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If LinkedIn had to explain you
in one sentence, do you honestly

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think it would get it right?

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Welcome back to the podcast everybody.

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I'm your host, Michelle J Raymond,
and for those of you new to the

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podcast, don't forget to reach out
and connect with me on LinkedIn

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and let me know you're a listener.

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It has been awesome to get to know so
many of you over the last couple of

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years and honestly this week listeners,
I wanna talk about something that not

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too many other people are talking about
because there is always so much focus

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on LinkedIn around what you should be
posting, when you should be posting it,

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what kind of format works best and with
all the changes on LinkedIn right now to

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the algorithms and how the feed displays.

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I don't think that that's really
the most important conversation

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that we should be having.

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We should be talking about why
your LinkedIn profile matters even

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more than your posts right now.

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And the same applies to your company page.

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So if you're a page admin listening,
listen to what I'm talking about about

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profiles and apply that back to your
company page because the same rules

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apply and those rules have changed.

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Honestly, I have been loving
the changes that have been

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going on on LinkedIn Right now.

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I'm actually finding myself
enjoying scrolling on LinkedIn.

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I'm seeing more information
that is useful to me.

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It's topics that I wanna learn about.

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I just am actually really enjoying things,
and if you've been listening to the

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podcast for a while, you know, towards
the end of last year, I wasn't feeling it.

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So it's actually refreshing and I'm
kind of excited because for those

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of you who listen to the podcast,
Implement some of the recommendations.

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You are starting to see some cool
results and that is the whole point of

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why we're doing this kind of topic is
so that you can go and take actions.

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So I'm gonna be talking about what's
happened with LinkedIn, what parts

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of your profile you should be paying
attention to and we're gonna do this

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one pretty quickly because I want
you to focus on taking those actions.

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What has changed on LinkedIn exactly?

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Well, I can't say that
it's any one small change.

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There's been a couple of major
changes that have happened over

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the last six months, and some
of them even more recently.

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But if you take a look at them all in
conjunction, whether we're talking about

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the way the algorithms work, so 360
Brew or the way the new home feed works.

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We've kind of moved away, as I've said
in recent episodes, from it being a

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professional networking platform as
the priority to more one where you get

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to be an expert on particular topics
and LinkedIn is doing their best to

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connect people who are Experts talking
about particular topics with people

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on the other side who are interested
in learning about those topics.

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I know mind blowing, right?

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But it does take a bit of a shift
on our side to understand these

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changes and adapt our behaviour
because For the last 20 odd years,

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it's all been about your connections.

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Who is the community you're building?

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Who are your networks?

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And I'm not saying that you don't have
to focus on that because ultimately

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you wanna be the expert on your
area and have the right community

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that is interested in that topic.

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So it is still a part, but
just the way things work.

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And with AI coming to the
party and LinkedIn's being

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cited by AI more and more.

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The focus is definitely on topics more
so, which this is a good thing because

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it makes it really easy to win this game.

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So you've got systems now, whether
it's LLMs or AI or search engines in

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general now looking for information
to try and put you into a box.

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Now this all comes back down to Have you
actually given it the right information?

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Is it working on current information?

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Is it working on the whole picture,
or is it working on outdated info?

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And some of this is related back to
your profile, back to your company page.

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It can also be your content
and also your activity.

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But today's episode, I want to
talk mostly around Why your profile

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matters even more than posts.

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So let's have a look at this and let's
break it down into what's changed and more

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importantly, what you can do about it.

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Why am I saying that profiles now are
even more important than your posts?

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Look, I like to try and
simplify things down.

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You know that that's what I
love doing on this podcast.

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So I don't wanna get
into the nitty gritty.

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There's plenty of episodes that I've
done around deep dives into the tech

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behind this thing, but think about it
just in general, your posts that you do

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however often each week, and hopefully
it's at least two or three times a week.

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They are different each time.

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So there's signals about topics
and you might cover a few

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different topics, but it's always
changing depending what you post.

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If you think about your profile though.

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That is a stable signal
that LinkedIn can read.

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So if you think about it, posts are
all over the place as far as the data's

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concerned, but your profile is a really
structured explanation of who you are,

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what you do, and what makes you different.

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And so if your posts are kind of
talking about what you are doing.

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Your profile tells who you actually are,
and so it's really important that we put

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some effort into our LinkedIn profiles.

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Now, most people that I come across
fall into a couple of categories.

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You're very happy in your job.

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Yay.

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Go you and you think, what is the point?

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I'm not going for a new job.

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That's the only time when
I update my LinkedIn.

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And that often happens when people
change jobs and we get those big

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announcements, Hey, I got a new job.

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And that is the last we hear of them.

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So on one hand we have the job
seekers or people that have

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just updated their careers.

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On the flip side, I also work with really
busy business leaders who, let's be clear,

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updating their LinkedIn profile is the
last thing on earth that they have time

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to do, and I love working with these
particular people so we can get it fixed.

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But ultimately it's just
down the priority list.

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And then we've probably got a
third bucket if I think about it.

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And those people are the ones that
actually just hate talking about

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themselves, or you're not clear
around how you wanna show up.

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This is why sometimes outsourcing
to an expert like myself to get

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this sorted for you makes the whole
thing quick and easy and painless.

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'cause I can tease out those cool
little stories that make you you.

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And obviously also make sure that
it's optimised so that LinkedIn

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and all the tech behind it
understands exactly who you are.

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So the cool thing about when you update
your LinkedIn profile is it doesn't

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expire, whereas posts they're kind of
disappearing in a few days, maybe a

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few weeks, but it is always there to
remind the AI of exactly who you are.

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So that is the cool thing, that
it's not something that you

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have to work on all the time.

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The thing that I would say is if you have
a misalignment between how your profile's

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showing up and the post that you're
doing, then you are confusing LinkedIn

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and if you confuse them, you'll lose them.

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You can hear me say that a lot over
the coming weeks because getting our

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positioning and messaging locked in so
that then our content aligns with that.

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Then the more clarity that these
tools have, but more importantly,

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your audience has as well.

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So I kind of liken it to putting
up some guardrails so that you

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can actually stay on track.

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That is the thing that I think is really
working well for me right about now.

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This kind of brings us back to why posting
more isn't going to fix your problems.

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I know that when reach drops,
the immediate thing that people

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think to do is, Hey, let's go
put more content out there.

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Yeah.

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It's not actually gonna help you
if you're confusing the algorithm

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around who wants to see that content.

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So the answer isn't always do more.

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Sometimes the answer is, stop.

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Take a minute and work out am I
really clear to my audience and

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to the algorithms and AI who I'm
showing up for what I'm an expert in.

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When I start working with busy
business leaders to update and

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optimise their LinkedIn profiles,
the thing that I love most is all of

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a sudden we see the metrics go up.

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It's their search appearances climb, their
impressions climb their engagement climb.

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Why?

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Because now there's no more
confusion on either side.

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People are really clear
why you're showing up.

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You are really clear, More importantly
why you are showing up, and then

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we build that community around it.

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So posting more rubbish that is
not aligned with your profile

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or is all over the shop or your
profile is really half baked,

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doesn't get you closer to your goal.

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So after the short break, I wanna
talk about what to fix, but more

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from a strategic point of view
than a practical point of view.

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But I think it's important if
you get the strategy right.

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No surprises here Listeners
if you get the strategy right.

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The tactics become much easier.

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So let's do that next.

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Before you log onto LinkedIn and actually
try and update your LinkedIn profile

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or even your company page, as I said,
this applies in exactly the same way.

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Before you even start doing that, I want
you to take a moment to actually Get

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clear around who you actually for, and
no, I don't just mean the job title.

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So for me, I love working with B2B
marketing leaders, not just that.

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And not generic info, but what
is the clear audience and the

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problem that you solve for them?

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So who are you actually showing up for?

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So for me, it's not just
those B2B marketing managers.

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Normally they're senior
marketing managers.

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They work across industry.

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So I'm not industry specific, but the
problem that they're having Is that

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they're either new to LinkedIn and
just looking to leverage the platform

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for the first time in the business and
don't know where to start, or they've

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been doing it for a while and not
really getting anywhere and it's stuck.

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So I have those two personas that
I typically show up for, and it's

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important that when I am updating
my LinkedIn profile, whether it's

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my banner, whether it's my headline.

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Most importantly, my about section
that before I even try and do it,

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I've got those people in mind.

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So when you land on my profile in no
uncertain terms, you should know that

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I'm the kind of person that can help
somebody like you, or we have similar

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interests that you are interested in.

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And the positioning then becomes
the second most important

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thing that we need to work on.

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Again, before we even log on to LinkedIn.

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When you get your positioning
sorted, and what do I mean by

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that in its simplest terms for me?

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What are you actually known for?

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And could somebody else
summarise you in one sentence?

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And I asked you that in the intro?

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Could LinkedIn do it is one
thing, but could somebody that

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knows you do it in one sentence?

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And this sounds Easy.

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And you think, yeah, of course they do.

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Michelle.

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Like everybody knows.

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I've been posting for years.

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I've got lots of friends.

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Yeah.

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I don't know, like I have been doing this
for a long time and I remember a very

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important lesson when I first started
this business, when I just thought

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everybody knew what I did and I didn't
talk about it because you know, the

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rules are don't be salesy on LinkedIn.

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And I watched somebody who had engaged
in all of my content for a long time, and

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I thought I was particularly close to go
and then work with one of my competitors.

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And when I asked them about
it, they were like, oh, sorry,

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Michelle didn't know you did that.

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That was like a knife through the
heart, like that one killed me, and

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it's a lesson I have to remind myself.

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So I think this episode is as much for
me as it is for you listeners, but making

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sure that everybody is really clear.

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And for me, I've only just come up with
my tagline that makes sense of what I do.

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So company page led growth
scaled with employee advocacy.

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That's me.

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That's taken me six Years
to get that little sentence

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sorted and clear in my brain.

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And what do you know?

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All of my podcast episodes now align
with that and as does my profile.

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And I did some work on that over
Christmas to make sure that my banner

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reflected this new positioning, and
it was really obvious for people in my

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headline and also in my about section.

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So make sure that you understand.

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Would other people, not just you,
understand what you do in one sentence

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and be able to share that back to you.

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You might actually be really surprised,
and if you can ask some people to give

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you that feedback, it'll be amazing.

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So let's go to the third thing that I
think is really important that I just

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alluded to, and that is consistency.

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So making sure that the updates and
changes that you do on your profile are

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aligned with the content that you put out.

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And is it the same idea that you
are repeating over and over again?

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So for me it's the power of two.

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Company page led growth
scaled with employee advocacy.

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That is exactly what the power
of two is, and I need to keep

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repeating that in my content.

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So what idea are you
repeating over and over?

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And I know that repetition is the
key, and consistency is the key.

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Why?

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Because I'm speaking at Social Media
Marketing World in a few weeks time,

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and the first thing people ask me,
Michelle, are you bringing the Tim Tams?

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Why?

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Because I've done it every
time I've visited and I talk

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about them every single Friday.

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So if you haven't connected with
me on LinkedIn, I do Tim Tam Tips,

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which Tim Tams are an amazing,
chocolatey piece of goodness that

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is a cookie here in Australia, and
I just love them and I share about

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them, and so it's become my thing.

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Tying it back to LinkedIn
Tips for marketers.

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So repetition and consistency
is really important.

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The problem that I see
with a lot of people.

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It's my target audience being those
marketing managers don't love to talk

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about themselves and certainly don't love
to talk about their achievements or what

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they've been working on in the business.

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Quite often they think I'm not the
subject matter expert within the business.

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I don't have a right to talk about
it, which is crazy because you're the

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expert on marketing for your business.

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So everybody's got a place on
LinkedIn that they need to own.

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On the flip side, we've also got people
that chop and change because of what the

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business and the internal requests that
come through keep telling them to do.

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And so your strategy starts off and then
you drift off course, and that happens.

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I did it to myself in my own business.

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I don't have anyone else to blame as a, at
the time, a solopreneur, if we go back a

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few years before Lil was working with me.

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Yeah, I didn't realise that Just how
easily the feed would influence what I

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wanted to talk about, because I would
see other people winning business

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and I think I can do that, or maybe
I could do this or I could do that.

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And honestly, like the more I drifted, the
fewer the opportunities that came through.

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And you know, it always comes
back to getting that consistency.

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The last thing that I would say when
it comes to updating your LinkedIn

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profile, which is most important, is
backing your expertise up with proof.

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I know that it can be painful going back
and updating your profile and putting a

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lot more meat on the bone, so to speak,
in your work experience section or your

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skills or your certifications or all of
that other area of your LinkedIn profile

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that you probably think, who cares?

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Nobody reads it.

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Well, guess what?

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Now AI tools are reading it, and so it's
become even more important to make sure

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that you've done the work to make sure
that you sound credible so you are not

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just talking about it in your content,
but your profile backs things up.

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As we wrap up today's episode, the
simple way to think about this is if

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LinkedIn can't understand clearly what
you do, then it can't confidently show

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your content to the right people or show
you in the right search appearances.

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Therefore, you are behind the
eight ball from the very beginning.

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So before you post again, do some
work to go back and review your

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profile and look for areas that
you can improve that clarity and

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credibility and back things up.

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It is worth the effort.

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And the good news is when
you refresh that information.

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It kind of gives LinkedIn a bit of
a nudge, Hey, this is what I wanna

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be shown for, and update things so
that it can get things back on track.

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So hold off posting, spend a bit of
time this week on updating your profile.

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Now, if you are somebody that is listening
to this and you fall into that category

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of, I'm too busy, or I don't want to
talk about myself, or I need some help

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getting clear, that is something that
I can help you with, whether it's in a

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power hour or whether it's the profile
optimisation that I can work with you on.

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I have services that will
help you with these things.

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So don't put it in the too hard basket.

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That is exactly why I'm here to help.

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So my question is, what would LinkedIn
say you are known for right now?

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Would you agree with it?

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If the answer is no, you know what you've
gotta do this week, so if you take action

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on this, I would love to hear from you.

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Either let me know in the comments
or connect with me on LinkedIn

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and drop me a DM and say, Hey
Michelle, listened to this episode.

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Here's the actions that I took, and let
me know what you've been working on.

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I'd love to cheer you on, and
I'm open to also, I will give

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it back to you in one sentence.

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What I think that you do.

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So if you want that free advice,
very happy to help you out with that.

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So until next week, listeners, cheers.