There’s been a lot of conversation lately about LinkedIn’s latest algorithm changes. You may have heard people refer to it as “360 Brew.” It’s actually an entire new operating system, for lack of a better term.
You don’t need to understand the technical side of it to understand what matters and why it’s impacting you.
Here’s the simple version:
LinkedIn is paying attention to what people engage with: What they pause on, comment on, what they save, and what they send to others.
And it’s using that behavior to decide where your content goes.
Not just if it gets seen.
But who it gets shown to.
This brings me to the next part that is crucial to understand.
The algorithm isn’t simply measuring performance.
It’s trying to understand you:
What you’re known for, your subject matter expertise, your experience. Where you fit.
Sometimes people can make that job very difficult.
I see it frequently.
A profile that says one thing (or several things, some of which don’t connect). Content that goes in five different directions, none of them aligned with their area of expertise.
Comments that don’t reinforce any clear point of view.
And then frustration when growth feels slow, or non-existent.
Their growth is stalled because the algorithms are confused. The signals are too scattered. When the algorithms don’t know where to place you, you become much less visible.
This is the shift to understand.
You’re no longer just posting content. You’re training the algorithms how to understand you, and every action you take (or don’t) sends a signal.
If you want a simple way to check yourself, try this:
Look at your last 10 posts. Not individually, but collectively as a whole.
Ask yourself:
Would someone be able to clearly describe me, the work that I do, and who I am writing for after reading these?
Is there a clear throughline?
Do my profile and my content actually match?
If the answer is no, it means you need to get more clear on your positioning.
A few places to start tightening:
Your headline.
Does it reflect what you do, who your serve or lead, and the value that you deliver?
Your content.
Are you reinforcing the same ideas, or does it feel more like the proverbial spaghetti on the wall?
Your comments.
Are you adding depth to the conversation and reinforcing your positioning and expertise?
One thing that I truly appreciate about this shift is that you no longer have to jump through the hoops, formatting your content with the latest templates that a LinkedIn expert wants to sell you. And, hallelujah, LinkedIn continues to promise that they are cracking down on both fake engagement pods and automated comments.
If you follow the advice I outline above, you’re refining and re-establishing your positioning, making yourself a trusted voice in your area of expertise. You’re not trying to game the system. You’re simply playing smart, and benefiting from it in the process. No pod monsters, and no fake engagement.
I’ve been thinking about taking this a step further and hosting a live session.
I’m thinking about a 90-minute working session where we walk through the changes to LinkedIn, what works now, and how to align your profile, your content, and how you’re showing up. We will have time allotted for live profile audits.
If you’re one of our live audits, I’ll recommend real-time adjustments and direction so LinkedIn can actually understand what you’re known for.
I’m still shaping this, but if that’s something you’d want in on, please hit reply and let me know. And if there is something you want me to make sure to cover, please share that as well. My goal is for this to be as beneficial to you all as possible.
I’ll share more details as it comes together. Note this will be a paid session.
Before I sign off for now, a huge thank you to everyone who has supported Letters To Lilly: Lessons In Leadership & Loving Yourself. Ali and I have now hosted three live in person events in NYC, two in Washington, DC, and have our sights on Chicago for the summer. We are so grateful that the movement behind this book is touching so many of you, and are thrilled to see our book being sold on the website of the iconic NYC bookstore The Strand. You can find Letters To Lilly in many places that books are sold, and of course here on Amazon.
Until next time, remember: The algorithm isn’t deciding if you’re good. It’s deciding if you’re clear. - Melissa