How to expand your reach on LinkedIn—for free

If your content is going to catch fire, you must know who most of your second-degree connections are, as they are the gatekeepers to the rest of the LinkedIn network.

Most of LinkedIn’s power users fall into these four buckets:

That, essentially, is why your timeline is boring:

· Most salespeople just share whatever content their company publishes, and they “like” posts asserting that cold calling is not dead.

· HR uses it to share jobs and interesting applications.

· Job hunters use it to broadcast they’re looking for opportunities and to “like” a vast number of posts.

· Company page admins barely put any thought into LinkedIn and use it as just another syndication platform.