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Having a LinkedIn group can be a powerful tool for identifying the challenges your consumers face and establish your company as a thought leader. However, many professional LinkedIn posts tend to receive very few comments, according to Professor Robert Rooderkerk at one of Europe’s leading business schools, Rotterdam School of Management, Erasmus University (RSM), and his colleague Professor Koen Pauwels.

They recommend five ways to get better engagement on your LinkedIn posts:

1. Find contributors that can produce well written pieces
Readability is the best way to increase the number of comments on a LinkedIn post. If the wording is easy to understand the reader will find it easier to stay engaged throughout the article.

2. Spark controversy
When you read something that strongly opposes your ideas you may experience some discomfort. The reader can resolve this feeling by leaving a comment.

3. Avoid hyperlinks
Hyperlinks can be a distraction and will divert people from the content, decreasing the likelihood of a reader wanting to leave a comment.

4. Do not post on weekends
If you post on the weekend it’s likely to not get much attention until the following Monday, at which point the post will be buried under a pile of other posts.

5. Use authors who are considered experts in their field
People will engage and comment more if their judgement tells them a post has been produced by an author with a strong social status. Interestingly there’s no relation between the number of connections a professional has and their social status on LinkedIn.

“In following these suggestions companies will have more lively LinkedIn discussions” says Professor Rooderkerk, who develops models to account for behavioural phenomena such as how people engage with social media.

“In discovering what drives people to engage with LinkedIn posts it’s possible for companies to effectively choose which authors they want to contribute to the networking site, how to develop their writing style, and find the best time of day to upload the content.”

You can watch Professor Robert Rooderkerk talk about how to get better engagement on LinkedIn posts on RSM Discovery .


For more information or to speak with Professor Robert Rooderkerk’s contact: Rochelle Gayle at: or call +44(0)1582 790 091

Note to the editor

The RSM Discovery Platform aims to disseminate top tier research from Rotterdam School of Management to business and society. By accessing the website, you will gain access to research in areas such as finance, small business, management, strategy, leadership and sustainability. All research here is stripped of the jargon and explained in a practical way so anyone interested has something to gain from reading it.

Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s leading business schools, and ranked among the top three for research. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who carry their innovative mindset into a sustainable future thanks to a first-class range of bachelor, master, MBA, PhD and executive programmes. RSM also has offices in Chengdu, China, and Taipei, Taiwan.

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