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Using LinkedIn to market ourselves

Setting up a good LinkedIn profile with some real content behind it can be a great idea. There are a number of reasons, both for now and for an unforeseeable future.

For now, writing good articles for the site and linking it to your name is a good thing for your company, and very much something that can be justified within employment hours. The bonus is that anything you build will accompany you in the future, wherever your career may take you. And none of us know what the future will hold. I don’t have UK figures, but in the USA the average lifespan of major companies has decreased from 67 years in the 1920s to just 15 years today. If you’re in the first half of your working life, it’s unlikely that your employer will even exist when you retire, never mind you still wanting to be there.

If you think of LinkedIn as an evolving, public CV with material showing your authority and expertise, you might want to put a bit more effort into getting some content behind it. One of the good things about writing for LinkedIn is that the article will show up in the feeds of all your connections, and should be visible on a broad basis for a long time.

In summary: make sure your LinkedIn profile page is attractive and up to date, and that you start to build a library of articles there showcasing your interests and expertise. Your future self may well thank you for that.