Once the forgotten platform of social media, LinkedIn has surged in recent years and now, according to stats, has nearly 3 million users in New Zealand. That’s still some way behind social media behemoth Facebook, but more than Instagram. And its user numbers appear to be growing particularly among the 25-50 age group.
So if you are looking to grow your professional network, LinkedIn is where it’s at. But it’s not as simple as creating an account, uploading your CV and putting your feet up while the connections roll in. Growing a LinkedIn network takes a bit of time and effort.
Three key things you need to be doing regularly to nurture your network
1. Create your own content
The first step to growing your network is to show up and give people something worth connecting with you for. And the best way to do that is to post content regularly on your personal page feed.
Posting content can help you be seen as an expert voice in your chosen sector with knowledge and opinions that are worth reading. Keep your posts authentic and create a voice that reflects your brand.
Here are some things you can share:
- Your thoughts on industry news, statistics or trends, or wider news from New Zealand, such as the economy.
- Educational content related to your industry.
- Insights and learnings from your journey in business or your sector.
- Personal stories that might not be directly business-related but could have a business lesson.
- Testimonials from colleagues or clients you have worked with.
LinkedIn supports a variety of post types from basic text-based posts or long-form articles to multi-image posts, videos or even live events. Switching up the type of posts you use can help to make your feed interesting and more visually appealing.
Consistency is key – One of the vital elements of being successful on LinkedIn (or any social platform) is to show up consistently. It’s not used to posting once and then disappearing for weeks. It can help to plan a number of posts out in advance so you know what you are going to post and when. That way you won’t be caught short of inspiration.
Aim for engagement – Adding a question to the end of your post can encourage other users to comment and add to the conversation. This helps your posts reach more people which in turn can grow your following.
2. Comment on other people’s content
The second way to grow your network is to comment on other people’s content. This helps you show up in other people’s feeds and can bring you to their attention. Don’t just drop a random comment and run. Make sure your comment is:
- Relevant
- Insightful
- Builds on what the person has talked about in their post
- Shares your own perspective on the topic
- Adds to the conversation
You can also choose to reshare the person’s post, either directly or with your own comments added. If you are short on time you can just leave a post reaction, but commenting is better!
3. Connect directly with other users
Sending connection requests is a crucial step in growing your network. But think quality over quantity. Don’t just fire off connection requests to anyone remotely connected to your line of work (and don’t feel you need to accept all the ones you get either). Target people who are in the same industry as you, are influencers or leading voices in the sector or could become good customer prospects or partners.
Personalise your connection requests with a brief message – When you ask to connect with someone, LinkedIn will give you a generic message to send with your request. Don’t use that! Personalise your connection request before sending it. Include elements such as:
- A brief explanation of why you want to connect and what you hope to achieve.
- Some common interests or aspects of business that you share.
- A little bit about yourself.
Don’t make your connection request too sales-orientated or ask too much upfront – leave that until you have established a relationship with the person.
Follow-Up: If the person accepts your connection request, send a brief follow-up, thanking them and getting the conversation started. But remember – don’t leap right into your sales pitch.
Two bonus ways to grow your network
LinkedIn offers two other options that can help you grow your network – groups and collaborative articles.
- Groups are places where people with like-minded interests or who work in similar industries can share information and ideas. Some groups also allow you to promote your business or offers you might have.
- Collaborative articles are a newer initiative in which people are invited to add to articles of topics chosen by LinkedIn. These can be a good way of sharing your knowledge, but the jury is still out to a degree, particularly with the increased use of AI, on whether they are a good way of building a brand or whether they are low-quality and should be avoided.
Don’t neglect your profile
Content and connecting are important, but don’t forget that a good LinkedIn profile is the basis of your personal brand. People looking to connect with you, or intrigued by your content will probably look over your profile before networking.
Some key elements to nail are:
Profile picture – don’t forget to add a picture to show you are a real person. This is a business platform so choose a professional-looking headshot.
Headline – this is the place where you can highlight your unique value proposition and give people the first impression about what you do and what you stand for.
About summary – this is where you can add more detail about what you offer and how you can help people, along with your key skills and experience.
Experience and skills – Add relevant work experience and skills here. Make sure your experience matches what’s on any CV that you might be sending to potential employers. As well as just listing roles, include examples of what you’ve done and the impact you made.
Used properly, LinkedIn can give your personal brand a big boost and be a great way to connect with potential clients. Why not head over to the platform and make your first post now?
