The Value of Blogging Your Personal Brand on LinkedIn

by Meg Guiseppi on March 23, 2017



Blogging is one of the most powerful ways to demonstrate your subject matter expertise, and communicate your good-fit qualities for the jobs you’re seeking along with something of your personality . . . that is, your personal brand.

But setting up and maintaining your own blog may not be a realistic endeavor for you.

Did you know that LinkedIn offers a long-form publishing (or blogging) platform?

Using LinkedIn’s Pulse, you’ll reap many of the benefits of having your own blog, with almost none of the headaches. All you’ll have to do is:

  • Write interesting content on the topics you know,
  • Add a compelling title,
  • Proofread it well, and several times,
  • Post the content to Pulse and save it,
  • Hit “Publish” when you’re ready, and
  • Share the post on other social media outlets.

What’s so great about the Pulse platform?

Just like running your own blogsite, you’ll be building your personal brand . . . demonstrating your subject matter expertise and thought leadership, and communicating your personality and good-fit qualities for the employers you’re targeting.

But also, because they’re on LinkedIn, your Pulse articles will draw people to your LinkedIn profile and keep you top-of-mind with your LinkedIn network. Each time you publish a new Pulse post, your LinkedIn network is notified.

Your most recent articles will show up near the top of your profile, which immediately:

  • Supports the claims you’ve made in your profile about your expertise.
  • Shows you have something to say about your industry and vocation.
  • Demonstrates that you’re up-to-date with social media, and know how to leverage LinkedIn.

Where to find the Pulse platform on your LinkedIn profile.

I’ve found that most people on LinkedIn are not aware that they can make use of the Pulse platform, and don’t know how to access it.

With the 2017 LinkedIn User Interface, go to your “Home” page and look for “Write an article” at the top of the center column. This takes you to a blank page on Pulse, where you can start writing.

I suggest that you compose the content in a Word or other word processing document, so that you’re sure to thoroughly proofread it before hitting “Publish”. Don’t rely entirely on the Spell Check feature. Manually proofread the content several times, too.

8 Tips for writing posts on LinkedIn’s Pulse

1. The biggest stumbling block for most people, aside from finding the time to write, is coming up with things to write about. Here’s a good place to start:

Your LinkedIn profile should include plenty of keywords and phrases relevant to the kinds of jobs you’re seeking. These typically represent your hard skills or areas of expertise. These keywords should be in your Professional Headline, Summary section, Skills section, Experience section and throughout the content in your profile.

2. Before posting your first article on Pulse, make sure you have a photo and Professional Headline on your profile that is optimized with relevant keywords for SEO. People will see these at the top of your Pulse articles and be encouraged to jump over to view your profile.

3. Use relevant images or videos in your posts. Pixabay is a good, free resource for images, but there are many others.

4. Include links to other Pulse posts or other online sources in your posts.

5. Write a short personal biography of a paragraph or two to go at the end of each of your posts.

6. When you’re about to publish a post, LinkedIn prompts you to include a brief blurb about it. Be sure to add hashtags(#) to the relevant keywords in the blurb.

7. Try to publish a new post on Pulse once or twice a month, or more frequently when you can. Publish your posts Monday through Friday, when most people are on LinkedIn. Experts have suggested that Tuesday, Wednesday and Thursday are the best days.

8. Respond to everyone who leaves a comment on your post, with this caveat. Do NOT respond to snarky or negative comments that add nothing to the conversation. It’s been my experience that this only encourages such people to continue their mean-spirited rants.

Bottom Line:

Although most Pulse posts seem to be 500 to 1,000 words in length, even writing posts that are only a few paragraphs long will benefit you. Create a blogging strategy and get in the habit of posting on Pulse as often as you can.

[This article was first published for my gig as Personal Branding Expert on]

Executive Job Search and Personal Branding Help

Land a GREAT-FIT New Executive GigNeed help with personal branding, your LinkedIn profile, resume and biography, and getting your executive job search on track . . . to land a great-fit new gig?

Take a look at the services I offer, how my process works and what differentiates my value-offer . . . then get in touch with me and we’ll get the ball rolling.

More About LinkedIn and Executive Job Search

Are You Executive Job Search-Ready?

Personal Brand Buzzkill: Snarky Comments on LinkedIn Pulse

5 Ways to Keep Your Executive Job Search Confidential on LinkedIn

How to Write a Dazzling LinkedIn Summary

3 BIG Mistakes That Screw Up Your LinkedIn Professional Headline


If you’re now over 50 and job-hunting, and it’s been several years since you’ve been in a job search, you may be in for a rude awakening.

All of a sudden, job interviews may be much harder to land.

When you do get interviews, you may sense a resistant attitude from the interviewers that you never experienced before.

It may be clear, and terribly discomforting . . . you’re facing age discrimination.

In a Forbes article, Kerry Hannon interviewed John Tarnoff, both career coaches, and asked him “What do you tell people about not being able to get job interviews after 50?

“My advice is to admit that it’s ageism. Be fantastic. Engage, ask questions, be of service, be a problem-solver, be a part of a solution. Let yourself roll right over the ageism.

You also need to be strategic. Assess your skills, interests and opportunities. Do an analysis of your strengths and weaknesses. Reach out to close friends, family and colleagues to solicit their views and constructive feedback.

Understand that you’re not going to be able to fight this on your own, but through your network. You need to network to find the people who get you. Those people will bring in more people who will get you…that’s how you are going to get results.”

How can you keep ageism from jeopardizing your career goals?

Accept that ageism will follow you, or precede you, throughout the networking, interviewing and hiring process.

But take heart. There are many things you can do to overcome this challenge, and position yourself to land a great-fit gig.

Along with relying heavily on networking your way into your target companies, you’ll need to dispel the concern that you’re out of date with the digital age.

As much as possible, keep pace with your younger competitors who are social media savvy, active on various social networks, and have built a strong online presence.

Align your LinkedIn profile with your resume focus, optimize and fully populate all applicable LinkedIn sections with plenty of relevant keywords to boost your personal SEO, and get busy leveraging LinkedIn.

And keep an eye on the quality and number of search results for your name by self-Googling about once a week.

More in my post, How To Conquer Ageism in Executive Job Search.

Clearly, John advises putting concerted effort into networking your way into your next job.

How do you get back into, and used to, networking again?

1. You may need to re-boot your job search strategy, and go back to targeting, researching, and defining your personal brand.

If you haven’t done this initial deep-focus work, you may be in for a prolonged job search.

2. Reconnect with your existing network.

Think of all the people you know, across various aspects of your personal and professional lives. Practice “give to get” networking.

3. Reach out to new people on a regular basis.

Cast a far-reaching net to build out your network (online and off-line) with fresh faces, including executive recruiters and people working at your target companies.

4. Create a personal brand communications plan to stay top-of-mind with your network.

Network and stay top-of-mind with people who can help you penetrate the “hidden” job market, where most people land jobs. LinkedIn, for one, gives you several often overlooked ways to make people aware of you, and the value you offer.

More details in my post, How Do I Rebuild My Network for Executive Job Search?

When you do get interviews, how do you dispel the age issue?

In a Next Avenue article from a few years ago, Paul Bernard offered 7 Things to Say in an Interview, for job seekers over 50:

1.  Prove that experience has taught you when (and when not) to take risks.

2.  Note that you’re an innovator, but not someone who’s constantly looking to reinvent the wheel.

3.  Demonstrate that you’re flexible.

4.  Explain that you’re skilled in social media, but also know the importance of one-on-one connections.

5.  Highlight your collaborative skills, but make sure the interviewer realizes you know how to make tough decisions on your own.

6.  Enthusiastically point out that you embrace change, but also know that change can be difficult.

7.  Finally, create the impression that you’re high-energy and loyal.

For more ways to nail the interview, see my post, How to Land, Brand and Ace Executive Job Interviews,

And remember my Secret Weapon for Job-Winning Interviews.

Executive Job Search and Personal Branding Help

Land a GREAT-FIT New Executive GigNeed help with personal branding, your LinkedIn profile, resume and biography, and getting your executive job search on track . . . to land a great-fit new gig?

Take a look at the services I offer, how my process works and what differentiates my value-offer . . . then get in touch with me and we’ll get the ball rolling.

More About Executive Job Search

Are You Executive Job Search-Ready?

How Do I Find a Job in the “Hidden” Job Market?

How Do I Rebuild My Network for Executive Job Search?

4 LinkedIn Ways to Keep Your Personal Brand Top of Mind


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