Summarize this content to 2000 words in 6 paragraphs in Arabic Soon after lawyer Paul Verrico posted a plea on LinkedIn for hand sanitiser for his cancer charity in March 2020, the chief operating officer of a large Hong Kong energy company offered to help.During their discussions, the COO said it was a shame Verrico\u2019s team at law firm Evershed Sutherlands did not operate in Hong Kong. \u201cLinks were made and we ended up working on the largest safety consultancy project the team had ever done,\u201d Verrico recalls. \u201cYin and Yang, almost.\u201dThe outcome was made possible by Verrico\u2019s large and engaged network on LinkedIn. He has more than 9,000 followers.Verrico is one of the platform\u2019s superusers \u2014 professionals that have amassed networks sometimes reaching tens or even hundreds of thousands of people, which they use to build their brand. For these users, LinkedIn is no longer just a recruitment site but a space to publish content relating to their work, to self-promote, share expertise and seek out business opportunities. Many are putting in the hours and effort\u00a0equivalent to a part-time job to maintain their pages. Some have even recruited advisers to shape their LinkedIn strategies.The shift reflects LinkedIn\u2019s aim to reach deeper into people\u2019s professional lives and take advantage of the hustle and self-promotion that is now a common feature of many jobs. The platform says 85 per cent of FTSE 100 chief executives now have a presence on LinkedIn, up from 12 per cent in 2023.\u201cLinkedIn is no longer a job search platform, it\u2019s a business networking platform,\u201d says Jasmin Ali\u0107. He has more than 300,000 followers, and coaches people on \u201chow to build a brand\u201d, through one-to-one sessions and \u2014 of course \u2014 his LinkedIn page, Link Up. \u201cFive or ten years ago it used to be, hey we received your CV. Today it\u2019s: we saw your content, can we book a call. It went from seeking out opportunities to opportunities coming to you.\u201dAli\u0107 is one of a thriving industry of influencers, consultants and advisers who help LinkedIn users, sometimes for a fee, to grow large and successful followings. It is not for the faint of heart. In a characteristically peppy post, Ali\u0107 warns users that building a presence takes \u201cmad time and effort\u201d. His advice includes making 50 comments per day on other users\u2019 posts \u2014 he suggests targeting peers and bigger influencers \u2014 and posting several times a week, while also publishing \u201cONLY if you have something to say\u201d.Dan Roth, editor-in-chief and vice-president at LinkedIn, is a little sceptical of such how-to guides. He advises users to \u201cbuild trust and a reputation by being authentic and honest\u201d, echoing the language of many experts in how to build followings. Yet in the 14 years he has been at the company he has helped introduce many features for brand building. These have included a \u201ccreator mode\u201d that helps with content, algorithmic tweaks that prioritise relevance and expertise in users\u2019 feeds, and more tools for publishing video.\u201cWe are seeing people, over the last couple of years, increasingly use LinkedIn as a way to\u2009.\u2009.\u2009.\u2009build their voice,\u201d Roth says. \u201cYou\u2019ve got to think about\u2009.\u2009.\u2009. what\u2019s going to get you hired, what\u2019s going to get people to decide they want to work with you. This idea of building your voice is so critical to navigating the working world today, and that is what\u2019s driving all of this.\u201dStill, highly engaged users are unusual. Mark Williams, who runs a podcast giving advice to LinkedIn users, says: \u201cThe huge majority have absolutely no idea what they\u2019re doing \u2014 many of them just see it as a jobs site.\u201d Ali\u0107 adds that \u201ca million followers [on Instagram] is like 100,000 on LinkedIn\u201d. LinkedIn, which was acquired by Microsoft in 2016 for $26.2bn, says comments have increased 37 per cent year-on-year, while video creation has doubled. More than five years ago, the company gave users the option to follow \u2014 or be followed by \u2014 other users. This is different to \u201cconnections\u201d, which are capped at 30,000 \u2014 an attempt by LinkedIn to encourage users to keep close networks with people they \u201cknow personally and professionally\u201d.\u201cWith lots of followers you will have that content visibility\u2009.\u2009.\u2009. it\u2019s one direction,\u201d says Margo Laz, a consultant. \u201cWith connections, it\u2019s two-fold communication\u201d. Her agency, Kudos Narratives, mainly collaborates with accounts that make Verrico\u2019s look tiny: she classes 11,000-50,000 as \u201cmicro\u201d or \u201cniche\u201d influencer status, 50,000-100,000 \u201cmid tier\u201d.Mark Somers, the head of a private wealth management and executive search firm, has 30,000 followers, and says he has at times hit the limit of connections. \u201cThe reason why having a big number is important is that one thing our clients expect from us is having a large, vibrant active network,\u201d he says.He employs a consultant to plan his LinkedIn strategy and encourages staff members to contribute posts and \u201cprovocative content\u201d. That chimes with the advice from Richard van der Blom, a LinkedIn coach with 230,000 followers, who says he tells corporate clients to empower employees to use the platform themselves. Legal marketing consultant Simon Marshall found some leading lawyers had a reach far greater than the companies they work for. Some users suggest the quest for followers has led to a decline in the quality of posting.Alison Taylor, a business school professor and author, says that after her LinkedIn following passed 15,000, her experience got worse. Where before she had a focused following of colleagues, she began to interact more with people who viewed her as a public figure. This resulted in a \u201ccontext collapse\u201d that meant she was criticised by people who knew little about her field, while she ended up wading through posts from them.\u201cThere were a lot of people asking why haven\u2019t you commented on this or that \u2014 people jumping into comments to boost their own stuff, lots more trolls and ad hominem attacks,\u201d Taylor says. \u201cMy feed is now a mess.\u201d She believes the \u201csweet spot\u201d for followers is 5,000-15,000. A broader audience can result in posts that are less thoughtful and specialist. \u201cI see the urge to dumb down and converge to the medium [so] everyone ends up with bland posting.\u201dChristine Armstrong, a workplace researcher with 19,000 LinkedIn followers, says the lack of anonymity means it is \u201cnot a cesspit\u201d. But she admits to being turned off by some of the aggressive approaches to hitting high follower targets. \u201cThere\u2019s a lot of witchcraft out there, people saying how to game it,\u201d she says. \u201cThey all contradict each other.\u201dLinkedIn says it offers a wide array of tools to silence noise and personalise the experience, while users say they are able to \u201cprune\u201d their feeds by managing notifications.And many users appreciate the broader networks. Helen Tupper, who previously worked in marketing and is now an author, says her LinkedIn profile is dominated by people who have read her articles, whereas in the past it was mostly people she knew. \u201cThere are more ways to use it [today]. The idea of being a creator on LinkedIn was not a thing 15 years ago,\u201d she says. Tupper suggests \u201cweak ties\u201d \u2014 or distant acquaintances \u2014 are \u201cbetter for your opportunities because they work in a world you don\u2019t. LinkedIn can help you with that.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Summarize this content to 2000 words in 6 paragraphs in Arabic Soon after lawyer Paul Verrico posted a plea on LinkedIn for hand sanitiser for his cancer charity in March 2020, the chief operating officer of a large Hong Kong energy company offered to help.During their discussions, the COO said it was a shame Verrico\u2019s<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63],"tags":[],"class_list":{"0":"post-257593","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-tech"},"_links":{"self":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts\/257593","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/comments?post=257593"}],"version-history":[{"count":0,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/posts\/257593\/revisions"}],"wp:attachment":[{"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/media?parent=257593"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/categories?post=257593"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/globetimeline.com\/ar\/wp-json\/wp\/v2\/tags?post=257593"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}