It’s no secret that LinkedIn is driving its audience towards more authentic, organic interactions; this is evident through the multiple limitations it has enforced for its users (connection limits, InMail limits, network limits, etc.).
We can assume that this is in direct response to a lot of users complaining that LinkedIn is becoming too “saturated” with sales pitches, with many thought leaders advocating against a “pitch-slapping” technique.
But just what is LinkedIn’s stance on automation? And what does this mean for your LinkedIn advertising and marketing strategy?
Well, we discuss this and more in our blog below. Read on to find out what the platform thinks about automation, the consequences of heavy automation on LinkedIn, and ways you can streamline your processes instead of using automation.
What is automation on LinkedIn?
Automation on LinkedIn refers to the process of using software tools and applications to automatically perform certain tasks on the platform. For example, these tasks might include:
- Sending connection requests
- Messaging contacts
- Scheduling and liking posts
Why do people use automation on LinkedIn?
There are several reasons why people use automation software on LinkedIn, such as:
- Streamlines processes: The biggest reason people have for using LinkedIn automation is that it can streamline processes. Business owners can then invest this time elsewhere, e.g. to generate leads.
- Removes repetitive tasks from workload: Automation on LinkedIn can also help remove repetitive tasks from your workload. This means you can spend your time on more interesting pursuits – such as creating engaging content.
- Builds relationships: Some automation tools allow you to build your network by sending connections or messages on the platform. This can be beneficial to your network and help build relationships with key industry players.
So, is automation allowed on LinkedIn?
No, LinkedIn does not allow for automation software to be used.
Automation tools largely exist to help generate leads, increase traffic to websites and scrape data. Whilst these may sound like a great use of the business-specific platform, LinkedIn frequently takes measures to shut down profiles suspected of engaging in automated activity. In fact, here’s an excerpt from their help section:
Why is automation not allowed on LinkedIn?
LinkedIn has received a lot of bad press around inauthentic interactions on the platform, such as the use of:
- Fake accounts
- Bots
- Other automated tools, such as Dripify
As a result, the platform has consistently taken a hard stance against third-party tools, viewing them as “spamming”, which could be harmful to user experience.
Moreover, these tools would also compromise the platform’s integrity. LinkedIn views automated tools that are designed for large volumes of outreach as undermining the genuine and authentic networking and professional relationships that the platform was created to foster. Ultimately, it encourages users to use non-automated LinkedIn outreach campaigns.
What is the consequence of being suspected of automation on LinkedIn?
The consequence of being suspected of automation on LinkedIn is your account being restricted. This means that users will lose access to their account, as well as its features.
If this happens to you, take the following steps:
- Review and disable the software that automates the performance of these activities; or
- If you want LinkedIn to consider a partnership with the software extensions you’re using, you can login and submit a contact form. But, this feature is only available to some LinkedIn members as it is slowly but surely being rolled out
How does LinkedIn detect automation tools?
Over the years, LinkedIn has developed and refined its strategy so that it can investigate the usage of automation. More recently to help combat it, they have introduced user ID verification, to help ensure that all users are real people.
Often, if an account is recognised to have had sudden increased activity, LinkedIn will temporarily restrict them and ask for a government ID submission. This will then be verified through their verification partner CLEAR, who aims to enhance user experience and grow their trust in LinkedIn.
CLEAR requires a photo of both the front and back of your chosen identification method. If a photo ID of the person named on the LinkedIn profile cannot be provided, it is likely that LinkedIn will not recover your account.
This was seen on a huge scale in 2022 when LinkedIn mass-suspended many user accounts under Apple and Amazon. Almost 50% of the accounts that claimed to work for Apple were suspended by LinkedIn, which claimed the profiles consisted of AI-generated profile pictures and text lifted from genuine users.
What is LinkedIn’s stance on the rise of OpenAI?
Many businesses and individuals have advocated for the use of AI in as many aspects as possible, following its huge boom after ChatGPT’s conception. This is seen consistently across LinkedIn, with the SaaS industry specifically seeing the creation of businesses that are based purely on AI.
As a whole, there’s no doubt that the business world has embraced AI’s existence and the prospects it can create.
How is LinkedIn using AI?
Across the platform, there is evidence that LinkedIn has started rolling out the use of AI, with prompts and questions being asked to premium users. This suggests that LinkedIn is open to forms of automation, so long as it benefits members and enhances the user experience.
However, it does draw a clear line against automation used for unsolicited outreach, encouraging organic networking and emphasising quality over quantity in interactions.
Can you use automation on LinkedIn and get away with it?
While it’s not recommended, you hypothetically could fly under the platform’s radar, as long as you have a valid account, matching user ID and that you’re cautious with the scale of your outreach.
There would be little merit in spending money on an automated platform, building out a network, and creating a presence, for LinkedIn to catch wind and shut down your account.
Once your account is closed, there is no way to recover connection messages, prospecting lists, or generating leads that you’ve been nurturing. Not only does this put a hard stop on your outreach efforts, but it also looks questionable for your brand.
Therefore, it is always recommended to stay within LinkedIn’s terms of use.
What are the alternatives to using automation on LinkedIn?
There are still ways to create a successful sales strategy through LinkedIn, despite external tools and bots being prohibited. With LinkedIn offering Sales Navigator, a sales platform (at a price), we can assume that they expect and allow a reasonable level of networking for pipeline opportunities.
Let’s take a look at more time-efficient processes you can use as an alternative to automation.
Make meaningful connections, not superficial ones
Where bots can easily send out a large volume of hollow outreach, they can never replicate the authenticity of the human touch. Prospects are more likely to respond to outreach that directly addresses their pain points, or offers something specific to their needs. A lower volume of more targeted messages can often produce a larger volume of more qualified sales opportunities.
Manage your inbox regularly
One thing automation can’t do is nurture and qualify prospects. Managing your inbox is just as, if not more important than the initial outreach itself. The people you connect with on LinkedIn remain in your network indefinitely, meaning they will see your posts and your business’ posts, as well as your direct messages. To send an automated or overly-generic message could jeopardise a potentially long-standing relationship.
Analyse current manual processes
One way you can streamline your current manual processes is by evaluating them. Many LinkedIn users enjoy automation as it means they don’t have to spend time manually performing current tasks. But, a lot of the time the problem is the process/task itself. Ask your employees for feedback regarding time-consuming processes and take suggestions regarding improving this. The ones performing these tasks will know best what might help them speed things up.
In conclusion…authenticity is key
LinkedIn’s aversion to automated tools, fake accounts, plug-ins and bots could seem at its surface, a hindrance to businesses looking to grow through the platform.
In reality, the commitment to preserving an environment separate from spam means the platform is responding to the concerns of its users, and prioritising the integrity of the platform to ensure its own longevity.
After all, the platform is all about expanding your network and building meaningful relationships. But, these relationships are insincere if only supported by the use of automation…
Automation-free LinkedIn marketing strategies with help from the experts at StraightIn
It might seem like automation would make your life much simpler, but on LinkedIn, authenticity is valuable. So, it’s important to bear this in mind when crafting your own LinkedIn marketing strategy.
If you’re looking to work with a business to develop this strategy further so you can grow traffic, generate leads and increase conversions – StraightIn is here to help. And best of all, we use our expertise to shape our strategies – not automation.
Our services include Outreach Marketing, LinkedIn Advertising, Content Marketing, and Personal Branding. Get in touch with us today to find out more about how we can help you. Call 0161 518 4740, or email grow@straight-in.co.uk.
