September Roundup is here. A month of quiet chaos on LinkedIn, and three reads that will help you maxx out your aura…
Alicia rounds up the August LinkedIn updates in one place.
Two main things she highlights: LinkedIn has started building new classifiers to create less generic content in feeds, with a particular focus on posts being recommended OUTSIDE your immediate network. Also, LinkedIn has started rolling out Collaborative Posts globally, which means you can now co-author a post with another creator and reach their audience at the same time.
What does it mean for your brand aura: If you are leaning on AI to generate posts without reviewing or correcting the output, that content may not survive. The algorithm is getting better at sniffing out what is generic, and generic is the ONE thing your personal brand cannot afford to be. The collaborative posts update, on the other hand, is a genuine gift. Tag a peer, write something together, and let the reach follow. Collaboration is basically aura farming with a partner.
Wyndo makes the case for context engineering to help close the gap between "AI-sounding content" and content that sounds like you. The argument is simple: the more context you give your AI system about your voice, your positioning and your audience, the less you have to prompt, correct and rewire every single time. It is 100x more effective than prompt engineering because it shifts the effort from the output to the infrastructure.
What does it mean for your brand aura: This is a must-read if you want to build a consistent way to create ideas for new posts and actually measure whether they are working. Your AI system is only as good as the context you feed it. If you have been frustrated by outputs or don’t have a recurring system to help you with your content, the problem is almost certainly the context. The payoff is a system that compounds over time instead of one you have to rebuild every week.
Tom keeps it blissfully short on this one. The "link in comments" habit that every LinkedIn creator adopted to dodge the algorithm? It’s DEAD.
What does it mean for your brand aura: Put your link in the post. Hallelujah. We have been avoiding a penalty that has not existed for a while, and in doing so we have been actively hiding the thing we wanted people to click. The algorithm cares about what you say, not where the URL lives. This one change costs you nothing and is imo long overdue.
ICYMI, here’s a roundup of the last 3 articles from Grow-th Architect ↗️ speaking about personal branding and growth:
LinkedIn is in the Hospital
Summary in <13 words: I got the diagnosis right in January and the cure wrong
Chidera: “Build yourself a brag file”
Summary in <13 words: Chidera Onyeagubor on brag files, gated content and posting without overthinking
Tge 5 Levers of LinkedIn Growth
Summary in <13 words: The five things you need to do on LinkedIn every single week
Happy reading and see you next week for a regular edition of the weekly Grow-th newsletter.