LinkedIn is adding a new product showcase element to user profiles, allowing users to highlight specific products and projects they’ve worked on in different roles, while also updating its newsletter functionality with some new features. additional connection.
First, in product lists: You’ll soon be able to add the products you’ve worked on as a sub-item in your experience lists.
As you can see from these example screens, when you go to edit an item within your ‘Experience’ section, soon you’ll also be able to add products that you contributed to in your time with the organization. Those links will also connect back to the corresponding product page on your company profile, adding another avenue for discovery of your brand.
But of course, to add a product to your profile, you’ll need to list it on your company page first.
LinkedIn added Product Pages in 2020, as a means to help companies showcase their product offerings and highlight key features.
This new option is an extension of the same one, which will give users more ways to show their experience, while helping LinkedIn to expand its data banks, with information about people, companies and products collected within the application.
That could open up new marketing opportunities — through direct promotion of product pages, for example — while also giving LinkedIn more specific insight into the products people work on under different job titles. That will provide more data points to match users with relevant job openings and career paths, and this additional display capability will also put more onus on brands to include product pages in their listings, so people can include them in their listings. experience.
LinkedIn is also looking to improve its Newsletter product, with a new option to include @mentions and #hashtags in Newsletters and articles to help maximize engagement.
As you can see in this example, the functionality will work similar to tagging in other apps, with the system automatically listing potential entity matches when you enter an @ or # symbol.
As LinkedIn explains:
“In the coming weeks, we will implement the ability to @mention members and pages within the copy of an article or newsletter, allowing contributors to help further distribute your content. You can also include #hashtags in your articles to enrich your content and help readers discover like-minded communities on LinkedIn.”
Will that help improve range?
Well, probably, if, say, you’re mentioning people, they’re likely to engage with your post to show gratitude for the mention. Hashtags remain a mystery on LinkedIn, from a reach perspective, but you could see your post added to relevant communities and conversations, which could have several benefits.
LinkedIn initially launched its Newsletter functionality late last year, building on the growing popularity of connecting directly with its audience, and so far LinkedIn says 28 million of its members have signed up to receive newsletter updates from its brands and chosen creators.
Which is only a fraction of their 800+ million members, but still plenty of people willing to make a more direct connection through the option.
Finally, LinkedIn is also adding the ability for Company Page admins to reply as their brand to any post in the app.
As you can see here, admins will now see an account switch option when they go to reply to a post in the app.
“We know that a brand’s content is just one part of how their voice comes to life on LinkedIn, so we’re introducing the ability for Pages to reply as the brand to any post in the feed, regardless of whether they’re @mentioned or not. Follow the hashtags used in the post. By joining these conversations, brands can share their unique perspective, reach new audiences and grow their following.”
That adds another simple way to drive brand connection and engagement, which could come in handy when looking for ways to establish the brand experience and build a community.
Each update has a variety of potential uses, providing more ways to share your expertise and work. And with LinkedIn engagement at record levels, it’s definitely worth considering how you can improve your connections on the app.
The Products in Profile feature is currently in early pilot testing and will become generally available in a phased rollout in the coming months.