The Badge Paradox: My LinkedIn Odyssey and Lessons for Self-Promotion

The Unexpected Invitation

Last spring, I received an invitation to contribute to collaborative articles, a new feature on LinkedIn. Some secret filter suggested to them that I could be a good fit for Technical Support articles. Curiosity piqued, I thought, "What the heck, let's see how this goes."

The article topics and layouts were occasionally bizarre, but adding my thoughts felt almost effortless compared to crafting brand new posts. As I continued contributing, people I didn’t know started upvoting my contributions. This wasn't just a fleeting experiment; LinkedIn was investing in it.

Earning the Badge

Then, one summer day, a shiny new badge appeared on my profile: 'Top Technical Support Voice.'

It was a moment of unexpected excitement. Being recognized, even by an algorithm, felt validating. The high continued when I received an email from LinkedIn, inviting me to an in-person Top Voices meetup in San Francisco. The algorithm had deemed me worthy again!

A Glimpse Behind the Curtain

On October 19, I made my way to LinkedIn’s San Francisco office (ironic since I live a mile away from the main LinkedIn headquarters in Sunnyvale). I dusted off my social skills, interacted with Actual Live Humans, and ate tasty cafeteria food. Slides marked 'DO NOT SHARE' hinted at exciting future plans for collaborative articles.

I left energized and slightly sunburned and my LinkedIn tagline soon boasted that I was a 'Community Top Voice’. Others were taking it seriously, after all, so why not?

Shifting Focus

Last month, I decided to make a big pivot in my business and focus solely on email marketing and Google Workspace. Technical Support was still a "nice to have" badge, but I wanted to get an Email Marketing one just to be more "legit" (there’s no badge for Workspace - believe me, I looked).

The Reality Check

I started making contributions but nothing seemed to make a difference. I had also noticed some "marketing bros" who had not one, not two, but up to 75(!) Community Top Voice badges.

Something seemed hinky.?

Indeed, you can hire someone on Fiverr to get you a Top Voice badge. It doesn't even cost a lot. So what was that shiny badge worth? An invite to the LinkedIn office or a few dollars?

Playing the Game

Last week, a reversal of fortune: my Technical Support badge disappeared. Though it had brought me nothing tangible beyond the meetup invite, its loss stung, and it was painful to lose that recognition as I was navigating my pivot and feeling invisible despite all my efforts at marketing.

Frustrated yet determined, I decided to play the game. I doubled down on my contributions to both Technical Support and Email Marketing articles, strategically seeking upvotes. And lo - a couple of days later, I woke up to not one, but two badges! Technical Support and Email Marketing were shining bright and I could only pick one to display...

Strategy Over Sentiment

It still doesn't feel real. It feels gamed. It feels like it was less about the quality of content and more about knowing how to cater to the algorithm.

But that's how it goes with a lot of shiny awards: you either speak up or have others speak up on your behalf.

A badge has nothing to do with your worth as a human. It's an indication that you have hit the target that “they” had set up. It can still give you a feel-good boost and benefit you professionally.

Balancing Authenticity and Strategy

For business owners, especially those uncomfortable with self-marketing, the key is to balance genuine expertise with an understanding of the platform's dynamics. Engage with these systems, but don’t take them too seriously.

Key Takeaways for Business Owners

1. Understand the Platform: Recognition is not just about quality of your contributions; it's also about understanding and engaging with the platform's overlords’ goals and the algorithms set up to serve them.
2. Use Recognition as a Tool: View badges and accolades as tools for networking and credibility, not as the end-all of your personal or professional worth.
3. Stay Adaptable and Resilient: The rules of digital platforms change quickly; stay adaptable and resilient in your self-promotion strategies.

On the Internet, visibility and recognition come with their own set of rules. Understand your goals and how they align with the platforms.

I'm still waiting for a message from someone impressed by my badges and eager to hire me. In the meantime, I'm carefully tending my badges - but not too much. Just like anything in these walled digital gardens, they can vanish in an instant.