LinkedIn has 1.2 billion users, but how many of us are truly using it effectively? Bryant University Marketing Professor Stefanie Boyer, Ph.D., who has more than 15,000 followers on LinkedIn, says it’s not enough to just have a presence on the professional networking and career development platform; she details strategies to optimize LinkedIn engagement, grow your following, and present the most authentic and impressive version of yourself to potential employers.
To improve LinkedIn engagement:
- Be authentic. "The posts that work don’t sound polished or corporate," Boyer says. "They sound like a real person sharing something useful. I always ask: What problem does this help my audience solve today? If the answer isn’t clear, the post usually falls flat."
- Be present. "Engagement is the conversation that follows the post," she emphasizes. "Respond to all comments, ask follow-up questions, and stay in the conversation. Posting and ghosting will make you lose momentum and signals to the audience that you only want a one-way conversation, which will lower your engagement and reach."
- Be curious. "When you reply to post comments, add value or ask a thoughtful question," Boyer says. "'Tell me more about that (topic)' goes much further than 'Great post.' LinkedIn rewards users who are genuinely interested in others, as well as posts with comments that are at least 12 words."
"I always ask: What problem does this help my audience solve today? If the answer isn’t clear, the post usually falls flat.”
To gain more LinkedIn followers:
- Be clear. "Growth happens faster when people quickly understand why they should follow you," Boyer says. "If your content helps a specific group do something better, say that clearly and show it consistently through videos, infographics, testimonials, highlights, carousels, etc. You don’t have to be a jack-of-all-trades; focus on the specific way that you add value."
- Share ideas. "Practical lessons, real examples, and honest reflections outperform generic advice every time," she says. "People follow accounts that help them get better at their work or see a problem more clearly. It’s okay to create a process to follow – just include an example of how it is implemented or share a success story. You can even consider sharing something vulnerable, like how you struggled implementing your own advice."
- Make genuine connections. "Connect online the same way you would in person," says Boyer. "After a meeting, event, speaking engagement, or panel, follow up on LinkedIn, then stay connected by engaging with your audience’s content. The strongest growth I see comes from relationships that move between offline and online."
"Practical lessons, real examples, and honest reflections outperform generic advice every time."
Mistakes to avoid:
- Sounding automated. "People come to LinkedIn to hear real people, not talk to someone’s bot," says Boyer.
- Pitching too soon. "LinkedIn isn’t a cold call. Stop slapping everyone with a pitch before you know them and what they want or need. Build context and rapport before you sell anything."
- Slow (or no) responses. "If someone takes time to engage, responding promptly matters," says Boyer. "A study I and my colleagues published in the Journal of Digital and Social Media Marketing shows that not responding within 24 hours has a negative impact on your brand."
- Failing to customize: "If your message could be sent to anyone without changing a word, it’s probably not worth sending," Boyer advises. "People want customization. It makes them feel special and seen."
"People come to LinkedIn to hear real people, not talk to someone’s bot.”