EP #023: 5 ways your team can support your posts

In an ideal world, each leader on a team would be their own content creator. They would share their own insights and perspective. They would generate awareness for their company by adding value to those around them.

But, let’s face it - not everyone has the time (or interest) to do that.

So instead, I often consider how a team can support their leader’s content without having to expend much time or effort.

Here’s the best way I’ve found to have your team broadcast your message on LinkedIn.

Respond to your posts

As far as we know, the first hour of a post makes or breaks its success. If the post gets engagement, LinkedIn will show it to more people. If it doesn’t get much engagement in that first hour, it is unlikely to be seen by a wider audience.

To help with this, you can have other people engage with your post in the first hour to help it perform better.

While some people leverage “LinkedIn pods” to do this, another tactic is to ask your team to engage with your post when they can.

Specifically, these are the actions I’d recommend they take (in this order):

1. Click on “See more”

2. Leave a comment

3. Like the post

4. Click on your profile

To be clear, this is all conjecture. However, it’s a conjecture based on conversations with 10+ mega-influencers on LinkedIn.

These are all the triggers we believe show the algorithm that a post is worthwhile. It’s also generally believed that a comment matters more than a like, and that the first of those actions is what matters to the algorithm.

That’s why - to be safe - I encourage my team to comment before liking a post.

Clicking on the author’s profile shows the algorithm that you liked a post so much, you got curious about their background.

Justin Welsh - who has 450,000 followers and is the person I most respect on LinkedIn - has done this exact routine with his wife (and vice versa) for over four years now.

And remember - timing matters. In an ideal world, your team would take these actions within the first 10 minutes after a post goes live each day. But barring that, the first hour makes a critical difference.

Resharing your posts

This is a tricky one. In our research last year we found that after June’s algorithm change, reshared content received 85% fewer views than original content on LinkedIn.

Based on this statistic, I typically advise clients to avoid resharing content, as it doesn’t appear to perform well.

That said, this is an insight we will be revisiting in 2024. It does appear that there is some algorithmic benefit to an original post when someone else reshares it.

As a result, it could be helpful to have members of your team occasionally share your posts with their audience.

I’ll be sure to share in this newsletter when we revisit this analysis to see how the data supports this one way or another.

New, free reports

Last week, I released two new, free resources that may benefit you:

1. CEO LinkedIn Profile Checklist - a one-page checklist of items to improve on your LinkedIn profile

2. A CEO’s Guide to LinkedIn Profiles - a 20-page PDF with specific tactics and examples for each of the 9 areas of your profile to review and improve.

Thanks for reading! If you know of someone who would enjoy this newlsetter, please forward it to them. And, if you’re a leader looking to become a thought leader on LinkedIn, sign up for a consultation. On the call, I can share specific advice based on your situation, and see if we’re a good fit to work together. You can sign up for a consultation here.

Best,
Justin

Justin M. Nassiri | Founder & CEO
M: 650.353.1138 | E: [email protected]
250 Fillmore St Suite 150, Denver, CO 80206
www.ExecutivePresence.io

Executive Presence specializes in helping top-tier executives boost their visibility, activate their network, and position themselves as thought leaders via our premium, fully-managed LinkedIn service.

Our unique process involves ex-McKinsey, BCG, and Bain consultants conducting monthly hour-long interviews with our clients, and turning them into impactful daily LinkedIn posts to establish their unique voice and authority. On average, our clients see a 500% bump in engagement in their first 30 days with us. Data is continuously analyzed to improve engagement and identify impactful messaging that you can use for conferences, podcasts, and internal communications.