by Caroline Leach | Aug 1, 2023 | Careers, Social Media
In July I did an experiment.
I posted daily on LinkedIn to see what would happen.
My mission? To answer questions about content creation:
- What content is most engaging, or valuable, for serving my network?
- How can I increase the quality of my network through content creation?
- How will content creation enhance my personal brand?
On Saturdays, I posted weekly interim reports. Questions people asked as a result:
- What content works best?
- What’s the optimal posting cadence?
- What’s the impact of the LinkedIn algorithm change?
WHAT THE DATA SAYS
Key Metrics for July
- Content impressions (onscreen displays) up 371%
- Content engagement (reactions, comments, reposts) up 229%
- Followers increased by 118
- Profile views up 102%
Top Performing Posts
- Don’t Apply for Stuff: 22,030 impressions, 133 engagements
- LinkedIn Experiment Weekly Update #1: 2,574 impressions, 61 engagements
- Is the American July the New European August? 2,335 impressions, 48 engagements
Why did “Don’t Apply for Stuff” do so well? It was a contrarian view on the job search. The statement was an attention grabber. It offered knowledge and advice. People engaged with the post by commenting and reposting right away. LinkedIn seems to reward early engagement, in the first hour, with more impressions.
And along those lines, it’s okay and even advisable to like your own posts and comment on them. You can add more info in a comment. It’s also good to reply to as many comments on your post as possible, to foster dialogue. Include a question to keep the conversation going.
WHAT THE DATA MEANS
During the first half of the year, I posted monthly or less. Impressions were higher, in the range of 3,500 to 10,000.
The LinkedIn algorithm did change in mid 2023, to reward posts that share knowledge and advice.
But because my posts have always shared knowledge and advice, that may not be the reason impressions are lower in July, generally in the range of 250 to 2,500. Perhaps my content quality isn’t high enough. Or maybe posting daily has resulted in fewer impressions per post.
Logically, that means I should post less frequently.
BUT, this data suggests otherwise:
- More comments on my posts from people I haven’t heard from in a while
- More DMs from people in my network who are reaching out to reconnect
- More connection requests from interesting people I want to know better
The quality of my relationships and conversations on LinkedIn have dramatically improved in July. And that speaks to my goals of serving people through my content, improving the quality of my network, and enhancing my personal brand.
ADVICE FOR YOUR CONTENT
- Pick a posting frequency to fit your life and goals. It may be monthly, weekly, daily, or somewhere in between. You get to choose.
- Share knowledge and advice. This makes your content unique. It’s what only you can share. It’s also what the current algorithm rewards.
- Don’t repost content. It won’t achieve a high level of impressions. Instead, start a new post and tag the person whose idea you want to credit.
Lastly, don’t give up. It takes time to build a professional reputation through content creation.
Briana Sharp expressed it beautifully in a comment on one of my posts. She wrote: James Clear in his book Atomic Habits references the period when nothing seems to happen but is, citing the example of “Bamboo can barely be seen for the first five years as it builds extensive root systems underground before exploding ninety feet into the air within six weeks.”
What root systems are you building with YOUR content?
by Caroline Leach | Jul 30, 2023 | Leadership, Work/Life
As a leader, how do you savor your Sunday?
What are the ways you can be completely in the moment? And why is this important for how you live your life and lead in the coming week?
Savoring is a concept I learned about in the most popular course at Yale University. It’s about happiness, and it’s called “The Science of Well-Being.” Taught by psychologist Dr. Laurie Santos, the free course is available on Coursera.
When you savor something, you are in the moment, fully enjoying the experience.
You are not thinking about last week’s problems, or the coming week’s stuffed calendar, or all the tasks on your to-do list.
Instead, you are fully present. You are stepping outside an experience to fully appreciate it. You are noticing the sights, sounds, and smells of your surroundings. You are completely enjoying what you are doing or how you are simply being.
We live in a world that values doing, doing, doing. All the time.
How about simply BEING for a few minutes or hours? Not DOING anything.
How could simply “being” help you savor today? How could it help you find pleasure in the moment?
And when you return to a “doing” state, here are the savoring tips I learned:
1. Sharing the experience with another person
2. Thinking about how lucky you are to enjoy such an amazing moment
3. Keeping a souvenir or a photo of that activity
4. Making sure you stay in the present moment the entire time
5. Journaling about the experience and your reflections on it
When you feel fulfilled and savor Sunday as time off, a few things happen.
First, you truly enjoy life as it unfolds, which is the best gift of all. Life is a series of moments, and you’re there for all of them.
Second, you start your work week in a calmer and more grounded place, ready to lead people in a more inspirational way.
What experience will YOU savor today?
by Caroline Leach | Jul 23, 2023 | Social Media
As a leader, do you email or text employees on the weekend? 📩
Here’s why you shouldn’t.
When people think a work email could arrive during their time off, it’s hard to fully relax. People remain in an alert state of “ambient anxiety,” wondering and worrying what might come next. It’s hard to enjoy the time away from work and the refreshment and enjoyment that a weekend can provide.
Even if your email isn’t urgent and doesn’t need an immediate response, the damage is still done. The message interrupts the recipient’s day, wherever they are and whatever they are doing.
They see the message, wonder (or panic over) what it’s about, and read it. Then they may feel compelled to consider right away what action needs to be done, information needs to be digested or provided, or perspective needs to be shared in a timely response.
That process takes both physical time out of the day and exacts an emotional toll on the employee.
In my experience, here’s what works better.
1️⃣ It’s okay if you choose to process email on the weekend. Just don’t apply your choice to employees’ personal time.
2️⃣ Set your email to send later. Think about the ideal time for the employee to receive it. Perhaps it will be an hour to two into the workday on Monday. Balance being timely with your message with consideration about when it will be received.
3️⃣ Have a conversation with employees about weekend emails. Share your philosophy and expectations. Ask for their feedback. Find a protocol that works for everyone.
One exception is a true emergency that happens on the weekend. As a leader in the corporate world, I generally did not email or text employees on the weekend for routine matters. Because of that, if an emergency arose on a weekend where I needed my team’s involvement, they were responsive and helpful.
A level of trust and respect built up between us. They didn’t need to wonder if my message was urgent and needed immediate attention. Because an emergency would be the only reason I’d email them on the weekend. And other than that, they knew they weren’t going to hear from me. Hopefully that created more space for enjoyable time off.
What’s YOUR weekend email protocol?
P.S. This also applies to late-night and middle-of-the-night emails. If it’s not an urgent message, set the email to send later, during the workday in the recipient’s time zone.
by Caroline Leach | Jul 21, 2023 | Careers, Leadership, Work/Life
How do you use a time windfall? ⌚
Today my client appointments all rescheduled for future dates. I find myself with a day free of calendar commitments. There’s a lot on my to-do list.
What’s the best use of the time?
The temptation is to focus on what I call “administrivia.” These are tasks that sorta, kinda, haveta (?) get done. Respond to routine emails, reconcile QuickBooks, enter coaching hours into the log, and so on.
It feels good to check them off the list. Like I’m making progress.
Yes, they may need to get done. But they are not the tasks that are going to move me forward in a big way.
What are better uses of time?
👉 Thinking about business strategy
👉 Connecting with people in a meaningful way
👉 Choosing one of the most important tasks to complete
How do you know if a task is important?
Ask: what’s the ONE thing, if you focused on it today, that would make the biggest difference in your career or business?
Not something that’s urgent or that represents other people’s priorities.
What’s YOUR priority?
Singular, as in ONE priority.
(Fun fact: the word “priority” began only in the singular form. Meaning that only one priority could exist at a time. Not the multiple priorities we now attempt to juggle daily and hourly. As if we ever could.)
My priority for today is creating a new program for our most loyal guests at our family restaurant Pacific Standard Prime. This is a team-focused effort, involving collaboration and iteration. The administrivia will wait until that’s done.
What’s YOUR priority today?
by Caroline Leach | Jul 20, 2023 | Careers, Work/Life
Has the American July 🇺🇲 become the European August 🇪🇺 ?
Meaning: is everyone in the U.S. on vacation this July? Europeans are a great role model for vacationing in August. Maybe we’re learning an important lesson about how to best live our lives.
From a business perspective, however, everything feels slow right now:
1. Email replies take a while if they come at all
2. New client work has slowed down considerably
3. Reservations have dipped at our family owned restaurant
Why could this be? Maybe …
1. People are taking longer summer vacations (a great thing!)
2. More intense heatwaves across the U.S. are tiring us out (not so great)
3. The quality of my outreach and content is lacking (feedback welcome!)
More importantly, what to do? Or not do?
Author Dorie Clark inspires me with the concept of “strategic patience.” Meaning: doing the work, day after day, without any guarantee of success. Showing up, every day, and taking action. And while you’re waiting, taking daily steps toward creating the future you want, independent of whether anyone else responds.
My July experiment of posting every day to LinkedIn is an exercise in strategic patience. I’m collecting data to see what happens when I share content daily. Some days people engage with my content. Other days, not so much.
That’s okay. Because I’m testing and learning for the future. And I’m sharing what I learn with my network. Hopefully I can help others with their own content strategy to fuel their unique goals.
Someone else who inspires me is Zoey Zheng. She is a 2023 MS grad of the USC Annenberg School for Communication and Journalism. Zoey recently posted a very real look at the challenges of the job search. Her post was authentic and vulnerable, addressing the anxiety, the doubt, and the toxic positivity. She also took a powerful stance in her post. She generously shared the many resources she’s found helpful during her job search. In the hopes that she can serve others.
The lesson I take away? No matter how difficult things may be for us personally, there is always something we can do to help ourselves and to help others in the process. Thank you, Zoey! And with her talent and tenacity, I can’t wait to see what lucky employer makes her an offer.
Lastly, sometimes the best action is no action. Timing really is everything. It’s best to reach people when and where they want to engage. If business is slow and if people are on vacation, those are signs. It may be time to ease up on the outreach, relax ourselves, and enjoy each moment as it comes.
What do you think about life and work in July?
by Caroline Leach | Jul 13, 2023 | Careers, Social Media
How can you build your personal brand on your LinkedIn profile? ✨
People often ask that question in the talks I give on personal branding at the UCLA Anderson School of Management.
Here are 3 actions to get started in sharing your unique value on your LinkedIn profile. You can make them easier to do by tackling one each week.
⭐ CUSTOMIZE YOUR HEADLINE. Don’t let your current job title be the default. Instead, tailor your headline. Focus especially on the initial words. Why? The first 2 to 3 words appear under your name in search and comments. Weave in keywords for skills and accomplishments you want to be known for and found for.
⭐ REFRESH YOUR ABOUT SECTION. Tell your professional story in an engaging way. Share insight into your values and motivations. Let your personality come through. Open with a compelling first line that will encourage people to read more. Add up to 5 skills you want to be known for and found for.
⭐ TURN ON CREATOR MODE. Choose up to 5 relevant content hashtags that will display on your profile. These should reflect your professional interests and expertise, both what you want to be known for and what content topics you post about. Post content that you create or curate at least once or twice a month.
Remember that your LinkedIn profile is a work in progress, just like you and your career. Your profile should change and evolve as you do. And if you don’t like something you’ve changed on your profile, you can simply change it again. Experiment to see what works best.
What do you want to know about building your personal brand?
by Caroline Leach | Jul 10, 2023 | Careers, Corporate Communications
Compete only with yourself. 🚴
That’s where the true contest is.
✅ How can you stretch and grow?
✅ What can you do better today than yesterday?
✅ How can you beat your personal best?
Much of what we read, see, and experience is about a competition for what we perceive are limited resources. College admissions. Professional jobs. Pay raises.
Comparing ourselves to others on social media makes this even worse. It looks like everyone is doing better than us. No one has problems. Life is easy.
Except this isn’t true. Deep down, we know it intellectually. But feeling it emotionally is another story.
What if we reframed our perspective? What if we approached our lives and careers as if there were more than enough go around? As if there were plenty of opportunities?
Because there are. We live in an era of multiple global problems that need to be addressed. Pick a way to make a difference, and go do that.
And if you’re competing only against yourself, it’s much easier.
People often ask how I navigated a 30-year career in the Fortune 100. How did I get jobs and promotions?
What I realized is I was usually competing only with myself for jobs. Often I was the only candidate being considered. And that makes it easier to be selected!
After my first career change into corporate communications, I was eager for more responsibility. But it wasn’t happening where I was. The company wasn’t growing. People stayed in the same roles for years. To grow, I needed to change companies.
Professional associations are a source of connection and learning for me, especially IABC and the Public Relations Society of America (PRSA). This is how I met Wendy Greene and Jeff Torkelson. Jeff and I are also alums of the same MA program at the USC Annenberg School for Communication and Journalism, a strong connection.
One day I called Jeff by way of Wendy, who gave me his contact info (pre social media!). There was a business reason I wanted to reconnect, unrelated to a job search.
Jeff and I chatted. He mentioned some challenges in hiring a communications manager. The former manager left the job. Interviews were conducted. No one was hired. Would I be interested in talking with his team at DIRECTV about the role? Um, yes!
A series of conversations ensued, including hiring manager Rosemary Heath. I was thrilled to receive an offer and move to a growing company, 5 years into its run as a pay-TV provider.
Unless I missed something, I suspect I was the only candidate. The question may have been, “should we hire Caroline, yes or no?” rather than “which candidate should we choose?”
And it turned out pretty well. I grew from a manager, to senior manager, to director, to senior director, to vice president in 6 years. I went from an individual contributor to the leader of a team of 45 communicators in 9 different states.
How have YOU landed great new jobs?
P.S. Thank you, Wendy, Jeff, and Rosemary!
by Caroline Leach | Jul 9, 2023 | Leadership, Work/Life
How can your Sunday routine help you enjoy today and make the most of the week ahead? 🌻
Being intentional. Being present. Being curious.
These mindsets are especially important on Sunday, so the day isn’t frittered away.
And if you can practice them on Sunday, you can bring them to every other day of the week.
Sunday is traditionally a day of rest. This is ever important in our faster and faster world, where so much is coming at us. (Looking at you, ChatGPT, Threads, and the never-ending news cycle.)
It’s also a day to get centered and focused. To enjoy life, and to lay the foundation for the work week ahead.
Here are concepts to consider …
🌻 SLOWING DOWN. Under schedule, do less, and create space. Yes, this can be hard for the hyper achievers here on LinkedIn. But what if you listened to what your body, mind, and soul are telling you? This morning I work up, without an alarm, at the usual 4:30-ish a.m. (Annoying, I know.) But I was still tired. So I let myself sleep a little more.
🌻 SAVORING. Intentionally noticing what you are doing and enjoying it in the moment heightens the experience. What are the sights, sounds, and smells around you? What are the feelings you are having? What else and who else are there? Observing, pondering, and being curious in the moment will also help savor, and remember, the time.
🌻 SPIRITUALITY. This can have many interpretations. Here it’s about seeing yourself in life as part of something much bigger than yourself. You get to define what that means to you. What are your values? What and who are important to you? How can you be a force for good in this vast, interdependent, and complex world?
It seems like work has taken on spiritual proportions. In the United States, we often “live to work” rather than “work to live.” But work doesn’t love us back, no matter how many hours we put in. And there is always more, more, more work to do. At the end of our lives, and every day until then, it’s the relationships and the experiences that we will remember and cherish.
Being a more whole and balanced person also makes us better leaders, employees, and parents. We’re better rested and fulfilled, with more wisdom and perspective to navigate through problems, reach our goals, and contribute to a better world.
What are your Sunday routines? And how much more satisfying could life be with a little Sunday energy, every day of the week?
by Caroline Leach | Jul 8, 2023 | Careers, Marketing & Analytics, Social Media
What happens when you post daily on LinkedIn? ✍️
A week ago, I decided to find out. I began a reprise of an experiment I did in 2017. At the time, I posted every weekday for a month, collected and analyzed data, and shared my findings in this article.
Back then, I was testing a hypothesis about how many posts are needed in a month to reach a certain percentage of my network.
Now, I’m doing a slightly different experiment. I’m posting daily, including weekends, during the month of July.
My hope is that this data will be valuable to you, too, as you think about your own content creation strategy.
I’ll share interim updates in July, and a full report in an article in August.
In this experiment, I want to answer these questions about content creation:
📊 What content is most engaging, or valuable, for serving my network?
📊 How can I increase the quality of my network through content creation?
📊 How will content creation enhance my personal brand?
It was a bit daunting to start this experiment during the 4th of July week. It feels like this week has evolved into what the week between Christmas and New Year’s Day is like. Everyone seems to be on vacation. This is great for quality of life, and not so great for interest in business content.
But I pressed on. Thanks in part to encouragement from various people.
And I’m happy I did. Here are some numbers for the past 7 days:
📈 Post impressions are up 862%
📈 Profile views are up 147%
📈 Search appearances are up 11%
Qualitatively, I’ve noticed other changes.
They all have to do with the ratio of salespeople (who I DON’T want to meet) to professionals (who I DO want to meet).
As a coach, consultant, and speaker, I hear from a LOT of salespeople who want to “fill my business pipeline and increase my revenue through done-for-me marketing.” No thank you. If it sounds too good to be true, it probably is.
What is changing in these first 7 days?
Profile views, connection requests, and DMs are all evolving. I’m seeing and hearing from much more interesting corporate professionals and business owners. These are exactly the people I’d like to get to know better and serve through my content.
My daughter thinks these changes are because the salespeople are on vacation this week, too. But time will tell as July unfolds. 😊
What questions do YOU want to see answered in this experiment?
by Caroline Leach | Jul 7, 2023 | Careers, Corporate Communications, Leadership, Social Media
Don’t apply for stuff. 🚫
Students and colleagues give me a puzzled look when I share that advice.
How are you supposed to get jobs and grow careers without applying?
Applying for stuff:
🔴 Rarely leads to anything good
🔴 Often involves being ghosted or rejected
🔴 Gives a false sense of taking action that will lead to desired outcomes
What works instead?
✅ Getting to know people and being of service
✅ Building a network of colleagues who encourage and help each other
✅ Creating a reputation – a personal brand – for delivering value
A few examples …
In a career change, I applied for multiple jobs in corporate communications in my organization. Initially, I got rejections. Then I met people on the team through professional associations. They helped me get interviews. But I was often the number-two candidate, without an offer. Finally, I interviewed for a job and hit it off with the hiring manager. The role wasn’t right, but we kept in touch. Two months later, he reached out. A senior writer had resigned. Was I interested in the job? Um, yes! More interviews ensued. They wanted to make me an offer, but I hadn’t applied for the job. So I quickly did.
In leaping from the corporate to entrepreneurial world, I wanted to teach as a focus area. My start was serendipitous. A colleague from a volunteer board was a department director at a local college. He asked if I was interested in designing and teaching a new class in digital marketing. Um, yes! It was a blast. Later, I wanted to move to a larger university. I reached out to people in my network to chat about opportunities. While the conversations were friendly, they didn’t lead anywhere. One referral seemed hostile and uninterested in connecting, so I decided not to push it. A few months later, I got an email introduction. It was someone at the university who knew me from my alumni volunteer work and corporate social media work. A department head asked her for adjunct professor recommendations in digital and social media. My contact recommended me. After several conversations and guest speaking, I was invited to start teaching. Oh, and I had to apply after that.
More recently, I applied for an intriguing part-time contract role. It was complimentary to my current portfolio of clients and focus on coaching, consulting, speaking, and teaching. I thought I met or exceeded the key criteria. I excitedly applied online. Two days later, the rejection email arrived. I reflected on what went wrong. Because I thought my experience was a strong match with the requirements, I didn’t reach out to people for advice. This is a mistake I will not repeat.
So, stop applying for stuff. Instead, nurture your network. Help people. Let them know how they can help you. Do great work and tell people about it in the spirit of serving others.
How have you landed new opportunities?
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