Want to raise your career brand visibility & value? Stop lurking behind your screen on LinkedIn?

If you are lurking on LinkedIn I guarantee you are missing out on so many career and job opportunities. But you are not alone as in fact the vast majority of members lurk and hide away.

But that won't do you any favours if you are currently pursuing or planning a career change and job search hunt.

Engaging and raising your career brand is not about an occasional Like, Love or Celebrate reaction - it's about adding your two (or twenty) cents worth on content that relates to your area of expertise and values.

Building broader awareness and resonance of your career profile, expertise, personality and value is essential for professionals and executives with years and decades of experience.?

We cannot know who we don't know!

But few engage, or do so consistently or well. And often they crank it up only when the proverbial hits the fan and they are forced onto the job search highway.

And in 2024 there were plenty of redundancies, downsizing and a host of other unexpected situations blindsiding thousands of great men and women impacting their job activities this year.

Whether in an active job hunt or happy little vegemite’s in your current role, LinkedIn visibility should be viewed as an insurance policy.

Circumstances can change in a nanosecond and so being visible is as important at any stage of the career journey.

Waiting until you urgently need career visibility can lead to knee jerk and less that optimal actions, often with an aura of desperation and which thwarts influence, objectivity and creativity.

?? AWARENESS & RESONANCE

Awareness is not just about introducing yourself to new networks and potential employers.? It’s also about reminding those who have known you in the past that you are still in the game of life and work.

Out of site out of mind is a truism and mantra which can never be understated

Building clever awareness of your expertise and opinions also goes a long way to squash any industry negativity.?? Make no mistake, there is a lot of cross industry bias and especially so in the public sector.

Building awareness with adroit contributions can also help break down industry perceptions. Experiencing people differently can influence positively.

For experienced professionals over 50, showing up with your expertise and perspectives goes a long way in addressing any age stereotypes and ageist attitudes.

And resonance is about building a sense of mutual compatibility, attitudes and objectives.? This creates the reaction of ‘That persons seems really great - I would like to know more about them them’.

It is also a network affirming outcome that goes well above the standard clichés of ‘know, like & trust (KLT)’. And whilst KLT is a whole other newsletter topic (as I disagree with the over and mis-use of the phrase), building resonance and impact encourages conversations.

So the value of commenting on relevant posts is to build awareness, re-ignite and explore, share common ground and contribute different experiences.? And that is where the gold happens on LinkedIn.

I have had so many enquiries and new clients over the years as a result of members resonating deeply with my comments.? And my career job search clients have been blown away with the powerful results.

One client had created a real opportunity to publish their expertise in a global publication, another was asked to contribute to a workplace conference and countless others opened conversations for current and future roles.

?? WHAT IS HOLDING YOU BACK?

It’s not just what you do or don’t do that matters but why.

What drives your decisions, inactivity or actions??? Are they serving your career profile and job search goals well in the short and long term?

Even the most erudite and accomplished professional or executive can be fearful of looking like a twat, being misjudged or trolled by their comments and engagement.? Or they can be concerned it sends a signal to their current employer that they are hunting around.

Or they can feel they have nothing valuable to offer.? And then there is the excuse (and rest assure it is an excuse) for a lack of time. ‘

All of the above are excuses which you are telling and convincing yourself on.? So let’s address them broadly.

Engaging on relevant content is a low to no risk activity and should not be a concern to alert employers.? ?Not a good idea to comment on direct competitors posts though.

As for looking like a twat, well if you are holding a professional or executive job you would already be engaging your perspectives and knowledge in emails, workshops and other communications. Everyone can feel trepidation (ok even I can at times be a little concerned too).

Approach engagement knowing you matter, have something to add and that everyone is human

My free eBook Navigating The Road Out Of Self Doubt offers 10 pointers to address doubt and strengthen your value muscles and courage to step up and out.

And a big excuse/pushback is not wanting to rattle the current employment applecart. There can be a fear if you have a great profile and engage on content that you are alerting your employer that you are available.

Please rethink this as whether you are happy or not, raising your professional value benefits your current employer also.

?? VISIBILITY WITH GRAVITAS

First of all before you start commenting and building awareness and resonance ensure you have a profile of gravitas, intrigue and influence.

Then dive in by focussing on circa 90% of your comments and engagement in your own lane of professional knowledge, industry, values and communities.

Be very mindful of how and where your name is associated and what you put your time to.? Discernment and courage is the combination to aim.

If you are hesitant to join in social issues posts that is perfectly ok to keep away from them.? Follow your conscience and what is meaningful for you.

In a previous Newsletter, Why leadership gravitas is more relevant than personal branding I shared the elements of gravitas of demeanour, confidence, charisma, transparency, clarity of vision, authority, integrity & trustworthiness.

Every comment should contain at least 2 of the above elements in your natural voice and tone.? If you are a serious sombre type, don’t try and be funny and witty. And vice versa. After all your vibe attracts your tribe.

Don't underestimate the power of having some fun too which is part of charisma. Genuine warmth and care is certainly an incredible benefit of LinkedIn community.

Resonance is entwined and aligned with being your genuine self.? It’s who someone would meet in the flesh, or on zoom.

And if you disagree or feel anger with a post or content and feel compelled to comment, do so with respect and critical thinking.? Your reputation in comments will follow you I promise.

Build up others where relevant and appropriate. Don’t be afraid to challenge the status quo with critical analysis and evidence

But personal attacks, vitriol and nastiness is never ok - ever!

And for the love of good coffee and champagne, NEVER just comment just 2 or 3 words. Great post or thanks for sharing never cuts it.

Not only does it appear lazy or you are part of engagement pods it doesn't encourage conversation let alone add any depth to your career brand.

Demonstrate you have read a post by referring to it with context. ?It also shows your attention to detail (which is a big career tick)

How often should you comment and engage?? There is no one size fits all, but if you are planning to move careers or are not working, do so every day multiple times with gravitas and forethought. But in general terms, aim for consistency each week.

Important Footnote :

Please don't use AI or commenting apps to write your personal comments. ? You risk losing respect and looking lazy.?

It's so obvious when AI is used in comments with cheesy structured vanilla copy and banal structures.

Read more about the pitfalls of using AI commenting tools and apps in my article in Lawyers Weekly .

?? TIP - BE BOTH PROACTIVE & REACTIVE

The power of engagement in the executive and professional job search highway is 2-fold - Proactive & Reactive.

Your Newsfeed and Notifications are a result of a range of algorithm factors - your connections, who you follow, engage with and the interplay of a range of other trigger points

Commenting on relevant content and posts in your Newsfeed is what I call “Reactive engagement’.?It gives opportunities that fall into your eyeballs

Remember that you will only see circa 10% of your networks posts in your Newsfeed.?So be mindful to write and keep a list of the top people you don’t want to miss (ring their Bell etc).

Engaging on your networks content is a powerful way to keep your name and value front of mind. So it’s part of the insurance policy mindset.

But Proactive engagement is search based LinkedIn activities.

This is where the magic can really happen. Many clients who spent time with this strategy created new opportunity discussions.

How to start?

1. Search the management and stakeholders of organisations you would like to work for or network with who you are not connected with.
2. And seek out niche recruiters and head hunters in the sectors you are in or wish to transition into.
3. Locate relevant content from them to engage with.? ?This will open the doors for a response back and potential to connect further.

?? COURAGE OR COMFORT

I do love the wisdom of Brené Brown and her mantra:

Please choose courage and don't lurk. ??And don't hide your personality either. If your personality is warm express it. If funny ditto as also with a more introverted style. As I always say, 'your vibe attracts your tribe'

I promise that you will thank yourself (and me) in the short and long term.? And so will others who become aware of you and your value.

If you are seeking help in engaging and gaining confidence, or other executive ?job search coaching services and strategies do get in touch .

Till next time

About

Sue Parker is the owner of DARE Group Australia.??Sue is a communications, profile marketing and career strategist and job search coach.?

Sue works with executives and mid-career professionals in both private and public sectors. She also works with knowledge based small businesses and consultants.

A well regarded media contributor she contributes to various publications and appeared on TV and radio segments with bold and witty opinions Portfolio here

Contact Sue sparker@daregroupaustralia / www.daregroupaustralia.com.au

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