Blog Your Way To A Better Job

bookThe Benefits of LinkedIn Long Form Publishing
You’ve updated your LinkedIn profile, added all the connections you can, and you’re ready to find that new job. Now what? LinkedIn Long Form Publishing is a new way to stand out on LinkedIn, gain exposure and network.

What is it?
LinkedIn allows users to write and publish posts as part of their profile. Publishing on LinkedIn used to only be available for the select few. Now, anyone, in any industry, can self publish a blog post.

Why should I write a post?
1) It’s a great way to get your name out there.
Every time you publish a post, not only does it show up as a status, it shows up in the top hand right corner to ALL your connections – notifying them that you have added a post. It also appears as part of your profile.

2) If your post gets picked up by “Pulse,” the exposure can be huge. Pulse features business and career related news. Thousands of people follow Pulse categories. Instead of just your connections seeing the post, it will potentially be seen by followers of that category. MothersDayPostFor example, this post on Mother’s Day was picked up and featured in the “Best Advice” category on LinkedIn Pulse. As a result, this post received 1,523 views, 120 likes and 14 comments. Not bad for someone who has less than 300 connections.

In addition, if your post is picked up, you can also gain followers. LinkedIn followers are different than connections. Like connections, these are people who will receive a notification every time you publish a new post. However, the difference is – followers only see your posts. They cannot see the rest of your news feed or connections.

 4) Writing a post shows off commitment to your career and helping others.  By choosing to publish on LinkedIn, you’re showing initiative. Let’s face it – not everyone is going to spend the time and effort to do this.

5) It’s a relatively easy way to build a portfolio. For writers, it’s a great, FREE place to showcase your work online without starting a separate blog, learning a different platform or getting your own web page. For everyone else, it’s still a great way to have something to show potential employers – even if you’re not in the communications field.

6) Anyone, in any industry can showcase industry knowledge/expertise
Whether you’re a manager, mechanic or musician, everyone has something of value to contribute. By allowing users to publish on LinkedIn, it levels the playing field. You may not be a CEO or President of a company, but that does not mean you don’t add value. For aspiring entrepreneurs and the unemployed, the mere act of blogging can be a real confidence builder.

Convinced? If so, let’s get started!


1) Go to your LinkedIn Profile and click on “Publish a Post.”
A template will then appear where you can start typing.

2) Pick a topic. Give some thought to this. Write about what you know. The best posts are interesting, informative and give a unique spin on things. Write about what people can relate to. If you’re an expert on a niche topic, write about that. Tie your post in to a holiday or trend in your field. Have a strong opinion on the latest news? Think of an angle that’s different from the prevailing point of view. Think outside of the box! Controversy can be ok – within reason. You want to be seen as a smart, well informed professional.

3) Start writing! This is the fun part. Let your thoughts flow. Remember, when writing, keep it easy to read. Beak up your text with a numbered or bulleted list. The publishing platform is pretty intuitive once you get the hang of it. You can bold, add images, links, even embed videos. Think about what you would want to see in a post and pattern yours after that.

4) Find the right image. Images are important! They will draw the reader in. More readers means more views. Find a compelling image that goes along with your post. There are many free sources online for images or take one yourself. Make sure to always attribute who took the photo. There is a spot to add the source of your image that will appear in the upper left hand corner once you add your image. Pay attention to the recommended size of the image and try to duplicate it or at least come close.

tags5) Add tags, edit and publish!
The LinkedIn platform is similar to WordPress and other self publishing platforms. You can save your draft and publish when ready. Don’t forget to add tags. Tags are categories and terms that make it easier for people to find your post. Once you start typing a word or term (take the term “job search” for example), LinkedIn will suggest similar popular words/terms to use. Make a mistake or see a typo after you publish your post? No worries, you can always go back, edit and update.

How long should my post be? That depends. Many say shorter is better. Some topics deserve more text. Focus first on quality content formatted in an easy to read way.

Writing a post on LinkedIn is not just for writers or marketing/communication professionals. If you’re an active job seeker (or even if you’re not), writing a few posts can help you in your career.

So, there you have it! Give LinkedIn Long Form Publishing a try. Done correctly, it can only enhance and complement your job search and career plans.

P.S. Don’t forget to share your published post on social media. There are share buttons right by the title of your post. Oh, and if you liked this post, please share it!

Looking for more career advice? Check out our post on How To Write A Better Resume – the Top 10 Tips From Our Recruiters.

This post, by our Social Media Specialist, also appears on LinkedIn.

Photo credit: Luis Llerena, Unsplash


Oldcastle is North America’s largest manufacturer of building products and materials. With more than 2,000 locations throughout North America, we are in constant pursuit of the next generation of successful decision makers, leaders and problem solvers. Learn more about joining the Oldcastle team HERE.

Follow Oldcastle Careers on Twitter, LinkedIn, Instagram, YouTube, Pinterest and Facebook for jobs and career advice. And, don’t forget to join our NEW Talent Community to receive a monthly e-mail newsletter with expert advice on the job search process.


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Filed under Careers, Job Search, job search advice, LinkedIn Advice

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