How I'm Rethinking My LinkedIn Strategy for the Future: Designing for Future Focused Visibility That Feels Good

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I am Nola Simon, thank you for joining
this episode of Hope and Possibilities.

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Love Letter to the Future of work.

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I'm the host of this podcast and
what I wanna talk about really

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is the state of social media and.

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Discoverability in general.

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And I wanna start with talking about
LinkedIn because quite honestly,

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LinkedIn has been my favorite place
on the internet for a very long time.

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At least 10 years.

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I've, I think I created an account back
in 2009, 2010, something like that.

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But I didn't really actively start
using it until 2016 and then.

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I started getting a lot of
traction as an employee advocate.

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And then when I started my own
business in 2020, then I really

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seriously started to grow it.

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And again, I only have 7,000 followers,
but I am a LinkedIn top voice, so I like

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to think that my account is small but
mighty, and I've had impact with it.

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Now, honestly, it depends what you
think of LinkedIn top voice, but.

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It's not something that you can pay for.

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You can't influence your way into it.

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The only thing you can do is really
create good content that gets the

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attention of LinkedIn and talk
about things that stand out that

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aren't the same as everybody else.

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And that seems to be what
I've been able to do.

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My coach, Carrie Twick has been on
LinkedIn Top Voice several times.

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I think she's being.

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I designated three different years.

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LinkedIn has changed Top Voice over the
years as well too, so now it stays with

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you unless you actually use it, lose it.

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And one of the ways you lose it
is you stop engaging, you stop

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posting, you stop commenting.

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You stop adding value
really, to the community.

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So for me, if I want to maintain
top voice status, I have to

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continue my work on LinkedIn Now.

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If you've been paying attention to
LinkedIn at all, you'll note that

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there's a controversy going on right now
because people feel that posts by women

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are really downgraded in the algorithm.

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The algorithm has definitely changed.

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There's something now
called 360 Brew Degree Brew.

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And what this algorithm really is
doing is it's shifting the focus from.

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Posting to commenting.

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There's also other things
that are factoring into it.

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LinkedIn has come out to state that
they don't use gender as a determinant

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of how people get discovered in the
algorithm, but they do use other

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democratic, other information and
data that really serve as proxy bias.

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Men tend to be more active on the
platform, so activity is a factor.

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Your hierarchy your title.

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Men tend to get, promoted.

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If you look at the demographics
of CEOs and senior leadership,

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they tend to be men.

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So those types of proxy bias are ways
that people who don't fit that particular

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demographic are maybe overlooked in the.

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Algorithm.

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So of course it's not women alone.

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It's, anybody who has an intersection.

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If you happen to be female and a
person of color, your algorithm

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is going to treat you differently.

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If you happen to be trans, your algorithm
is going to treat you differently.

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It's

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proxy bias.

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So the algorithm is looking at.

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How you intersect with the world
and what those dominant features

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are and how that matches to what
other people are searching for.

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And that's problematic in lots of ways.

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But what I'd like to point out is,
the people who are bringing this

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to your attention also do have.

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Legitimate concerns, but they also
do have an agenda themselves as well.

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So if I look at the people who are the
most vocal about it, they are the people

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who are also themselves trying to create
platforms for underserved communities.

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They are people who.

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Have not thrived in the status quo.

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They don't meet that demographic,
and therefore what they're creating

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and fueling their business really
serves those underserved communities.

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So as legitimate as their concerns
are, they do also have an agenda.

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So what does that mean, and
why am I talking about this?

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What this means is you
have to think about.

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Future you.

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Future you is future.

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You going to thank yourself for really
taking on a Goliath type battle and

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making it a real focus of your business.

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So for some of the people that I've seen
really get up in LinkedIn's face and go on

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the news and really they have made that a
big core piece of their business, right?

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The one person in particular that
I'm talking about is Cindy Gallup.

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And I like Cindy.

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I like her approach.

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I like her.

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Instincts.

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I do think that she has a lot
of valid points, and again, she

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is a person of color, right?

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She has an Asian background, right?

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So she appears white, but she's not,

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and she works in a sex tech.

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So make love not porn is her business.

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She's being unbanked.

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A lot of her accounts get shadow banned
all the time because of the way the

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platforms, Instagram and LinkedIn.

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All of those social media platforms
tend to react towards businesses

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they don't themselves offer and in
categories that they deem inappropriate.

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I understand where she's coming from, but
she does also have an AI tech solution.

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She is really vocal about creating
platforms that are alternatives

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to what we have so far.

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So she does actually have a
vested interest in alternatives.

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And she has the voice
to really back it up.

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She's been doing this for a
very long time and she's a

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marketing expert to boot, right?

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So she has actually created a business
where it behooves her really to be vocal.

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Is that you?

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So if it's not.

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And again, no shame to Cindy.

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I believe in, in, what she's creating.

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And I understand where she's
coming from and I agree with an

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awful lot of what she's doing.

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I think it's more complex than
most people are recognizing.

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So far, I think there's more
to it that we just don't know.

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I do think it's a worthwhile conversation
to be having as well too, but.

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How does the regular LinkedIn
user wanna proceed with that?

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And how do you adapt to
the changing algorithm?

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Because it's a reality.

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It's not gonna change overnight,
and the average user isn't

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going to change LinkedIn's mind.

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So how do you proceed?

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And that honestly is

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assessing how it's
making you feel for one.

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How does it feel that you're posting
and not getting a lot of interaction,

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not getting a lot of reach, your
impressions have dropped significantly.

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How do you change that and how do
you deal with the emotional impact?

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Again, a lot of these platforms
are designed to manipulate, right?

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So you have to recognize that.

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There are emotions that are attached to
this, and the way that you've been doing

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things up until now is not necessarily the
way that it's gonna work in the future.

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But again, this is change.

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And how do you adapt to change?

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How do you adapt to uncertainty?

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Because there's no playbook
that's really being made public.

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Sure, there's lots of speculations, but
it's not LinkedIn has actually laid out

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their algorithm to explain step by step.

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Exactly how you've gained traction in
this particular version of their platform.

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So what do you do?

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You have to assess again, as I said,
how it's making you feel, but you

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also have to experiment and look at

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what seems to be working.

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As I said, commenting seems to be working.

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Now for me, commenting has
always been part of my strategy.

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Initially I, when I started
commenting I leaned into cheerleading,

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really is celebrating wins of
others and being supportive.

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And I've gotten away from that, not
because I don't believe in being

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supportive, but again, it's about
how much traction you're getting from

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the effort that you're putting in.

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And cheerleading.

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Might make people like you, but it's
actually not gonna drive business.

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For example, like I'm offering
consulting services being supportive

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without actually creating any kind
of understanding about my insights,

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my capability, my credibility, the
services I offer, that doesn't serve me.

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So I've had to change how I comment since
I really started commenting back in 2016.

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That's changed and adapted.

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Recently I got, I had a comment get
over 21,000 impressions, which was

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more than almost triple the impressions
I'd gotten from 28 days of actually

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posting my own original con content.

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That's a true signal of
how things are working.

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And does it indicate to me
that the platform is more

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of a discovery platform now?

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Yes, because what's happening is
people are coming to my platform

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on the strength of those comments
and what are they learning about me

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when they first look at my profile.

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So I have to assess my profile and see,
have I built this for people who already

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know me and know what I'm about and what
I believe in, and what my values are.

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And.

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How to hire me and what I'm trying to
do, or am I building it for people who

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have never heard of me and the only
thing they know about me is the one

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particular comment I happen to leave on

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a stranger's post that I may
or may not be connected to.

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So I think that I have to go back
and reassess my profile and how

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I've built that so that I am.

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Being memorable and being engaging,
it's going to spark curiosity, but

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also how am I driving that interest?

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Am I encouraging people to DM me?

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Am I encouraging people
to go to my website?

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Am I building out blog content that
I own on a platform that's mine?

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And where am I going to be spending
my time in a way that feels good to

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me and feels productive and feels.

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That it's really just not fueling
the algorithm for LinkedIn.

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And again, I like LinkedIn.

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I'm a LinkedIn top voice.

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I'm invested in the success of the
platform because it's treated me well.

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But this also goes for all the
other services that you're on.

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Like I don't really post on Instagram.

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The only thing I do on
Instagram is stories.

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If you look at my Instagram account,
it's on private and my my grid is empty.

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I don't use it.

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The only thing I like on Instagram is
stories, and I like their inbox, right?

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So I will respond to messages there.

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I still have a Twitter or
X. I don't really use it.

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I post occasionally.

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Mostly I find that it's not productive.

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Same with TikTok.

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I do TikTok because.

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It surfaces what's immediately happening.

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But I don't find that people engagements
from people who tend to hang out

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there and who are commenting and
interacting I do find the people who

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tend to be on TikTok aren't there
to build relationships long term.

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They're there to make themselves
feel good in the moment.

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And again, that's not how I
want to build out my business.

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And, I like the discoverability idea.

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Same with YouTube.

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But YouTube and Pinterest are
more search related, right?

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I'm not there for comments.

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It's like, how can you use
that for discoverability?

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And so I'm all about async as well too.

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I don't wanna have to be
managing multiple inboxes.

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So I plan to, as I said, like I like
the LinkedIn and I like Instagram.

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Threads has an inbox, but I say
almost nobody knows it exists.

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I like threads as well too, but
again, I don't find it drives

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relationships or long term commitment.

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And again, I think that's a lot to
do with the platform and the fact

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that they don't insist on you using
your own identity on those platforms.

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So any platform where you don't actually
have to use your identity, I don't

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know that's where I really wanna build.

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So that means that I'm looking at
Substack again, you can create there,

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but I create under my own name and I
have my podcast there, my newsletter

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there under hope and possibilities.

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I like Substack.

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I think it's very interesting.

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I'm interested in what I can actually do.

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There that I haven't explored yet.

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Like I haven't done video on Substack.

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I don't know how that drives engagement.

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I don't think a lot of people
use Substack for live or video.

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So does that have more discoverability?

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I'm interested in playing with that.

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So what I'm saying basically
is I. I'm going to focus my

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intention on things that I own.

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For example, before I post anywhere,
I should post on my website,

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on my blog and then use that
to then post a LinkedIn again.

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Articles seem to be
doing well, a newsletter.

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I have a newsletter with 2,500 followers.

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How many of those actually receive emails?

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I have no idea.

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But in terms of like actually
owning email list, I need to

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develop at my email, which I can use
Substack to, to help as well too.

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And that's really where I
want to focus my attention is

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how do I build in such a way that
I'm building out relationships and

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people who actually care about me
as a person, as an individual, as a

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consultant, and are looking to hire me.

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So again, having friends is great friends.

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Don't pay your bills.

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Clients do.

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And that's really what
my focus is, has to be.

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And you'll be seeing more for me on that.

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So again, this is a topic that I
tend not to write about very often

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on LinkedIn just because people then
come to me and expect me to want

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to be a LinkedIn trainer because.

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Somehow people always wanna
put me in a trainer box.

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I know an awful lot about the platform.

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I know a lot about social media,
but social media and training in

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particular tends to be transactional.

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And I've spent my career in transactional
roles and I'm much more interested in

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strategy and long term nurturing and.

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Planning and innovation than I am about
transactional task related type work.

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And that's, I think,
where my strong suit is.

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I'm capable of doing the other
thing, but that's not where I feel

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the long term opportunity is for me.

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And that's not where my drinks
lie in the future of work.

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This is why I'm doing the podcast.

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I will actually then convert
this into things that I post in

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the platforms I've mentioned.

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So Substack and Pinterest, and I might put
some shorts on YouTube to experiment with

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how that really plays in the algorithms
there and how that drives search.

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This is the decision that I've
made and now it's up to me to.

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Really experiment and
fuel and see how it goes.

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I support having more clarity and
transparency in platforms and how

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they actually derive their content.

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And I do think that ethical AI use means
that we have to look at proxy bias.

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It's how long, how much effort do you
wanna devote to it personally and.

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My instinct is to support the
conversation and not drive it.

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So that's how I'm choosing to actually
pursue that is how do I adapt, how

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do I change my behavior so that I'm
going to be successful in a way that

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feels good and drives business and
also supports the conversations that

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need to be happening to actually.

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Facilitate change in a way that's
not gonna be draining for me.

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That's really what it comes down to.

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So I'm interested to hear your thoughts.

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I'm interested to hear how you're
changing your behaviors what you

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think about social media and the
changes, not just on LinkedIn, but

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anywhere that you actively active.

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And.

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The other thing I'd like to mention
too is like there's a really

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strong push that I'm noticing.

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I'm noticing trends 'cause
I'm always looking for trends

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and foresight and scenarios.

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I'm seeing a really strong
trend to people saying that in

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person is where it has to be.

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That you have to have success offline and
that the changes in social media mean that

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everything's going to be driven in person.

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I still don't find that's to be.

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Inclusive, because again, you have to
remember, I live in the middle of nowhere.

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I'm 45 minutes north
geographically of Toronto.

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But every time I go to Toronto, it
takes out two hours of my day at best.

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That's honestly when I'm taking my
kids back to university and we're

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going at nine o'clock at night.

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During the day, if I try to go to
Toronto, it's gonna be a two hour commute.

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So before I even step foot into
a venue, I have to get up, get

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dressed, take my dog for a walk.

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Drive down there, find parking
deal with all of the stress.

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Even just going to Toronto last
night, it almost got killed three

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times by people driving too fast,
people switching lanes too quickly.

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Somebody was driving backwards on Dundas.

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I have no idea why
commuting in Toronto was.

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A joy.

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So the bar is really high for me to
actually go to somewhere in person, and

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that's for somewhere that I can drive.

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If you're actually expecting me
to get on an airplane, then that

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becomes a different bar entirely.

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Why am I actually leaving my house?

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I'd have to arrange dog walkers
and care for everything that

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I have to do in the house.

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It has to be worth my while.

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I'm not just going because
it's a nice to have.

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I'm either making money, I'm learning
something significant, or I'm

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collaborating with something that
has real potential to save me time,

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earn me money, or reduce my risk.

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Those are really high bars, and
so I challenge the people who are

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saying that in person is the way
to go because in person is the

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way to go if you happen to live.

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Where events are easy,

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but the majority of the world doesn't
necessarily live where events are easy.

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And where there's interest in the
particular thing that you're offering.

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So again, virtual options still

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are very attractive, particularly to me.

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So that's one thing I wanted
to put out there as well too.

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So anyways, thank you for listening
again, some of your comments.

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I'm always interested.

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You can rate or review the podcast.

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That would be great.

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00:21:00,130 --> 00:21:02,470
Apple, Spotify pod engagement.

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Good Pods is my favorite place.

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I'm actually listed in the top
Leadership podcast of all time there.

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So this is the reason why.

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It's like how do you lead when things
are uncertain and what, how is that gonna

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serve and fuel the future of your work?

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That's really what it comes down to,
and that's what this episode is about.

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It's not just social media, it's
leadership, it's visibility,

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it's reputation, and.

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How is all of this gonna drive
if AI really becomes a reality?

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And again, how is AI going to pick
up those in-person interactions?

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It's not, so how does that get applied?

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How does it get used in a way that's
productive and not, doesn't just feel good

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in the moment where you happen to walk
into a room and everybody recognizes you.

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These are the things that you
have to think about is how

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does this fuel the future?

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What are you building?

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And that's what's important.

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Anyways, thanks for listening.

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Find yourself in.