How can we convince the algorithm that our posts are worth featuring?

This is the first question every individual who has ever posted anything on LinkedIn asks.

So how can we convince the algorithm that our posts are high-quality, offer added value, and are worthy of being shown to other users in our community?

The answer is simple, yet not easy. The first question is whether we are dealing with a business or a personal profile. During his lecture, Richard Van Der Blom drew important parallels between the two and emphasized the significance of posting on each individually. Posts published on a business profile will never achieve the same—or even better—results as those on a personal profile. People prefer to follow profiles where they know who is behind the content, which underscores the importance of storytelling in posts (see the article: The Importance of "Storytelling" on LinkedIn: Highlights from Richard van der Blom's Lecture). Business profiles are often managed by agencies or employees who have no direct connection to the actual leadership of the company, and for this reason, people are less inclined to follow or engage with them.

On the other hand, a post on a personal profile highlights the individual, which attracts people. They know who is posting the content and who they are interacting with in the comments and private messages. They know that a personal presence is behind the post—a presence they trust.

Regardless of which profile we manage, the same “rules” or guidelines apply to both if we want to achieve results and win the favor of the LinkedIn algorithm.

What About Content for Posts?

Let’s examine what types of content work best for posts. When posting, Richard advises following a funnel approach. The initial posts are always intended to build awareness—whether that’s brand awareness or awareness of our services/products, it doesn’t matter. The goal is to make our name or our company’s name known. Once people are more familiar with us, our company, or our services, it becomes much easier to move to the next level where we encourage conversation.

We can stimulate conversation and receive feedback on our content most quickly and easily through comments. However, for people to even look at the comments, there must be added value there. When posting content, ensure that people gain knowledge not only by reading the post, but also through the discussion in the comments. Continue sharing insights in the comments, and responses will follow. This not only helps us network and build relationships, but it also improves the visibility of the post—since with external comments, the post becomes visible not only to our community but also to theirs. This, in turn, builds trust within the community, which is extremely important for establishing quality connections.

By establishing a market presence and building awareness of ourselves and our services, we eventually move through the funnel into the sales segment, which is our goal. Not every post needs to be sales-oriented; even those that aren’t will eventually contribute to acquiring new customers. People will have more trust in us and our services if they receive added value from our posts and don’t feel that we are merely trying to sell them a product or service.

So, What Is the Key to Success?

During the lecture, the speaker highlighted five key aspects to keep in mind when working on LinkedIn.

Authenticity, Consistency, Quality

Authentic posts that are consistent and high-quality = Success.

But how do we achieve that?

How do we ensure that our posts are truly consistent yet remain high-quality and offer added value to our followers? We agree that sometimes it’s hard to find inspiration for good posts; however, it’s better to skip a post than to publish one that lacks added value and fails to resonate with our followers. Poorly performing posts can undermine all the hard work we put into our previous quality posts. It is therefore important to strike a balance between the frequency of posts and maintaining their quality and authenticity.

Employee Profiles Perform Better Than Business Accounts

This is simply because followers recognize that a personal persona is behind the content. With business profiles, it quickly becomes apparent that people do not want to engage because they do not know who is behind them. Typically, such profiles are managed by agencies that have no real connection with the company, making the interaction feel impersonal. It is therefore important that your employees also participate in promoting your business. Whether it’s by posting, sharing your posts, or simply commenting on existing posts on the business profile, each of these actions will help increase the profile’s visibility.

Variety in Posts and Storytelling

You can read more about the role of storytelling—why and how it transforms our profile—in our other article (see: The Importance of "Storytelling" on LinkedIn: Highlights from Richard van der Blom's Lecture). Meanwhile, variety in posts helps us build a community of individuals from diverse fields. This does not mean that you need a separate profile from your job. For example, if you’re focused on marketing, your diverse posts might showcase different aspects and approaches within the field of marketing.

Posting and Nurturing

Posts alone, of course, are not enough. It is also necessary to ensure interactions beneath your posts and among your published content. LinkedIn private messages should not be a foreign tool; they should be part of your daily routine. Whether it’s providing feedback on a post, networking, or simply requesting a connection, private messages help create a more authentic experience and present you as an active individual. Daily participation in debates and commenting on others’ posts enables more people to recognize your name, your abilities, and your knowledge—and in doing so, you expand your network of contacts.

Understanding the Algorithm

Knowing when to post, and being consistent and precise with your posting schedule, will enable the algorithm to start recommending your posts to more people. If we plan our posts every day at 8:00 AM, over time the algorithm will get used to that and expect them at that time. When we publish a post, it will know exactly to display it at the very top of our followers’ feeds, thus enhancing visibility and exposure.

So, How Do You Write the “Perfect” Post? What Should It Include?

The first important factor is timing—when should the post be published? It is extremely important to determine when your followers are most active, as the crucial 60 minutes after posting are vital. If we achieve good engagement, receive quality comments, and spark discussion during this time, the post will be much more successful than if published at an inopportune moment.

Visual content. Images, changes in font, or emojis act as “scroll stoppers.” People casually browsing their LinkedIn feed are more likely to stop at your post if your creative or visual material catches their eye. This can also include video content. However, be careful not to overdo it. If your post contains video content, it should not also have a long text, as the follower might not view both. If a longer text is necessary, ensure the material is presented visually and attractively.

Triggers. Starting your text with a question or an unfinished sentence will encourage readers to click the “see more” button and read your post to the end. All of this is recorded by the LinkedIn algorithm, increasing engagement.

Using CTT and CTF segments. With these segments, you can quickly stimulate discussion in the comments and continue your thoughts, allowing followers to engage more authentically with their opinions. Learning about other perspectives and opinions is always welcome, especially in a dynamic field like marketing today.

Summary

So how do we achieve a good LinkedIn post?

Authenticity, consistency, and quality—posts that offer the reader added value. These three elements are key to the success of every LinkedIn profile. Additionally, by understanding the LinkedIn algorithm and using visually appealing and engaging content, you can achieve even better results.

Combined with content that encourages conversation among your followers and within your community, you have the recipe for success that will eventually translate not only into building a strong LinkedIn authority but also into driving sales activities.

Interested in more? Follow our LinkedIn channel and upcoming blog posts!