Julia Zatta is a Barcelona-based LinkedIn ghostwriter and content strategist. She helps founders, consultants, and executive leaders turn their expertise into authority-building content. She’s the host of the LinkedIn for Entrepreneurs podcast and the creator of the 7 Day LinkedIn Visibility Sprint.
NBS: Thank you, Julia, for joining us today. At NBS IT Recruitment, we support both job seekers and companies hiring professionals in the IT sector.
Let’s start with job seekers: what are the main strategies you think they should follow to improve their presence on LinkedIn?
JZ… Thanks for having me. It’s a pleasure to be here.
I think job seekers should start by having an active LinkedIn profile.
Step one is to optimize their LinkedIn page for the role they are seeking.
Step two is to share content that highlights their expertise and positions them as a valuable asset.
I think most people stop at the optimized profile but feel self-conscious about sharing content, which is a detriment to their job-seeking efforts.
NBS: When it comes to job hunting on LinkedIn, do you think a reactive approach is enough, or do you advocate for building a personal brand over time, regardless of your current employment situation?
JZ… I definitely think that building a personal brand is the way to go. And the best time to start building your brand is when you don’t need it to deliver results. So if you’re in a job you like, start now. Document what you are up to on a weekly basis.
- Share interesting conversations you have had with your team, colleagues or clients
- Answer frequently asked questions,
- Address industry misconceptions
- Talk about your “why” – your motivation behind your actions and beliefs
NBS: From a company’s perspective, when it comes to talent acquisition, how can the platform help—beyond posting job ads or promotional posts about a vacancy?
JZ… Highlighting company culture and values. Many job seekers want to know they will be happy in their new position, that they will fit in with their team, and that they will feel supported by the company. Highlighting the culture and how people interact on a weekly or monthly basis can help alleviate fears about choosing the wrong fit.
NBS: Larger organizations usually have external communications and/or social media departments. Founders and small start-ups may neglect their LinkedIn presence a bit more.
Why do you think it’s important to focus on maintaining a well-crafted presence on the platform?
JZ… Large organizations tend to have a marketing plan for their company page but often overlook the importance of having brand ambassadors. People in leadership positions with a curated personal brand. This really improves trust in the company overall.
Founders of startups need that initial buy-in from their new hires. Job seekers act like any consumer would. They check out your company page and individual profile to get a sense of what the company is like and to gauge whether applying for a role is a wise career move.
I have spoken with founders who have been so immersed in building their company that they have forgotten to invest in their brand. As a result, talent acquisition is a real struggle. People don’t feel safe accepting a position because they feel the risk is too high. People aren’t sure the company is truly reputable and that their job will help them achieve their career goals.
NBS: You help your clients with their LinkedIn presence—what advantages does “outsourcing” your LinkedIn presence offer?
JZ…
- It saves time which, let’s face it.. Most people are time poor these days.
- It also ensures consistency in tone of voice and brand presence. So, a consistent tone of voice and posts that are published at a regular cadence.
- It also ensures that your content supports your business or career objectives. Rather than being random efforts.
- It also guarantees an authentic tone of voice rather than the ChatGPT fluff everyone is putting out there now.
NBS: The IT world is constantly changing, and a critical skill is the ability to reinvent oneself. We find your career path particularly interesting in this regard. Based on your experience, what advice would you give to someone who is considering reorienting their professional career?
JZ… Invest in your mindset and mental well-being. Showing up on LinkedIn when you are pivoting is scary. Because your whole identity is shifting in real time, which increases insecurities and self-doubt. And, as I’ve mentioned, showing up on LinkedIn is essential.. It’s best to start sooner rather than later. So you need that self-trust to show up consistently and as a leader.
NBS: How do you see the future of LinkedIn, and what challenges does it face?
JZ… LinkedIn is becoming a social media platform, but it doesn’t want to be like other social platforms. Which means it values thought leadership over entertainment. It’s a tightrope, it’s negotiating how they want to provide value and interest-let content… But it seems they are still figuring out how to go about it.
I’d love to see the video feed come back because it was a way to promote bingeable content. Something the platform doesn’t do yet, but that is trending on other platforms. Bingeable content means a way for people to consume all of your content when they discover you. I don’t find myself consuming content with the same addictive behavior I have on other platforms. But I understand that LinkedIn is more invested in value rather than virality. It’ll be interesting to see how this evolves.
But the trend towards individuals sharing content on their personal pages to build up their brand has increased over the last few years and will continue to do so. Gone are the days of using LinkedIn as a resume site.
NBS: Who would you propose as our next guest?
JZ… J.T. O’Donell, she has strong and interesting opinions on the future of work and how the job-seeking landscape has evolved.
Thanks again Julia. You provide top-notch insights that will certainly help a lot of people out there.
Hope you enjoy the interview!