Why LinkedIn Pulse Must Be Treated With Respect

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More and more people on LinkedIn are using LinkedIn Articles for sharing job posts, and for reposting news from sites like BBC, CNN etc. Sometimes instead of sharing URLs in the LinkedIn stream, people share them in LinkedIn Articles, usually comprising one sentence with one line and the URL.

I started to ask people about their results from these articles, why they doing it, if they are tracking the results, how many candidates they get compared with other sources etc. I received many responses, but two themes occurred the most: “I do it because others do it,” and “I do it because they told us to on the LinkedIn course”.

If you are still posting job adverts through LinkedIn Pulse, there are a few things you should know. — I know many of you don’t have the time to read (yes we are living in very busy times), so you can watch the video below instead if you prefer.

Great, it looks that you decided to choose the article instead of video. I hope you like it (and you can share it too) :)

These are the things you should know about LinkedIn Pulse before you post any more adverts.

Publishing Platform

The important part for you is in red. As you can see, the publishing platform is not the right place to post jobs, advertisement etc.

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Title

Your title should be compelling and should make whoever sees it to want to read your post. A catchy headline helps you to draw in readers. This is especially so because it is only the title that your connections will see on their notification icons and it may prompt them to click on it and read.

Choose your title wisely! Long titles in capitals letters could scare off readers, so they are not going to help you. Based on many studies, a posts where the headline poses a question, for example “Do you Know Why We Are Best?” also perform pretty poorly.

Images

This is not a right example:

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You should have at least one image in your post; some statistics show that if you have eight photos in your post it will get better number of views than others.

Topic vs “low quality” filter

To ensure that members only receive high quality and relevant publishing notifications, we take two measures: First, all posts must pass our spam and low quality filter before publication. Second, only connections whom we deem strong will receive these notifications. We determine this by leveraging the connection strength score from the LinkedIn cloud service. The cloud service maintains connection relationships between members. (Source: LinkedIn Article)

So when you are creating “low quality” articles (job postings, single sentence posts etc.), your reach will be limited, and could be limited even if you are write something of better quality. If you are posting low quality job adverts every week, people are going to end up ignoring your posts and they could miss something that could be genuinely interesting and relevant to them.

Target audience

LinkedIn publisher

Posting jobs

There is a reason why LinkedIn created a separate feature for the posting of jobs. When you use LinkedIn Publisher to post jobs, you are setting yourself and your posts up to be marked as spam by your connections. Remember, every time you publish a post, a red notification pops up on the little flag of your connections, telling them that a post has been made. So, when you continue to post jobs, a point will come when your connections will — apart from seeing you as a nuisance — begin to disregard anything posted by you, even when you post something useful, and they may even choose to unfollow you.

Illustrated below are a few examples of the success rates (number of views) of two recruiters with 800–900 people in their networks.

Example 1

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Example 2

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Single Sentence and Single Paragraph

Use the Icons from navigation bar

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The navigation displays various formatting options. You can easily choose the headers, add quotes, bold your text, make it inverse, underline it, cross out, adjust the alignment, add bullet points, etc., but the really important part is on the right side of the navigation. If you’re planning to add links, images, video, or other rich media assets to your post, you should start using those icons.

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This small icon is the difference between https://www.google.com and https://www.google.com. And yes you can second one is clickable.

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This icon is also going to help you to add videos to your post. So you are not going to share only the link, but the video is going to be a part of the article, as you can see in this one at the beginning.

You should avoid those things:

  • Re-posting news from servers like CNN, BBC etc. Like:
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  • Reposting other people’s articles. If you do not mention the source, you are sharing something without permission, and you are not creating original content.
  • Posting advertisements for products or trainings through LinkedIn Pulse is also not a good way of presenting yourself. It’s not only against the LinkedIn Pulse guidelines, but it also does not help your brand.
    Like:
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  • Posting only single sentences or short single paragraphs (if you would like to share article that you read somewhere else, the best place is to use the LinkedIn stream on your main page).
    Like:
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So if you would like to share an interesting article, video etc. with your network, instead of hitting “Publish an article” hit “Share an update”, because this is the right place for them. ;)

What should you use LinkedIn Publisher for?

The more you create great, relevant, useful, and engaging content, the more visible you become to your connections — and the more visible you become, the more trusting your connections will be of your posts.

So, what are you waiting for?! Start creating and publishing great posts!

Don’t forget there is no substitute for quality content.

Originally published at LinkedIn

Written by

#Recruiter, Author of bestseller “Full Stack Recruiter", Dream Chaser, Creator of impossible, #BlackBerry fan (probably the only one). Author of sourcing.games.

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