For the last year, while working as a full-time HCM Consultant with CPI-HR, I’ve been testing Linkedin Pulse. By the way, a Linkedin B2B associate, Natha Green, shared with me that Linkedin Pulse has been the single most used piece of functionality in the history of Linkedin.

Lunch with my Daughter - Home from Cambodia

Lunch with my Daughter – Home from Cambodia

Here’s a list of the articles I’ve published on the network:

  1. #Recruiting the Next Generation in #Manufacturing
  2. Executive Coaching Requires a Village
  3. The “Human” Side of Human Capital Management #HCM #Culture
  4. Surviving a Surprise DOL Audit on Christmas
  5. Social Business & HR – Changing Points-of-View
  6. Reader Comments: HR Readiness – The Future is Now!
  7. Video: Secrets to Growth by #Crains52 Winners

What have I learned?

1. GOALS First, like anything else, it’s important to have your goals clearly in mind before starting out. Winging it is never a good idea. Develop a game plan, build it into your calendar, and stick with it. With all the competing priorities for our time and attention, if you fail to plan, you plan to fail. And if your boss and boss’s boss isn’t into it, don’t get started.

Common goals often include:

  • reputation management
  • thought-leadership
  • credibility
  • industry influence
  • lead-generation
  • sales pipeline impact
  • service and support
  • crowdsourcing ideas
  • and many others

Goals always vary by role, situation, market position, compliance guidelines, etc.

Shameless plug: That’s where a savvy consultant comes in, someone that’s been doing it for a while and can save you countless hours of research, testing, and potentially career-damaging missteps. The good news is that you can edit and delete posts, contrary to the popular misnomer, “What’s said online stays online.” But as always, the 5 P’s are perpetually in play: Prior Preparation Prevents Poor Performance. Nuf said.

2. Technology Second, it’s important to understand and leverage the technical aspects of the tool. The technical aspects will bring readership.

  • A good cover image is important in the newsfeed shares.
  • Like the subject line of an email, a movie or book title, or a chapter heading, the Headline will drive readership and share-ability.
  • Of course the body of the Pulse is the main meal. Good writing, flawless grammar, links to related stories and profiles, bulleted or numbered lists, and an image or two – these are all good.
  • Comments and Likes are always good. What drives those? Content architecture, Share-ability, and Marketing of the article all impact engagement levels. This is the secret sauce. There are some obvious ways to increase engagement, but be careful at this point. Handle with Care.
  • Last but not least, the Keyword functionality will position the post in context with other similar posts, which will also drive traffic. Remember that Linkedin Pulse articles are indexed on Google according to the standard Search Engine Optimization rules in play at the time.

3. TIME A good article takes at least an hour. This article took about 90 minutes when all was said and done. How fast you think creatively and your raw typing skills make a difference. If you have a PA that you can dictate something to, that can save a lot of time. But make sure the end result is in your ‘voice’, not your PA’s.

Is it worth the 60-90 minutes? Depends on your goals.

I’d be interested to hear from others. I know some of the readers have been using Linkedin Pulse? Why or Why not? What would you add to this list? What have you learned? If you’re NOT using Pulse, is there a particular reason why?