When it comes to social media platforms, LinkedIn hasn’t always had the most exciting reputation - like the boring friend that no one wanted to party with.

But in recent years, the platform has undergone a transformation, and now it’s back at the party with a new personality and more friends.

Did you know that more than 850 million people in 200 countries and regions now use LinkedIn? That’s still a long way behind Facebook (around 2.9billion) and Instagram (1.2billion), but it’s not to be sniffed at because it is still a lot of potential contacts and customers.

Its age group has changed too. It is no longer a realm of older established business people - most of the users now fall into the 25-40-year-old category and you’ll see everyone from CEOs to start-up founders and sole traders to NGOs and not for profits.

That wide range offers you a lot of choices when you are looking for new connections.

So, should you be using LinkedIn as a platform in 2022? The answer is big heck yes! And here’s why…

MORE REASONS TO LIKE LINKEDIN AS A PROFESSIONAL PLATFORM

It allows you to separate your professional life from your personal 

On platforms like Facebook and Instagram, the lines between professional and personal can often get blurred. There’s a chance your professional connections might also end up seeing your holiday snaps alongside your business posts.

Directing people to your LinkedIn profile instead helps you keep that separate.

It encourages long-form content with real value

Social platforms like Twitter and Instagram encourage short sharp updates or even just an image. But LinkedIn gives you a chance to create longer posts and more informative content. This makes it an excellent place to grow your brand, build credibility and establish yourself as an expert in your field.

I recommend spending time every day (ideally) or at least 2-3 times a week engaging in other people's content. What I mean by this is to like (use a suitable reaction) their post, leave a meaningful comment, answer a question if they ask one and contribute to the conversation. The comments that you make are seen by other people and come up under your "Activity" section, so be thoughtful with what you write.

It is set up to showcase your skills

Your LinkedIn personal profile has sections for displaying your professional experience, qualifications and skills. It makes it easy to showcase your abilities and your background, allowing you to build your credibility even further.

You can also set up a page specifically for your business. Known as a Company page, you can showcase what’s going on at your business and highlight the solutions you provide. With tracking analytics, you can see which content is performing the best. Utilise LinkedIn Live events and different content publishing options - posts, graphics, videos and articles -  to keep your audience engaged.

It’s a good place to find work

Whether you are looking for employment or trying to gain new clients for your business, LinkedIn is the way to do it.

As a business owner, you can take a direct approach by driving people to perform a specific action with a targeted CTA button, or add a Lead Gen form so that people can leave their details via your company page. For a more organic approach, you can post content that people are able to engage with and respond to.

In terms of employment, employers can advertise jobs on the LinkedIn platform, and you can apply for them. You can also mark yourself as open to work so that potential employers know that you are available. If you set up your profile well enough, then you might just find recruiters come to you. And of course, you can use LinkedIn to network with people who work for companies you might want to work for. You can often connect directly with the hiring managers, the department head, or even the business owner themselves.

The platform and its users have a professional mindset

When most people browse LinkedIn, they are there with a professional mindset. They are consciously engaging with the content, rather than mindlessly scrolling in front of the TV! In general, posts about professional matters that add value to someone’s business are most favoured.

This means you can make a real connection with your audience and start meaningful conversations about key matters in your industry.

So Should You Be On LinkedIn In 2022?

The answer is probably yes. Even more so if you work B2B or offer professional services and want to grow your network of potential clients. It’s also vital for building relationships with other service providers who offer complementary services, and helping to build a professional personal brand.

For those wanting to build a professional network that is removed from their personal life, LinkedIn is the obvious choice.

But, like any social media platform, you should carefully evaluate whether your target audience hangs out on LinkedIn and how much return you will get on the investment of spending time creating content for the platform.

LinkedIn success won’t happen by magic. You need to have a strategy in place for how you will approach the platform and get the most out of it. While the content is more professional, it still needs to be engaging and add value to users.

If you’d like some help evaluating whether LinkedIn is right for your business or establishing your LinkedIn strategy, then I can help. My social media coaching helps you to understand the different social media platforms and which ones you should be on, plus the best type of content to post on each platform.

Email me to book a strategy session now or connect with me on Facebook, Instagram or LinkedIn.