7 Ways to Become a Thought Leader in Your Recruitment Sector
Most of the posts on social media, even (and maybe especially) on LinkedIn, don’t get much thought put into them.
Even the posts that get scores of likes and shares and comments are often little more than candy floss – sickly sweet and dissolve into vapour the moment you taste it
You know the kinds of posts I'm talking about...
They usually start with…
"Sorry to post something so personal, but here's a humblebrag that I'm hoping will get me some attention."
Or…
"Don't you just love/hate it when this everyday thing happens?"
Or…
"Here's a banal question, select your preference in this poll..."
Before you know it, the poster has 1,000 comments that are all variations of "love this", "well done" or a random emoji.
And, hey, there's nothing wrong with those posts in themselves.
They're like Hallmark movies. They're popular and make you feel good, it's just that they're unfortunately destined to be forgotten five minutes later.
Which, if you're trying to position yourself as a professional and a thought leader, is the very opposite of what you're looking to achieve.
This sounds obvious, but people seem to have lost perspective on what counts as success on social media.
The obsession with "engagement" – the measure of a post’s views, likes, comments and shares – has led to an unhelpful focus on getting attention for the sake of attention, rather than actually posting something meaningful.
And, yes, I know there's a theory that you can get engagement with fluff to draw people in and then pivot to something more appropriate for gathering leads, but there's a real risk here of damaging the integrity of your brand before you even begin.
It's like the politician who garners lots of attention by being folksy and a "man of the people" (you could definitely grab a beer with him), but then suddenly expects to be taken seriously when it comes to the work of government.
If you want to be taken seriously on social media and viewed as a bona fide Thought Leader – a synonym for leading expert in a field – you need to be producing content that carries more weight.
Here are seven tips for writing this level of content.
(Don't worry, the irony of praising the virtues of serious social media content through a click-bait style, "7 Ways to Do X" isn't lost on me – more on this in a moment)
- Be Authentic (and not the fake kind)
Some people seem to think that being authentic means writing something that sounds important, maybe even pious.
As a general rule, if you find yourself TRYING to be authentic, you're already failing.
Authenticity isn't about the tone of your writing or jumping on the latest woke topic du jour, it's simply about writing what you really believe and how you really feel.
- Be Original
Originality means either saying something no one else has thought of, or something no one else has the guts to say.
A Thought Leader doesn't look at the way the wind's blowing and try to get in front of it. They don't sit on their throne and say "Oh, look, there go my people. I must find out where they're going so I can lead them."
A thought leader knows how to improve the industry they're in and how to help other people excel and they have interesting things to say about it.
Probably should have mentioned this at the start, but you can't become a Thought Leader if you don't actually have meaningful, important, insightful thoughts.
Sorry, it's the one thing you can't shortcut. You either have it or you don't. And if you don't the only way to "get it" is to read, study, learn and network your way into becoming an expert.
- Be Bold...
Thought leaders regularly upset people because they say things that expose flaws that some people don't want exposing.
Because they call out inequities that some people are using to exploit the market.
Because they want to change and improve an industry that some people don't want to see changed.
And because they call out weak, shoddy, even criminal practices that threaten the livelihood of the bottom-feeders.
When you do this, those people will hate you for it.
But the upside is that just as many people – maybe more – will absolutely love you for saying what they've always thought but never heard anyone say.
And other industry leaders will be drawn to you because they'll see you as someone who understands their industry and who speaks their language.
So, don't be afraid to say things that are controversial or edgy. In fact, you need to be bold in your opinions if you're going to garner any attention.
- But Be Careful...
The key is to express your bold opinions in a way that doesn't sound like you're doing so purely for attention.
So, obviously, don't be controversial for the sake of it.
That will backfire horribly.
The bold opinions you share must be genuinely your opinions.
And, critically, you must do so in a way that makes it clear that your opinion is based on observable facts, and that you have suggested solutions.
You will still attract negative, even bullying, comments.
But that's just the price of doing business.
If your position is solid, plenty of people will agree with you, and you'll start to gain a genuine following of people who will eagerly devour all of your posts.
But if you've worried about crossing a line and being a victim of cancel culture...
You're right to be.
So, be careful to avoid any straying into areas that are overtly political or religious.
Always remember that there's a sharp difference between saying something, in person, to a small group, in which you're able to carefully preface delicate subjects, read the room, and clarify points as required; and saying something online which can be easily taken out of its context and reframed to make you sound deeply offensive.
You can't let anxiety over this hold you back from saying what you believe, but be smart about it. Be open to counter-arguments and even correction, and if you're going to post something you know has some risks attached, plan it carefully and share it with a trusted colleague or two first to get some initial feedback.
- Start Strong
The only sop to social media mediocrity that I recommend is to create a headline or opening line that is eye-catching and intriguing.
In this instance, I used the classic "7 Ways..." title and created a somewhat indelicate opening line accusing social media of being filled with drivel.
It's okay to feel slightly grubby writing a title that sounds like a brain-dead listicle, but you need to do it anyway.
As long as everything that follows is set at a higher level, you won't be penalised for a little showmanship.
- Tell Stories
There are few things that work better in marketing than just telling a really good story.
Be it your businesses origin story, an anecdote or a completely fictitious tale to illustrate a point, stories get people's attention and keep them better than just about anything online aside from funny cat videos (if you're planning to become a thought leader in the funny cat industry, you're going to have an uphill battle).
And best of all, they work in both video and written form.
- Don't Just Scream Into the Void
Last, but not least, don't make the classic mistake of posting great content, positioning yourself as a Thought Leader and then do nothing to capitalise on your success.
No matter how much you might wish it, it's very unlikely that someone will read your social post, brilliant as it may be, and think 'I really must call this person up and hire them'.
To make your amazing, inspiring content count, you need to follow the people that engage with you and, over time, arrange to talk to them directly.
The ideal is to attend an industry event, work out who among your followers and readers are also attending, and arrange to meet up for a drink while you're there. You can do some incredibly fruitful networking over just a single weekend with this method.
Direct messaging individuals and inviting them to a casual Zoom chat takes a little more effort, but is also highly effective.
***
The one good thing about social media continuing its descent into triviality is that it's easier than ever to stand out by writing smart, meaningful, powerful content.
Becoming a Thought Leader takes time and effort. It isn't an overnight job and it certainly can't be achieved by pandering to the lowest common denominator.
But for those with the determination and charisma to take on the challenge, the rewards can be incalculable.
Book a time slot HERE to chat with me or one of my colleagues about how we can help you become a leader in the recruitment sector.