There are some LinkedIn metrics we think about and know well.
Connections represent the breadth of our digital network.
Followers represent those who are interested in our content.
Page views happen when people visit our personal page.
One that is less discussed are LinkedIn appearances.
LinkedIn Appearances
Just like mainstream marketing, appearances are like impressions.
These are the times when your photo, name, and headline show up in someone’s feed.
For example, this is mine:
When Can Appearances Happen?
Appearances can happen through search results, posts, comments, and recommendations.
The more frequently our profile pops up in someone’s feed, the higher our visibility.
We can strategically consider our appearances just like a brand with our “LinkedIn Strategy”.
Importance of Our Appearance Elements
As shown above, there are three things shown in an “appearance” – photo, name, and headline.
With so little real estate, we want to make those three things memorable.
Photo – Ensure that something stands out and will be noticed/recognized over time.
Name – You can add something after your name to add impact – certification, specialty, etc.
Headline – The headline is the space to quickly express who you are. Titles, companies, specialties, and statements are the most frequently used. Do a little benchmarking and see what you like. There are also headline generators out there that give great results. This is the generator I used to brainstorm before landing on mine. I found this article with the “top 10” in case you want to explore other options.
Intentional Actions to Increase Our Appearances
How can we intentionally engage to make appearances more likely? This is about engaging authentically. Appearances are a result, not the intention. Here are just a few ideas:
Search – Ensuring we are using words in our profile that people might be searching.
Likes and Comments – Engaging with content others are posting.
Sharing – Find content that you believe will resonate with your connections and share it – with or without your personal perspective added.
Posting – Creating your own content has two potential benefits – The appearance of the original post and the possibility of that post being shared by your connections.
Your Turn
Have you reviewed or updated your Appearance Elements lately?
Does this article make you feel different about the content?
If this is the “ad” that gets people to click and learn more about you, what is missing?