To Follow or Connect? Simple Tips To Navigating LinkedIn Networking

There are two ways to network with folks on LinkedIn: Connections and Followers.

According to LinkedIn FAQ’s, connections are members who connected on LinkedIn because they know and trust each other. If you're connected to someone, you will both be able to see each other's shares and updates on your LinkedIn homepages. You can also send messages to your connections on LinkedIn.

Following someone on LinkedIn allows you to see the person's posts and articles on your homepage without being connected to them. However, the person you’re following won't see your posts. You can reach a larger audience by allowing others to follow your activity and read what you're sharing on LinkedIn.

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When to Follow?

To ensure an optimal site experience, LinkedIn members can have a maximum of 30,000 1st-degree connections. Now, I don’t know about you, but 30k connections is more than I think I’ll ever need on LinkedIn but I’m also not Bill Gates or Brene Brown.

With uber-famous LinkedIn folks, following is the best (and sometimes only) action you can undertake as they are maxed on first connections or do not show “connect” as their primary call to action for networking.

As equally such, you may find someone in your network you admire or aspire towards and don’t have a natural, organic connection to them yet (i.e. someone who can introduce you). The follow option gives you the chance to engage with the person’s content and “get seen” where your name and profile increasingly become more familiar to the person overtime. 

You can then reach out for a connection request once you have demonstrated investment, engagement and value to the person you are following. In your connection request reference the fact you’ve been following their content and find value in what they do/what they say and why you think you would be worth THEIR time for a connection.

You know what you want from them, now is the time to show them how you bring value to the relationship. 

When to Connect?

Connections are a little easier to navigate because either you know the person or you don’t and when you don’t, make sure you have a mutual friend connect you. Connections should be made with people somehow connected as a 2nd or 3rd degree connection through your 1st degree connection network or in groups such as an alumni association.

Make sure you have a common experience or reason on why you are reaching out for a connection vs. a follow. Make it personable and unique to that individual and they will be much more likely to accept a connection request.

Connect vs. Follow CTA’s

LinkedIn typically defaults your profile to a Connect Call to Action (CTA). Meaning when you view someone’s profile, you are prompted with the traditional blue Connect button next to the Message and More buttons. 

If you don’t see a Connect CTA, it’s typically because the profile is representing a brand, public figure or someone with high privacy settings. For instance, Richard Branson, Founder of Virgin Group, requires people to enter his personal email address to verify they actually know him.

For most casual users of LinkedIn, the Connect CTA is the best option to growing your network. But what about say someone like me? I work at a university with thousands of students and I write and produce a lot of content for American and British students, coaches and university administrators etc.  

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At this point in my LinkedIn career, I’m really looking to connect with others that do what I do- not college students trying to get a job in publishing, law or technology for example. 

For someone like me, a Follow CTA is a better option than a Connect CTA as I am not actively trying to grow my connecting network but rather, I’m trying to grow my following network.

So give a think as to why you are on LinkedIn and which networking CTA makes most sense to help you reach your networking goals.

Interested in the Follow CTA?

The first step to getting more followers on LinkedIn is to actually promote the Follow CTA. As with all LinkedIn privacy and profile settings, it is not evident or obvious.

STEP 1: Click the down arrow on your Me button on your homepage

STEP 2: Click Settings & Privacy

STEP 3: Go to the section labeled: Visibility of Your LinkedIn Activity

STEP 4: Click the category called Followers

STEP 5: Click the toggle button to green to activate and make your Follow CTA your primary action when members view your profile

STEP 6: I also recommend clicking the drop down box option “Everyone on LinkedIn”. Choosing “Everyone” lets people outside your network follow your public updates. If you switch from “Everyone” to “Your connections,” you’ll lose any out-of-network followers you have now.

Parting Words…

Once you’ve got your Follow CTA in place, start leveraging and optimizing your profile to be found by folks, use hashtags when posting, follow hashtags that make sense for your area and engage with content posted by others and lastly, don’t be afraid to create your own content- i.e. this article!

Show your value, thoughts, ideas, passion and care and folks will start to follow you. Give it time and be intentional with your goals and brand.

About the writer...

Hi! My name is Nadia and I help people design happy and fulfilling careers through authentic career coaching. My expertise includes career exploration guidance, resume writing, interview prep and LinkedIn profile optimization. My pronouns are She/ Her/ Hers and as a member of the LGBTQ+ community, I focus on how diverse identities impact and influence folks holistically and professionally.

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