About the author

Darren Cronian, the author of this guide, has spent nine years securing remote jobs and building a successful freelancing business. His goal is to help people find remote work. Read more >
Last Updated: 21 April 2023

Most people will do the bare minimum when it comes to LinkedIn. How many of you have created a profile, logged out and then never visited again?

LinkedIn is a networking platform, and you are rewarded by attracting attention to your content.

Why would you want to create content?

Yes, this was the question in my head when starting to understand this undervalued social network. Just imagine if a recruiter from your perfect employer discovered you because of your content.

Then, it is the start of a conversation that ends up with you being hired.

For my latest contract as a Quality Assurance Analyst, the company recruiter found my profile on LinkedIn. This started a conversation, and a few months later, it ended up with me getting a job.

Had I not been active on LinkedIn, they would not have found me.

So, let’s look at how to create content for LinkedIn that attracts attention and helps you land a remote job.

How to Create Content for LinkedIn
Make sure your profile is up to date

The first task is to look at your profile and update it with any new skills, work experience. Make sure you are making the most out of the features, upload your resume, freshen up the about section content.

You might want to reach out to previous colleagues and employers and ask them to add any endorsements and skills to your profile.

Think about joining a few groups, as they can help with engagement and driving potential employers to your profile.

Think about your goal and audience

What is your goal for spending time creating content on LinkedIn? Your goal could be to showcase your skills. Maybe you want to network with people who are employed at the companies you want to work for.

Maybe you have a remote job and want to keep up to date with your niche/industry.

It’s important to ask yourself before creating content:

  • Why are you creating content?
  • Who is my target audience?

If the purpose is to get headhunted by a company, think about the companies you would like to work for. Also, who are the recruiters for the company, who is the CEO, the founder?

Those are all good people to build relationships with and open up new doors and opportunities.

Research topics

Before you jump into creating new posts, it is recommended to search LinkedIn and look at what type of content gets engagement.

Think about topics you could write about within your niche/industry. Use search and hashtags to find out who is creating engaging content.

Let’s look at a real-life example:

  • You’re looking for customer service remote jobs.

Search for posts about customer experiences. Find people who are sharing stories and writing about best practices, news, tips.

The search feature is powerful

You can search for posts, people, groups and a whole lot more.

Did you know you can follow hashtags on LinkedIn? In this example, #customersupport has over 4,000 followers. Tip: Browse through the content to see what is getting the most engagement.

Start following knowledgeable people with connections within your niche and industry. Start by engaging with the content. Ask questions, answer questions, give your opinion and get involved.

Write down a list of 7 topics that you could create content on. Look at what hashtags are popular within your niche.

Types of content that does well:

  • Share best practices.
  • Offer tips and advice to companies within your specialised area.
  • Write about a trending story.
  • Share your experiences and the mistakes you have made.
  • Discuss the challenges and how you faced them.

Let us now get into my favourite part, content creation on LinkedIn.

Keep the post brief

Do not write paragraphs of text. Keep it easy to scan, short sentences with white space. At the start of the post, write a sentence that will attract attention as they scroll through posts.

One of my more recent posts, which attracted over 1,300 views in less than 24 hours, was simply: Is this really a thing? Surprised!

I then left a few blank lines and continued with the post. The question generated responses pretty quickly, which the algorithm likes.

Include bullet points to split up your content. Why?

  • Easier to read the content
  • It splits up the text.
  • Lists the tips in an easy to digest way.

Some people suggest you should not use emojis within professional networking posts but lighten up. Why not? Just do not go crazy.

Do not use links within the content

Simply, the LinkedIn algorithm does not like you sending people to external websites. They, of course, want you to create content to keep people consuming on the social network.

It does make sense but promoting content is a little challenging. The best solution is to leave a link in the first comment as a CTA. Or, a minute or two after publishing, edit the post and add a link.

Do not add lots of hashtags

Like all social networks, hashtags are essential to get your content found. It is not like Instagram, where you are encouraged to include 15+ hashtags. With LinkedIn, just use 3 at the most.

Make sure the hashtags are popular. You can find this out by how many people are following it when you do a search. Use a combination of less competitive, topic and industry-specific hashtags.

Ask a question

Like all social networks, LinkedIn loves content that has high engagement. Adding a question either on the first line or within the post will help start a conversation in the comments.

Also, make sure you reply to any responses and ask more questions to keep the conversation going.

The goal with your content is to get high engagement through comments, likes, loves, etc. This results in more views, and you will appear in more feeds as people engage with the content.

Tag someone in the post

Another way to get more engagement, especially from experts within your industry, is to tag them within a post and ask for their opinion.

The comment they leave on your post will appear in the feed, and you’ll see an explosion of views and engagement, bingo!

Multimedia in LinkedIn posts

Finally, in this post, you will have noticed that written posts have been my focus. This is because videos have never really received exposure based on my experiences.

It also takes much longer to create a video, with the scripting, filming and editing process. This is something you will find me experimenting with when I get back into filming YouTube videos.

Should you add photos within your written posts?

When there is a real need for a photo, then include one. My advice would be to shoot the photograph yourself and do not use a stock photo. Like everything online, it’s a good idea to experiment.

What’s next?

Firstly, read our guide on how to find remote jobs on LinkedIn. It’s a great read. Do not forget to ask any Remote working questions, and subscribe to the Hive, my free weekly email with more free coaching.

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