Visibility in the right places is rarely an accident: Part 5 of 6

Visibility in the right places is rarely an accident: Part 5 of 6 - Insight

Description

An article by Eric Doyle (F.ISP) of Consult Crux, part of the Modern Commercial Leadership series, covering the
pillar of “Algorithmic Reinforcement.” It challenges the common advice to “ignore the algorithm and just post what
you want,” arguing that since serious professionals are on LinkedIn for commercial reasons, visibility to clients,
recruitment, partnerships, sector reputation, it makes little sense to disregard the system that determines what
gets seen.

The article positions Algorithmic Reinforcement as following on from earlier pillars (Leadership Signal,
Cross-Functional Influence and Digital Credibility): the point at which the platform begins recognising that an
organisation’s thinking is relevant to a particular audience. It draws on LinkedIn’s published feed-ranking guidance
around relevance, expertise and authentic engagement, and suggests a practical self-audit reviewing existing
content against those terms. It contrasts random posting (leadership one week, a client win the next, then a
conference photo) with a deliberate approach: defining a clear territory, building the profile around it, growing the
right network, creating content that speaks into chosen commercial conversations, and engaging consistently with
the people who matter in that space, so the platform receives repeated evidence of who the organisation is
relevant to and why.

Commercial outcomes described include prospects referencing posts in meetings, candidates arriving already
familiar with how leaders think, and partners understanding commercial direction before the first conversation. The
argument is supported by the 2024 Edelman/LinkedIn Thought Leadership Impact Report (cited as finding 75% of
decision-makers researched a product or service they had not previously considered after consuming thought
leadership, and over half spending an hour or more weekly reading it). The author uses a tide-and-sail metaphor,
you still need a boat, direction and skill, but understanding the tide reduces wasted effort. Includes four
intent-setting questions (who you need to be known by, what for, which conversations to shape, and what evidence
shows digital influence converting to commercial activity) and argues for measurement beyond impressions:
conversations, meetings, inbound interest, recruitment signals and commercial opportunities. Aimed at senior
sales and commercial leaders.

Summary

Availability:

On-Demand

Cost:

FREE

Credit Offered:

1 ISP CPD Credit