(Hint: Use these 5 tools to get massive share of voice on the platform) 

In February 2021, LinkedIn Editor-in-Chief Daniel Roth announced the platform was building its “creator management team” to help engage the creator community on LinkedIn. The decision to do so underscored what many social media platforms know– that the platform's power, like any community, is driven by the quality of its content, and quality content is driven by…you guessed it…creators.

As someone who has been creating on the platform for over a decade, I’m shocked and not shocked it took LinkedIn so long to make this decision.

I’m shocked because platforms like TikTok, Facebook, Instagram, and Twitter lured big ad dollars due to engagement data, which creators drive. You would think LinkedIn would see the obvious business pay off and throw resources behind courting and helping creators. In this way, it makes perfect sense 2021 was the year they did so. As Digital Information World stated, “With the global pandemic, content creation apps such as TikTok, Facebook, Snapchat, Instagram, and OnlyFans thrived greatly where many investors approached content creators to help with their businesses. Twitter even launched a newsletter platform on its app to help content writers get more limelight and help them launch or grow their careers.” 

I’m not shocked because LinkedIn had monetized other subscription models where these other platforms did not, with Talent and Recruiting Programs, premium subscriptions, learning courses, and marketing solutions. In other words, LinkedIn, like other social platforms, wasn’t reliant solely upon advertisers to drive revenue, which likely led to their slower burn on prioritizing creators.

Nonetheless, here we are in 2023, and the effects of Daniel’s announcement can already be seen by many on the platform. In no uncertain terms, and in the bluntest way I can possibly state it, here’s the reality:

The golden age of LinkedIn for creators is here, the space race is on, and you would be short-sighted not to maximize every tool they’re throwing at you to grab your share of voice if personal branding is a top priority.

But before we go into the 5 tools, let’s first break down a common question…

What’s the difference between a LinkedIn Influencer, a LinkedIn Top Voice,  and a LinkedIn creator?

A LinkedIn Influencer is now an invite-only program by LinkedIn’s editorial arm. This designation is mainly reserved for “executives who run large organizations — CEOs of Fortune 100 companies, large startups, or well-known brands — as well as recognizable leaders and industry experts.” (Source: LinkedIn) Think Bill Gates, Daymond John, and Indra Nooyi, or “celebrity CEOs.”

To make matters more confusing, what “used to be” the LinkedIn Influencer Program is now LinkedIn Top Voices (as stated by LinkedIn). It’s an “invitation-only program featuring a global group of experts on LinkedIn covering a range of topics across the professional world, helping members uncover valuable knowledge relevant to them.” So, basically, bonafide thought leaders who aren’t running Fortune 100 companies.

Alas, we arrive at LinkedIn Creator, which “can be members, organizations, and companies who regularly share content with their professional community to build their reputation, grow their business, and/or empower and educate others with their experiences.” Key distinction: It is not invite-only. You and you only determine if you want to be a LinkedIn creator, but doing so means you get an arsenal of tools that build your brand and will help you get invited to invite-only distinctions like “Top Voices.”

Reminder: Top Voices is the cherry on top of your branding cake, but it shouldn’t be the aim of your personal branding efforts using creator mode. The purpose should always be to pick a segment of folks to help and consistently share valuable information with them. 

Having said all that, here are… 

The 5 creator tools LinkedIn has bestowed us with to boost our personal brand on the platform:

1.  Semi-obvious, the tool of “creator mode.”

 Pretty-straightforward. Head to your profile, flip on “Creator Mode,” and choose 5 hashtags. Video instructions here:

2.  Highlighting your newsletter at the top of your “featured section."

A month ago, I woke up, checked on all of my clients’ profiles, and noticed something strange and unifying. Magically, all their newsletters were now featured prominently on their page, jockeying their way past any other featured resources you have.

What does this tell me? LinkedIn is championing newsletters right now. When the LinkedIn Gods pick a new favorite toy, you better play with it because you’ll get momentum and followership from doing so. The algorithm is doing the work for you, as the creator team clearly wants to put juice behind this feature.

(Here’s a briefer on how to start your newsletter.)

3.  Nudging you to follow creators

The impetus for me writing this newsletter was a handy email from LinkedIn in my inbox, highlighting “creators they recommend I follow.” They are championing creators in a big way and observing your behaviors on the platform, recommending creators to follow.

 How do you take advantage of this?

1. Make sure creator mode is on (duh)
2. Pick a niche so it can recommend you to look-a-like audiences
3. Share frequently

4.  Making creator tools stand out in new and exciting ways

I religiously follow Robbie Kellman Baxter, and recently signed up for a live show she was doing. I was a few minutes late, so I hurriedly went to her profile to find the live link and realized I didn’t need to find the link because LinkedIn was casting her live in place of her banner section (gasp!) I’d never seen this before. 

What does this say? LinkedIn is broadcasting your creator tools by prioritizing them on your profile. USE THEM! 

5.  People who reach out to connect with you automatically follow you

It used to be that people came to follow you in one of two ways:

1. They asked to connect, you accepted their request, then you showed up in your newsfeed.
2. You had a “follow button” instead of a connect button, and they hit it.

Now, even if you say “no” to their connection, LinkedIn is treating their desire to connect with you as intent to follow you and just adds them as a follower…even if you say no! Nice!

The Recap:

LinkedIn is prioritizing creators. They are playing by the “help me help you help me” handbook, and you need to answer that call:

1. Turn on creator mode.
2. Start your newsletter.
3. Define your audience and share content regularly. 
4. Lean into creator tools like LinkedIn live.
5. Track how this activity boosts your followers, and don’t think you need to accept a connection just to gain them as a follower.

Doing that will help you fully leverage the “creator season” of LinkedIn and reduce any FOMO thinking, “I should have early adopted when…” You, your brand, and your audience will be better off for this.

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