John M. O'Connor (Career Pro Inc.) is a multi-year career coach, outplacement and career services leader based in North Carolina.
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As a business tool, a recruiting platform and a branding mecca, there is no doubt who the king or queen of the online business room is today. The trophy must go to LinkedIn.
Even with its popularity and uncanny nature for keeping our attention, the lack of communication etiquette must be noted. There are many reasons to share information, create posts and pursue dialogue. Unfortunately, many professionals are going to the extremes, creating clutter rather than adding valuable brand-building content.
But there’s a way to avoid this problem and improve your brand’s credibility: Post less, say more and stand out. That’s what I work on with clients. It may be what you should do, too.
It’s Getting Noisy In There
While LinkedIn often changes things, currently messages appear in one of two tabs: “Focused” or “Other.” This helps filter out spam-like messages. For example, to me, a spam note sounds like this:
“Hello, nice to contact you. LinkedIn has recommended you to me many times. Out of curiosity, I checked out your profile in my free time and your record is very good. I hope to build a friendship with you. I rarely communicate on Linkedin. If you are also interested in me, can you exchange contact information? I use WhatsApp a lot. I hope you can reply to me after reading the message. All the best, (any name you want).”
Have you received any of those? If so, I hope you haven’t received too many.
Even without the rather obvious spam or unwanted messages like this, however, it seems like we are bombarded with inquiries that are not as obvious but still ring as multi-send, nonpersonalized messages.
The tell-tale sign a comment is really spam is when you reply and get another message that sounds something like this:
“Hey there, glad to connect. Thinking of slashing your healthcare costs for your business? Here’s how: Save Up to 32%: Yes, that’s right! 24/7 Telemedicine: In both English & Spanish. Rate Promise: We’ve set a boundary; the rate will NEVER climb by more than 5% annually. 24/7 Telemedicine in both languages. Would Monday at 10 AM work for a chat? Or you suggest a time.”
Why do I give life to these kinds of messages? The trend on LinkedIn with regard to messages and clutter is more, more and then some more.
Now adding to the overmessaging, you have well-meaning businesspeople trying to build their brand and increase awareness for their products and services authentically by posting articles, information and videos. They are sharing links and articles to inspire and inform. Many are authentically creating new business and new, critical relationships that either started on the platform or the LinkedIn platform encouraged the growth. That is to be commended and admired.
Unfortunately, the sheer number of messages, access to your information and more creates a situation where your authentic brand materials can become annoying and unwanted.
How To Rise Above The Noise
Don’t want your posts and messages getting lost in the crowd? Here are three areas to observe and act on to improve your brand credibility:
1. Make your posts original.
On a post, for example, that could go to all of LinkedIn, you may share an article you wrote or were quoted in. Go ahead and make a statement about what the reader may want to know and why they may want to read it. Use the @ sign and include others who would likely comment or add value if you want. Then, when people comment intelligently and in a timely way, reply.
If you have a tight-knit group who likes to comment on posts but are busy, do like one of my clients recently did and send a group message straight to their inboxes:
“Hi! I thought you might like to read my new article: Overexplaining—A Career Killer.”
Of course, my client’s message was sent directly to me in a group message, but I know the author, coached her on this stuff and am happy to read and comment.
2. Make messaging meaningfully specific.
If you want to reach out to someone, ask for a reference to introduce you via LinkedIn rather than coldly reaching out for your own needs. Find a way to relate to the person authentically. Did you once work at the same company? What do you have in common? Did you read something they wrote? Even if you have an ask, start with the authentic relationship first. Don’t start pitching your great insurance deal yet!
3. Think originally, and don’t overpost.
Yes, I know people in various career levels who create posts for LinkedIn, put them in software and let it rip five times a day, seven days a week. If that works for you, great, but consider what messages this approach might be sending. Read my article called “The Hidden Conversation About You on LinkedIn,” and you will know. The hidden conversation about someone who constantly posts in my circles could be summarized in these two comments: “Do they have a marketing team or something? They constantly show up in my feed. It’s annoying,” or “I see their posts all the time. Do they even have time to work?”
You should consider your audience before you post or reach out. Inform, inspire and be thoughtful. Slow down a little, act like you’re in the same room with the person you are speaking to and conduct yourself accordingly. Don’t let the mirage of LinkedIn separate you from what should be common sense.
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