in the post by using the ‘@‘ symbol. This will alert your employee to engage in conversation with the company. You can also write a post and not include your employees name in the content field, but mention them in the comment section. For example, after you’ve published a post, add one individual employee’s name in the comment section. Thus, if your team is made up of 10 employees, there should be 10 individual comments in the comment section. Each comment should be one of your employees’ name.

3. Ask your employees to join LinkedIn and add your company as their workplace. When your employees create a LinkedIn profile and add your company as their employer, they will automatically become followers of your company’s page.

4. Add your company as the current place of employment on your personal LinkedIn profile. Your company’s logo will automatically appear on your personal LinkedIn profile page to increase the traffic to your LinkedIn Company page.

5. Ask your existing connections to follow your LinkedIn Company page and share it with their own connections.

6. Add a hyperlink of your LinkedIn profile to your name in your company’s e-mail signature. Hyperlink your company’s name by adding the URL to your LinkedIn Company page in your signature.  Also, include a hyperlink to your personal LinkedIn page when leaving your signature in a group.

7. Add a hyperlink of your LinkedIn Company page on articles that appear in your company’s blog. Invite other people such as your customers and targeted audiences to follow your LinkedIn Company page.

8. Post quality content on topics that apply to your position and audience. When creating content for LinkedIn it must align with your brand and your following’s wants. You can figure out which subjects resonate with your following by viewing your feed and reading your notifications. Content that focuses on detailed insights from targeted industry are popular on LinkedIn. The social networking platform also notes that 43 percent of users are interested in new products and services.

After you publish a post, you can start the conversation by including specific people in the comments section. Again, when following this strategy post one name per comment so you can attract more traffic to your content. LinkedIn recommends publishing posts that ask users industry specific questions to foster more engagement.  Posts with questions get 50 percent more comments than other posts.

9. Ask your employees to engage with the content on your LinkedIn Company page. Again, engagement on LinkedIn improves your business page’s ranking.

10. Post your articles to relevant LinkedIn groups.

11.  Join groups that are relevant to your business and actively participate in discussions. Groups that fit this description will consistently share content, including yours, attracting more visitors to your business’s page and your profile.

12. Follow pages that pertain to your industry and skill sets to make more connections. Follow pages of other companies, clients, customers and industry experts.

13. Connect with people you’ve met in the real world on LinkedIn. When you connect with people that you’ve actually met, send a personal message that says, “It was a pleasure meeting you today at (insert name of event and location). I’d love to connect with you professionally for future opportunities.” This gives the person a reminder as to where you met and also lets him know the reason why you want to connect.

14. Practice engagement. LinkedIn is a social networking platform. Its rooted in engaging with people and pages.The more interest you show in other people and businesses, the more interest they will show in yours. Congratulate people on their milestones such as anniversaries, accomplishments and new positions. Give tips when people ask. Like, share and comment on their updates and participate in genuine conversations. Interact with your audience through your company page as well as personal profile.

15. Make it a priority to engage with your following and existing connections. Remember, the more you engage with people the likelier they are to share your posts or articles.

16. To fully get a customized, unique experience out of LinkedIn, you must monitor your LinkedIn analytics. Your notifications section will tell you about your profile’s activity. Once you have an idea of your audience (based on their positions) you can understand what type of content they want. and optimize your content for maximum amplification

17. Write informative articles that are clearly written in a casual voice. There are certain types of articles that get a lot of traction on LinkedIn. A LinkedIn study shows that list articles perform extremely well on the platform. “Best of” and “Top” (e.g., “Top 10 Marketing Strategies For Facebook”) get nearly 40 percent more amplification compared to regular posts. You can capitalize on trending topics by writing posts that relate to topical news. You can look up popular topics on social networks such as Facebook and Reddit to anticipate which topics will start trending. You can also visit LinkedIn’s Trending Content to find out which subjects are popular.

18. Share your LinkedIn updates on other social networks.

19. Create posts that feature different types of content such as photos and videos. Add links to YouTube videos in your posts. According to LinkedIn, people who use video marketing techniques with their published posts take “twice as many amplification actions (likes, shares, and comments)” as users who don’t. Images attract more attention leading to increased engagement and visibility.

20. Optimize your page and profile for search engines. To make your content SEO-friendly you must be knowledgable in the current buzzwords that are trending in your industry as it pertains to your position. Include relevant keywords in your description and posts, especially posts that are long and content-heavy, as they fare better in searches.

21. Add LinkedIn Showcase pages to your company page. This helps highlight your brand, products, business units or company initiatives. These pages will give you additional opportunity to engage with your customers.

22. Whenever LinkedIn rolls out a new tool or feature, utilize it immediately. This improves your ranking on the social networking platform since it signals that you are using all of the site’s features.

23. Share company news on your LinkedIn Company page. According to LinkedIn, 53 percent of LinkedIn members are interested in company news.

24. Establish a weekly posting schedule and commit to it. You should be posting at least 20 posts per month on the LinkedIn. Half of those posts can be shares from your pool of connections and/or following. A LinkedIn study showed that “Companies that post 20 times a month, on average, reach 60 percent of their followers with 1 or more updates.” Post your updates during the busiest hours of your feed. You’ll determine the schedule for this once you read your analytics on LinkedIn. LinkedIn says its busiest hours are morning and midday from Monday to Friday.

25. Properly fill out metadata with long tail keywords, when possible. 

26. Give a call-to-action at the end of all your blog posts inviting readers to follow your LinkedIn Business Page.

27. Ask your employees to share your updates. It will get you greater visibility.

28. Completely fill out your LinkedIn Company page and your personal profile in its entirety. LinkedIn gives preference to companies and profiles with complete profiles in their on-site search.

29. Optimize the first 156 characters of your page description for search with SEO-friendly keywords. As the first 156 characters of your page description are displayed in search engine results, make sure they are optimized for search and click-throughs.

30. Add an attractive homepage image or logo to your LinkedIn Company page. This will help you to capture the attention of visitors.

31. Publish links of relevant articles that you wrote or features you or your business. LinkedIn says posts with hyperlinks generate 45 percent more engagement compared to posts without links.

32. Limit your self-promotion. General rule is 80:20 that is 80 percent industry-related information and 20 percent promotional content.

33. Assign multiple admins to your LinkedIn Company page. They can split the content creation and other work for various products and/or lines of business. Encourage them to post engaging content on the page regularly and share it with their connections.

34. Connect with users on LinkedIn who create and share a large volume of content. Some of the LinkedIn members actively consume and share professional content in large amounts. Connecting with them will dramatically increase the sharing of your content. LinkedIn has given some tips for connecting with them.

35. Share job postings on your personal page as it will lead to an increase in your following.

36. Track your company’s content performance. LinkedIn’s Content Marketing Score measures your audience engagement with your content and also tells you how you fare against your competitors. This will help you to improve your content marketing strategy.

37. Post regularly on LinkedIn Pulse to get more visibility. Read this extensive guide that explains how to publish on the mobile app. An effective content strategy and social media marketing strategy are the best way to gain visibility on LinkedIn’s publishing platform.

38. Post targeted company updates. You can use LinkedIn’s targeted updates to send updates to a select group of followers. This allows you to tailor your content to specific audiences, increasing relevance and engagement.

39. Write an article or post about a company and when you publish it mention the company in the published post.

40. Write a blog post about LinkedIn and add a link to your page in it. Writing a blog post about LinkedIn mentioning the link of your company page in it. This will send a lot of referral traffic to your page. Including the term “LinkedIn” in the title of your post will improve your ranking on the social networking site.



We have more helpful articles on web design, SEO, social media marketing, content strategy and video marketing. Follow Carla St. Louis, our in-house Content Strategist. Follow Be The Square on LinkedIn, Facebook and Twitter for more information on useful internet marketing strategies.

Who Needs SEO Services? Every Business Does

SEO also known as search engine optimization is one of the most effective tools for raising the rankings of any type business with an online ...
Read More

Professional Web Design Agency for Startup Businesses

If you're just starting a business and don't have a website then it may be a good idea to rethink your business strategy. In order ...
Read More
Social Media Marketing

Social Media Marketing Is the Ideal Solution for Small Businesses

In today’s business world, social media marketing is the ideal solution for small businesses. Matter of fact, no business can thrive or survive without the ...
Read More
How to Use Content Marketing

In Order for Your Business to Succeed You Need an Effective Content Marketing Strategy

In this digital era, content marketing has become one of the most influential tools for connecting with your targeted audiences. Incoming marketing combines social media ...
Read More

Is Your Business Website Responding Slowly? Benefits of Hiring a Professional

For a business to be successful today, it is essential to have a user-friendly and mobile responsive website. The latest statistics on user behavior released ...
Read More

Social Media Sites: An Effective Way to Communicate with Today’s Consumers

When social media sites first started to form online, many business owners underestimated how effective the sites could be in helping them connect with targeted ...
Read More