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8 Virtual Interview Tips to Help You Get The Job

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8 Virtual Interview Tips to Help You Get The Job


If you’ve landed on this post, it’s likely that your resume has impressed the hiring manager(s) at the company you’re applying to work for, and you’ve now been invited to a virtual interview. That’s a huge accomplishment.

If you’re looking for video interview tips, tricks, and best practices — or just want to know what in the world an automated interview is — you’ve come to the right place.

How to Prepare For Virtual Video Interviews

There’s something about remote interviews that can make the interview process more daunting. For some, it’s the risk of technical difficulties. For others, it’s the inability to read full body language.

However, virtual interviews can actually be better than face-to-face meetings. For one, you don’t have to travel, giving you more time to prepare and get yourself ready. Secondly, you can have some notes on your screen to help you hit some key points during your conversations.

Just like a traditional interview, a video interview is your moment to sell yourself to the interviewer and put a personality behind your amazing resume.

In fact, it’s what Shavon Bell, former executive recruiter at HubSpot, looks for when speaking with candidates.

“I recognize it can be challenging for a senior leader to fit all of their experience into a two-page document, so don’t leave anything to be assumed during exploratory conversations or an interview, tell your story the way you want it to be told — transparency is key,” she says.

Telling your story is what will set you apart from others – but that’s not all. It’s also important to know the story behind the company you’re interviewing with.

For Kate Kearns, one of HubSpot’s campus recruiters, showing that you’ve done your research on the company will make you stand out.

“Take some time to make sure you are prepared to answer questions testing your knowledge of the company and role,” she says.

Think about what hiring managers want to know about you during your short time talking. It’s not as easy to make a connection virtual, so finding ways to do so naturally will likely raise your interview score.

For example, explain how the role will help you reach your professional and personal goals. Identify what you can add to the company, and mention those superstar qualities about your talent that will make the hiring manager go to bat for you.

Next, we’re going to go over some tips you can follow for video interviews, but if you would like more information about preparing for an interview, check out this interview kit.

8 Virtual Video Interview Tips

It’s the big day. Or, as those in the theater call it, opening night.

The task at hand: sell yourself. Don’t let the screen interrupt the purpose of the interview. You know you have what it takes to land that role, and with these tips, you’ll knock that interview out of the park.

1. Dress to impress your interviewer.

As The Office character Michael Scott says, “I’m not superstitious, but I am a little stitious.”

That’s where my lucky interview blazer comes in. Every time I have a video interview so does my blazer: I never start one without it.

Even though your interview will be through a screen, dressing for the interview communicates to the interviewer that you still know how to maintain professionalism in a virtual setting.

So, even though you might be in your bedroom, or sitting at your kitchen table, make sure you’re in your business best. This can be a button-down shirt, a blazer, a suit, or simple jewelry.

2. Keep your notes accessible.

If you’re someone who finds it helpful to refer to notes when interviewing, keep them in front of you.

For me, it’s helpful to have my LinkedIn profile and resume open in another window, with sections I know I want to mention highlighted or bolded. This helps to make a quick reference.

Why it works: By already having those reference points accessible, you won’t forget anything important.

3. Test your technology beforehand.

You will be notified of the software you need to have in order to successfully complete your interview well in advance. Maximize this time, download the software if you haven’t already, and make sure you understand the basics of how it works.

This is also a great time to test how your webcam interacts with the software. No two video technology services are the same. So, you’ll want to test:

  • Microphone
  • Lighting
  • Camera

Pro-tip: Frame your camera so that the interviewer can see your face down to your shoulders and that there are a few inches of room above your head.

4. Maintain eye contact with your interviewer.

Remember: The only difference between a video interview and a traditional interview is that you aren’t in the same room as your interviewer. That said, be sure to maintain eye contact with your interviewer.

You might have other distractions, things that are unavoidable when working from home, such as family or roommates. The best way to maintain professionalism regardless of the outside environment is to keep eye contact and make sure the interviewer knows you are engaged. After all, they will be keeping eye contact with you.

Pro-tip: If you’re using two monitors, be sure to talk and look at the screen with the camera. Otherwise, the interviewer will look at your profile and be wondering what else you’re looking at.

5. Minimize possible distractions.

Even though there might be uncontrollable distractions, there are distractions that you can control. For instance, keep your phone away from you. Turn it over and put it on silent or in another room.

Additionally, if you plan to conduct your interview outside of an office setting, like a kitchen or a bedroom, be sure there’s nothing distracting in the background like a mess or people walking by.

Be sure to clean up your background so that the focus stays on you or use a background blur filter if your software allows.

Lastly, inform any roommates that you will be in a meeting during the time so that you’re not interrupted.

6. Set up proper lighting.

Because you won’t be meeting your interview in person, it’s important that they can clearly see you on video.

When you’re testing your technology, this is the perfect time to also test your lighting. Ideally, you can sit in front of a window to benefit from natural lighting.

If that’s not possible, you may need to buy a desk lamp to help illuminate your full face.

Pro-tip: When using a desk lamp, don’t aim the lamp right on your face. Instead, direct it to the wall and let the light reflect back to your face. This will give you more natural, diffused light instead of a harsh light with hot spots.

7. Be early to each round.

This is a chance to go over notes and take a few deep breaths to stay calm and motivated. It makes a big difference to go into an interview calmly and composed, rather than rushing to join the video call after a quick bathroom break.

This doesn’t mean that you have to sit around on Zoom or Skype 20 minutes prior to your interview start time. However, do try to be five minutes early for each interview round.

8. Speak loudly and clearly.

If you have a soft voice, be mindful of speaking loudly enough so your microphone will pick up your voice. Video interviewers have a little less to go from, and if they can’t hear you, they won’t be able to assess your answers.

To prepare for this, record yourself saying the lyrics to your favorite song with the video software you will be using. Take time to separate the words, and listen back for volume control.

In essence, a traditional video interview is one that you can complete from your own space. Fixing up this space to be interview-ready can be a challenge, but you don’t have to completely alter the functionality of the room. Just be sure you’re communicating yourself and your professionalism.

Now, what if your interview doesn’t include an interviewer? That means it will likely be automated. Let’s go over what that means, and provide tips on how to master them.

These interviews take an in-person interviewer out of the equation. Instead, your interviewer will be a series of questions that you’ll have an allotted amount of time to read and comprehend. Then, you will record your responses via video or text, depending on the instructions.

How do you successfully complete one? Let’s cover some best practices.

When the interviewer is merely represented by words on a screen, it can be an unnerving experience trying to prepare for the interview questions. But don’t fear, these tips will help you make sure you have all your bases covered to ace your automated interview.

1. Test your technology in advance.

When you receive your automated interview invitation, make sure you have the correct software needed. For instance, if your automated video is hosted using a third-party app that you have to download, make sure you have it beforehand.

Additionally, test your tools:

  • Is your webcam working?
  • Is your microphone turned on?
  • Is your keyboard properly working?
  • Is your face illuminated or do you need better lighting?

All of these questions will be imperative to your success in an automated interview — there’s nothing worse than realizing something’s wrong once the timer starts.

2. Do a trial run beforehand.

Think about the questions you might be asked during the interview. Then, record yourself answering them on a time limit. Note: this will feel weird and unnatural.

However, timing your answers and analyzing your body language will help avoid those intrusive interview thoughts of, “Will I have enough time?” and “How am I coming across?”

Treat the trial as if it’s a real interview: dress for the occasion and rehearse earnestly.

3. Speak steadily and concisely.

My biggest fear when I was interacting with my first automated video interview was having enough time to get all of my thoughts out. My advice is to trust the time limit. Chances are, most of your in-person interview responses take the same amount of time the automation allows.

That said, you’ll have more than enough time to speak steadily. When you practice, take note of your sentence flow and be mindful of how fast you’re speaking.

On the other hand, your answers should get to the point — avoid fluff so you can get to all the points of the question.

4. Be cognizant of body language.

During in-person interviews, you’re likely hyper-focused on body language. Automated interviews should be no different, especially if you are recording your answers with video.

Remember to treat these interviews as if they’re with another person (More often than not, real people will be assessing your answers.)

Make eye contact with the web camera or the screen in front of you and maintain a professional posture.

5. Don’t overthink the interview.

Automated interviews usually provide clear instructions and more than enough time to answer the question.

In fact, automated interviews can be quite fun; you’ll have the opportunity to present yourself in a new way, and to do so within the comfort of your own space.

6. Make sure you understand the prompts.

Once you receive your prompts, take the time to read, comprehend, and form your answer before you record.

You won’t be able to ask the prompt for clarification and you may not be able to re-record your answer once you send it in. With this in mind, don’t rush into recording. Take the time to ensure you understand the question and know how you will deliver your answer.

However, just like in in-person interviews, mistakes happen. If you flub a word, misspeak, or want to change your answer mid-way, it’s not the end of the world. Continue on confidently.

You’re human and the person reviewing your interview is too.

7. Give it your best shot.

One of the biggest mistakes you can make during an automated interview is not answering a question. Even if you are unsure of what the question is asking, take your best shot. You can always restate what you believe the question is asking in the interview to clear up confusion.

If the prompt asks you to detail a situation you’ve never been in before, instead of leaving the answer field blank, or answering the question by saying, “I don’t know, I’ve never encountered that,” explain how you would approach the situation instead.

It looks way better hiring managers for an answer to start with, “I’ve never come across this situation in particular, but if I had, this is how I would approach it,” other than no answer at all. Remember, these situational questions are to demonstrate your problem-solving skills in a work environment.

Overall, take a deep breath. Your resume has already impressed the company, and the purpose of the interview is to make sure you can back up your experience. Give the interviewer, whether automated or in-person, a chance to get to know you, your personality, and your professionalism.

Good luck!

Editor’s Note: This post was originally published in May 2020 and has been updated for comprehensiveness.

Apply for a job, keep track of important information, and prepare for an  interview with the help of this free job seekers kit.



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MARKETING

Is a Marketing Degree Worth it in 2023?

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Is a Marketing Degree Worth it in 2023?

If you’re thinking about getting a degree at any age, it makes sense to think about the value of that degree. Is the qualification needed for the career you want? Are there alternative paths to that career? Can you develop better skills by gaining experience in work? 

All of these are perfectly valid questions. After all, getting a degree requires a pretty large investment of both time and money. You want to know that you’ll get enough return on that investment to make it worthwhile.

Why marketing?

When it comes to marketing, a lot of entry-level jobs list a bachelor’s degree as a requirement. That doesn’t mean there aren’t alternate ways to get into marketing but having a relevant degree certainly makes your resume more competitive. 

Growth industry

Marketing skills are in demand in the current jobs market. According to a recent report from LinkedIn, marketing job posts grew 63% in just six months last year. Half of those jobs were in the digital and media sectors, meaning digital and content marketing skills are highly valued

Personal Development & Career Path

The reason for this increased demand for marketers is tied to the rise in digital marketing. New methods of marketing have continued to develop out of the digital sector. This means that marketers capable of creating engaging content or managing social media accounts are needed.

This leaves a lot of room for personal development. Young graduates who are well-versed in social media and community management can hit the ground running in digital marketing. Getting on this path early can lead to content strategist and marketing management positions.    

What are the Types of Marketing Degrees?

When we say marketing degree, the term is a bit too general. There are a lot of degree paths that focus on marketing in major or minor ways. The level of degree available will depend on your current education history, but the specific course will be down to your personal choice. 

Associate, Bachelor’s, or Master’s?

Recent statistics suggest that 74% of US marketing professionals hold a bachelor’s degree. 9% have an associate degree and 8% have a master’s degree. Here’s a quick overview of the differences. 

Associate degrees – 2-year courses that cover marketing and business in a more basic way than bachelor’s qualifications. They’re designed to give students the basic skills needed to apply for entry-level marketing jobs.   

Bachelor’s degrees – 3/4-year courses that cover business and economics. There is a range of bachelor’s courses with marketing at their core, but you’ll also cover wider business topics like management, communication, and administration. 

Master’s degrees – 2-year courses, usually only available if you’ve already completed a bachelor’s degree. MA or MBA courses are designed to develop a deep understanding of complex business topics. They are highly specific, covering areas like strategic marketing or marketing analytics. 

Free to use image from Pixabay

Marketing Specific or Business General? 

This is down to personal choice. There are general business degrees that will cover marketing as a module as well as marketing-specific degrees. There are also multiple universities and colleges, both offline and online, offering different course platforms

If you’re looking at a specific job role or career path, then research which type of degree is most relevant. Remember that you will need to add to your marketing skills if you intend to progress to management roles in the future. 

Check the Modules & Curriculum

This is important, and not only because it lets you see which courses align with your career goals. Marketing has changed significantly over the last decade, even more so if you go back to before the digital age. Many business courses are still behind on current marketing trends. 

What Jobs Look for a Marketing Degree?

Once you’ve got your marketing qualification, what jobs should you be looking for? Here are some job titles and areas you should watch out for, and what qualifications you’ll need for them.

Entry level

If you’re starting with a degree and no experience, or work experience but no degree, take a look at these roles. 

  • Sales/customer service roles – These are adjacent roles to marketing where most companies do not ask for prior qualifications. If you don’t have a degree, this is a good place to start.
  • Marketing or public relations intern – Another possibility if you don’t have a degree, or you’re still in education. 
  • Digital/content marketing associate – These roles will almost always require an associate’s or bachelor’s degree. A good grasp of new digital and social marketing techniques will be required to succeed. 
  • Copywriter/Bid writer – This is a good route into marketing for those with journalism or literature qualifications. These roles combine aspects of marketing, creative writing, and persuasive writing. 
  • SEO specialist – A more focused form of marketing centered on SEO content optimization. If you know how to optimize a blog post for search engine rankings, this role is for you. Bachelor’s or associate qualifications will be a minimum requirement. 
  • Social media/community manager – Since these are relatively new roles, we tend to see a mix of degree-qualified marketers and people who’ve had success fostering communities or online brands but don’t have on-paper credentials.  

Free to use image from Unsplash

Career Progression

If you have an MA or MBA, or significant experience in one of the above roles, then you can look at these more advanced roles for your career progression.

  • Digital Marketing Manager – A role for experienced marketers that involves running campaigns and coordinating marketing associates. 
  • Senior Marketing Coordinator – A department management level role. Responsible for overall marketing strategy and departmental performance.  
  • Content Strategist – A specialist role that focuses on content strategy. Designing content plans based on demographic and keyword research are a core aspect of this role. 
  • Marketing Analyst – This role involves analyzing customer behaviors and market trends. If you want to move into analysis from a more direct marketing role, you’ll likely need specific data analysis qualifications. 
  • Public Relations Specialist – The public voice of a large organization’s PR team. Managing a brand’s public perception and setting brand-level communication policies like tone of voice.   
  • Experiential Marketing Specialist – This area of marketing is focused on optimizing the customer experience. Experiential specialists have a deep understanding of customer psychology and behaviors. 
  • Corporate Communications Manager – Communications managers are responsible for company-wide communications policies. This is an executive-level role that a marketing coordinator or public relations manager might move up to. 

Average marketing salaries

Across all the roles we’ve discussed above, salaries vary widely. For those entry-level roles, you could be looking at anything from $25 – $40K depending on the role and your experience. 

When it comes to median earnings for marketers with a bachelor’s or master’s degree, we can get a bit more specific. Recent statistics from Zippia show us that $69,993 p/a is the average for bachelor’s degree holders and $80,365 p/a for master’s degree marketers. 

Image sourced from Zippia.com

Marketing Degree Pros and Cons

So, the question we asked above was “Is a marketing degree worth it?” Yet, in truth, it’s not a simple yes or no answer. The question you need to ask is “Is a marketing degree right for me?” Here’s a summary of the pros and cons that might give you some answers.  

Pros

  • Degree holders have better job prospects and higher earnings potential in marketing
  • You can study highly specific skills with the right courses
  • Gain soft skills like communication and collaboration

Cons

  • High time and money investment required 
  • Diminishing salary returns at higher levels
  • Can be a restrictive environment for self-starters and entrepreneurs

What are Marketing Degree Alternatives?

If you want to stick with education but don’t want to invest four years into a degree, then accredited online courses can provide an alternative. This can be your best choice if you wish to upskill in a specific area like running conference calls from Canada

If higher education really isn’t your thing, the other option is gaining experience. Some businesses prefer internships and training programs for entry-level roles. This allows them to train marketers “their way” rather than re-training someone with more experience.  

Free to use image from Unsplash

How to Decide if a Marketing Degree is Right for You

Ultimately, choosing to do a marketing degree depends on your goals, your preferences, and your talents. Consider all three factors before making your choice. 

Career Goals

Do you want a management position that needs marketing knowledge? What areas of marketing interest you? What skills do you already possess? Answering these three questions will help you define your career path. That will narrow down your course choices. 

If you want to get better at selling small business phone systems in Vancouver, you don’t need a four-year course for that. If you want to develop into high-level marketing roles, then you want that degree. 

Personality

You don’t need a specific personality type to work in marketing. Your personality and interests might determine what area of marketing would suit you best though. For example, if you’re outgoing and creative then public relations or social media management might be for you.    

Investment & Return

Money isn’t everything. But, if you’re going to put the resources into getting a degree, you want to know that you’ll get some return on your investment. From the figures we quoted above, it seems the “optimal” qualification in terms of salary return vs. time and money investment is a bachelor’s degree. 

Average earnings for marketers with a master’s qualification were only $10k higher. This suggests that you’re not really getting a significant financial return for the additional investment. Of course, if that master’s leads to your dream job, you might see it differently.  

Final Thoughts: Forge Your Own Path

Is a marketing degree worth it in 2023? The short answer is yes. Whether that means a marketing degree is right for you, we can’t tell you. Hopefully, though, this guide has given you the information you need to make that choice. 



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How the LinkedIn Algorithm Works in 2023 [Updated]

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How the LinkedIn Algorithm Works in 2023 [Updated]

LinkedIn bills itself as “the world’s largest professional network” — and they have the numbers to prove it. With over 875 million members in more than 200 countries and regions, LinkedIn is immensely popular and well-used. On top of the sheer size of the platform, nearly 25% of users are senior-level influencers; about 10 million are categorized as C-level executives, and LinkedIn classifies 63 million as “decision makers.”

If you’re a B2B marketer or brand, you probably already know this social media platform offers you an excellent opportunity to reach your target demographic. However, seizing that opportunity is easier said than done since LinkedIn uses a unique algorithm to serve content to users.

In this article, we will walk through how the LinkedIn algorithm works in 2023, best practices for beating the algorithm with organic content, and how brands can elevate their presence on the platform.
 

What is the LinkedIn Algorithm?

 
The LinkedIn algorithm is a formula that determines which content gets seen by certain users on the platform. It’s designed to make each user’s newsfeed as relevant and interesting to them as possible to increase engagement and time spent on the platform. In this way, the LinkedIn algorithm is similar to the Facebook or TikTok algorithm, though LinkedIn’s is slightly more transparent (which is good news!). 

In fact, LinkedIn itself is a good source for demystifying the algorithm and understanding what content is prioritized for members. But the general function of the LinkedIn algorithm is to review and assess billions of posts every day and position those that are most authentic, substantive and relevant to each user at the top of their feeds.  

How the algorithm achieves that function is a little more complex.
 

How the LinkedIn Algorithm Works in 2023

 
 
LinkedIn users’ feeds don’t show posts in chronological order. Instead, the LinkedIn algorithm determines which posts show up at the top of users’ feeds, meaning that sometimes users see older or more popular posts before they see more recent ones.

Several factors influence the LinkedIn algorithm, and the factors change relatively often. Let’s take a closer look.
 

1. Assess and Filter Content by Quality

 
When someone posts on LinkedIn, the algorithm determines whether it’s spam, low-quality, or high-quality content. High-quality content is cleared, low-quality content undergoes additional screening, and spam content is eliminated. 

 

  • Spam – Content flagged as spam can have poor grammar, contain multiple links within the post, tag more than five people, use more than ten hashtags (or use expressly prescriptive hashtags like #follow, #like, and #comment) or be one of multiple postings from the same user within three hours. 
  • Low-quality – Content categorized as low quality isn’t spam but is judged as not particularly relevant to the audience. These posts can be hard to read, tag people who are unlikely to respond or interact, or deal with topics too broad to be interesting to users.  
  • High-quality – “Clear” content is easy to read, encourages engagement, incorporates strong keywords, uses three or fewer hashtags, and reserves outbound links to the comments. In other words, it’s something your audience will want to read or see and react to in a substantive way.

 

2. Test Post Engagement with a Small Follower Group

 
Once a post has made it through the spam filter, the algorithm distributes it to a small subset of your followers for a short time (about an hour) to test its ability to generate engagement. If this group of followers likes, comments or shares the post within this “golden hour,” the LinkedIn algorithm will push it to more people. 

If, on the other hand, the post is ignored, or your followers choose to hide it from their feeds (or, worst of all, mark it as spam), the algorithm will not share it further.  
 

3. Expand the Audience Based on Ranking Signals

 
If the algorithm decides your post is worthy of being sent to a broader audience, it will use a series of three ranking signals to determine exactly who sees it: personal connection, interest relevance and engagement probability. 

These signals boil down to the level of connection between you and the user who potentially sees the post, that user’s interest in the content’s topic and the likelihood of that user interacting with the content. We’ll break down exactly what these ranking signals are further in the post.
 

4. Additional Spam Checks and Continued Engagement Monitoring

 
Even after a post is pushed to a broader audience, the LinkedIn algorithm continues monitoring how users perceive it in terms of quality. If your content is marked as spam or entirely ignored by the new audience group, LinkedIn will stop showing it to those audiences. On the other hand, if your post resonates with new audiences, LinkedIn will keep the post in rotation. So long as the post gets a steady stream of engagement, posts can stay in circulation for months.
 

8 Best Practices to Make the LinkedIn Algorithm Work for You

 
 Understanding how the LinkedIn algorithm works is the first step to reaching more people on LinkedIn and ensuring your content is well-received and engaging. The next step is optimizing your content based on the factors the algorithm prioritizes to maximize its effect. This is where mastering the ranking signals comes into play.

Here are eight tips for crafting high-performing LinkedIn content:
 

1. Know What’s Relevant to Your Audience

 
Relevance is what the algorithm prizes above all other content qualities. For LinkedIn, relevance translates to engagement, which leads to more time spent on the platform, which results in more ad revenue and continued growth. Following this tip will win you points in the “interest relevance” and “engagement probability” ranking categories. 

The entire LinkedIn ecosystem is set up to prioritize highly relevant content. To ensure your posts are relevant, create content focused on your niche and your audience’s specific needs and interests. As LinkedIn’s then-Director of Product Management Linda Leung explained in 2022, “we are continuously investing in the teams, tools, and technology to ensure that the content that you see on your feed adds value to your professional journey.” 

Use customer research and analytics from other social media platforms to learn more about what your audience wants to know. Focus on creating high-quality, valuable content that helps professionals succeed in formats they prefer (for example, videos, which get three times the average engagement of text-only posts). But above all, posting content that is personal and has industry relevance is vital. 
 

2. Post at the Right Time

 
As with most things, timing is crucial for successful LinkedIn posts. It’s even more critical when considering the “golden hour” testing process integral to the algorithm’s rankings. Remember, how much interaction a post gets within the first hour after it’s published determines whether it gets pushed to a broader audience. That means posting at the optimal time when your followers are online and primed to respond is a central factor to success.

You are the best judge of when your top LinkedIn followers and people in your network are most likely to be on the platform and engaging with content. But for the general public, data suggests the best time to post is at 9:00 a.m. EST on Tuesdays and Wednesdays. Cross-reference these times with your own analytics and knowledge about your audience — like a common time zone, for example — to find the best time for your posts.
 

3. Encourage Engagement

 
Your post format can play a significant role in user engagement. The LinkedIn algorithm doesn’t explicitly prioritize videos over photo and text posts, but LinkedIn’s internal research has found video ads are five times more likely to start conversations compared to other types of promoted content. 

Asking a question is another great way to encourage interaction with your post. If you’re sharing industry insights, open the conversation to commenters by asking them to share their opinions or experiences on the topic. 

Additionally, tagging someone in your LinkedIn post can expand its reach, but only tag relevant users and people likely to engage with the post. You don’t automatically get in front of a celebrity’s entire following just because you tagged them. In fact, the algorithm’s spam filter can penalize your post for that. But when you tag someone relevant, the tagged person’s connections and followers will also see your post in their feeds. 
 

4. … But don’t beg users to engage

 
The LinkedIn algorithm penalizes posts and hashtags that expressly ask for an engagement action like a follow or a comment. In an official blog post from May 2022, LinkedIn said that it “won’t be promoting” posts that “ask or encourage the community to engage with content via likes or reactions posted with the exclusive intent of boosting reach on the platform.” Essentially, content that begs for engagement is now considered low-quality and should be avoided.
 

5. Promote new posts on non-LinkedIn channels

 
LinkedIn doesn’t exist in a vacuum, and neither do its users. Content that gains traction in other channels can help boost LinkedIn posts and vice versa. Sharing posts on your website, other social media platforms, or with coworkers can spark the initial engagement required for a viral LinkedIn post. Promoting content on other channels can also encourage inactive LinkedIn users to re-engage with the platform, and that interaction will be interpreted as net new engagement for your post.
 

6. Keep Your Posts Professional

 
As the “professional social networking site,” LinkedIn has a well-honed identity that extends to the type of content it favors. Specifically, business-related content that users will find relevant and helpful to their careers or within their industry. 

This might seem common sense, but it can be tempting to think that content that earns lots of clicks or likes on other social media platforms will perform similarly when cross-posted on LinkedIn. Unfortunately (or fortunately), hilarious memes, TikTok dance clips and personal videos don’t resonate with the LinkedIn algorithm. 
 

7. Avoid Outbound Links
 
 

The urge to include an outbound link in a LinkedIn post is real, especially for B2B marketers using LinkedIn to generate leads and traffic to their websites. But this is universally regarded as a tactic to avoid. LinkedIn wants to keep users on the platform and engaging; link-outs defeat that purpose. Therefore, the algorithm tends to downgrade content that includes an outbound link. 

Posts without outbound links enjoyed six times more reach than posts containing links. Does that mean there’s no room for a link to your brand’s website or blog with additional resources? No. But the best practice is creating content that encourages a conversation and letting the audience request an outbound link. If you feel compelled to link to something off-platform, include that link in the comments. 
 

8. Keep an Eye on SSI

 
LinkedIn has a proprietary metric called the Social Selling Index, which measures “how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships.” Per LinkedIn, social selling leaders create 45% more opportunities than those users with lower SSI scores.

A higher SSI boosts users’ posts closer to the top of their audience’s feeds. While this impacts post visibility for individual posters rather than brands and companies, it remains a significant influence on LinkedIn’s algorithm and is worth noting. 

Source: Business 2 Community
 

An Overview of Ranking Signals on LinkedIn’s Algorithm

 
 
As mentioned earlier, there are three ranking signals the LinkedIn algorithm uses to rank posts in a user’s feed:
 

  1. Personal connections
  2. Interest relevance
  3. Engagement probability

 
And here’s how each signal impacts a post’s ranking:
 

Personal Connections

 
In 2019, LinkedIn began deprioritizing content from mega influencers (think Oprah and Richard Brandon) and instead began highlighting content from users’ personal connections. To determine a user’s connections, LinkedIn considers these two things:
 

  1. Who a user works with or has previously worked with
  2. Who a user has interacted with before on the platform

 
At the top of the feed, users now see posts by people they engage with often and by anyone who posts consistently. Users also see more posts from connections with whom they share interests and skills (according to their LinkedIn profiles). 

That said, as of 2022, LinkedIn is also “creating more ways to follow people throughout the feed experience,” including thought leaders, industry experts, and creators that may be outside of a user’s network. So it’s important to remember that personal connection is just one factor influencing post ranking.
 

Interest relevance

 
Relevance is another of the three ranking signals – and in many ways, the most important one. LinkedIn explains on its engineering blog: “We already have a strong set of explicit and implicit signals that provide context on what content a member may find interesting based on their social connections and the Knowledge Graph (e.g., a company that they follow, or news widely shared within their company).”

LinkedIn also uses what they call an “interest graph” that represents the relationships between users and a variety of topics. This lets the LinkedIn algorithm measure the following:
 

  • How interested users are in certain topics
  • How related are different topics to one another
  • Which connections share a user’s interests

 
The algorithm also considers the companies, people, hashtags, and topics mentioned in a post to predict interest. To maximize the interest relevance ranking, you have to understand your target audience and craft content that they’ll find relevant.
 

Engagement Probability

 
Interaction plays a significant role in a post’s ranking on LinkedIn. The platform uses machine learning to rank interaction in two ways:
 

  1. How likely a user is to comment on, share, or react to a post based on the content and people they have interacted with
  2. How quickly a post starts receiving engagement after it’s published. The faster users interact with a post, the more likely it will appear at the top of others’ feeds

 
Users who regularly interact with others’ posts in their LinkedIn feed are more likely to see interactions on their content, which in turn means that they’ll be more likely to show up on other people’s feeds.
 

Elevate Your Brand’s LinkedIn Presence

 
The LinkedIn algorithm can seem intimidating, but it really isn’t. It relies on a series of rules and ranking measures that can be understood and mastered to present users with content they find helpful in their professional lives.

Knowing that the algorithm prioritizes engagement, relevance and connection will help get your posts in front of more LinkedIn users and improve your overall performance on the platform. And by following the eight best practices outlined in this article, you’ll be able to keep your audience’s interest and create plenty of opportunities for them to engage with your content. 

Tinuiti helps brands strengthen relationships with new and current customers through expert social media strategy and brilliant creative. Reach out to our Paid Social services team to learn how to start advancing your LinkedIn strategy today.

Editor’s Note: This post was originally published in September 2021 and has been regularly updated for freshness, accuracy, and comprehensiveness.

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A Digital Practioner’s Guide to Starting the New Year Right

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A Digital Practioner’s Guide to Starting the New Year Right



It’s that time of year again – the holiday excitement has faded as we fall back into the workweek. With a year’s worth of work stretched in front of us, there can be both a sense of opportunity and overwhelmedness 

Because transitioning back into the swing of things can be daunting, We’ve gathered key takeaways from the previous year, global Opticon Tour, and how we can successfully apply those learnings in 2023.  

1. “Work about work” is holding teams back. Take this chance to declutter.  

Consider the reality of what most digital teams are up against. When it comes to managing the content lifecycle, draft documents that are stored in separate places and disparate tools that don’t work together are the norm for many. With no centralized point of communication and cumbersome workflows, it can take forever for teams to create and approve content, and work is often duplicated or unused.  

After work is completed, it can be easy to dismiss the headaches caused by inefficient, siloed workflows and processes. But the long-term effects of inefficient and bulky collaboration can be detrimental to a brand’s digital experience – and bottom line. (Those who joined us in San Diego at Opticon might recall this concept played out via ). 

Digital teams with unwieldy content lifecycles can take back control using , saving countless hours and frustration over the year.  

2. Change is constant. Set your team up to be adaptive. 

We all know how difficult it is to create amazing customer experiences these days. The world is moving faster than ever, and change is constant and chaotic with uncertainty on nearly every level: economic upheaval, rapid cultural change, ever-escalating customer expectations (thanks, Amazon), and a tight talent market.  

To not only stay the course but to also grow in this unpredictable environment, it’s important that teams constantly stay on the lookout for new ways to drive more sales and increase loyalty. In other words, consistently deliver modern, relevant, and personalized commerce experiences.  

But keeping pace doesn’t necessarily mean working harder. Optimizely’s Monetize solutions, teams can drive sales and loyalty with fewer costs and efforts.  

3. Data fuels a great customer experience. Test and optimize every touchpoint. 

As practitioners, we all know that the best customer experience wins.  

When teams don’t clearly understand what’s happening and when, they miss the mark. With little patience and high expectations, today’s customers will simply switch to a competitor that better understands them and provides a more personalized experience.  

But when teams work together to inject data across silos, they have the insight needed to make the right decisions and create with confidence.  

For instance, take the marketing team: with access to a slew of customer touchpoints and experimentation data, marketers should be a critical resource for understanding customers’ wants and needs. Developers, product teams, and beyond should utilize this data to remove the guesswork and inform strategies, priorities, roadmaps, and decisions.  

With customer-centricity at the heart of any great digital experience, the best experiences are fueled by data uncovered by high-velocity experimentation. Consider the power that Optimizely’s Experimentation products can have on your entire team’s ability to unlock personalized insights and better connect with customers.  

Hopefully, your new year is off to a great start – but if you’re feeling a little off track, contact Optimizely today to learn more about our DXP can impact your business and set you up for a successful and productive year.  

A special thanks to our sponsors at Opticon London – Microsoft, Google Cloud, Valtech, and Siteimprove – and Opticon Stockholm – Microsoft, Google Cloud, Valtech, and Contentsquare. 


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