How often should you post on LinkedIn? A cadence guide

Why it issues

In studying this weblog, groups working an worker advocacy program will study what LinkedIn posting cadence truly works for particular person advocates, why chasing a single company-wide put up rely backfires, and the right way to set a sustainable, role-based cadence that holds up over months as an alternative of collapsing after the primary few excited weeks.

Key takeaways

• The candy spot for many advocates is 2 to 4 posts every week; greater than that and most of the people burn out or begin posting low-effort filler simply to hit a quantity
• LinkedIn’s personal feed rewards engagement, not frequency: one put up that earns actual feedback and reshares outperforms 5 posts that solely get a handful of likes from the identical coworkers
• Set cadence by position, not a blanket rule: one put up every week for brand spanking new or hesitant advocates, two to 4 for the lively majority, 4 or extra just for program champions and executives
• Spacing issues as a lot as complete quantity: three posts unfold throughout the week attain a community three separate instances, whereas three posts revealed again to again solely attain it as soon as
• Monitor participation charge over months, not complete posts within the first excited week, to inform whether or not a cadence goal is definitely sustainable

Oktopost recommends two to 4 posts every week to most B2B advocacy packages when somebody asks how usually must you put up on LinkedIn as an worker advocate. Fewer than that and also you disappear out of your community’s feed between posts. Greater than that and most staff burn out or begin reposting no matter’s within the queue simply to hit a quantity.

The true query behind “how usually must you put up on LinkedIn” is whether or not your cadence matches what a person advocate can maintain with out turning their profile into an organization mouthpiece, not a single quantity.

How usually must you put up on LinkedIn as an advocate?

LinkedIn’s personal advertising staff recommends publishing persistently at the least two to three times per week for anybody constructing a presence on the platform, and says consistency issues greater than quantity. That steering was written for model and creator accounts, nevertheless it holds for particular person advocates too.

Break it into three bands, relying on the worker:

One put up every week is the ground. It retains a profile lively and indicators to LinkedIn’s feed that the account belongs to an actual, engaged consumer reasonably than a dormant one. That’s the proper cadence for a brand new advocate, somebody nonetheless constructing confidence, or an worker in a job the place social isn’t a part of the job description.

Two to 4 posts every week is the candy spot for many advocates in an lively program. It’s frequent sufficient to construct a recognizable voice and keep seen to a community with out each put up feeling scheduled. Gross sales reps and entrepreneurs are inclined to land right here as soon as they’re a number of weeks right into a program, and so do most customer-facing staff.

5 or extra posts every week works just for a small group: executives constructing a public platform and staff who take pleasure in posting. It additionally suits folks whose position is partly constructed round thought management. Asking a normal advocate inhabitants to hit this cadence is how packages collapse. Individuals both give up or begin sharing low-effort content material simply to examine a field.

Why “put up extra” is the mistaken intuition

Most advocacy packages measure success by share rely, so the intuition is at all times to push for extra. That intuition works in opposition to you.

LinkedIn’s own help documentation on feed visibility explains that the feed responds to social actions in your content material, to not how a lot you publish. A single put up that earns real feedback and reshares outperforms 5 posts that solely get a handful of likes from the identical coworkers. Frequency with out engagement doesn’t transfer the quantity that issues: actual attain into knowledgeable community.

There’s a belief value too. Workers carry extra credibility with their networks than an organization web page does, which is precisely why advocacy programs outperform brand-only distribution. That belief erodes quick if a profile begins to learn like a feed of copy-pasted firm content material. As soon as a connection notices the sample, they cease studying the posts in any respect. A cadence guideline has to guard that belief, not spend it.

Set cadence by position, not a blanket rule

A single company-wide goal sounds easy, nevertheless it ignores how otherwise folks use LinkedIn. A discipline gross sales rep who lives on the platform can deal with 4 posts every week with out a lot friction. A backend engineer who logs in twice a month can’t, and pushing that individual towards a set quantity often produces the sort of compelled, low-effort put up that damages this system’s credibility.

Phase advocates as an alternative of setting one rule for everybody:

• New or hesitant advocates: one put up every week, constructed fully from the curated content material board so there’s no blank-page downside
• Energetic, comfy advocates: two to 4 posts every week, mixing curated content material with their very own commentary
• Program champions and executives: 4 or extra posts every week, with extra authentic commentary and fewer reliance on pre-written copy

That’s additionally the place activating disengaged employees pays off. Many low-participation staff aren’t against advocacy. They only don’t know what an affordable weekly cadence seems like and assume the bar is increased than it’s. Telling somebody that one put up every week is an actual win removes a stunning quantity of hesitation.

Make the cadence sustainable, not simply beneficial

A cadence goal solely works if staff can hit it with out additional effort each week. That’s a content material provide downside earlier than it’s a frequency downside.

Our information to best practices for employee advocates covers this from the advocate’s facet: unfold posts evenly throughout the week as an alternative of batching all of them on Monday, and personalize shared content material reasonably than posting it verbatim. Each habits matter greater than uncooked put up rely.

On this system facet, which means retaining a gentle stream of ready-to-share content material flowing so advocates at all times have one thing value posting. Our employee advocacy FAQs cowl a associated however totally different query: how a lot content material to produce advocates every week, not how usually every individual ought to put up. The 2 numbers aren’t the identical. A program may provide 5 to 10 items of content material every week so particular person advocates every have sufficient selection to select two to 4 posts with out repeating themselves or their colleagues.

A curated, pre-approved content material board removes the 2 greatest blockers to hitting a cadence goal: not realizing what to put up, and worrying whether or not it’s on-brand to put up it.

Use a easy beginning cadence

If a program doesn’t have a cadence goal but, it is a cheap default for many advocates within the two-to-four vary:

• Monday: share one piece of curated content material from the board, with a brief private word on why it issues
• Wednesday: reshare an business article or a colleague’s put up with a remark, reasonably than publishing one thing new
• Friday: non-obligatory third put up, provided that there’s one thing value sharing that week

That sample offers an advocate two assured touches and a light-weight third possibility, unfold out as an alternative of batched into one sitting. Spacing issues as a lot as the overall. Three posts revealed again to again on a Monday morning attain the identical slender slice of a community on the identical second, whereas three posts unfold throughout the week present up in entrance of that community three separate instances.

Applications which can be additional alongside can layer in role-based variation on prime of this base sample: executives including a fourth or fifth put up constructed round authentic commentary, and quieter advocates dropping to only the Monday put up till they’re prepared for extra.

Tips on how to measure whether or not the cadence is working

Submit rely is an enter, not an final result. The true check of a cadence goal is whether or not it holds up over months, not simply within the first excited week of a brand new program.

Monitor participation charge over time reasonably than complete posts. A program the place 40% of advocates put up two to 4 instances every week for six straight months is more healthy than one the place 80% put up as soon as in week one and by no means once more. If participation drops off, the cadence you set might be too aggressive for the group reasonably than too conservative.

Tie the cadence again to outcomes management cares about. Our information on the right way to define employee advocacy ROI walks via connecting advocate exercise to pipeline and income as an alternative of stopping at share counts. A sustainable two-to-four-post cadence that holds for a full quarter will transfer these numbers greater than a brief burst of day by day posting that fizzles out by week three.

The underside line

Most advocates ought to goal for 2 to 4 LinkedIn posts every week, dropping to 1 for brand spanking new or hesitant staff and rising previous 4 just for a handful of dedicated champions. The quantity issues lower than whether or not it’s sustainable and customized. It additionally must be backed by content material advocates don’t must create from scratch.

In the event you’re constructing or tightening an advocacy program and need a curated content material board, role-based cadence targets, and participation monitoring in a single place, talk to Oktopost about how the platform helps that.