This week, Bluestones Group racked up its 1,000th follower on LinkedIn, more than doubling its followers in under 12 months.
It’s an impressive growth trajectory and one that’s mirrored across many of the brands in our portfolio. LinkedIn follower growth is directly influenced by a number of factors – as defined by the LinkedIn algorithm, which you can read more about below.
In many ways, the popularity and growth of our LinkedIn company page is largely influenced by the level of engagement we have on our LinkedIn page… as the more engagement we have, the more people our content appears in front of (our reach). And the extent of this reach is dictated by the LinkedIn algorithm.
And remember, even with us having over 1,000 followers now, the LinkedIn algorithm typically means only 10% – 20% of these followers will see a regular (non-sponsored) post from the Group. With your help and engagement (liking, commenting, sharing), we’ll be able to reach a much wider audience.
So when you see something on LinkedIn from Bluestones Group, or one of the Group’s portfolio brands, please get involved and engage with the post in some way. Every engagement helps!
The LinkedIn algorithm – explained
Imagine LinkedIn as a huge party where everyone wants to talk and share stories. There are individuals talking about their careers, and companies showcasing their achievements and offerings. The LinkedIn algorithm is like the host of this party who has the responsibility to make sure that the most interesting and relevant stories get heard by the people who would appreciate them the most.
So, how does the host (algorithm) decide which stories to highlight?
- Engagement: The algorithm looks at how many people are reacting to the story. If a lot of people are liking, commenting, or sharing a post quickly after it’s shared, the host thinks, “Wow, this must be an exciting story!” and makes sure to tell more people about it.
- Profile completeness and connections: The host also pays attention to who is sharing the story. If a well-known guest at the party (someone with a complete profile and lots of connections) shares a story, the host is more likely to think it’s worth sharing widely.
- Relevance: The host listens to the story and thinks, “Will the other guests find this interesting?” If the content is relevant to the careers or interests of the people at the party, it gets shared more.
Now, let’s talk about what this means for companies sharing content on LinkedIn:
- Early engagement is key: Companies need to share stories that grab attention. If the employees of a company like, comment, and share the post quickly, the LinkedIn host thinks, “This must be a hot topic!” and tells more guests about it.
- Quality connections matter: Companies should encourage their employees to have complete profiles and build connections. When these employees engage with the company’s content, the algorithm is more likely to deem it worth sharing.
- Target audience: Companies need to make sure their stories are relevant to the people they want to reach. Sharing content that resonates with a specific audience increases the chances that those people will engage with it.
This is why it’s important for people, especially employees, to like, comment, and share content. Their engagement acts like a signal to the LinkedIn host that this content is exciting and worth sharing with more guests at the party. In turn, this helps the company’s stories to spread and reach the right audience, which can lead to new opportunities, partnerships, and customers.