How does the LinkedIn algorithm work? Get the best tips on how to make sure your profile is seen by the right people.
LinkedIn is one of the top social networks for professionals. It can be a powerful tool for finding new opportunities, networking with peers, and staying up-to-date on industry news. However, LinkedIn's algorithm can be tricky to understand and make the most of. In this post, we'll break down how the LinkedIn algorithm works and give you tips on how to make sure your profile is seen by the right people.
LinkedIn's algorithm is designed to connect you with the people and information that matter most to you. The algorithm looks at your profile, activity, and connections to determine who you might want to connect with and what content you might be interested in. LinkedIn also takes into account factors like mutual connections and shared interests when determining which connections to show you. The algorithm is constantly learning and evolving, and LinkedIn regularly makes changes to ensure that users are seeing the most relevant and helpful content. Thanks to the algorithm, LinkedIn is an invaluable tool for networking, keeping up with industry news, and finding potential job opportunities.
And now comes the part that is really particularly exciting about the LinkedIn algorithm. And that is how it sorts posts. Of course, LinkedIn, like all social networks, keeps secret how exactly the algorithm works. But there are indications that it pays very close attention to various factors.
Because the algorithm sorts your posts into three possible drawers. These are:
As an example of a “spam” post, you can take unpaid Company posts for example, which often have very low engagement already. This is because LinkedIn naturally knows that there is a company behind the post trying to make advertisements. As soon as the algorithm notices that there’s a company behind a certain post trying to advertise, the post may be downgraded, which also results in a lower engagement rate with few comments, likes, etc. Other posts that also rank poorly are posts that link out of LinkedIn. These posts are also poorly ranked because LinkedIn has an interest in users staying on the social network for as long as possible.
For example, with interactions. As already described, LinkedIn has an interest in users staying on the page. And that's why they've made sure that the algorithm checks just that by keeping an eye on comments. Because when users comment on certain posts, it means that they’re dealing with the post, thinking about it, and coming up with a response. So they spend time on the page again, which in turn adds value to your post.
Another factor that helps LinkedIn rank you is what's called profile indexing. This means that the network scans your profile to find out what industry you are in and what exactly you do. This is because the network naturally wants to connect you with other people in your industry, so it’s very important whether or not other people can find you easily. LinkedIn wants to understand why you are on the platform and who you are. That's a very good reference point for you to work with. Just ask yourself these questions and then work on your profile.
Also important: The Social Selling Index (SSI), which is a mixture of your ranking within your network and within your industry. This index basically tells how important you are to the network. This means that the more you interact with other people, the more value you generate for the network and the higher your SSI rises up. Because the Score of other people you interact with also influences your score and vice versa.
Of course, what you should do is a mixture of everything that’s stated above. Start with completing your profile. A complete profile includes your contact information, work history, education, skills, and recommendations. The more information you provide, the easier it is for LinkedIn to find the right connections for you. Additionally, a complete profile helps you build trust with potential employers and clients. They are more likely to do business with someone they feel they know and can trust.
Since the algorithm also checks your interactions via direct messages (and if you write quality content that people like to read and comment on) you should post something that is valuable content. Talk about things you've learned that other people in your network and industry might also find important. Or write a funny story that correlates with your work. People need to be able to empathize and understand your post for it to become successful. You’re an expert in something? Show them!
You can also tag users in your post. This can lead to these users interacting with your post and also add more value to it. But if they don't interact after you’ve tagged them, your post will be devalued. So, in this respect, caution is advised.
Dwell time is also important on LinkedIn. This means that you have to make sure that people really want to read your post and click on the see more button. The see more button also leads to your post being upgraded. So it's important that you bait the readers a bit. Just write a small exciting teaser so that the see more button is used. It's actually not that hard once you get the hang of it. But you have to remember that a click on this button is worth about as much as a Like!
You should take all of these points into consideration, because they all flow into the evaluation of your profile. And if you get stuck, just look at other successful profiles from your industry. A little inspiration never hurt. You'll see: Soon the inquiries will come as if by magic.
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Myriam Bossard is a senior product manager at Ornikar. She continuously adapts their digital education products to better serve their users’ needs. She decided to switch from creating physical products in the cosmetic sector to the tech world three years ago.