If you're an operator, you might feel like LinkedIn was made for visionaries.

The platform is full of people sharing stories, ideas, values, and philosophies.

And that’s great — but it doesn’t always reflect how you work.

You solve real problems.
You make decisions that keep things moving.
You quietly build what others talk about.

But when it comes to LinkedIn, you're stuck. You’re not into storytelling and would rather let your work speak for itself.

Here’s the good news:
You don’t need to be a creative writer or storyteller.
You just need a simple way to surface the insights that already live in your day-to-day work.

Operators Have Golden Insights — They Just Don't See It

Operators live inside the how.

Founders talk about vision.
Operators build the machine to make that vision work.

But that’s exactly what people want to learn from.

The key is to shift from:

• “I don’t have stories” → “I solve problems daily. Let me share one.”

• “I’m not good at writing” → “I’ll keep it short and tactical.”

What to Talk About on LinkedIn (With Prompts You Can Actually Use)

Here are 5 repeatable content types with real examples and prompts:

1. The Fix-it Post

Break down a problem you encountered and how you solved it.

Example:

“We noticed our support team was overloaded. 40% of tickets were unnecessary.

We added a ‘Troubleshooting Guide’ in the product flow—volume dropped by 23% in 2 weeks.”

Prompt:

• What was the last bottleneck you cleared?
• What tweak improved a process or metric?

2. Behind-the-Scenes Decisions

People love to learn why decisions were made, not just what they were.

Example:

“We paused hiring for 3 months—not because of budget, but because onboarding was broken.

Fixing onboarding increased new hire ramp-up by 2.5x, and here’s how…”

Prompt:

• What’s a decision you made recently that wasn't obvious to others?
• What data or insight guided you?

3. Playbooks-in-Progress

Share frameworks you use—not perfect ones, just what’s working now.

Example:

“How we run 20-min weekly team huddles that save 6+ hours a week:

Everyone shares blockers.
Prepare a written agenda before the meeting.
No updates, only brainstorming.”

Prompt:

• What’s one workflow, dashboard, or ritual that changed how your team operates?
• How did you design it?

4. 'Not This' Lessons

Highlight mistakes or dead ends and what they taught you.

Example:

“We scaled ops using Google Sheets. Worked till we hit 5 team members. Then it broke.

What we learned: Good tooling early saves you when growth kicks in.”

Prompt:

• What’s something you tried that failed?
• What would you do differently?

5. Internal Docs, External Value

Turn internal work into insights—strip the details, share the logic.

Example:

“We built a ‘Red Flags’ doc for hiring:

- Too many short stints
- Confusing project ownership
- Zero mention of failure

Helped us avoid 3 misfits during hiring.”

Prompt:

• What doc, checklist, or Slack message from your week can be reworded as a post?
• What principle does it reflect?

Operator’s Advantage = Credibility + Clarity

The more grounded your content is, the more trust you build.

• Start with bullet points.
• Don’t polish.
• Just show your brain at work.

TL;DR:

If you're an operator, your best content is:

• Tactical
• Observational
• Rooted in actual work
• Easy to reuse from your daily docs

The best writing is thinking made visible.

You’re already doing the thinking. Why not just document it online?

TED Talks captivate, educate, and inspire millions. They take complex ideas and make them digestible, leaving audiences with something valuable to think about. Imagine applying the same formula to your LinkedIn posts—turning them into scroll-stopping, thought-provoking pieces that command attention and engagement.

Most LinkedIn posts struggle because they either:

→ Sound too corporate or robotic
→ Are vague and lack structure
→ Don’t hook the reader in the first two line
→ Fail to deliver a strong takeaway

But what if your LinkedIn posts could mirror the impact of a TED Talk? Here’s how to structure and write posts that engage like a world-class speaker.

1. Start with a Powerful Hook

TED Talks begin with a compelling idea—something that sparks curiosity and makes the audience want to listen. Your LinkedIn post should do the same.

How to Craft a TED-Worthy Hook:

• Ask a provocative question: "What if your job description is ruining your career?"

• Tell a shocking statistic: "80% of LinkedIn posts get ignored. Here’s how to be in the 20%."

• Start with a mini-story: "In 2019, I was rejected from my dream job. That rejection changed my career."

2. Create a Story Arc

A TED Talk takes the audience on a journey. A great LinkedIn post does the same. The best way to structure your post? Use the “Problem → Insight → Solution” framework.

Example Structure:

1. Problem: Identify a pain point your audience faces. "Most people write LinkedIn posts like corporate emails, and that’s why they fail."

2. Insight: Share a new perspective or a personal story. "I used to write like that too—until I studied the best communicators and saw what works."

3. Solution: Provide a clear takeaway or call to action. "Here’s the three-part formula I use now that gets ten times more engagement."

This structure keeps readers engaged and makes your content memorable.

3. Use Simple, Conversational Language (Not Jargon!)

Ever noticed how TED speakers don’t use complex, corporate language? They speak like they’re talking to a friend. LinkedIn posts should follow the same principle.

Avoid:

"Leveraging cross-functional synergies to optimize engagement."

Use:

"Here’s how I learned to write posts that actually get read."

Pro tip: Read your post out loud before posting. If it sounds robotic, rewrite it.

4. Make It Visually Engaging

Great speakers pace their delivery. They use pauses, voice modulation, and movement to keep the audience hooked. On LinkedIn, we do this through formatting.

• Break up long paragraphs – Big text blocks make people scroll past. Keep sentences short and spaced out.

• Use bullet points or lists – Helps organize information clearly.

• Use line breaks for emphasis – One sentence per line makes posts easy to skim.

Example:

Instead of this:

"Most LinkedIn posts fail because they are long, difficult to read, and don’t engage the audience. When you structure your posts like a TED Talk, you capture attention, build curiosity, and leave a lasting impact."

Try this:

Most LinkedIn posts fail.

Why?

• They’re too long.
• They’re hard to read.
• They don’t engage.

But if you structure your post like a TED Talk…

• You capture attention.
• You build curiosity.
• You leave a lasting impact.

Brevity and spacing make content more engaging.

5. End with a Strong Takeaway or Call to Action

Every TED Talk leaves the audience with something valuable. Your LinkedIn post should do the same. Don’t just inform—prompt action.

• Ask a question: "What’s the biggest mistake you’ve seen in LinkedIn posts?"

• Challenge the reader: "Try this framework in your next post and let me know how it works."

• Encourage discussion: "Agree or disagree? Drop your thoughts below."

A TED Talk makes people remember and take action. If you apply this mindset to LinkedIn, your posts will become more engaging, impactful, and shareable.

Final Recap: The TED Talk Framework for LinkedIn Posts

1. Start with a hook – A question, bold statement, stat, or mini-story.

2. Follow a narrative arc – Problem → Insight → Solution.

3. Write conversationally – No corporate jargon.

4. Format for engagement – Short sentences, spacing, and visual elements.

5. End with impact – A strong takeaway or call to action.

Your Turn:

Try applying this framework to your next LinkedIn post. Share your results in the comments.

A lot of executives still see LinkedIn as:

• A job-finding platform
• A hiring platform
• A notice board for achievements

It is all of those things—but that’s just scratching the surface.

When used strategically, LinkedIn becomes:

• A business development engine
• A reputation builder
• A relationship accelerator

Yet, most executives aren’t leveraging LinkedIn’s full potential.

They post sporadically, focus on company updates instead of insights, and treat engagement as an afterthought.

And that’s why they don’t see results.

Visibility Does Not Equal Impact

Most executives assume visibility alone creates impact.

But visibility without trust, authority, and a system to turn engagement into business outcomes leads nowhere.

78% of B2B marketers say LinkedIn is the most effective platform for content distribution.

Yet, most executives only post when they have a major update—a new role, a big milestone, or an upcoming event.

That’s a mistake.

Here’s how to use LinkedIn as a real growth lever—for influence, credibility, and revenue.

Step 1: Optimize Your LinkedIn for Authority

A strong LinkedIn presence is about how people perceive you when they land on your profile.

Profile Optimization Checklist

• Headline: Clearly state the value you bring.

• About Section: Tell a compelling story—who you are, what you do, and how you help.

• Featured Section: Highlight key posts, case studies, or media coverage.

• Experience Section: Frame roles around impact, not just responsibilities.

Your LinkedIn profile is your digital first impression. Make it count.

Step 2: Stop Posting—Start Leading

Executives who win on LinkedIn don’t just post about their achievements. They position themselves as industry thought leaders by sharing insights, lessons, and unique perspectives.

Instead of:
"Excited to be speaking at X conference!"

Try:
"At X conference, I’ll be breaking down [industry challenge]. Here’s my take on what most people get wrong about it..."

Your audience isn’t here for updates—they are here for expertise.

Content Ideas That Work for Executives

• Breakdowns of industry trends (why they matter and what to do about them)
• Insights from leadership experience (lessons that shaped key decisions)
• Behind-the-scenes of high-impact projects (how challenges were solved)
• Contrarian takes (challenging common assumptions in the industry)
• Case studies (what worked, what didn’t, and why)

This kind of content doesn’t just drive views—it builds authority.

Step 3: Convert Visibility into Business Opportunities

Getting likes and comments is one thing. Turning them into business results is another.

• Move inbound interest offline. If someone engages frequently, start a direct conversation. Don’t pitch—build rapport.

• Identify potential partners and clients. Many of the most valuable connections are silent readers who reach out later.

• Leverage LinkedIn DMs. A well-crafted message—based on shared interests or mutual engagement—converts better than cold outreach.

• Use content as a trust-builder. Executives who post consistently shorten their sales cycles because prospects already trust them.

LinkedIn Is a Long-Term Play—But It Works

The executives who win on LinkedIn aren’t just active—they are intentional.

• They treat LinkedIn as a business development tool, not just a social platform.

• They focus on insights and relationships, not just corporate updates.

• They engage, build trust, and drive conversations, not just post and disappear.

If you apply this, you’ll notice a shift. More inbound opportunities. More credibility. More meaningful connections.

The question is: Are you ready to stop scratching the surface and start using LinkedIn as a real growth lever?

You know LinkedIn is important.

Investors check it before they take your call.
Top candidates stalk your profile before signing your offer.
Even your competitors keep tabs on what you’re saying (or not saying).

But some days, you’ve got nothing. No grand insights. No hard-hitting leadership lessons. Not even a half-baked thought on the latest AI trend.

Do you stay silent? Post a generic “Leadership is about people” quote and call it a day? Or worse—resort to the “Happy Monday! Let’s crush it this week!” post?

Here’s a better approach: You don’t need to be profound every time you post. You just need a system to stay visible.

Below is your cheat sheet for posting on LinkedIn when inspiration is running on empty.

1. The ‘Reverse Advice’ Post

People love a good hot take—especially when it challenges conventional wisdom. Instead of repeating the same advice, flip it.

Examples:

• Common advice: “Customers are always right.”

Your take: “Customers aren’t always right. But they should always feel heard. That’s the real key to retention.”

• Common advice: “Work-life balance is the key to success.”

Your take: “The most successful people don’t chase work-life balance. They chase work-life alignment—where work energizes them instead of draining them.”

This makes people stop scrolling and rethink what they’ve always assumed.

2. The ‘Customer Story’ Post

Executives don’t need to talk about themselves—they need to share stories that highlight impact.

• A time when your company turned a near-failure into a success.
• A moment when a small decision had a big impact on customer experience.
• A lesson learned from working with a difficult client or a high-stakes negotiation.

Example: Instead of saying, “Customer experience is important,” tell a story that makes the point for you.

"We had a client who was about to churn. Instead of pitching them harder, we asked a simple question: ‘What would make staying with us a no-brainer?’

They told us. We adjusted. They didn’t just stay—they upgraded."

People remember stories. Tell one, and your post will stick.

3. The ‘Lesson from a Book or Podcast’ Post

Executives don’t have to come up with original ideas all the time—just curate the best ones.

• A surprising insight from a book you recently read.
• A powerful quote from a podcast that changed how you think.
• A fresh perspective from a conference or industry event.

Example:

"In a podcast with Patrick Lencioni, he said something brilliant:

‘If everything is a priority, nothing is.’

I used to pack my schedule with back-to-back meetings, thinking I was being productive. Turns out, I was just being busy. Now, I structure my week around one primary focus per day. Game-changer."

People love bite-sized wisdom. Give them something they can take with them.

4. The ‘Repost with a Hot Take’ Post

You don’t always need to create something from scratch—join the conversation instead.

• Find a relevant post in your industry.
• Add your own perspective, whether you agree or disagree.
• Pose a question that sparks discussion.

Example:

"I saw a post by [Industry Leader] about ‘AI replacing jobs’ and had to weigh in.

The real shift isn’t AI taking over—it’s people who know how to leverage AI outperforming those who don’t.

The winners won’t be AI, they’ll be AI-powered professionals."

Such posts build engagement, tap into trending conversations, and keep you visible.

Final Thoughts

Your LinkedIn presence isn’t about going viral. It’s about staying top of mind.

The next time you feel stuck, don’t overthink it.

1. Challenge bad advice.
2. Tell a customer story.
3. Share what you’re learning.
4. React to a trending post.

Your audience doesn’t expect perfection. They expect real, valuable insights from someone who has been in the trenches.

Which one of these post types will you try next?

Most LinkedIn advice is outdated. What worked in 2021—storytelling frameworks, viral hooks, and generic thought leadership—doesn’t hold up in 2025.

The platform has changed. AI-generated content is everywhere, engagement patterns have shifted, and people are tired of the same repetitive content.

If you’re serious about building a personal brand in 2025, here’s what actually works.

1. Quality Over Frequency

For years, the advice was simple: post every day. But in 2025, posting too often can dilute your brand.

• People are overwhelmed with content. Repetitive posts get ignored.

• The algorithm favours posts that drive engagement over time, not just in the first few hours.

• A well-researched, insightful post will outperform 10 shallow ones.

Instead of chasing daily posting, focus on writing 3-5 strong posts per week that offer real value. Depth builds authority.

2. Your Profile Matters More Than Your Content

Most people focus on posting but ignore their LinkedIn profile. That’s a mistake.

• When someone sees your post, the first thing they do is check your profile.
• If your positioning isn’t clear, they won’t follow or connect.
• A weak profile means lost opportunities.

Fix it:

• Write a clear headline that explains who you help and how.
• Craft an "About" section that tells a compelling story of your expertise.
• Use the "Featured" section to showcase case studies, media mentions, or your best work.

Your profile is a landing page for your brand.

3. Dominate a Small, Valuable Niche

Forget about reaching everyone. The best personal brands focus on a small but valuable niche—what I call a micro-monopoly.

• If your niche is too broad, you blend in with everyone else.
• If your positioning is too vague, people don’t remember what you do.
• The goal isn’t mass visibility; it’s deep influence in the right circles.

Instead of saying, “I write about B2B SaaS sales,” get specific:

“I help seed-stage SaaS founders scale their sales from $0 to $1M ARR.”

The more focused your expertise, the more authority you build.

4. Raw, Honest Content Wins

AI-generated content is polished—but it’s also predictable. In 2025, people gravitate toward raw, unfiltered insights.

→ Audiences trust people who share real experiences, not generic advice.

→ People who repeat what’s already been said are not leading—they’re following.

→ Vulnerability, combined with expertise, creates a personal brand people trust.

Instead of just sharing success stories, talk about:

• The mistakes you made and what you learned.
• The industry advice you disagree with.
• The specific insights that changed the way you work.

Safe content is forgettable. Real content makes people pay attention.

5. Long-Term Trust Beats Short-Term Engagement

Most people chase likes, shares, and comments. But real personal branding isn’t about short-term engagement—it’s about trust.

→ Who follows you matters more than how many people follow you.
→ Who mentions you in conversations matters more than how many likes you get.
→ Who trusts you enough to refer you matters more than impressions.

Shift your mindset:

• Stop optimizing for quick wins.
• Focus on credibility, relationships, and consistency.
• Play the long game.

A strong personal brand attracts the right people, not just a large audience.

Final Thoughts

1. Post less, but say more.
2. If your profile isn’t clear, your content won’t convert.
3. Authority matters more than reach.
4. Honest, unfiltered content stands out.
5. Long-term trust is worth more than short-term engagement.

Coming Soon: The LinkedIn Leadership Playbook

We’re launching a deep-dive course on how to build, manage, and scale executive brands—based on the exact frameworks we use at GrowedIn. LinkedIn ghostwriters, ghostwriting agency owners, and content teams—interested? Join the waitlist here.

At first glance, these two worlds couldn’t be more different. Yet even Evan Spiegel, the man behind Snapchat’s ephemeral approach to social media, is investing in his LinkedIn presence.

Why does that matter? Let’s explore what this could signify for you, your digital reputation, and the future of online networking.

1. Momentary vs. Evergreen

Snapchat popularized the idea that content can (and perhaps should) disappear. LinkedIn, by contrast, thrives on evergreen insights and conversation threads.‍

Why It Matters: Spiegel’s move from a “quick-updates” platform to an “evergreen” platform highlights the importance of having both short-lived and long-lived forms of communication in your personal brand strategy. Real-time interactions are excellent for quick engagement, but well-crafted, durable content helps you build an enduring professional legacy. Savvy professionals are tapping into both.

2. The Rise of the “Executive Brand”

Once upon a time, content creation was mostly about beauty, fashion, or travel. Today, a growing number of founders and CEOs are joining LinkedIn to share insights about their industries and leadership styles.

Why It Matters: By sharing forward-thinking ideas and behind-the-scenes looks at their work, these leaders can influence entire industries and draw in top talent. Snapchat’s founder turning to a platform known for thoughtful, in-depth conversation is proof that even the top innovators understand the value of building a dedicated community around their expertise.

3. Beyond Networking

Sure, LinkedIn is great for landing a job, but for entrepreneurs (and their teams), it’s also a hunting ground for:

i. Top-Tier Talent: Founders keep an eye out for programmers, designers, and creative thinkers who may not be hanging out on other social channels.

ii. Strategic Partnerships: Corporations, NGOs, universities—LinkedIn pulls a wide professional demographic. By sharing thoughtful content, executives open doors for cross-industry alliances.

Even if you’re not actively hiring, remember that LinkedIn can help you cultivate a pipeline of opportunities—including relationships with potential business partners, mentors, or even future customers.

What We Can Learn from the Snapchat CEO

If you’re inspired by this unexpected twist, here’s how to bring fresh energy into your own LinkedIn presence:

1. Inject Surprise
Share a piece of content that goes against what people expect from you. For example, if you’re a tech founder, open up about a behind-the-scenes mistake you made and what you learned from it.

2. Build Bridges
Partner with someone in a completely different industry. This kind of crossover can lead to new perspectives and creative insights you wouldn’t find in your usual circle.

3. Write Documenting-Style Posts
Experiment with short, “in-the-moment” text posts. A quick snapshot of your progress or a real-time reflection on a recent challenge can spark engaging conversations.

4. Prioritize Meaningful Dialogue
Go beyond simple “likes” and “thanks.” Ask follow-up questions, share thoughtful feedback, and encourage your network to chime in.

Final Thoughts

If the founder of a famously momentary social app finds value in LinkedIn, it’s clear that the lines between “playful consumer platform” and “serious professional network” are blurring. In the modern digital ecosystem, the savviest individuals are those who can master both fleeting engagement and lasting influence.

Take it from Snapchat’s founder: LinkedIn is where people go to verify your thought leadership.When you hear Snapchat, you probably think of disappearing Snaps, AR filters, and a younger crowd. When you hear LinkedIn, you might picture résumés, job recruiters, and corporate updates.

You’ve seen it happen.

Two people say the same thing—one gets traction, the other gets ignored.

Why do some leaders command instant credibility while others struggle, even with valuable insights?

The secret lies in authority psychology—not just expertise, but how expertise is perceived.

Let’s break down the science of authority and how you can use it to become a trusted leader.

1. The Halo Effect: Why People Assume Some Are Smarter

Ever notice how big-name CEOs, bestselling authors, or TED speakers are instantly trusted—even before they say anything insightful?

That’s the Halo Effect: a psychological bias where people assume that if someone excels in one area, they must be great in others too.

Example: A Nobel Prize-winning scientist could write a mediocre leadership book, but people will still buy it—because their past success carries over.

How to Apply This:

• Win in one niche first. Instead of being a generalist, become known for something specific. (e.g., "the go-to person for scaling 0 to 1 startups" instead of just "a business coach").

• Leverage credibility signals. If you have impressive credentials (reputed clients, speaking gigs, case studies), showcase them strategically.

Perception shapes reality. Make sure yours signals authority.

2. The Elements of Instant Authority

According to Dr. Robert Cialdini—renowned psychologist and author of Influence—several psychological triggers drive our perception of authority. By understanding and applying these triggers, you can dramatically increase your credibility and impact

A) Titles & Credentials

People trust visible proof of expertise. If you have:
✅ Industry certifications
✅ Prestigious job titles
✅ Media mentions

Example: If two professionals give startup advice, but one has "Investor at Sequoia Capital" in their LinkedIn headline—who will people take more seriously?

How to Apply This:

• If you have authority markers, display them in your LinkedIn headline & About section.

• If not, start small—participate in online discussions, get published, or contribute to industry reports.

B) Social Proof

Humans are wired for herd behavior. We look at what others believe before forming our own opinions.

Example: If a startup founder you admire shares a post and calls it brilliant, you’ll likely pay more attention to it.

How to Apply This:

• Create content that can get reshared by respected industry figures.

• Showcase testimonials, case studies, and collaborations with credible names.

C) Scarcity & Selectivity (Not Everyone Gets Access)

People value what’s hard to get.

Example: A high-end consultant charging $10,000 per hour seems more valuable than someone offering free advice—because access is limited.

How to Apply This:

• Instead of accepting every LinkedIn connection request, connect only with industry leaders, top clients, or high-value peers—and make it clear that your network is carefully curated.

• Instead of commenting randomly on LinkedIn posts, engage only with high-value posts or those from accounts where key industry players are active.

Selectivity = higher value.

3. The Authority Flywheel: How Influence Compounds Over Time

Authority doesn’t happen overnight—it snowballs.

Here’s how:

Content → Attention

• Posting valuable, contrarian, or expert insights builds credibility.
• Engaging with key industry figures boosts visibility.

Visibility → Trust

• The more people see your expertise, the more they trust it.
• Others start referencing and resharing your work.

Trust → Opportunities

• Speaking gigs, opportunities, and collaborations start coming to you.
• Your audience grows organically, leading to more influence.

Repeat the cycle.

Over time, your name becomes synonymous with expertise.

Most people know their industry well but don’t position themselves as authorities.

If you start applying these principles, expect people to pay closer attention to what you say. Because real authority isn’t claimed—it’s perceived.

What’s one authority-building move you’ll apply this week? Hit reply and let me know.

Ever feel like LinkedIn is a black hole, devouring your time the moment you log in? You scroll, you like, you comment, and suddenly half an hour vanishes—leaving you wondering what you really achieved.

From posting nearly every day for three years, I’ve found that short, focused bursts of activity beat hours of mindless scrolling hands down. That’s why we’ve created a 15-minute daily LinkedIn ritual designed for even the busiest professionals.

In just a quarter-hour each day, you can grow your network, nurture relationships, and build your professional brand—all without sinking into an endless feed.

The 15-Minute Breakdown for LinkedIn

1. Connection Requests (3 minutes)

a. Review Suggestions & Profile Views
Glance at “People You May Know” and note anyone who recently viewed your profile.

b. Send Personalised Invites
A quick “Thanks for viewing my profile! I’d love to connect and learn more about your work in [industry/niche]” can go a long way toward forging genuine connections.

2. Engagement (4 minutes)

a. Respond to Comments
Check if anyone has commented on your recent posts or replied to your own comments. Respond promptly to keep the conversation going and show you value their input.

b. Engage with Your VIP List
Identify a handful of LinkedIn users whose content you don’t want to miss—clients, mentors, industry leaders, etc. Turn on notifications for their posts, or manually visit their profiles to engage with their latest updates. This ensures you never overlook an opportunity to connect with your VIPs.

3. Feed Scan (3 minutes)

a. Trending Topics
Quickly skim your feed for hot issues or the latest industry news. Note any interesting ideas for future content.

b. Spot Opportunities
See if anyone is asking questions you can answer. Sharing your expertise to is a great way to stand out and be helpful.

4. Direct Messages (5 minutes)

a. Respond to Pending Messages
Prioritise any time-sensitive or long-standing DMs. Even a quick reply can keep communication warm and show you’re attentive.

b. Send One Follow-Up Note
Reach out to at least one person—a recent connection or someone you haven’t spoken with in a while. This could be a friendly check-in, a resource share, or a question about their latest post.

Have you tried a short, structured approach to LinkedIn before?
Which part of these 15 minutes do you find most valuable?

P.S. If you have a favourite LinkedIn hack, time-saving strategy, or content tip, we’d love to hear it! Reach out and you might see your advice featured in an upcoming issue.

If your LinkedIn content, personal newsletters, or blogs were written by AI, would it still feel personal?

After all, personal branding is personal. But in a world where AI can write faster and smarter than most humans, is it possible to use these tools without losing authenticity? Some argue it’s impersonal, robotic, and… well, fake.

Today, we’re diving into common worries about AI in personal branding—and sharing fresh perspectives on why they might not be as scary as they seem.

1. “But won’t AI make me sound less like me?”

A Different Take: AI is just a tool. It helps with structure and editing, but the real value—your stories, tone, and unique point of view—still comes from you.

Pro Tip: Let AI handle the tedious tasks (like organizing ideas), but keep the personal touches, like anecdotes and humor, uniquely yours.

2. “What if my audience feels a bit cheated?”

A Different Take: Trust comes from delivering value, not the tools you use. If your insights are genuine and impactful, your audience will care more about what they gain than how it’s created.

Pro Tip: Share your process. Show raw ideas or behind-the-scenes snippets to highlight that AI is a tool you use to enhance—not replace—your authenticity.

3. “Will I rely on AI too much?”

A Different Take: Think of AI like a GPS. It helps you get where you’re going faster, but you still decide the destination. Use AI for brainstorming or drafting, but keep creating content that feels raw and real.

Pro Tip: Balance is key. Mix AI-assisted posts with spontaneous, off-the-cuff ideas to keep it fresh and authentic.

4. “Can AI ever connect emotionally?”

A Different Take: Emotional connection comes from you. AI can organize ideas, but it’s your stories—your wins, struggles, and insights—that create a genuine connection with your audience.

Pro Tip: Use AI for structure, then layer in your personality, emotions, and those “aha” moments only you can deliver.

5. “Will people think I don’t know my stuff?”

A Different Take: Being an expert doesn’t mean doing everything by hand. It means knowing what’s worth your time and energy—and where a tool can help you be more impactful.

Pro Tip: Highlight how AI allows you to focus on big ideas and strategy, showcasing leadership instead of getting stuck in the details.

6. “What if everyone’s using AI, and we all sound the same?”

A Different Take: It’s all about how you use it. AI is like a paintbrush—it’s your creativity that makes the final product unique.

Pro Tip: Infuse your content with your personal style, humor, and insights to make it unmistakably yours.

AI isn’t here to take over your voice—it’s here to amplify it. The secret? Be intentional. Use AI where it makes sense, but keep the heart of your brand personal and true to you.

So, where do you stand on AI in personal branding?

1. Polyworking

Polyworking is a mindset shift toward diversification, resilience, and self-reliance. By 2025, this trend will evolve into a sophisticated career strategy as individuals seek fulfillment and financial stability across different ventures.

However, managing multiple roles means redefining how you present yourself professionally. LinkedIn will be pivotal in helping polyworkers align their varied experiences into a cohesive brand.

→ Expect LinkedIn profiles to become dynamic portfolios, showcasing expertise, adaptability, problem-solving, and the ability to thrive in complexity.

2. Employee Advocacy

The power of personal storytelling will overshadow carefully curated press releases in 2025.

Why? Because people trust people, not logos. Employee advocacy—where employees share authentic insights about their workplace—will become the primary driver of employer branding.

→ Companies will actively support teams in building personal brands on LinkedIn, offering tools, templates, and even coaching.

→ For professionals, every post, article, or comment becomes a building block for both personal and corporate branding.

Organizations that embrace this shift will cultivate not just trust but also loyalty among employees and customers alike.

3. AI in Personal Branding

Artificial intelligence won’t just assist. It will transform personal branding in 2025. AI will:

• Amplify creativity,
• Streamline repetitive tasks, and
• Deliver actionable insights previously unimaginable.

On LinkedIn, AI can recommend:

• Personalized content ideas,
• Trending topics in your industry, and
• Optimal engagement strategies.

Professionals who embrace AI will stand out, building brands that are not just efficient but also deeply human.

The Bigger Picture

As work trends shift, LinkedIn is becoming the foundation of professional perception. In 2025 and beyond, it won’t just be a platform to showcase achievements but a space to tell your story, build credibility, and engage authentically.

Most LinkedIn posts rise and fall within days, gaining attention briefly before getting lost in the constant flow of updates. But what if your content could defy this pattern and remain impactful long after it’s posted?

That’s the power of evergreen content. Rooted in timeless principles and universal insights, evergreen posts tackle challenges that never go out of style, offer actionable solutions, and foster meaningful engagement. Here’s how you can master evergreen LinkedIn content—why it works, the types that deliver lasting value, and how to make it a part of your strategy:

1. Core Industry Insights

Timeless observations or clarifications about your industry, such as debunking myths, explaining key concepts, or identifying long-term trends.

Why It Works: It positions you as an industry expert who understands foundational truths, attracting both beginners seeking knowledge and seasoned professionals valuing your perspective.

2. Lessons from Mistakes and Wins

Personal or professional insights highlighting lessons learned from successes or failures.

Why It Works: Authenticity and relatability create a strong connection. People appreciate learning from your experience without facing the same risks themselves.

3. Templates and Playbooks

Pre-made structures or step-by-step guides your audience can apply directly, like post templates, email scripts, or planning frameworks.

Why It Works: Practical and time-saving, these tools are immediately useful and encourage repeat engagement with your content.

4. FAQs and Common Advice

Answers to frequently asked questions or guidance on challenges your audience regularly faces.

Why It Works: By addressing familiar pain points, you demonstrate understanding and reliability, building trust and engagement.

5. Thought-Provoking Perspectives

Challenging conventional wisdom or offering an unconventional take on popular opinions.

Why It Works: Provocative ideas encourage conversations and debate, positioning you as a thought leader who pushes boundaries.

6. Inspirational Stories

Narratives showcasing personal growth, overcoming challenges, or achieving success using timeless principles like resilience and adaptability.

Why It Works: Stories inspire and humanize professional experiences, creating an emotional connection that resonates with readers.

Next Steps

1. Audit Your Expertise: Identify universal insights or recurring challenges within your field.

2. Choose a Format: Start with one type of evergreen content that aligns with your expertise and audience needs.

3. Focus on Relevance: Ensure your content provides value beyond current trends, emphasizing timeless principles.

4. Engage Your Audience: Include a question or call to action to encourage interaction and discussion.

5. Evaluate and Adapt: Monitor performance to see what resonates, and refine your approach based on audience feedback.

By consistently applying these principles, you can create LinkedIn content that stands the test of time, solidifies your personal brand, and fosters meaningful connections.

12 Timeless Principles to Build Thought Leadership Through Writing

(Don’t Miss #11)

1. Anchor Every Post to a Larger Vision

Executives aren’t just looking for information; they want actionable insights connected to long-term trends. Tie your insights to the broader picture of industry evolution or challenges your audience faces, positioning yourself as a strategic thinker.

2. Document Ideas Regularly

Keep a running list of ideas inspired by your daily work, conversations, and industry trends. Use tools like a digital notepad or voice memos to capture thoughts, ensuring a steady stream of content topics.

3. Leverage Contrarian Insights

Stand out by challenging common assumptions. For example, instead of reiterating “AI is the future,” delve into its under-discussed limitations or ethical concerns, paired with solutions. This demonstrates depth and originality.

4. Use Stories to Make Data Relatable

Combine data with real-world anecdotes. A case study from your experience as an executive can be far more compelling than raw statistics alone. This helps bridge the gap between theory and application.

5. Go Deep, Not Wide

Avoid vague statements like “Leadership is important.” Instead, share concrete advice, such as, “Start every team meeting by identifying one blocker and clearing it immediately—it shows actionable leadership.”

6. Write as If You’re Speaking to One Person

A conversational tone resonates. Picture your ideal audience—another executive—and write directly to them. Use examples from their world to make your advice relevant and actionable.

7. Inject Authority Without Boasting

Subtly demonstrate your expertise by referencing your experience. Instead of saying, “I’m an expert,” say, “When leading a $50M product launch, I learned...”

8. End Every Post With a Takeaway

Your content should always leave the reader with something to ponder or act upon. End with a question, a challenge, or a step-by-step guide they can implement immediately.

9. Align Content with Organizational Goals

If you're representing a company, ensure your writing subtly reinforces your organization’s vision. For example, a post on “scalable growth” can reflect your company’s expertise without overt promotion.

10. Write for Aspiring and Established Peers

Balance your tone to appeal to both experienced executives and those on their way up. This widens your reach while still maintaining relevance for a core leadership audience.

11. Create Evergreen Content with a Timeless Appeal

Mix trend-based posts with content that will remain relevant over years. For example, “The Three Traits of Effective Leadership” can consistently draw readers seeking foundational insights.

12. Highlight the Human Side of Leadership

Share moments of vulnerability, such as navigating a tough decision or mentoring a struggling team member. These stories make your insights relatable and demonstrate emotional intelligence.

Recently, LinkedIn rolled out an upgraded version of the company page, the LinkedIn Premium Company Page. Priced at $100/month, it offers a range of new features aimed at enhancing your LinkedIn presence. But the big question remains: Should you upgrade?

Features of LinkedIn Premium Company Page

1. Who’s Visited My Page
Curious about your page visitors? This feature gives you detailed insights into who’s stopping by, enabling you to follow up, connect, or send a friendly invite to grow your audience.

2. Auto-Invite and Expanded Invite Options
Tired of sending manual invites? This feature lets you:

• Automatically invite people who engage with your posts.
• Reach out to followers of similar pages.

Growing your audience has never been easier.

3. Custom Call-to-Action (CTA) Button
Want to guide visitors to specific actions? Add a personalised CTA like “Visit Website” or “Contact Us,” prominently displayed on your page, in search results, and alongside your posts.

4. Custom Testimonials
Let your happy clients vouch for you. Showcase personalised quotes and images from satisfied customers at the top of your page to build trust and credibility.

5. Credibility Highlights
Have awards, certifications, or notable achievements? Highlight them in your About section and search results to help your business stand out.

6. AI-Powered Post Writing Assistance
Stuck on what to post? This AI-powered tool drafts engaging posts for you, making content creation quicker and easier.

7. LinkedIn Premium Logo
A gold badge on your page signals that your company is part of LinkedIn’s premium tier.

Is It Worth Upgrading?

The value of the LinkedIn Premium Company Page depends on your business needs and goals. Here’s a quick breakdown:

The Pros

• Actionable Insights: "Who’s Visited My Page" offers valuable data for targeted outreach.

• Effortless Growth: Auto-invites and expanded options simplify audience-building.

• Enhanced Credibility: Testimonials and credibility highlights improve trust and appeal.

The Cons

• Convenience Over Impact: Features like AI post writing assistance are helpful but not game-changing.

• Filler Features: Elements like the premium logo may not significantly influence user perception or conversions.

Verdict

The auto-invite and visitor insights alone make the subscription worth exploring if audience growth is a priority for your business. However, if LinkedIn isn’t central to your lead-generation strategy, these features might feel unnecessary.

Recommendation: Start with the free trial if it’s available. Test the features and see how they align with your goals before committing. Whether it’s worth upgrading depends on how you plan to leverage visitor analytics and credibility tools to drive business growth.

Your name is the first thing people see on LinkedIn. Before your experience. Before your achievements. Before everything.

But lately, there's a dangerous trend: People decorating their names on LinkedIn.

Amit Singh 🚀
John ‘Sales Superstar’ Doe
Arjun Gupta | SEO Specialist 📈

Why do they do it?

“It reflects my brand tone.”
“It makes me stand out.”
“That’s who I am.”

I get it—LinkedIn is a crowded space. The temptation to look different is real.

But here’s the hard truth:

LinkedIn’s algorithm doesn’t reward creativity in your name field. It penalises it.

1. Searchability Takes a Hit

LinkedIn’s search algorithm prioritises clean, professional names. Adding keywords, titles, or emojis confuses it.

Example:

If someone searches for John Doe, but your profile says John ‘Sales Superstar’ Doe, you may not show up in the results. For recruiters or potential clients looking for you, that’s a missed opportunity.

2. It Reduces Trust

Imagine you’re hiring for a leadership role. Whose profile feels more credible?

Jane Smith
Jane Smith 🚀

Over-the-top titles and emojis can make people question your professionalism and credibility—especially in industries that value simplicity and trust.

3. It Violates LinkedIn’s User Agreement

LinkedIn has clear rules:

Your profile name should only include your real or professional name—not keywords, emojis, or titles.

Breaking this rule risks more than visibility: LinkedIn can restrict your profile, remove it from search, or even suspend your account.

Where to Put Your Personal Brand

Your name field isn’t the place to stand out. But there are other ways to do that on LinkedIn:

✅ Use your headline to highlight your expertise and personality.

Instead of John ‘Sales Superstar’ Doe, write: Helping SaaS Companies Close 6-Figure Deals | Sales Coach & Consultant

✅ Use your About section to tell your story.

✅ Use your posts to showcase your tone, skills, and creativity.

Let your work and words stand out—not your name.

A Quick Exercise

Search your name on LinkedIn right now.

Does your profile show up easily?
Would you hire or collaborate with someone who formatted their name like yours?

If the answer isn’t an immediate yes, it’s time to rethink.

Keep your name clean. Let your work do the talking.

If you’re still holding onto that 🚀, 🍩, or 🔥 emoji—or titles like “expert”—save them for Instagram or Twitter.

On LinkedIn, stand out with substance, not distractions.

Do you find yourself staring at the "Post" button on LinkedIn, second-guessing whether to hit it?

We’ve all been there—hesitating, caught in an internal debate:

"Am I oversharing?"

"Will this come across as bragging?"

"Does this add any real value?"

Here’s the thing: If you’re asking those questions, chances are you’re exactly the kind of voice LinkedIn needs. Thoughtful. Authentic. Genuine.

There’s a fine line between showcasing your expertise and sounding like a walking advertisement. How do you confidently share your skills without turning your audience off?

Let's break it down.

1. Lead with Value, Not Credentials

It’s tempting to list your achievements, but real impact comes from demonstrating expertise through value-packed insights.

Example:

Instead of saying, "I’m a seasoned recruiter with 10 years of experience," say:

"In my experience, speed in recruiting isn’t everything. Here’s how I balance speed and quality to find the perfect candidates..."

2. Tell Stories, Don’t Brag

People connect with stories, not self-promotion. Share moments from your journey—both the highs and the struggles—that taught you valuable lessons.

Example:

"When I launched my first product, I made a rookie mistake: trying to do everything myself. Here’s what I learned about building a great team…"

By focusing on the journey, you’ll position yourself as relatable and trustworthy.

3. Teach, Don’t Preach

Break down what you know into bite-sized, actionable insights. Posts like "X Lessons I Learned About [Your Topic]" make your expertise accessible.

Always leave room for discussion—end with a question or invite perspectives from your network.

Example:

How I Approach Leadership:

1. Always listen first. [Expand]

2. Set clear goals. [Expand]

3. Celebrate small wins. [Expand]

What’s your top leadership principle?

4. Be Humble but Confident

Don’t shy away from sharing challenges or mistakes. They make you human—and humans are relatable.

Example:

"When I first started managing teams, I thought more meetings meant more productivity. I quickly learned otherwise. Here’s how I shifted to fewer but more effective check-ins..."

5. Let Others Talk About You

Social proof is powerful. Share testimonials or case studies sparingly but effectively.

Example:

"A client recently shared how one small change in their LinkedIn strategy doubled their engagement. Here’s what we did for them."

Letting others’ words do the talking builds trust naturally.

Each time you share authentically on LinkedIn, you're not just building your brand; you're adding value to your network.

Start small. Pick one of these strategies and try it this week. Maybe share that story you've been sitting on, or that lesson you learned the hard way. Your experience could be exactly what someone else needs to hear right now.

Let’s face it—most LinkedIn content sounds the same. Recycled advice. Predictable tips. Cookie-cutter success stories.

But you? You’re not here to blend in.

You’re here to stand out. To make an impact. To own your space.

And the way to do that? Build a Personal Monopoly.

What’s a Personal Monopoly?

It’s the unique combination of your skills, interests, and personality traits that no one else can replicate.

When you write on LinkedIn, you’re staking your claim on intellectual real estate.

“You want to be the only person that does what you do.”

The internet is crowded, but here’s the good news: the amount of knowledge out there is growing faster than people can make sense of it. You know things others want to learn. Your unique mix of experiences can make you the go-to person for a specific topic.

“But What If I’m Not Unique?”

You are. Even if it doesn’t feel like it yet.

Nobody wakes up with a fully formed Personal Monopoly. It’s a process—one that unfolds as you explore what excites you, write about it, and see what resonates with others.

How to Build Your Personal Monopoly

If you’re unsure where to start, don’t worry, you’re not alone. Crafting a Personal Monopoly is a journey. To make it easier, here’s a simple framework to get you moving.

Remember, this isn’t a rigid rulebook. It’s a starting point. Use it, tweak it, break it—just start.

The 3-Skill Framework

Your Personal Monopoly emerges at the intersection of three types of skills:

1. Core Skill (Your Expertise)
This is your bread and butter—the thing you’ve mastered.
→ Ask Yourself: What’s the one thing people associate with your name?

2. Secondary Skill (Your Edge)
A skill that complements and strengthens your core expertise.
→ Ask Yourself: What’s your “bonus skill” that makes you even more effective?

3. Soft Skill (Your Human Side)
The trait that makes your story relatable. It could be your ability to inspire, your knack for storytelling, or your resilience in tough times.
→ Ask Yourself: What’s the trait people admire most about you?

This gives you focus. By combining your expertise, your edge, and your human side, you’ll create content that’s both insightful and authentic.

Here’s How It Looks for Me

My Personal Monopoly sits at the intersection of:

1. Personal Branding

2. Entrepreneurship, Sales, Leadership and the 0-to-1 Growth Journey

3. Culture

There are plenty of people talking about personal branding. Fewer have successfully been through the 0-to-1 growth and are now scaling while sharing their learnings. And even fewer do all this while fostering a workplace culture people genuinely look forward to being part of.

This combination has helped me define a unique space for myself.

The more you lean into your Personal Monopoly, the faster you’ll build trust, authority, and influence.

So, take the first step. Start sharing what you know, what you’ve learned, and what you believe in.

Ah, so you want to go viral on LinkedIn?

I get it—it’s tempting. Those posts with thousands of likes and hundreds of comments seem like the ultimate goal. But let’s take a moment to think about what going viral actually means for your professional brand.

Sure, the engagement might feel rewarding in the moment, but does it lead to meaningful opportunities? Often, it doesn’t. Would you rather have a thousand likes from strangers or a few solid connections with people who can truly add value to your network or career?

Let’s see how people often go ultra-viral overnight on LinkedIn—and why these strategies might not always be the best fit for building a strong, authentic personal brand.

The Classic Viral Hacks (That You Might Want to Avoid)

We all know them, we've all seen them, and maybe we've even been tempted to try them.

1. The Comment Collection Game

We’ve all seen those posts: “Comment below to get this amazing free resource!” Sure, it grabs a ton of engagement, but let’s be honest—it’s a misleading way to rack up comments. It’s less about sharing value and more about boosting numbers.

2. The Professional Photoshoot

These are carefully posed photos meant to look inspiring. Whether it’s standing in front of a big office building, pointing at a random chart, or pretending to work on the beach, these posts are more about optics than reality.

3. The Customer Service Story

This is hard to miss. A routine inconvenience—like a delayed delivery—gets spun into an epic lesson about grit, leadership, or hustle. It’s overdone, but people love it anyway.

Look, these tricks work - that's why people keep using them. But here's what nobody tells you about going viral...

The Dark Side of Virality

Viral success often attracts the wrong kind of attention. While you might have carefully cultivated an audience of industry professionals or potential clients, viral content tends to draw in the masses – people who might engage with your content but have no intention of ever becoming customers. This audience dilution can actually harm your long-term goals, drowning out the meaningful connections you've built with a flood of casual observers who won't contribute to your business's bottom line.

The concept of fame itself has undergone massive inflation in the digital age. Viral moments happen every hour of every day, each one quickly forgotten as the next takes its place. The internet's attention span grows shorter by the day, making viral success increasingly fleeting and ultimately meaningless.

The Sustainable Alternative

Instead of chasing viral fame, why not try something that actually works? Build real connections. Share what you actually know about. Talk to people who might actually become customers or colleagues.

Steady growth outperforms viral spikes every time. By focusing on incremental, sustainable growth, you build a foundation that withstands the ever-changing trends of social media. Your expertise develops naturally, and your audience grows organically with people who genuinely value what you offer.

The Bottom Line

Can you engineer virality? Absolutely. Should you replicate it? Not blindly.

The most successful people on LinkedIn aren't the ones with one viral post – they're the ones who consistently deliver value, build genuine relationships, and maintain their authenticity over time.

Focus on being helpful, being real, and talking to the right people. It's not as flashy as going viral, but it works a whole lot better in the long run.

LinkedIn newsletters are often hailed as a game-changer. With LinkedIn automatically inviting all your followers to subscribe, they offer an easy way to build a subscriber base quickly. It’s tempting, but is it the right move for you?

When you launch a LinkedIn newsletter, LinkedIn does the heavy lifting by notifying your followers and inviting them to subscribe. It’s convenient for subscribers—one click, and they’re in. Plus, LinkedIn promises strong content distribution through notifications, making your newsletter highly visible.

The Downsides of Making Newsletters Your Main Strategy

While LinkedIn newsletters seem convenient, they come with significant limitations:

1. Limited Ownership of Subscribers

You don’t own the list. If LinkedIn discontinues its newsletter feature, your subscribers are gone.

2. Poor Data and Insights

LinkedIn’s analytics are basic, offering little more than “views.” You won’t get detailed metrics like open rates or click-through rates.

3. User Experience Issues

It’s harder to direct readers to your website from a LinkedIn newsletter. The multi-step process can lead to drop-offs compared to a straightforward email click.

4. Risk of Cannibalising Your Email List

A LinkedIn newsletter might seem like an easier option to your audience, which could prevent them from subscribing to your email list—a platform where you have more control.

Focus on Building Thought Leadership First

LinkedIn is a fantastic platform for building your personal brand and establishing thought leadership. Consistent, high-quality posts can help you engage your audience, share your expertise, and grow your network authentically.

Here’s why this should be your main strategy:

• Direct engagement: Posts and comments foster immediate conversations and connections.

• Reach and visibility: Viral posts can reach far beyond your immediate network.

• Frequent touchpoints: Regular posting keeps you top of mind for your audience.

Once you’ve built a strong presence, a newsletter can complement your efforts—but it shouldn’t be your starting point.

When Does a LinkedIn Newsletter Make Sense?

LinkedIn newsletters can be useful in certain scenarios:

1. As a Spin-Off

Use LinkedIn newsletters to complement your email newsletter, not compete with it. For example, share curated content, niche updates, or your “most-read” articles. Major outlets like The Wall Street Journal do this, creating LinkedIn-exclusive newsletters for specific topics like “Careers & Leadership.”

2. As a Repurposing Tool

Republish older articles in full on LinkedIn, but with a time gap. This helps you reach a new audience without hurting your latest content’s SEO rankings.

The Bottom Line

Before diving into a LinkedIn newsletter, focus on building thought leadership through regular, insightful posts. Engage with your audience, grow your network, and establish trust.

A LinkedIn newsletter can be a valuable addition to your strategy later, but it’s not the foundation of a successful LinkedIn presence. Treat it as a tool—not the entire toolbox.

Have you considered starting a LinkedIn newsletter? Or are you focusing on building your presence through posting?

Think of LinkedIn as the world’s largest professional networking event, happening 24/7. Now imagine a booth at this event dedicated entirely to showcasing your brand—that’s your LinkedIn company page. With nearly 40% of LinkedIn users interacting with business pages each week, it’s a powerful tool to amplify your brand’s reputation and expand its reach.

If you already post on your personal profile, that’s a great start! But a LinkedIn company page offers unique advantages—it’s a dedicated space to showcase your brand, services, and company culture. Imagine the opportunities when your audience can easily learn about your services, explore open roles, and get a feel for your workplace values, all in one spot.

So, what should you post to keep your company page active and engaging?

Here are five content ideas to make your page stand out:

1. Company Updates

Announce product launches, events, special offers, or share any media coverage. These updates build interest and let followers know your business is active and thriving.

2. Case Studies/Testimonials

Show your audience the tangible difference your solutions make. By sharing real-world examples, you not only highlight your expertise but also build trust, illustrating how you've effectively resolved client challenges.

3. Thought Leadership

Share your perspective on industry trends, challenges, and future directions. This positions your brand as an industry leader and attracts a like-minded audience.

4. Company Culture

Share behind-the-scenes glimpses of your workplace, highlight team achievements, and reinforce your mission and values. Culture posts humanise your brand and help you connect on a personal level.

5. Partner Highlights

Recognise key partners, collaborators, and clients by resharing their content. Not only does this build goodwill, but it also demonstrates your brand’s network and credibility.

7 Best Practices for Your LinkedIn Company Page

1. Complete Your Page Details: Fill in every field, including your “About” section, website, and contact info. Fully completed pages rank better in searches, making your page easier to find.

2. Add Relevant Page Admins: Add team members as page admins to help manage posts, replies, and updates. This ensures continuity and lets you stay responsive to interactions.

3. Post Consistently: Create a social media calendar and stick to a posting schedule. Consistency builds an engaged follower base. Test posting times to learn when your audience is most active.

4. Engage with Your Audience: Regularly respond to comments, answer questions, and participate in discussions. This shows that you’re not just broadcasting; you’re building a community.

5. Optimise the Call-to-Action Button: LinkedIn lets you customise the CTA button on your company page. Tailor it to guide users toward the most relevant destination, whether that’s “Sign Up,” “Register,” or “Learn More.”

6. Use LinkedIn Ads: If you have an ad budget, LinkedIn offers targeted advertising options to expand your reach. You can sponsor content, use InMail, or run display ads. Even a small boost for a key post can bring in new followers.

7. Include Visual Content: Visuals attract more engagement. Use images thoughtfully to keep posts vibrant and informative. Remember, visuals should enhance the story, not distract from it.

By sharing the right content and engaging consistently, you can transform your LinkedIn page into a growth engine for your brand.

Creating engaging LinkedIn company pages is only part of the bigger picture. At GrowedIn, we’ve spent over three years refining processes and strategies that don’t just engage—they establish authority. Now, imagine having access to this very playbook, crafted to help aspiring ghostwriters build powerful LinkedIn brands for executives.

Something big is coming. Stay tuned!

You’re scrolling LinkedIn when a shiny gold badge catches your eye.

“Community Top Voice.”

Suddenly, this person seems like an authority, an expert you can trust.

The “Community Top Voice” badge on LinkedIn, originally a way to recognize contributors to Collaborative Articles, became a status symbol. It drew thousands of users to share thoughts on AI-generated prompts, helping LinkedIn build a vast library of insights.

But recently, LinkedIn changed its policy. As of October 8th 2024, the “Top Voice” badge for Collaborative Articles was retired, and existing holders will see it disappear within 60 days, fully gone by December 7th, 2024. Why would LinkedIn cut such a popular feature?

1. Quality Control: The system awarded the badge automatically based on how often users contributed, not the quality or depth of their insights. This allowed people to achieve “Top Voice” status with superficial posts, diluting the badge’s value.

2. Credibility Concerns: Members questioned whether badge holders were truly experts. Feedback showed many didn’t view “Top Voices” as actual authorities, which made LinkedIn realize the automated system recognized people without real expertise.

3. Community Feedback: LinkedIn heard from users who said the badge didn’t feel genuine. The automatic badge system made it hard to ensure it was given only to credible contributors.

4. The Risks of AI-Driven Rewards: AI prompts and automatic recognition created a system that was easy to game. This “shortcut to expertise” encouraged quick, shallow engagement, and some users relied on it to produce responses to earn badges.

5. Consistency with Other Recognition Programs: LinkedIn has a blue “Top Voice” badge, awarded by invitation only and through a manual review process by the editorial team. Retiring the automatic gold badge aligns the platform’s recognition with quality-based standards.

At GrowedIn, we never promoted the “Community Top Voice” badge, and I’m glad we didn’t. A badge isn’t worth much if it can be hacked in 2–3 weeks. Instead, we’ve championed genuine thought leadership, which takes time, effort, and consistency. Building credibility the hard way means your network will vouch for you because they trust the quality of what you’ve shared.

LinkedIn's badge experiment shows what's coming next online. As AI makes it easier to fake expertise, we'll find it harder to know who to trust. The future of professional networking won't be about collecting badges. Instead, it'll reward people who can show something AI can't copy: real experience and consistent value.

You log into LinkedIn, excited to see your numbers climbing. Growing impressions, new connections, a busy dashboard. It feels like success.

But as you dig deeper, you realise these numbers might not translate into real impact. Sound familiar? Many of us fall for vanity metrics that look impressive but don’t drive actual growth. Let’s explore the ones that do.

4 Key Metrics on LinkedIn

Not all metrics hold equal weight. These indicators will help you measure the effectiveness of your LinkedIn presence:

1. Profile Views

Profile views indicate how many people are curious about you or your brand after seeing your content or profile. It’s a strong indicator of brand awareness and credibility.

• How to Use It: Track spikes or drops in profile views, correlating them with recent posts or activity. When views increase, analyse what prompted it, and consider recreating similar content. For example, if a post on industry trends sparked high views, incorporate more industrial insights into your content.

2. Reactions, Comments, and Shares

Engagement metrics like reactions, comments, and shares reflect quality interactions with your posts. Comments and shares are particularly valuable, as they show people are investing time to respond or find your content valuable enough to share. Focus on meaningful ones, not just “good post” responses, to gauge true impact.

• How to Use It: Analyse posts with the most engagement to understand your audience. If a post with actionable tips gets high shares, practical advice appeals to them.

3. Demographics (Job Titles, Industries, Location)

Knowing who views your profile and interacts with your posts helps you determine if you’re reaching the right audience.

• How to Use It: Adjust your messaging based on demographic insights. If a large part of your audience is from a specific industry, include industry-specific examples to resonate with them.

4. Direct Messages

DMs show who’s interested in building a deeper connection, whether seeking advice, collaboration, or opportunities.

• How to Use It: Look for patterns in outreach. If you get DMs after sharing specific content, consider creating more of it. Engage thoughtfully to nurture connections and explore collaborations.

3 Vanity Metrics to Avoid on LinkedIn

Some metrics look impressive but don’t lead to meaningful engagement. Here are common vanity metrics to be cautious of:

1. Total Connections Count

A large network may seem impressive, but it doesn’t guarantee relevant or engaged followers. Passive connections do not interact with your content, diluting network impact.

• Alternative Focus: Concentrate on the quality of connections to build a meaningful network. Focus on those actively engaging with your content or within your target industry.

2. Random High Impressions

High impressions make your content seem widely viewed, but without engagement, it may not be relevant.

• Alternative Focus: Instead of impressions, look at engagement rates (likes, meaningful comments, shares) to assess how well your content resonates with your audience.

3. Total Follower Count

Like connections, a large follower base can seem valuable, but inactive followers don’t add to your influence.

• Alternative Focus: Track follower growth in key demographics or industries relevant to your goals to ensure you attract a valuable audience.

Leverage Analytics with Purpose

To maximise LinkedIn analytics, set clear goals and align them with specific metrics.

For example:

• Goal: Boost Visibility
Focus: Profile views and impressions.

• Goal: Establish Thought Leadership
Focus: High engagement rates on insightful posts.

• Goal: Generate Leads
Focus: Demographic data and engagement on industry-specific posts.

When you align your analytics with clear goals, LinkedIn shifts from a numbers game to a tool for real growth and influence. Ultimately, it’s less about the numbers and more about building meaningful connections and driving impactful results.

LinkedIn launched groups back in 2005 as a premium feature but later opened them up to everyone. For the first decade, groups thrived with active discussions and valuable insights being shared.

Joining niche LinkedIn groups used to be a great way to expand your network and connect with professionals who shared similar interests. However, things began to change in 2012 when platforms like Hubspot were allowed to auto-post in groups. This led to people posting in multiple groups without ever participating in any meaningful way.

As a result, groups were flooded with promotional content, and what started as a valuable space quickly turned into a spam zone. The engagement dropped, and many groups became inactive, filled with irrelevant content.

So, in 2024, are LinkedIn groups still worth your time? Or are they just spam-filled?

An example of a LinkedIn group flooded with spam links to promote blogs, external sites, and other external content.

Unfortunately, around 90% of LinkedIn groups today are inactive, with very little engagement. Even for the groups that remain active, it takes a lot of work from the group managers to keep them spam-free.

Why You Should Still Consider LinkedIn Groups in 2024

That said, don’t completely write off LinkedIn groups just yet. While their golden age has passed, there are still ways to benefit from them if you’re strategic. Here’s why they might still be worth your time:

1. Niche Access: With almost 3 million groups on LinkedIn, there’s a good chance there’s a community tailored to your target audience. Joining active, niche groups can give you access to people you might not reach otherwise.

2. Thought Leadership: In the right group, you can position yourself as an industry leader by sharing insights and resources. Show your expertise, don’t sell.

3. Relationship Building: Active groups provide the opportunity to start genuine conversations and nurture relationships over time. You can take these connections offline for more meaningful engagement.

4. Lead Generation: Consistent participation in a relevant group will lead to more profile views, connection requests, and conversations with interested prospects.

5. Competitive Advantage: Many companies have disengaged from groups, so if you’re providing real value, you can stand out from your competitors.

How to Find Valuable LinkedIn Groups in 2024

Here’s how to evaluate whether a group is worth your time:

1. Check Activity: Browse recent posts. Are members commenting and engaging, or is the group inactive?

2. Comment-to-Post Ratio: Look for posts that are a few days old. Do they have comments and reactions? Ideally, a post should have at least 5-10 comments.

3. Review the Rules: Groups that enforce guidelines against self-promotion tend to have better engagement. Less spam means more meaningful conversations.

4. Look for Spam: Are there repetitive posts or obvious promotions? If so, it’s likely the group is poorly moderated.

5. Check Member Profiles: Are the members real professionals or do they seem inactive or fake?

6. Observe Engagement: Is the group owner actively participating? Do they encourage meaningful discussions?

Should You Invest Time in LinkedIn Groups in 2024?

My recommendation is to explore niche groups that align with your audience. Use the tips above to vet them thoroughly. If you find well-moderated groups with real conversations, they can still be a valuable part of your relationship-building strategy, especially if your competitors are missing out.

However, avoid joining random groups and spamming them with content—it won’t get results and will only frustrate others. If done right, LinkedIn groups can still offer networking opportunities in 2024.

Building a large network on LinkedIn isn’t enough.

What truly matters is having an engaged and interactive community. Simply sending out random connection requests won’t help you achieve that. Instead, focus on forming meaningful relationships that lead to genuine conversations and interactions.

Here’s a simple guide to help you connect with authenticity and purpose.

Step 1: Mention How You Found Them

To start on the right foot, reference how you discovered the person’s profile. Whether it’s a shared connection or engagement with their content, this personal touch makes a big difference. For instance, you could mention:

- Mutual connections you have

- Attending the same LinkedIn event

- Regularly engaging with their posts

✅ Example:

Hi [Insert Name],

I came across your profile through [mention mutual connection or event] and noticed we share a common interest in [insert topic]. I’ve really enjoyed reading your insights on [specific content], and I’d love to connect and explore how we can share ideas.

Step 2: Keep It Professional

Your connection request should be brief, professional, and friendly. Remember, LinkedIn limits you to 300 characters, so make every word count. Be complimentary, relevant, and to the point.

✅ Example:

Hi [Insert Name],

I’ve been following your updates on [specific topic], and I really appreciate your insights. I’d love to connect and learn more about your work in [relevant field]. Looking forward to connecting!

Step 3: Tell Them Why You Want to Connect

Make your reason for connecting clear. Whether you’re looking to learn more about their work, exchange ideas, or explore potential collaborations, personalize your message to show you’re genuinely interested. This sets you apart from spammers and builds stronger connections.

✅ Example:

Hi [Insert Name],

I recently came across your work on [specific project or topic], and it really stood out to me, particularly how you approached [specific detail]. I’d love to connect and learn more about your perspective.

Step 4: Follow Up After They Accept

Once they accept, send a quick follow-up message. This keeps you top of mind without overwhelming them. A simple "thank you" goes a long way, and keeping it short avoids being intrusive.

✅ Example:

Hi [Insert Name],

Thanks so much for connecting! I’ve been really impressed by your work on [specific topic], and I’d love to hear more about your approach when you have time. Looking forward to staying in touch!

What NOT to Do

1. Don’t Connect and Pitch

Avoid pitching a product or service right away—it feels spammy and insincere. Building trust takes time, and immediately asking for something can be a major turnoff.

❌ Hi [Insert Name],

I noticed you work in [industry]. I’m currently offering [product/service], and I think it could really benefit your company. Here’s a link to check it out. Let me know if you're interested!

2. Don’t Be Among the Crowd

Always keep your messages respectful and professional. Using inappropriate language or sending overly generic, templated messages will work against you.

❌ Hey, I’d like to connect with you on LinkedIn. Let’s grow our networks!

3. Don’t Start with an Ask

Asking for something right out of the gate is another red flag. Whether it’s asking them to subscribe to your newsletter or check out a product, this approach can backfire and damage the connection before it even begins.

❌ Hi [Insert Name],

Can you check out my website and subscribe to my newsletter? I think you’ll find it valuable!

By following these steps, you’ll be well on your way to creating lasting, professional relationships on LinkedIn. Connections on LinkedIn are about quality, not quantity.

Remember that time you rehearsed a "spontaneous" joke for a networking event?

And how it felt when it fell flat?

That’s the thing about authenticity—you can’t fake it. Yet, so many of us try. We carefully curate our profiles, choose the most flattering photos, and polish our stories until they gleam. But in the process, we often lose what makes us... us.

Most of us present an idealised version of ourselves online. But at what cost? You might wonder—why does authenticity even matter, especially on LinkedIn, where it's all about being professional, right?

Here’s why:

• Genuine stories spark real opportunities. When you share your true experiences, people connect with the human behind the profile. That’s where the real magic happens.

• Authentic profiles see 60% more engagement. People are drawn to honesty. They can tell when something is real versus when it's just noise. And they respond to it.

• Real connections lead to more fulfilling collaborations. When you bring your full, genuine self to your interactions, you attract others who value the same. This leads to deeper professional relationships and more meaningful work.

• 94% of consumers say transparency is the key to brand loyalty. Whether you're representing a company or your personal brand, transparency builds trust. And trust is everything in business.

• Authentic leaders are 4x more likely to be recommended by colleagues. People follow leaders they trust, and trust is built on authenticity.

So, how do you keep it real in a world that thrives on filters and highlight reels?

Here’s your authenticity challenge for the week: Share one unfiltered professional insight with your LinkedIn network.

How to approach it:

1. Ditch the corporate jargon—talk like a human. No need to sound like a corporate robot. Write the way you speak. Make it personal and relatable.

2. Be unapologetically you—embrace your quirks. We all have quirks that make us unique. Lean into them. They’re what set you apart from everyone else.

3. Showcase a project that’s still a work-in-progress. You don’t need to have it all figured out. In fact, sharing something in progress makes you more relatable and opens the door for meaningful feedback.

4. Share a recent failure and the lesson you took from it. We all mess up. Pretending we don’t is exhausting. Sharing what you learned from failure is powerful and humanising.

5. Post about what excites you, not just what you think others want to hear. Passion is contagious. When you talk about something that excites you, people can feel it—and they’ll be drawn to you because of it.

Remember: Your unique journey is your greatest asset. Don’t polish it to the point of losing what makes it real.

LinkedIn might feel like a place where you need to present the best version of yourself—but what if your next big opportunity comes from being refreshingly real instead?

So, what’s holding you back from showing your true professional self?

Authenticity is the best strategy online. And more importantly, it’s what builds lasting connections that go beyond just business. So this week, challenge yourself to show up as the real you—and see where it takes you.

The LinkedIn algorithm is powered by people.

The more you engage with specific profiles, the more likely they are to show up on your feed. Your interactions determine what and who appears in your daily scroll. The algorithm prioritises content based on how often you interact with it. So, the more you engage with a certain type of content, the more LinkedIn will think that's what you want to see.

Your network also plays a huge role in shaping your feed. The algorithm doesn’t just look at individual profiles—it takes into account your entire network's activity. Posts have a limited window of visibility, typically around 18-24 hours. After that, engagement slows down, reflecting how quickly the algorithm responds to people's real-time interactions.

Building a Routine Helps

If you regularly engage at the same time each day—whether by posting, commenting, or messaging—the algorithm learns to favour you during that window. It adapts to your habits, rewarding consistent activity with more visibility.

Early Engagement Boosts Reach

When you post, LinkedIn watches closely during the first few hours. If your content gets a lot of engagement right away, the algorithm pushes it out to more people. But if engagement is low, your post’s reach diminishes. The algorithm is, in essence, a reflection of how people react to your content.

The Ripple Effect of Engagement

And here’s where the ripple effect comes in: when someone engages with your post, it’s shared with their network, amplifying your reach through their connections. This creates a chain reaction, making engagement the ultimate driver of success on the platform.

Ultimately, LinkedIn’s algorithm is people-centric. To leverage it effectively, you either need a strong network outside of LinkedIn (that can support you on LinkedIn) or work towards building one on the platform itself.

How to Ride the LinkedIn Algorithm:

If you want to thrive on LinkedIn, you need to consistently build and actively engage with a strong network. Here are some key strategies to help you ride the wave:

1. Be consistent: Post, comment, and network regularly. The more consistent your activity, the more favourably the algorithm will treat you.

2. Engage right after posting: Stick around for at least 60 minutes after sharing content. This is when the algorithm is most active in promoting your post.

3. Post at the right times: Post when your Ideal Customer Profile (ICP) is most likely online, typically between 8:00 and 12:00 in the morning. Avoid posting late at night when your audience is asleep, as you’ll miss out on that crucial engagement window.

4. Engage with other creators: Leave thoughtful comments on posts from established creators in your field, especially within the first 60 minutes of their post. Being one of the first to engage increases your own visibility.

In the end, LinkedIn success boils down to one thing: engagement. The more you show up and connect with others, the more the algorithm will work in your favour. The trick is to engage with purpose—so go ahead, dive in, and make the most of it!

Think your LinkedIn profile is just a boring resume? Think again.

It can be your ultimate landing page, pulling in opportunities and connections like a magnet. Imagine a potential client or connection stumbling upon your profile. What do they see? Is it engaging, inviting them to learn more about you? Or does it read like a dry document? With a few thoughtful tweaks, you can turn your LinkedIn profile into a powerful tool that tells your story and reflects your brand.

1. Tell a Story in Your About Section

Your “About” section is your chance to shine. Don’t just list your skills or job titles; share your journey. Talk about what drives you, the challenges you’ve overcome, and what you’re passionate about. A good story connects with people and makes you memorable.

2. Write a Keyword-Rich Headline

Your headline is one of the first things people see. Use it wisely! Include relevant keywords that reflect your expertise and aspirations. This helps you show up in searches.

3. Add an Offer to the Featured Section

The “Featured” section is like prime real estate on your profile. Use it to showcase your best work—projects, articles, or even a portfolio. If you have a specific offer (like consulting services or a downloadable resource), highlight that here.

4. Set Up Your Profile Link & Call to Action

Make it easy for people to connect with you. Customise your LinkedIn URL. Add your contact information and a clear CTA in your profile summary.

5. Ask for Recommendations

Recommendations add credibility and give potential connections insight into your work ethic and skills. Reach out to colleagues, clients, or mentors and kindly ask them to share their thoughts. The more genuine recommendations you have, the stronger your profile will be.

After optimising your LinkedIn profile as a landing page, remember these two crucial factors to maximise its effectiveness:

[I] Brand Intent

Every aspect of your profile should clearly communicate your brand intent. What’s your goal on LinkedIn? Are you looking for leads, promoting a product, or highlighting a new book? Make your purpose evident. Include a discovery call link and showcase your best features to guide viewers toward your goals.

[II] Consistent Messaging

Ensure your profile tells a cohesive story. Inconsistent messaging can confuse visitors and dilute your impact. Keep everything aligned to create a strong landing page that converts profile views into conversions.

As you make these updates, watch your profile become a landing page for opportunities. Ready to turn those views into meaningful interactions?

You can either be an Influencer or a Thought Leader to build a personal brand on LinkedIn.

1. Influencer

Influencers target a broad audience. Their content is simple, relatable, and easy to understand. They don’t dive into complex ideas or jargon. Instead, they take one core idea and turn it into a clear, digestible post.

They discuss trending topics, motivational themes, and relatable work challenges. Their posts are visually appealing and designed to engage their audience.

An Influencer’s main goal is visibility and reach. They measure success by follower count, engagement with posts, and content virality.

2. Thought Leader

Thought Leaders take a different approach. They don’t write for the masses; instead, they focus on a niche audience. They care less about numbers and more about delivering deep, meaningful insights to industry peers, experts, or potential clients.

Their content explores complex topics, industry challenges, and trends because their audience values that depth. Their goal is to be recognized as an expert, earning respect and trust from key stakeholders.

Unlike Influencers, Thought Leaders focus on their peers’ perception, not follower counts or likes.

Which One Should You Be?

If you’re on LinkedIn, aim to be one of these three:

1. Freelancers and Solopreneurs: They benefit from being Influencers. Their goal is to reach many people, attract clients, and grow their brand through engaging, easy-to-understand content.

2. Executives: They are better suited as Thought Leaders. Their position and expertise call for content that is insightful and respected by industry peers and stakeholders.

3. Early-stage Founders: They should aim for a mix of both. They need the visibility of an influencer to promote their startup and the authority of a thought leader to build credibility in their industry.

Keep in Mind:

1. You don’t become an Influencer or Thought Leader just by having a big following. It’s about the content you produce.

2. Exceptions exist. Occasionally, thought leaders can take a break from heavy content and share fun pictures, personal stories, family moments, and encouraging content.

3. The value of your post doesn’t depend on its length. A two-line post can deliver more impact than a long one filled with fluff. Short ones can be as meaningful as long ones, and vice versa.

Which path suits you: Influencer or Thought Leader?

On LinkedIn, you have two main options for sharing content: articles and posts. Both can help you build your brand, but there are important differences. Let’s break down what each format offers and how to use them to your advantage.

What Are LinkedIn Articles and Posts?

LinkedIn articles are long-form, blog-like pieces of up to 120,000 characters. They’re great for deep dives into topics and establishing yourself as a thought leader.

LinkedIn posts are shorter, with a 3,000-character limit. They’re more bite-sized, ideal for quick thoughts, updates, or engaging your audience on a day-to-day basis.

Pros of Writing LinkedIn Articles

1. Position Yourself as a Thought Leader

LinkedIn articles allow you to showcase in-depth knowledge, helping you build credibility. With many users seeking expert insights, writing articles positions you as a thought leader in your industry.

2. Show Up on Google

A major perk of LinkedIn articles is that Google indexes them. This means your articles can show up in search results and boost your visibility without needing a separate blog.

3. Detailed Analytics

LinkedIn offers robust article analytics, giving you a clearer understanding of your content’s readership and performance. Compared to Facebook or Twitter, LinkedIn provides better data on your article’s engagement.

Cons of Writing LinkedIn Articles

1. Less Immediate Reach

Articles don’t show up in newsfeeds as easily as posts do. You’ll need to publish a post directing people to your article to ensure it gets noticed.

2. Takes Time to Write

A great article takes time and effort to create, so you won’t be able to publish as frequently as with shorter posts.

3. Other Platforms May Perform Better

LinkedIn isn’t built for articles, so you may not get the same organic reach as on platforms like Medium.

Pros of Writing LinkedIn Posts

1. Quick and Easy to Create

LinkedIn posts are short, simple, and easy to write. You don’t need to spend hours crafting a post; many users gain huge traction from just text posts.

2. Shorter Feedback Loop

LinkedIn posts let you quickly see how your audience responds. It’s a great way to test ideas, gather feedback, or gauge interest.

3. Consistency is Easy

Posting daily tips or insights is much more manageable than writing full-length articles. It keeps you top-of-mind with your network without the time commitment.

Cons of LinkedIn Posts

The downside? LinkedIn posts have a character limit and may not have the lasting impact of an article.

What Should You Do?

Prioritise LinkedIn posts to engage your audience regularly. They’re quicker, easier, and keep you visible. Use articles for in-depth content or down the line as your audience grows. If you have a blog or newsletter, repurpose that content into LinkedIn articles to get more out of your efforts.

Bottom line: Don’t wait to start.

LinkedIn posts are a quicker, more effective way to connect with your audience.

What if you’re not a founder, not planning to switch jobs, and not looking to raise funds?

Should you still focus on LinkedIn?

The obvious answer might be no—but that’s short-term thinking.

Think of LinkedIn as going to the gym.

You don’t just exercise to get fit for one event; you do it to maintain overall health, build resilience, and stay ready for whatever comes your way.

Similarly, being active on LinkedIn isn’t just about meeting immediate needs—it’s about future-proofing your career.

Online vs. Offline Reputation

Everyone has an offline reputation. It’s shaped by factors like first impressions, relationships with managers and peers, and everyday communication. This is how people perceive you based on your actions and behaviour.

Your digital reputation, however, is more intentional—and that’s perhaps the best thing about it. While your offline reputation is built on credibility, your personal brand—your digital reputation—is about visibility and the values you outwardly represent.

However, there's a common thread between the two.

Just like you can't start building your offline reputation the day you need a new job, you can't create your digital reputation overnight. Both require time, effort, and continuous refinement over the years.

The Verdict

Building a digital reputation on a platform like LinkedIn takes time, especially if you’re focused on quality. That’s why the best time to start is before you actually need it.

With LinkedIn, you have the power to define and shape your personal brand. By consistently building your network, sharing insights, and engaging with others in your industry, you’re setting the stage for future opportunities.

Whether it’s launching a new venture, making a career change, or navigating unexpected challenges, the connections and reputation you build today will be invaluable.

So don’t wait for a specific reason to start.

Invest in your LinkedIn presence now, and you’ll be ready for whatever the future holds.

Ever wonder, “What should I post on LinkedIn today?”

It's a common question, especially when you're trying to maintain a strong LinkedIn presence but find yourself short on time, resources, or fresh ideas.

The good news? You don’t always have to come up with something brand-new. One of the smartest strategies is to repurpose your existing content.

Repurposing your content every 2-3 months is a great move because:

• It expands your content’s reach. By sharing it multiple times in different formats, you can introduce it to new audiences.

• It helps you create more content without burning out. No need to constantly brainstorm new ideas.

• It maximizes your content’s value. You get more mileage out of each piece, ensuring your hard work continues to pay off.

I often repurpose my content for LinkedIn, and it works well. Have a look:

How to Repurpose Content the Right Way

While it’s occasionally okay to repost content as is, doing this too often might harm your digital reputation. Here’s a simple guide to help you repurpose content effectively:

1. Focus on Your Best Content

If you’ve been posting regularly, you probably have a backlog of content to choose from. Don’t try to repurpose everything—focus on the content that’s evergreen and popular.

• Evergreen status: Look for content that remains relevant over time. Posts about current events or trends might not be worth repurposing, but timeless advice or insights are.

• Popularity: Focus on posts that performed well in the past. If a piece of content gained traction once, it’s likely to do so again in a new format.

2. Adapt to Different Formats

Switch up how you present your ideas. If you originally shared an idea in a story format, try converting it into a listicle. Or, if it was a listicle, create a comparison using before-and-after formats. This keeps the content fresh and engaging.

3. Break It Down

Sometimes, your content is a collection of related ideas, like in a listicle or guide. Each of these ideas can be expanded into its own post. For example, if you’ve written a listicle with 10 tips for improving productivity, take one tip and create an entire post around it. This allows you to dive deeper and offer more value to your audience.

4. Update Old Posts with New Info

You might have a well-written post that hasn’t aged well. If the topic is still relevant, update the details to reflect the latest information, and share it again. A little polish can make an old post feel brand new.

5. Redeem Less Successful Content

It might seem counterintuitive to revisit underperforming content, but the issue may not be the content itself—it could have been the timing or context. Maybe it was posted at the wrong time or too soon after another post. If you have a post that didn’t get much traction, consider tweaking it—maybe change the hook, improve readability, or use a better image—and then share it again. You might be surprised at the results.

By repurposing your content, you can maintain a consistent LinkedIn presence at times even when fresh ideas are scarce. Plus, it’s a great way to make the most out of the content you’ve already created.

In the last 3-4 weeks, I've spoken to at least 50 potential candidates, and many of them shared similar thoughts:

"I really like the culture at your company."

"I love that everyone enjoys working at GrowedIn."

"It's great to see there's complete autonomy and no micromanagement."

But how do they know all this before even stepping in the door?

The short answer: Employer Branding

These days, job seekers don’t just look at the job description and pay. They’re interested in a company’s brand—75% of job seekers consider an employer's brand before applying. While having a big name helps, what truly matters is the reputation behind it.

Do you value work-life balance? Are you fair in business? This is where employer branding plays a crucial role.

Potential hires check LinkedIn to learn more about a company’s image, so the impact of LinkedIn marketing can’t be overstated. When candidates mention liking our culture or appreciating the autonomy at GrowedIn, it tells me that our employer branding is resonating.

So, how do we build an effective employer brand?

While we’re always experimenting, there are two key practices we've consistently followed for the past year, and you might find them useful too:

1. Have your CEO speak about the company

The CEO is often seen as the face of a company. When a CEO talks about the company and its values, it can boost team morale, increase engagement, shape decisions, and even improve retention rates. An inspiring leader can attract both talent and customers.

From Bill Gates at Microsoft to Aadit Palicha at Zepto, CEOs and founders often use their personal profiles to share updates about their companies.

Since most employees don’t interact with the CEO daily, LinkedIn provides a crucial platform for sharing high-level updates. Posts from the CEO can remind team members of the bigger picture and what they’re all working towards. That’s why I make it a point to share what we’re up to at GrowedIn.

I’ve made it a habit to jot down ideas, lessons, and opinions throughout the week, then expand on them on a scheduled day. This practice has been key in strengthening both my personal brand and GrowedIn's employer brand over the years.

2. Turn employees into brand advocates

Your employees are your best brand advocates. They know your company and products better than anyone else. When employees are happy, they naturally become brand advocates.

I’m fortunate that the team at GrowedIn has always been open to sharing their experiences and the projects we're working on through LinkedIn.

The best way to turn your employees into brand advocates is by creating a positive work environment. Recognise that your employees have lives outside of work, encourage open communication, and provide opportunities for growth and they won’t shy away from spreading their word through their platform.

With the spotlight on toxic workplaces in recent years, employer branding has never been more important.

LinkedIn is a powerful tool that showcases your company as a great place to work. But it’s more than just that—it’s an opportunity to strengthen relationships with your current team, business partners, and future hires.

It’s easy to get caught up in the numbers on LinkedIn—whether it’s the number of connections, the likes on a post, or the impressive titles people hold.

Here’s an important reminder: Do not compare someone’s day 100 with your day 1.

When you see profiles with thousands of followers, posts with hundreds of reactions, or people regularly featured in industry discussions, it can feel overwhelming. You might wonder why your own posts aren’t getting the same level of engagement or why your network isn’t as large. But remember, those accounts likely didn’t start out that way. They grew over time, with consistent effort, learning, and a lot of trial and error.

Every LinkedIn journey is different. Some people have been building their presence for years, while others are just getting started. Instead of focusing on the numbers, concentrate on creating genuine connections, sharing valuable insights, and staying authentic to who you are.

Growth on LinkedIn is a marathon, not a sprint. Over time, as you continue to engage and add value to your network, your presence will grow organically.

You have to realise that when you get started, you aren’t an expert. You shouldn’t expect to create great content right away—that’s completely unrealistic. Your profile most likely won’t be as polished as someone who has been refining theirs for years.

You won’t create consistently great content until you’ve created lots of bad and mediocre content first.

That bad content is part of your journey to great content. You’ll learn from it. You’ll see what you like and don’t like. You’ll make minor changes. Each post will be incrementally better than the last.

What should you do? Take it one day at a time:

1. Share content daily: Post something meaningful every weekday. Consistency keeps you visible and relevant.

2. Engage with others: Leave thoughtful comments on 10 insightful posts each day.

3. Respond to your audience: Make it a priority to reply to every comment on your posts.

4. Expand your network: Reach out and connect with 5 new industry professionals daily.

Growing your network step by step every day broadens your horizons and opens doors to new opportunities.

Remember, everyone starts somewhere. The accounts you admire were once in your position, steadily working their way up.

Your journey on LinkedIn is just as valuable as anyone else’s, and with time, you’ll see the fruits of your efforts.

At GrowedIn, we choose not to follow monthly content calendars.

Neither for our clients’ accounts nor for our own.

Here’s why:

1. They're Generic

Monthly content calendars are a one-size-fits-all solution. They don't capture your unique story, personal experiences, or opinions, which are essential for building a genuine connection with your audience. Creating content based on real-time experiences and insights is challenging with a monthly calendar. Generic content misses the mark, lacking the personal touch that emotionally engages your audience.

2. They Don't Address Specific Issues of the Target Audience

Generic calendars only scratch the surface and often fail to address the real issues your target audience faces. To attract and engage your ideal audience, you need to dive deep into their specific struggles and needs. Identify the particular issues your target audience faces. For us, this is made easier once we talk to the clients to understand the kind of network and digital reputation they are looking to build.

What To Do Instead?

Create Content from Your (or Your Clients') Story, Journey, and Experiences

Share your experiences and insights because your story is unique to you. Even if others have had similar experiences, your way of articulating and connecting with people is different.

Focus on your journey and experiences to create content that resonates with your ideal clients. Share how you overcame challenges and what you've learned. This not only helps others but also builds a genuine connection and trust.

Our Approach: Weekly Content Interviews

At GrowedIn, we believe in the power of personal stories. That's why we conduct weekly content interviews with our clients. They share their stories, insights, and experiences with us, and we strategically convert these into engaging content.

Our process:

1. Each week, we sit down with our clients to delve into their stories. We ask probing questions to get into the nuances of their journey that might not be immediately obvious.

2. Once we've gathered these stories, we convert them into engaging content. We identify the core themes and lessons in each story and present them in a way that speaks directly to the target audience.

Weekly interviews ensure that the content we produce is always current and relevant. This frequent touchpoint allows us to capture new developments in the client’s business, industry trends, and timely insights.

Weekly interviews keep the content fresh and responsive to what's happening in real time. What approach do you follow to create your content?

Planning a trip? Don't forget about LinkedIn!

Whether you're travelling for business or just for fun, you can turn your trip into a great opportunity by connecting with your LinkedIn network in person. Before you pack your bags, take a few minutes to see who's in the city you're visiting. Here's a step-by-step guide to help you make the most of your LinkedIn connections while you're on the go:

1. Search for Connections

Open LinkedIn and navigate to the search bar at the top of the page.

2. Filter Your Results

Press "Enter" after typing your query, then click on the "People" tab to narrow your search to individuals.

3. Select 1st-Level Connections

Click on the "1st" filter option. This will display your 1st-level connections—people you are directly connected with, likely knowing them personally or professionally.

4. Specify the Location

In the search bar, add the location of the city you're visiting. This step helps filter your connections to those currently residing or working in that city.

5. Plan Your Outreach

Review the list of connections in the area and consider how long you'll be staying. Create a shortlist of people you'd like to meet based on your relationship, shared interests, or potential business opportunities.

6. Initiate Contact

Reach out to your selected connections with a friendly and personalized message. Express your interest in catching up over brunch, lunch, or coffee, and suggest a few dates and times to make scheduling easier.

7. Follow Through

Once you've set up meetings, make sure to follow through with your plans. These in-person interactions can lead to stronger relationships, new opportunities, and valuable insights.

8. Repeat Regularly

Make this a regular practice whenever you're travelling for work or leisure. Over time, this habit can significantly enhance your professional network and increase your visibility in your industry.

Regularly connecting with the right people during your travels strengthens your existing relationships and broadens your network, enhancing your and your company's visibility in the industry.

So, next time you travel, whether for business or pleasure, use this approach to keep your LinkedIn relationships strong and growing.

LinkedIn didn’t always support hashtags.

But in 2018, the platform not only reintroduced hashtag discoverability but also started encouraging users to categorise their posts with hashtags. This was meant to help users find relevant content more easily by grouping similar conversations together.

In the early days of social media, users had limited control over the content they saw, often encountering a chaotic mix of irrelevant posts. Hashtags were introduced as a solution, making it easier to find content that mattered. When you use a hashtag, it becomes a clickable link, allowing others to search for and join in on the conversation.

The main idea was that by using hashtags, LinkedIn could better segment content, showing users posts that aligned with their interests. However, as social media algorithms have become more advanced, the reliance on hashtags has diminished. These systems can now analyse the entire context of a post, including text, visuals, user history, and keywords, to deliver relevant content to users.

So, do you still need to use hashtags on LinkedIn?

The short answer is that they're not as crucial as they used to be.

Richard van der Blom, in his LinkedIn post, revealed that while using 3-10 hashtags used to increase post reach by 10-25%, this is no longer the case. Hashtags don’t provide the same reach boost they once did.

This suggests LinkedIn is gradually de-emphasising hashtags as a discovery tool, focusing more on the relevance of the content. LinkedIn's system isn't designed for viral content in the same way as other platforms, which may be why hashtags are less emphasised now.

When you share a post about getting a new job, it may not reach the networks of everyone who likes it. LinkedIn's algorithm focuses on relevance, so if the content isn't directly relevant to the connections of those who liked the post, it won't be widely shown.

On the other hand, if you post advice on handling workplace challenges, it has a better chance of reaching a broader audience. This is because such advice is useful to a wider range of people.

The bottom line? You don't need to worry too much about using hashtags on LinkedIn. Focus instead on creating meaningful, relevant content that resonates with your audience.

Imagine being the go-to person in your industry, where every post sparks meaningful conversations, attracts like-minded professionals, and opens doors to new opportunities.

But the truth is, most LinkedIn posts just get lost in the noise. What should you do?

First, ask yourself, “Who am I speaking to?” Answering this question right from the start can save you months (even years) of work. Focus on creating content within 2-3 core content pillars.

These content pillars become the foundation of your personal brand. You want to be known for these pillars.

Be Specific over Generic

Be specific about the ideal client you want to attract. Focus your posts on driving comments and conversations. Random thoughts or famous quotes won't position you as an expert. Instead, craft your posts to share what people expect to learn from you.

By zeroing in on 2-3 specific topics, you can become the go-to expert in that area, attract the right audience, and create content that truly resonates. Consistently sharing content in a specific niche establishes your credibility and authority, making people more likely to trust and seek your insights.

Focus on Impact

Think about the value you're offering your audience. Ensure that your content provides insights that your audience can use right away to generate value for themselves. Pose questions that lead them to consider how the information can be directly applied to their current challenges. Go deep, not wide.

Attract and Repel

Imagine your ideal network. Get super specific about them.

Once you know who your ideal network is, consider what your worst possible network would look like. Get clear on both types of people. Knowing exactly who you want to attract, and who you want to repel, makes it far easier to hone in on your niche.

Target your content to a specific audience. Give that audience exactly what they want. When the audience interacts naturally with the creator, organic growth becomes faster.

As your content is consumed by the target audience, retention occurs. With retention, content is pushed by the algorithm and propagated to those who have shown interest in the subject. A virtuous circle begins. The better the content, the more it’s relayed.

When you talk about “networking,” what do you mean?

Is it simply increasing your follower count? Is it collecting names of people in high corporate positions to ask for favours later? Is it just about receiving information, commendation, or service?

In its truest form, networking is a two-way interaction between parties willing to help each other grow. It involves meaningful conversations, mutual interest in each other's work, offering solutions, and supporting each other during tough times.

Let’s explore how you can leverage LinkedIn’s features to expand your network.

1. Personalised Connection Requests

A "Connection Request" is a polite invitation to join someone's professional network and vice versa. It's a mutual follow that allows both parties to view each other’s posts on the main feed, communicate via direct messages, endorse each other, and explore their shared connections.

When sending a connection request to someone important, remember that they likely receive many requests. To grab people’s attention, your request must stand out. Else, there must be a specific purpose behind your connection request.

Here’s how you can personalize your connection request note:

First, mention how you came across their profile. Explain why you're reaching out and share any future collaboration opportunities you see. Finally, end with a clear call to action.

2. Consistent Mindful Engagement

On LinkedIn, remember that the best way to find connections is to remain active throughout the year.

Engagement is a way to get in touch with fellow leaders and potential connections on LinkedIn. Once in a while, leave valuable comments and congratulations on posts of people and companies that you want to connect with. By engaging with their content, you are showing your support and encouragement for their work. This way, you can begin adding C-level executives to your network directly from the comment section.

3. Visitor Tracking

With LinkedIn Premium, you open up the gateway to abundant data metrics that help you network smartly.

One of the most helpful data points is the ability to track who visited your profile. You can see who's interested in discovering more about your profile and work. This allows you to filter the names you want to add to your network and reach out to them via a connection request.

The advantage here is that your lead is warm – they've already familiarized themselves with you. Now, it's time to take it to the next level.

4. Outreach Through Filtering

If you want to add a specific category of leaders to your network, you can use LinkedIn's filtering options.

Enter your domain of interest in the Search bar. You can type in commonly used keywords related to the domain or search for companies and names.

Choose which aspect of the search results you want to explore further, such as people, posts, companies, locations, degrees of connection, events, and more.

Click on 'People' to view profiles, 'Posts' to find active members, and 'Groups' to join communities.

Apply filters to refine your search and see a list of highly qualified leads for your network. Start connecting with them to expand your circle.

5. Proactive Organic Posting

The best way to expand your network and connect with notable profiles is by cultivating a strong digital brand on LinkedIn. How? Through proactive and consistent organic posting on your profile.

Develop a content strategy focused on your area of expertise and start creating relevant content. The more active you are, the more visibility you'll gain. Regularly update your profile, share your insights and opinions, and educate others on your expertise. By consistently producing valuable content, you'll attract attention and naturally grow your network.

By implementing these strategies consistently, you'll start receiving more messages and connection requests from fellow executives, potential clients, business partners, investors, and others. This will gradually help you become part of an entrepreneur leadership network.

"I have nothing new to say."

I hear this a lot when I ask people why they aren’t creating content on LinkedIn.

I get it. I’ve been there.

In a world where everything seems to have already been said, it's easy to feel discouraged or fear that your ideas aren't unique. You might think someone else could do it better. But remember, even some of history’s greatest works were inspired by those that came before them.

Being inspired by existing content isn't copying—it's the art of inspiration. There's a big difference between stealing an idea and being inspired by one to create something new and unique. One great idea can and should inspire another.

How many times have you read an article, blog post, or LinkedIn update that sparked a new idea in your mind? Sometimes, a single word or sentence can trigger a series of thoughts leading to a new piece of content.

New things are created every day by building on existing ideas, making them bigger, better, and brighter.

Take this as a sign to start creating content on LinkedIn.

Here are 5 ways to take inspiration for your LinkedIn content and make it truly yours:

1. Personal Perspective: No one sees life quite like you do. That's why your experiences, opinions, and thoughts give your ideas a unique twist, even if they've been explored before.

2. Combine Ideas: Who says you can't mix and match ideas to reach your own conclusions? By pulling together insights from different sources, you create a comprehensive and nuanced piece.

3. Tell a Story: Stories and personal anecdotes speak louder than facts and figures. Give your experiences a voice—they convey your message more effectively.

4. Turn Conversations into Content: Think about all those conversations you have daily. Ever realize those insights could be gold for your network? Share them instead of keeping them to yourself.

5. Learn Every Day: Stay curious and open to new information. As you learn and grow, your content will naturally evolve.

BONUS: Surround Yourself with Inspiration

Our ideas are limited by our experiences, and there's no shame in admitting you don't know it all. Collaborate with others, talk with people, gather thoughts and opinions, read books, and consume content on the internet. All these can help expand and develop your content. Take some time each day just to think. Get away from your desk, go for a walk, get some fresh air, and look at something new.

Remember, you can be entirely authentic, open, transparent, and honest while building on existing ideas. This happens all the time in academia and non-fiction writing, where references to other works are common. Referencing doesn’t diminish your work; it adds depth and context.

Don't let the thought of "this has already been said" stop you from building your personal brand on LinkedIn.

Your favourite creator posts on LinkedIn.

You leave a genuine comment sharing your thoughts on the topic.

What happens next? By engaging genuinely, you increase the chances of getting a response.

This back-and-forth dialogue helps them get to know you better and makes them more likely to interact with your posts or accept your connection requests in the future.

Why LinkedIn Comments Matter

Comments on LinkedIn have a broader reach compared to other social media platforms. When you comment on someone’s post, it not only reaches the creator but also:

1. Your entire network
2. The creator's network if they respond

This means your comment can be seen by all your contacts, regardless of their connection to the post creator.

Why does this matter? This dynamic significantly boosts the visibility of the discussion to extended networks. Each new comment added expands the conversation's exposure to your network, further amplifying the reach and impact of your original comment.

How to Ensure Your Comments Always Get a Response

1. Summarize: Briefly outline the main points to show you've understood the context.

2. Ask a question: Encourage further discussion by posing a thoughtful query.

3. Write something funny: Inject humour tastefully to lighten the conversation.

4. Disagree: Politely express a differing viewpoint to stimulate healthy debate.

5. Appreciate: Acknowledge specific aspects you found valuable or insightful.

6. Add to the content: Offer additional information or perspectives to enrich the discussion.

7. Share your version: Contribute your personal experiences or interpretations for broader insights.

LinkedIn Commenting Etiquette 101

Before you comment, make sure to:

i) Read Thoroughly: Read the entire post or article to understand the context and avoid misinterpretations.

ii) Be Genuine: Skip generic comments like "Great post!" and share what specifically resonated with you.

iii) Provide Value: Add information or insights that might benefit the author and other readers.

iv) Disagree Respectfully: Keep your comments respectful, constructive, and relevant.

v) Keep It Concise: Be thorough but succinct. Aim for brevity and clarity.

vi) Engage with Replies: Respond if someone replies to your comment to foster a healthy discussion and build connections.

vii) Be Subtle with Self-Promotion: Share industry insights that are relevant without being too sales-oriented

Have you ever noticed how some LinkedIn users always get noticed, build meaningful connections, and spark lively conversations, while others don’t get much traction even with regular posts? The difference is mastering the art of LinkedIn commenting.

Commenting on relevant posts is a great way to build relationships, increase visibility, and attract more clients. It helps the algorithm understand what content you want to see in your feed.

Do you actively engage on LinkedIn?

Are you using LinkedIn for your sales efforts?

A basic LinkedIn account might not be enough. LinkedIn tools like Sales Navigator and LinkedIn Premium can significantly improve your lead generation, prospecting, and sales strategies.

Curious about how LinkedIn Sales Navigator and LinkedIn Premium work and which one you should get? Let's compare both and see how they can help you achieve better results.

LinkedIn Premium

LinkedIn Premium is a paid subscription service offering additional features and insights not available with a free account.

LinkedIn Premium has 4 tiers: Business, Career, Recruiter, and Sales Navigator. While each tier offers slightly different features and benefits, all paid subscribers gain access to:

1. InMails: Message anyone on LinkedIn, even if you’re not connected to them. This feature is useful for reaching out to individuals outside your immediate network.

2. Who’s Viewed Your Profile: See who has been viewing your profile, how often they visit, and how they found you.

3. Advanced Searches & Filters: Save up to three search filters for quick access to the right people.

LinkedIn Sales Navigator

LinkedIn Sales Navigator is a sales intelligence and lead management tool, ideal for sales professionals to find, connect with, and build relationships with potential customers. Key features include:

1. Lead Recommendations: Based on your profile and search criteria, Sales Navigator suggests leads, considering factors like companies, job titles, location, or group memberships.

2. InMail Messaging: Reach out to users outside your network with higher delivery rates and more message credits than the free version.

3. Connection Requests: Access tools to craft personalised connection requests, ensuring they don’t appear generic or spammy.

4. Sales Insights & News Feeds: Use the sales insights tool for market data, such as company size or industry trends. Stay updated with industry news to adjust your sales strategy accordingly.

Comparison

LinkedIn Sales Navigator is tailored for sales professionals aiming to find and connect with potential leads. It offers advanced search filters, lead recommendations, and InMail credits, along with weekly performance reports and profile views.

LinkedIn Premium is a broader subscription, including features such as:

- Viewing who has viewed your profile

- More InMail credits

- Access to exclusive content like articles, webinars, and eBooks

- Career coaching services and resume assistance

Conclusion

So, which subscription should you choose?

Both LinkedIn Sales Navigator and LinkedIn Premium offer great features for salespeople, but LinkedIn Sales Navigator stands out with its advanced search filters and lead recommendations. These features make it worth the price, especially when considering the InMail capabilities.

However, if your goal is to improve your visibility and credibility on LinkedIn, LinkedIn Premium could be a better fit.

Ultimately, the best choice depends on your business goals.

The beauty of LinkedIn is that you can reach out to 2nd and 3rd-degree connections more easily than on all other platforms, including email. You have two options:

1. Send a connection request
2. Send an InMail

Each option has its pros and cons. So, which one should you choose? Let's break it down.

How Do Connection Requests Work?

Sending a connection request allows you to invite 2nd and 3rd-degree connections to join your LinkedIn network, making them your 1st-degree connections. Once they're part of your 1st-degree network, you can send them direct messages and they can see your posts in their LinkedIn feed.

How Do InMails Work?

To use InMails, you need a premium account (LinkedIn Premium, Sales Navigator, or Recruiter). With InMails, you can directly message people without sending a connection request first.

Connection Requests

Advantages:

1. This is the main advantage of connection requests: once they are accepted, people will see your LinkedIn posts in their feed. Sending a connection request grows your network.

If you publish on LinkedIn to create awareness and generate inbound leads, connection request is the way to go.

2. Connection requests feel less salesy compared to InMails. It's similar to connecting with a friend or colleague.

Disadvantages:

1. When you send a LinkedIn connection request, it doesn’t land directly into the inbox. It lands into the connection request tab. There are 2 disadvantages to this.

First, you are limited to 300 characters in a note. Second, the preview of your note is limited to a few characters. Most people won’t have the time nor the curiosity to click on “See more” and read your message.

2. LinkedIn recently reduced the number of connection requests you can send from 700 to 100 per week. With LinkedIn InMail invite, you can’t send notes, but you can send up to 500-700 connection request per week.

InMails

Advantages:

1. The main benefit of InMail is to skip the connection request step to land directly in the inbox of your 2nd and 3rd degree connections.

2. Unlike the connection request, the prospect sees the entire message when an InMail is opened.

Disadvantages:

1. You need to buy InMail credits, which requires a premium LinkedIn account.

2. You can’t send InMail follow-ups You have only one change to get a reply, so you need to work hard on your copywriting because you won’t get a second chance.

LinkedIn does that to prevent spamming. That’s why you shouldn’t choose between InMail and connection request but use both.

A Better Way Out

The best strategy is to use both connection requests and InMails to maximize your reach and response rate. Here’s a step-by-step approach:

1. Send a Connection Request Without a Note: This looks more natural and less salesy.

2. If Accepted, Send a LinkedIn Message: You can then engage them directly.

3. If Declined, Send an InMail: This ensures your message still reaches their inbox.

By using both methods, you can expand your network and improve your chances of connecting with potential prospects.

What do you prefer – Connection requests or InMails?

You know the feeling — you get a notification that someone just viewed your LinkedIn profile. Naturally, you start wondering:

Why did they view my profile?
What should I do next?
Should I reach out?

If these people are visiting your profile, it means they have some sort of interest in what you have to offer, right? You can leverage that as an icebreaker for your messages.

With a basic free LinkedIn account, you can see:

• Up to 5 profiles of those who viewed your profile (if you turn off private browsing in your settings)
• The number of visits to your profile in the past 90 days
• The number of times you've appeared in search results

With a premium LinkedIn account, you can see:

• Everything available in the free account
• An unlimited number of people who have visited your profile

Note: Having a premium account won't reveal additional information if viewers choose to restrict access to their profiles through privacy settings.

Regardless of your account type, you can always leverage the last 5 views on your profile. Here’s how to approach different scenarios:

1. When a Prospect Views Your Profile

If you identify someone as an ideal prospect or customer, scan their profile to gather additional personal and professional information. Then, invite them to connect.

If your LinkedIn profile is client-focused and optimized, there's a good chance this person, assuming they are in your target audience, will be interested in hearing from you.

Remember, you now have a “warm” prospect — they have sought you out to learn more and might be interested in discussing your products or services.

2. When Someone You Share a Connection with Views Your Profile

Let’s say you have no idea who the viewer is. First, check out their profile and see if there’s anything you share with that person. Perhaps you attended the same school, worked at the same company, or have mutual connections.

These shared experiences are excellent conversation starters. Tailor your message to make it personal and encourage engagement.

Focusing on common bonds can help build your network, even if it doesn't lead directly to a sale.

3. When the Viewer Works at an Exciting Company

If the viewer works at a company you admire, or a company in the same industry or a competitor, not reaching out could mean missing a valuable collaboration opportunity.

Start by explaining why you'd like to connect and how you might be helpful to them.

LinkedIn is not the place to be shy. If you want something, you need to ask for it. The worst that can happen is they won’t reply.

So, keep an eye on who’s viewed your profile and don’t let those opportunities slip by. Seize the chance to build meaningful connections.

At its heart, LinkedIn is still a networking site.

That’s why individuals often get more attention than brands. But for B2B brands, it’s still the best place to connect with customers. To grab their attention, though, you need to make your brand feel more human.

So, how can you promote your offerings on LinkedIn without appearing as a faceless corporation that people scroll past? Leverage real people rather than just a logo.

LinkedIn offers a feature called Thought Leader Ads. These are basically sponsored posts from individual profiles. This allows you to sponsor personal posts and target them to your Ideal Customer Profile (ICP). It combines LinkedIn’s paid advertising with the natural feel of personal profiles.

Instead of spending on the usual promotional content from a company page, you use a trusted voice—a real person—to share your message. When thought leader ads pop up, they look like regular posts from a person, except for a small “Promoted by” disclaimer. This way, your target audience sees posts about your brand without them looking like ads.

Major Benefits of Using Thought Leader Ads

1. Authenticity

Thought Leader Ads avoid the typical “salesy” feel of traditional ads. Messages from individual profiles tend to get more traction and engagement because they come from real people.

2. Humanising the Brand

These ads help humanise your brand. When people receive information about your company from real employees, like the CEO or Head of Marketing, it creates a deeper connection. This approach makes the audience feel more connected to the individuals behind the brand.

3. Showcasing Expertise

Thought Leader Ads allow you to showcase the expertise within your organization. Featuring posts from key team members helps establish trust and credibility with potential clients, giving them a better understanding of your company’s values and expertise.

Tips for Thought Leader Ads:

1. Use as Part of a Broader Strategy

Thought Leader Ads should be integrated with other ad types, as they don’t include headlines or call-to-action buttons. They are not designed to drive significant traffic to landing pages and should be used alongside other LinkedIn ad types.

2. Not Ideal for Smaller Businesses

These ads might not be suitable for those new to LinkedIn advertising if they lack other website traffic or paid channels. A mix of different ad types and optimised personal LinkedIn profiles is necessary to get your business the best results.

3. Chargeable Interactions

Every interaction with Thought Leader Ads, such as clicking “read more,” liking, or commenting, is considered a chargeable click with an awareness objective. While the cost per click is low, these interactions do not directly lead to website conversions. Thought Leader Ads should be part of a larger marketing strategy where other ad types drive website traffic.

Thought Leader Ads are a great tool if you’re focused on long-term brand building and not looking for short-term leads and sales. They hit the sweet spot by combining the authentic feel of personal posts with LinkedIn’s reach and targeting features.

What are you most excited about with Thought Leader Ads? Have you tried them yet?

LinkedIn offers a free basic account that allows you to find and connect with colleagues, request and provide recommendations, and search for and view profiles of other members and companies.

However, LinkedIn Premium, a paid subscription, offers additional tools that help you connect directly with decision-makers, high-profile individuals, and other business opportunities that can take your career to the next level.

There are two plans for LinkedIn Premium:

1. LinkedIn Premium Career: Helps you get hired and advance in your professional life.
2. LinkedIn Premium Business: Provides detailed business insights and helps expand your business.

Today, we are focusing on LinkedIn Premium Business.

Are LinkedIn Premium benefits worth it? Let’s explore.

When is the Best Time to Get LinkedIn Premium?

Consider LinkedIn Premium if:

• You have a business and are patient enough to wait for results.
• You can afford the subscription without it impacting your life or business significantly.

LinkedIn Premium is a good investment if you have the budget, but the decision depends on the level of access you need to your professional network.

How to Maximise ROI with LinkedIn Premium?

Make use of these 3 key features to leverage LinkedIn Premium:

1. InMail

Source

InMail lets you directly contact anyone on LinkedIn, even if you're not connected. This is especially useful for bypassing the connection request step and starting direct conversations with potential leads.

2. See Who’s Viewed Your Profile

Source

Access the full list of people who visited your profile in the last 90 days. You can filter these views to identify specific LinkedIn users, which can help you gauge interest from prospects or candidates. When someone checks out your profile, it shows they may be interested in what you offer. Use that as an icebreaker to start a conversation.

3. Unlimited Searches

Source

The basic account limits your searches due to the commercial use limit. Premium Business removes this restriction, allowing you to conduct unlimited searches for professional activities like prospecting or recruiting.

Why You Might Not Need LinkedIn Premium?

Casual users can still maintain a professional profile with LinkedIn Basic. Here are a few scenarios where LinkedIn Premium may not be necessary:

1. Basic Networking

If you don't need deep networking for business or recruitment, the free plan is sufficient.

2. Starting Your Career

For those just starting their careers, the cost of Premium can be prohibitive. The Basic plan allows you to connect and build your network while giving and receiving recommendations.

3. LinkedIn Learning

LinkedIn Learning courses are useful, but there are many other online learning platforms that offer free or cheaper alternatives.

How to Get LinkedIn Premium for Free?

1. LinkedIn Premium Free Trial

You can try LinkedIn Premium for free for one month. Provide credit card details at the start, but you can cancel anytime during the trial month to avoid charges.

2. Offers for Students and Graduates

LinkedIn collaborates with educational institutions to offer free Premium access to students and graduates for 12 months. Additionally, Prime Student account holders can get six months of free Premium through LinkedIn's partnership with Amazon

3. LinkedIn Premium Discount

You can get a 50% discount on LinkedIn Premium for two months by starting a subscription cancellation and selecting "It's too expensive" as the reason. LinkedIn may offer the discount to retain you as a subscriber.

LinkedIn Premium isn't cheap, so weigh your needs against the features you want to use. Evaluate how often and in what ways you'll use these features for specific scenarios before making a decision.

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Millions of executives, entrepreneurs, and thought leaders have accounts on LinkedIn for one or both of two reasons: to know and to be known.

That’s why you need an engaging, trustworthy, optimised LinkedIn profile. An “optimised” LinkedIn profile, simply put, has all elements filled, and filled correctly, so that they all add up to form a highly esteemed persona for you.

Most LinkedIn users prioritise aspects such as the headline, profile picture, About section, and banner. But there are additional sections that, when optimised, could help make your profile stand out. Let's take a closer look at these.

Tip 1: Your LinkedIn URL matters more than you think.

When you first create an account on LinkedIn, you are given a default URL by the platform. You might find a combination of alphabets and numerals separated with hyphens to resemble your name.

The first favour you can do to your LinkedIn profile is to get rid of that encoded junk and replace it with a clean personalised set of letters forming your name. If that is unavailable, append a couple of relevant hyphens or add in your initials, and you’ll find yourself a LinkedIn profile URL that is readable and not messy.

Why should you do this?

The purpose this plays is a lot like a clean “first name - last name” like email address. It becomes easy to type out should someone look up your LinkedIn profile.

Tip 2: Your activity on LinkedIn forms a huge part of your Profile Optimisation.

Try looking up someone’s LinkedIn profile today. A huge portion of their profile will be occupied by their “Activity” section. This part reflects all your online activities like commenting, posting, resharing, and reacting to posts. From the external view, your latest 3 posts are displayed. Comments that you put out even a year ago can be visible on your profile if you haven’t made any other proactive LinkedIn output.

If there are very old comments or posts in your Activity section, your profile comes across as dead or inactive. That’s why it’s important that you regularly either put out posts on your profile or publish substantially valuable comments on other posts. This way, prospects that land up on your profile will know what you invest your energy into and are interested in.

Tip 3: There is a Patents and Publications section too.

If you wish to upload official documents of patents that you have won or important publications that you have authority over, then LinkedIn gives you a separate space apart from the Featured section to do so.

You will find this section when you click on the “Add profile section” button and scroll down to the “Additional” option. This special dashboard will stand out since not many of your peers might have patents on their name!

Haven't tried these features yet? I highly recommend giving them a try.

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Let's start with a story, shall we?

Meet Mia. Mia is a baker.

From her own kitchen, she runs a home bakery and serves hundreds of people in the neighbourhood each month. People love her desserts!

Like any ambitious entrepreneur, Mia wanted to expand her business. She wanted to own a small bakery where she can prepare her treats, buy all the necessary equipment, and build a team to help her serve more people.

To fund all of this, she knows she'll need to raise funds.

Once, Mia attended a FoodTech event with her team. They met Tina, a bakery owner who had achieved considerable success. As they conversed, Tina mentioned, "I’ve raised around $1 million for expanding my brand."

Mia's eyes lit up! Tina had all the experience she lacked. She could be a terrific resource.

Mia tried to ask a question, but Tina kept going on and on about her story. She talked about how she started baking in her grandmother's kitchen, how her passion for pastries developed, and how she turned her love for baking into a successful business.

The whole time, Mia was thinking, "Cool, but can you just tell me how to raise funds for my bakery?"

Finally, she interrupted Tina to politely pose this question.

Tina stared back for a second, paused, and then said, "That's a great question. You know, when I was trying to raise funds for my bakery..." and started with another 7-minute story about how she secured her first investment.

She never answered Mia's question.

Was Tina's story about fundraising any good?

No, it wasn't. Because Tina never gave Mia the one thing she wanted. Sure, it was entertaining, full of passion, and memorable anecdotes, but in the end, Mia walked away unsatisfied.

That's not a "good story." That's a waste of time.

The lesson? When you're telling a story, make sure it's clear to you (and the listener)—here's what's in it for them!

Always keep in mind the two ground rules of personal storytelling:

1. Have a Point

It’s your job to clearly communicate the purpose of your content. Everything you reveal should be around your point. Ultimately, if a story doesn’t serve, it can sound like rambling, a diary entry, or even gossip.

2. Set Boundaries

Authenticity doesn’t include spilling every shocking secret you know. Your story can be colourful without disclosing inappropriate details.

As you write, consider:

Do I need to say that?
Does this reflect who I am?
Do I want to be known for saying that?

Yes, stories hold power.

Sharing stories from personal experience is invaluable. It adds depth when you recount your journey and motivations for sharing your knowledge.

However, it's crucial to stay audience-focused. Writers must "check themselves" when it comes to personal writing.

Not all social media platforms are created equally.

By that, I mean an Instagram page for a social media celebrity, with a crazy number of followers, will have its own set of rules vs. a LinkedIn profile for a CEO, Founder, or C-level executive who holds immense value in the offline world but is just starting to build their online reputation.

Because of this, sometimes it's best to follow an unwritten guideline of LinkedIn as a platform when you are looking to establish thought leadership and build a personal brand.

What’s the unsaid rule? Do not overpost.

People think posting on LinkedIn multiple times a day is a good practice, considering the amount of content being produced every day. The reality is when you post a lot, you're devaluing posts that might gain attention or further impressions because they get lost in the shuffle and can consequently get ignored. Worse, you find that people do not engage much with your content anymore.

Here's why overposting isn't a smart move:

1. Audience Fatigue

Posting too often can overwhelm your connections' feeds, leading to fatigue and potential disengagement. If people constantly see your posts, they might start ignoring them or even unfollowing you to reduce the clutter in their feed. Posting excessively can give the impression that you're spamming your network.

2. Loss in Quality

Posting multiple times a day might compel you to sacrifice quality for frequency, resulting in lower engagement and credibility. Posting too frequently may not leave you enough time to reflect on your content performance, gather insights, and improve your future posts. Quality content often requires thoughtful planning and iteration.

3. Decreased Reach and Diluted Personal Impact

LinkedIn's algorithms prioritise content that generates meaningful engagement. If you flood your network with posts, although your overall reach may increase, each individual post may receive less visibility. A lot of valuable insights you may share may not get the attention they need to create some impact.

So, what's the alternative?

Post once every weekday.

LinkedIn content can live in user feeds for a long time. This is because when someone engages with your post, it will begin to show up in their connections’ news feeds. Additionally, users can filter the feed by “top” and “recent” content, which could increase the longevity of your posts if they go viral.

You can try reaching a mark of about 20-22 posts in a month, excluding weekends. Such regularity will keep you reputationally relevant on the platform.

As an executive, posting on LinkedIn about 3 times a week also works well. You stay active enough on the platform and stay visible to your Ideal Client Persona.

How often do you post on LinkedIn?

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With over 65 million decision-makers on LinkedIn, it's like a 24x7 networking event online. We've mentioned before why it's essentially your digital business card. But, you might wonder, why put your time and resources into LinkedIn when you could see quicker returns elsewhere?

Let's break down why LinkedIn stands out among the social media giants like Facebook, Instagram, and Twitter, as well as other marketing channels like SEO and paid advertising, especially for founders and C-level executives.

1. Business Minds at Work

The key difference with LinkedIn is the mindset of its users. While other platforms offer entertainment, LinkedIn users come here with a purpose. They're looking for valuable connections and content to boost their careers. So, when you're on LinkedIn, you're in a space where people are open to business-related discussions.

2. Higher Quality Connections

This business-oriented mindset translates into more meaningful connections. When someone engages with your content on LinkedIn, they're likely to stick around because they see the value. This means you're building a network of engaged professionals who could turn into valuable leads or collaborators. If your business is B2B, LinkedIn is gold. Decision-makers and influencers hang out here, making it the perfect spot for B2B marketing.

3. Professional Tools at Your Fingertips

Tools like Sales Navigator make prospecting a breeze, helping you scale your relationships without losing that personal touch. Having these tools at your disposal sets LinkedIn apart from other social media platforms, giving you a leg up in growing your business.

4. Brand Building Made Easy

LinkedIn lets founders showcase their expertise, share insights, and become thought leaders in their industry. By consistently putting out valuable content, you're not just promoting your business; you're building your brand. Plus, the professionalism of LinkedIn makes it easier to connect with the right audience, unlike other platforms where personal and professional lines blur.

5. The Best Platform to Build Trust

Trust is hard to come by, but LinkedIn makes it a little easier. The platform's commitment to professionalism means you're in a community that values genuine connections. Unlike other spaces where negativity can run rampant through anonymity, LinkedIn helps you look credible and trustworthy.

Among one-dimensional channels like SEO, PPC, and long-form content marketing, LinkedIn is the ultimate professional platform to build a personal brand. It's where founders can forge meaningful relationships with the right people – potential clients, partners, investors, and peers in their industry. In business, relationships are everything. LinkedIn helps you optimise for that.

Does a “best time” to post on LinkedIn even exist?

A lot of LinkedIn users ask if there really are “best times” to post on LinkedIn, or if this is merely a myth.

Simply put, it is not.

LinkedIn, just like any other social media platform, runs on an algorithm. And algorithms love repetition.

If you perform the same act regularly enough around the same time, then over a few weeks, the algorithm will become trained enough to support your posts at that time. That would be the ideal posting time.

The “best” time to post on LinkedIn isn’t the same for everyone, but this data does remain constant across industries or niches. This is because as humans, we often think in a like-minded manner to our peers belonging to the same line of work. Most doctors might consider the early morning window of around 7:00 am for LinkedIn. Professionals in the education domain might prefer 10:00 am as a better choice.

The best time to post on LinkedIn

The best times reflect those parts of the day when your target audience or preferred engagers are active. These windows of time are when you can attract the most eyeballs and ensure that your content gets the attention it deserves, organically.

Are there any timings to avoid too?

Yes. The worst times to post on LinkedIn are those when your ICP is most likely to ignore your activity.

It is typically during non-business hours, like from 10 pm to 5 am (bedtime). In fact, data will show that any posting time beyond 8-9 pm should not be preferred since your post will remain on active feeds only until an hour after posting. This means that the lifetime of your post will decrease.

The lifetime of a LinkedIn post is the countdown to its expiry. After being published, engagement on a post stays active for about an hour. As time passes, the chances of the post topping on your connections’ feed lower exponentially. By the 12th hour, your post is almost forgotten. This holds true for most content, except hiring posts, since they remain active through constant sharing from connection to connection.

That’s why the worst times to post on LinkedIn are:

• After 10:00 pm

• Before 5:00 am

• Between 2:00 pm and 3:00 pm

The worst time to post on LinkedIn

Do you want to know the best times to post each weekday, from Monday to Friday? We've compiled a detailed blog on the Best Time To Post On LinkedIn In 2024.

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Imagine you're using AI to craft content on LinkedIn.

You post something, and then AI-generated comments start rolling in. You use AI to respond to those comments. How convenient!

But soon, you'll start wondering: Is it really a conversation, or is it just AI talking to AI?

AI has taken LinkedIn by storm. Now, instead of crafting content themselves, users can just request it from a tool. I have some serious concerns about this overreliance on AI, which I'll explain below.

1. Loss of Human Relationships

When you create content, it's meant to spark genuine interaction, to connect with others. Once, people connected over shared thoughts or mutual feelings. But lately, it seems like content is being churned out without building any meaningful connections.

Human communication is special. It's something uniquely us, something chatbots like ChatGPT can't quite replicate. When we rely too heavily on AI to communicate with each other, it feels a bit like a dystopian future where genuine human connection is fading away.

The comments on Justin’s post show how AI is being used recklessly on LinkedIn.

2. LinkedIn vs. AI

Overusing AI for your LinkedIn content can actually backfire. A report by Richard van der Blom and Authored Up show that AI-generated posts get less reach, less engagement, and fewer clicks.

• AI-generated posts have 30% less reach and 55% less engagement.

• AI-generated comments have 4.2 times less response by the author.

• AI-generated visuals get 70% fewer clicks.

Source: The Algorithm Insights 2024 Report (pages 78)

3. Death of Personal Brands

When it comes to showcasing your personal brand, AI falls short. It can't capture your essence, your personality, your quirks—the things that make you, well, you.

As more people turn to chatbots for content creation, it's becoming evident that the content is losing its flavor. LinkedIn is starting to sound the same, thanks to AI-generated content.

When I read a post on LinkedIn, I want to read what the author has to say. I want to receive the benefit of their wisdom distilled and written down so that I can learn from it.

AI-created writing is soulless by comparison. It is simply copying content that others have previously made available and amalgamating it into something new. AI doesn’t actually create anything new of value at all.

How to Go About It?

In the future, standing out in a sea of AI-generated content will mean being authentically human. So, why not put in the effort to create genuine content yourself? After all, if you can't be bothered, why should your followers care?

Sure, platforms offer AI to generate content, but that doesn't mean you should rely on it. We're still in the early stages, and AI-generated content isn't quite up to par yet.

Use AI wisely—as a tool for brainstorming and polishing, not as a substitute for genuine interaction. Because when we let AI take over, we lose the heart and soul of what makes content creation and relationship building so important.

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They say you don't get a second chance to make a good first impression, and nowhere is this truer than in professional networking.

In the blink of an eye, we all form snap judgments based on first impressions. It’s called the “reptilian brain” – the primal force guiding our initial reactions, often before conscious thought kicks in.

Gone are the days when any random selfie sufficed. On LinkedIn, where VPs, C-level executives, and your colleagues hang out, your vacation or party snapshots won't cut it. Your profile demands a polished and professional headshot, setting the stage for meaningful career opportunities.

Consider these practices when selecting your profile picture:

1. Show the Real You: Your photo should depict how you look on any given day. Avoid using too old and outdated pictures since they could look misleading and dent your credibility.

2. Focus on Quality: Opt for a high-resolution image, ideally 400 x 400 pixels. Blurriness or low resolution can detract from your professional image, so choose wisely.

3. 80% “Face” Rule: Your face should dominate the frame, occupying at least 80% of the space. You may also crop the image strategically to ensure you're the focal point.

4. De-clutter the Background: Select a background that complements, not competes with, your presence. Avoid clutter or distractions; instead, opt for a clean backdrop that directs attention to your face.

5. Dress the Part: Dress as you would for a typical workday. A good rule of thumb is to aim for attire that aligns with your workplace's ethos. If you're a remote worker, strike a balance that reflects your company's vibe.

6. [BONUS] Consistency is Key: Maintain uniformity across your professional platforms. Use the same picture across LinkedIn, Twitter, websites, and other channels to reinforce your personal brand and enhance recognition.

Your profile picture is a phenomenal opportunity to convey friendliness, approachability, and reliability. Sometimes overlooked, it's the cornerstone of your personal brand on LinkedIn and the gateway to making a lasting impression.

Have you given due consideration to your profile picture? It's your digital calling card – make it count.

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In a digital landscape teeming with over 1 billion LinkedIn users worldwide, getting noticed in the sea of daily content can feel like a daunting task.

So, how can you ensure your content stands out amidst this overload of information?

One question often overlooked is whether to focus on "wide" content, appealing to a broad audience, or "deep" content, honing in on a specific niche. Here’s what I mean by both these terms:

I. Deep Content: Crafting deep content is similar to crafting a masterpiece—it requires time and demands thorough research or learning. It's the kind of content you want intricately woven with your name or brand

Read the complete post here.

II. Wide Content: On the other hand, wide content can be produced swiftly or curated from external sources. It's aimed more at capturing short-term traffic and doesn't cause much concern if it gets lost in the shuffle.

There are advantages to both.

Advantages of Wide Content

1. Mass Appeal: Wide content holds the potential to reach a vast audience, expanding your sphere of influence and magnifying the value of your piece.

2. Limitless Topic Potential: With wide content, the realm of topic possibilities is virtually boundless, unlike deep content, which tends to have a more focused approach.

3. Ease of Writing: Crafting wide topics is generally less arduous as they necessitate minimal research and cater to a broader audience, thereby eliminating the need for specialized tone or vocabulary.

Advantages of Deep Content

1. No Competition: Deep content often stems from your own experiences, learnings, and life lessons, meaning you're not in competition with others in that sense.

2. Authority Building: Delving into detailed insights with deep content aids in establishing trust and authority more rapidly.

3. High Relevance and Retention: Deep content resonates profoundly with its audience, fostering stronger reader retention and loyalty.

Which Path Should You Choose?

When creating wide content, your aim is to cast a wide net, but while doing so, you may lose sight of your ideal catch—your perfect customer.

Deep content, conversely, is about nurturing relationships beyond the initial encounter, transforming casual readers into loyal enthusiasts.

GrowedIn’s Take:

Kickstart your personal branding journey with deep content to solidify authority and cultivate a devoted audience.

As your strategy evolves, seamlessly integrate wider content to adapt to changing needs.

Going deep with your content nourishes and strengthens your relationships with those people you attracted with your wide content.

Deep content moves people from cold audience members to warm audience members, and then to customers. It’s like the second date and beyond with your audience.

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Clients often ask whether they should try to build a LinkedIn company page over a personal profile.

Without hesitation, I advise all of them against the idea. Here's why:

1. Limited Growth Potential

Ever stumble upon a post from a company page in your LinkedIn feed? Chances are it's sponsored. I have a hunch why:

• LinkedIn doesn't seem too keen on promoting company pages organically. If they did, why would anyone bother with ads?

• The primary call-to-action of LinkedIn pages is to get visitors to their website. That just diverts traffic away from the platform, reducing user engagement.

2. People Connect with People

Remember the quote, "People do business with people they know and like"? It rings true.

Would you rather engage with a faceless company or a real person? Most people opt for the latter. In fact, an overwhelming 70% of consumers feel a stronger bond with brands when CEOs are active on social media.

Interactions from businesses often lack that human touch we all crave. It's hard to convey authenticity when you're just a faceless brand. The most memorable experiences with businesses usually involve a person going the extra mile to address needs.

3. LinkedIn as a Networking Tool

One of the most powerful LinkedIn marketing strategies is to reach out to new contacts through connections or direct messages. And guess what? It can be done right with personal profiles.

Instead of trying to sell directly to potential clients, I suggest using LinkedIn as a networking tool to connect with potential partners. Meaningful conversations with other businesses in your industry can lead to mutually beneficial referrals.

Even in this digital age, human connection remains paramount.

Prospects want to establish relationships built on trust and rapport before committing to business transactions. This level of human connection simply can't be replicated through a company page.

What Should You Do Instead?

If you've been solely focused on growing a company page, it might be time to reconsider your strategy.

Think about it: the very purpose of posting on a company page directs visitors away from LinkedIn, which goes against the platform's goals. Furthermore, establishing the CEO as an industry expert through a robust personal profile yields far greater benefits than promoting the company itself.

If you or someone else in your organization is already seen as a thought leader offline, it would be more beneficial to focus on building your personal brand rather than investing in a company page. Even if not, growing as a personal brand is a lot easier since people crave original ideas, stories, and insights.

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The buzz surrounding LinkedIn's "Top Voice" badges is hard to ignore lately.

However, before you rush to obtain one, let's consider why that might not be the best move.

On LinkedIn, you'll come across two types of badges: the Top Voice Badge and the Community Top Voice Badge.

1. Top Voice Badge

This blue badge was traditionally reserved for high-profile figures such as CEOs of Fortune 100 companies, leaders of large startups, or renowned experts in their respective industries.

2. Community Top Voice Badge

The light golden badge, along with one of your skills, is a newer addition to LinkedIn. It's undoubtedly eye-catching! Some common Community Top Voice Badges are: Top Storytelling Voice, Top Copywriting Voice, Top Product Management Voice, etc.

When you spot that shiny golden badge on someone's profile, what do you think?

Are they an authority on a topic?

Perhaps a unique content creator?

Or maybe a well-known thought leader?

Well, it might surprise you to learn that these badges were handed out to anyone who commented frequently on a new LinkedIn feature.

They were part of LinkedIn's strategy to increase user engagement and content creation. The catch, however, is that when everyone's a "Top Voice," the whole concept loses its meaning.

Many questions might be AI-generated, and may not really add any value to people's lives.

Jason Feifer agrees and shares his experience through a LinkedIn post.

As of March 2024, the original blue badges seem to be following the same path. People are being handed these badges left, right, and center, diluting the term "expert" to the point of absurdity.

Now, there's nothing inherently wrong with the badges themselves. They provide users with a goal to strive for and encourage participation in articles. However, labeling someone a "Top Voice" who hasn't contributed to the industry significantly undermines the credibility of the badge.

So, what's the solution?

1. LinkedIn could introduce different badge levels to distinguish true experts from frequent commenters.

2. They could also tighten the criteria for earning badges and be more transparent about the process.

But even with these changes, restoring the badges' meaning might be challenging.

What should you do instead?

1. Craft Meaningful Content: Create content that offers genuine value to your audience.

2. Engage Thoughtfully: Instead of fixating solely on reaching a certain engagement metric, prioritize meaningful interactions with your audience.

3. Cultivate Meaningful Connections: Build relationships with individuals who share your interests, values, and professional goals.

In the meantime, don't hold your breath for badges to regain their significance. And if you've already obtained one, did it genuinely make a difference for you or your business?

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Your LinkedIn "About" section is where people get to know the real you beyond just your job titles and achievements.

This section humanises your profile, allowing you to showcase your personality, passion, and journey, and connect with fellow professionals on a deeper level.

Strategically, it is also where you have the most room to share more information about your brand or business. To seize this opportunity effectively, remember two key principles:

1. Share your story: What’s your backstory? How did you end up in your current position?

People love a good story, and this is your opportunity to bring them along on your journey or movement.

2. Share your results: While it may feel uncomfortable, this is the moment to showcase why others should pay attention to you.

How does your narrative translate into tangible results for both you and your clients?

So, how do you go about creating an About section that leaves a lasting impression? It boils down to authenticity, storytelling, and value proposition. What has proven most effective for my clients' profiles, as well as my own, is a framework I call the ISO Method.

The ISO Method

Introduction: Capture attention with an intriguing opener.

Story: Offer insights into your professional journey.

Offer: Wrap up by highlighting your offer.

Come along as I walk you through the framework using my own About section. You may check it out on my LinkedIn profile.

1. Introduction

Think of this as your opening line at a networking event – you want to grab attention and let people know what you do.

Start with something that makes people stop scrolling and think, "Hmm, I want to know more about this person!" It could be a quick intro, a question, or a surprising fact related to your field or experiences.

2. Story

Now that you've introduced yourself, it's time to share your story. Share the highlights of your career journey, the ups, the downs, and the lessons learned along the way. Sprinkle in some personal anecdotes to add flavour and show the real person behind the profile.

3. Offer

Conclude your About section by letting people know what you bring to the table. Imagine you're pitching yourself for an exciting project – what makes you stand out?

Highlight your skills, expertise, and what you're passionate about. Be sure to include an invitation for people to connect and chat further.

By infusing your About section with a little personality, you can create a profile that not only showcases your professional journey but also makes people want to get to know you as a person.

So, go ahead, give your LinkedIn About section a makeover and let your story shine through your profile!

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In the age of AI, the abundance of obvious content on LinkedIn is inevitable. ChatGPT has set a new standard for online writing, making it easy for anyone to churn out LinkedIn posts in minutes.

Amidst the sea of mundane posts lies an opportunity for those who share valuable insights and genuine human stories.

You may come across posts on LinkedIn that you can conjure up in a mere five minutes—a list of tips or tricks that elicits a collective "duh" from readers.

Take, for instance, a post about 'The 5 AM Morning Routine That Skyrocketed My Productivity'. We've all encountered it before, and its contents are all too familiar:

• Journal
• Get outside for 45 minutes
• Read 15 pages of non-fiction
• Write a clear to-do list for the day

See the pattern? It’s painfully obvious. So, here's a simple litmus test: If you can conceive it in five minutes, it doesn’t belong in your content.

Ironically, many exceptional pieces stem from seemingly mundane ideas. One effective technique for transforming your LinkedIn content is the 'why-why-how' approach.

Step 1: Start with your obvious content

Let's take, for instance, “Crafting an employee training plan.”

Step 2: Ask yourself, “why?”

Why is investing in employee training and development crucial for businesses?

→ Job dissatisfaction and boredom are costing companies real money in lost productivity and engagement.

Step 3: Dig deeper by asking “why is that important?”

Having an invested team is a competitive advantage.

Investing in their development not only improves individual performance but also strengthens the overall organizational capabilities, ensuring long-term viability and competitiveness in the market.

Step 4: Next, ask “how?”

How can businesses design and implement an effective employee training plan?

• What are the specific skill gaps that need addressing?
• Which training methods and resources are most effective?
• What metrics will be used to measure the impact and effectiveness of training?
• How can training programs be tailored to different learning styles and preferences?

Step 5: Personalize

The real challenge lies in capturing people’s interest. You achieve this in two ways:

1. Tell a compelling story: Incorporate context, conflict, ambition, action, and resolution.

2. Infuse your personality: Write like you talk. Use your conversational tone and vocabulary.

The internet is saturated with obvious tips and hacks. What sets you apart is your ability to transcend the obvious.

Pose 'why' and 'how' questions to elevate your LinkedIn content.

Then, weave in personal narratives—stories that have shaped your life or your day.

That’s how you rise above the mundane.

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People love stories.

They have since time immemorial, and that fondness isn't fading anytime soon. Stories stir emotions, making readers return for more. What we often overlook is that stories aren’t confined to the realm of fiction.

Stories can also be an effective communication and networking tool. On LinkedIn, they're perfect for expanding your network, attracting like-minded people, and growing your influence.

When you integrate storytelling into your online content, you can grab the attention and curiosity of your readers, build trust and rapport with them, showcase your personality and values, and motivate your readers to take action.

Let's dig into the nitty-gritty of crafting your story to build a strong brand presence on LinkedIn.

How to Find Your Stories

You don't need to be a professional writer or a master of fiction to use storytelling in your online content; authenticity and relevance are the only requirements.

The sources of stories can include:

• Your industry insights,

• Your mission and vision,

• Your ideas, experiences and challenges,

• Your product's/service's features and benefits.

Ideas for stories can come from anywhere; the key is to identify and capture them.

View the post here.

Choose stories that are pertinent to your target audience and goal, as well as demonstrate how you or your customer have triumphed over a problem, gained knowledge from an experience, or accomplished a goal.

How to Structure Your Stories

A good story should have a clear beginning, middle, and end.

To craft one, you need to set the scene, present a problem or challenge, describe the actions and emotions, and reveal the outcome and the lesson.

This formula can be used to create a short story for your headline, introduction, or conclusion, as well as to integrate longer stories throughout your content.

View the post here.

Dialogue and quotes can add voice and authenticity, while humour and emotion can add personality and impact.

How to Optimise Your Stories

Storytelling alone is not enough to ensure the success of your online content. In order to optimise it for your audience, platform, and goal, you need to understand the needs, interests, and pain points of your readers.

Always keep the intent behind your story clear.

A story should not simply recount personal experiences without offering a takeaway or lesson for the reader.

• If you’re sharing a win, tell how your readers can do it as well.

• If you’re sharing a loss, tell the lessons you learned along the way.

• If you’re sharing a personal anecdote, tell how it shaped you as a person.

View the complete post here.

While perfection isn't necessary, aim for clarity and coherence in your storytelling.

Ultimately, don't overlook the impact of sharing your stories. As LinkedIn becomes increasingly crowded, stories can evoke emotions, adding depth to your content that goes beyond just facts and figures.

People love stories.

They have since time immemorial, and that fondness isn't fading anytime soon. Stories stir emotions, making readers return for more. What we often overlook is that stories aren’t confined to the realm of fiction.

Stories can also be an effective communication and networking tool. On LinkedIn, they're perfect for expanding your network, attracting like-minded people, and growing your influence.

When you integrate storytelling into your online content, you can grab the attention and curiosity of your readers, build trust and rapport with them, showcase your personality and values, and motivate your readers to take action.

Let's dig into the nitty-gritty of crafting your story to build a strong brand presence on LinkedIn.

How to Find Your Stories

You don't need to be a professional writer or a master of fiction to use storytelling in your online content; authenticity and relevance are the only requirements.

The sources of stories can include:

• Your industry insights,

• Your mission and vision,

• Your ideas, experiences and challenges,

• Your product's/service's features and benefits.

Ideas for stories can come from anywhere; the key is to identify and capture them.

View the post here.

Choose stories that are pertinent to your target audience and goal, as well as demonstrate how you or your customer have triumphed over a problem, gained knowledge from an experience, or accomplished a goal.

How to Structure Your Stories

A good story should have a clear beginning, middle, and end.

To craft one, you need to set the scene, present a problem or challenge, describe the actions and emotions, and reveal the outcome and the lesson.

This formula can be used to create a short story for your headline, introduction, or conclusion, as well as to integrate longer stories throughout your content.

View the post here.

Dialogue and quotes can add voice and authenticity, while humour and emotion can add personality and impact.

How to Optimise Your Stories

Storytelling alone is not enough to ensure the success of your online content. In order to optimise it for your audience, platform, and goal, you need to understand the needs, interests, and pain points of your readers.

Always keep the intent behind your story clear.

A story should not simply recount personal experiences without offering a takeaway or lesson for the reader.

• If you’re sharing a win, tell how your readers can do it as well.

• If you’re sharing a loss, tell the lessons you learned along the way.

• If you’re sharing a personal anecdote, tell how it shaped you as a person.

View the complete post here.

While perfection isn't necessary, aim for clarity and coherence in your storytelling.

Ultimately, don't overlook the impact of sharing your stories. As LinkedIn becomes increasingly crowded, stories can evoke emotions, adding depth to your content that goes beyond just facts and figures.

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Success in business largely depends on your online connections.

The stronger and bigger your online network, the better your chances of success.

But here's the thing: A lot of people trying to make connections on LinkedIn just think about what they want. They forget it's a two-way street.

That's why tactics like "brain picking" don't work. They're all about taking without giving anything back. To truly excel on LinkedIn, it's essential to embrace a more human-centered approach to networking. It's about forging authentic connections built on reciprocity and mutual respect.

Here are three ways you can do this on LinkedIn:

1. A relevant, non-pushy compliment

Take the time to reflect on something someone has done that genuinely resonated with you. For instance, if you found their post enlightening, express how their words helped you. Remember to keep it genuine and heartfelt.

Here’s the crucial part to remember: Give them a soft “out.”

After expressing your admiration, it's considerate to give the person a soft "out," letting them know that there's no pressure to respond. By implying, "No need to reply, just wanted to share how it impacted me," you give them the space to appreciate your compliment without feeling obligated to respond immediately.

2. Permissionless support

Supporting someone without seeking their permission can be incredibly empowering for both parties involved. If you support someone's creative expression, there are numerous ways to show your support.

You may reshare their content with your network, or you may add your own experience as a comment. By taking the initiative in promoting their work, you not only amplify their voice but also foster a sense of camaraderie within your shared community.

3. Introduce them to a meaningful connection

One of the most impactful ways to strengthen a relationship is by facilitating meaningful connections between individuals who can mutually benefit from each other's expertise or resources.

Keep an eye out for opportunities where you can connect people with others in your network who share similar interests.

By connecting them with someone who can address their needs or goals, you're not only adding value to their lives but also solidifying your position as a trusted ally.

Success in business largely depends on your online connections.

The stronger and bigger your online network, the better your chances of success.

But here's the thing: A lot of people trying to make connections on LinkedIn just think about what they want. They forget it's a two-way street.

That's why tactics like "brain picking" don't work. They're all about taking without giving anything back. To truly excel on LinkedIn, it's essential to embrace a more human-centered approach to networking. It's about forging authentic connections built on reciprocity and mutual respect.

Here are three ways you can do this on LinkedIn:

1. A relevant, non-pushy compliment

Take the time to reflect on something someone has done that genuinely resonated with you. For instance, if you found their post enlightening, express how their words helped you. Remember to keep it genuine and heartfelt.

Here’s the crucial part to remember: Give them a soft “out.”

After expressing your admiration, it's considerate to give the person a soft "out," letting them know that there's no pressure to respond. By implying, "No need to reply, just wanted to share how it impacted me," you give them the space to appreciate your compliment without feeling obligated to respond immediately.

2. Permissionless support

Supporting someone without seeking their permission can be incredibly empowering for both parties involved. If you support someone's creative expression, there are numerous ways to show your support.

You may reshare their content with your network, or you may add your own experience as a comment. By taking the initiative in promoting their work, you not only amplify their voice but also foster a sense of camaraderie within your shared community.

3. Introduce them to a meaningful connection

One of the most impactful ways to strengthen a relationship is by facilitating meaningful connections between individuals who can mutually benefit from each other's expertise or resources.

Keep an eye out for opportunities where you can connect people with others in your network who share similar interests.

By connecting them with someone who can address their needs or goals, you're not only adding value to their lives but also solidifying your position as a trusted ally.

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In the digital world, where every click and connection holds potential, building your network is more than just a task – it's an art.

Picture it as crafting your own ecosystem, where each interaction and relationship shapes your digital destiny.

Yet, many creators overlook the power of nurturing their network. They focus solely on output, missing out on the profound opportunities within their reach.

One of the simplest yet most overlooked strategies for expanding your network is by championing others. It's a timeless principle: Give to Get.

But let's delve beyond the tired clichés of engagement and surface-level comments.

Let’s discuss three unique strategies for fostering camaraderie among fellow creators, each paving the way for expanded reach, meaningful relationships, and growth.

1. Amplify Voices

In the crowded digital landscape, amplifying the voices of others can cut through the noise. How can you do this?

• Share valuable content created by your peers.

• Highlight their expertise and accomplishments.

• Break down their successful strategies.

See the full post here

By shining a spotlight on others, you provide value to your audience and position yourself as a collaborative brand.

2. Pay It Forward Mentality

Adopting a "pay it forward" mentality can have a ripple effect beyond your immediate circle. How?

• Offer mentorship to aspiring professionals.

• Add your experience to insights by others.

• Provide guidance through free content.

See the full post here

By paying it forward, you empower others and create a culture of reciprocity that benefits your brand in the long run.

3. Collaborate and Co-Create

Collaboration breeds innovation. Look for opportunities to collaborate with like-minded individuals and brands within your industry. Here are few ways to collaborate:

• Co-host events.

• Co-create content.

• Launch collaborative projects.

See full post here

This not only expands your reach and audience but also fosters creativity and innovation.

What many creators on LinkedIn overlook is that growing your audience and business extends beyond solitary efforts and self-promotion. It's about authentically supporting others on their journeys.

By championing fellow creators, you fortify your network and cultivate profound, mutually beneficial connections along the way.

Elevate your network, and witness the flourishing of your businesses.

P.S. – For the next 24 hours, I'm here to show my support on your content! Respond with “LinkedIn” and share your LinkedIn profile link, and I'll swing by to show some love with a comment.

Until next week.

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Ever wondered what sets apart someone who's merely gaining followers from someone who's actually building thought leadership?

It all boils down to a simple concept: content creation with intention.

Sure, crafting content can make your personal brand recognizable, but when you infuse it with purpose, that's when you become truly unforgettable.

Think about it – when people join your journey, they're not just signing up for a collection of tips and tricks. They're investing in you. Your mission is to forge a connection that sticks, one that evokes emotions. Otherwise, you risk having a brand that's as hollow as a drum.

So, how do you build a brand that's not just shallow?

1. Stand for Something

Shift your focus from the typical "how-to" content. Instead of drowning in a sea of tutorials found all over the internet, share content that reflects your values and beliefs. Talk about the 'why' behind your mission.

It ensures that your LinkedIn content is more than just a manual of half-baked tips; it becomes a reflection of your principles. By doing this, you attract people who resonate with how you view life and business.

I like how Dina Calakovic often shares her 'unpopular' beliefs on LinkedIn.

View the complete post here.

2. Repeat Your Ideas Often

Contrary to what you might think, repetition isn't your enemy; it's your ally. Successful creators know the power of repetition. Consider the timeless stories that all follow a similar formula known as "The Hero’s Journey."

If recycling elements that work is good enough for them, it's good enough for you. Repetition breeds familiarity, and familiarity breeds trust.

A notable example is Justin Welsh, who consistently shares his perspective on achieving life-work balance through solopreneurship.

View the complete post here.

3. Tell Your Story

Many try to mimic success by copying others' stories and ideas, hoping for overnight virality. But don't fall into that trap. Bring a fresh and thought-provoking perspective to the table – one that only you can offer through your unique lens and personal experiences.

Own your story. When people see your authentic self shining through, they'll find it easier to relate to and connect with you.

Nicolas Cole does this really well in the post below.

View the complete post here.

Crafting authentic content on social media can be challenging, especially in a sea of shallow content. When you feel overwhelmed, envision it differently.

You're not just creating content; you're crafting a legacy, one follower and advocate at a time.

Once you've built a meaningful brand, every effort will be entirely worth it.

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Don’t let your LinkedIn profile be a bore.

In the vast world of LinkedIn, where 99% of headlines are dull and forgettable, standing out is crucial. If your profile boasts generic labels like:

Digital Marketer | Social Media Marketing | SEO

Here's the reality check – you're essentially invisible on LinkedIn.

Key principles for making your profile memorable:

- Hook the Reader

Every time you post, comment, send a connection request, or send a cold DM, your headline is on display. Think of it as the ultimate hook. It’s worth investing a little time to craft a good one.

Justin Welsh does this really well.

- Start Strong

The initial 4-5 words of your headline are crucial. On desktop, your prospect will see the first 71 characters.

They are what people will see every time you post and every time you comment. The rest of your headline will be hidden until your prospect clicks through to your profile. Make those 71 characters count.

- Avoid Hyperbole

Try to exclude vague adjectives like "expert, top-performing, winning, superior, etc." because they don't quantify the value you bring to the table. The best way to showcase your skills is to include customer success stories in your summary and prior experience.

Now that you have a grasp of the principles for creating a compelling LinkedIn profile, here are three immediate steps you can take right away:

1. Share Who + What

What you offer – Highlight key services or solutions.

Your LinkedIn headline is more than a title; it's a strategic introduction to your professional identity. Provide more context on:

• Who you help – Clearly define your target audience.
• What you offer – Highlight key services or solutions.

2. Keep it Short and Simple

Do not stuff it with keywords – it doesn’t improve your SEO; it just looks spammy. Keep it short and crisp.

3. Use Social Proof

You’ve grabbed attention. You’ve explained exactly who you help and what you offer. How can you effectively communicate what sets you apart from everyone else offering the same service? Social proof.

A few options to show your credibility:

• Your designation: Including a title shows proof of your work when done correctly.
  
• Results you’ve generated for clients: "Generated over $10 million in revenue for B2B SaaS companies."
  
• High-profile clients you’ve worked with: "Clients include Amazon, Snapchat, and Coca-Cola."

Here's how I've incorporated all three in my headline.

Don't settle for being just another profile – stand out and make your presence known on LinkedIn.

Reply to this email with ‘Headline,’ and I will share one suggestion on how you can improve your headline.

See you next time!

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We all possess unique skills, knowledge, and experiences.

Unfortunately, most of us believe our knowledge, skills, and experience are as common as making a sandwich.

This belief is far from accurate.

In reality, just because something comes naturally to you doesn't mean the person next to you knows anything about it.

We often become so accustomed to our own expertise that we overlook opportunities to help others by sharing. Let's call this oversight a "knowledge blindspot."

If sharing your knowledge feels challenging because you don't consider yourself an expert just yet, you're not alone.

When struggling to create content on LinkedIn, choose one of these questions and share your answer as a post.

1. What problems do you solve at work?

List down the specific problems you encountered in your field or industry.

Pick any one problem. Dissect it. Recall the solution you came up with.

Explain the challenges and share how you went about solving them.

No matter how small you believe the problem you solved is, people love learning how to practically accomplish something they've always wanted to do.

Check out the post

2. Can you recall a learning experience?

Share a personal anecdote about how you learned the skills or gained the knowledge you now possess.

Discuss the challenges you faced, the lessons you learned, and the milestones you achieved.

Your story is more valuable than you think.

Check out the post

3. What learning resource would you recommend to a friend?

The resources you can recall at your fingertips might be hidden gems for someone just starting.

Share the resources that you found valuable in acquiring your skills or knowledge.

This could include books, online courses, websites, YouTube videos, or mentors.

Check out the post

4. Can you walk me through your problem-solving process?

You solve the problem you solve almost every day. It’s a cakewalk for you. To someone on the outside, it’s like seeing a mad scientist create their magic formula.

Break down your problem-solving process step by step.

Check out the post

This can be valuable for those looking to understand practical applications of the skills or knowledge you possess.

5. When did you last mess things up – and how did you fix them?

People love it when you share your mistakes and save them from committing the same errors.

Discussing your failures and the lessons you learned not only humanises you but also provides valuable insights for others to avoid similar pitfalls.

Check out the post

The skills and experience you take for granted could be exactly what your next client is searching for.

Your common knowledge is not so common.

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There's one thing on LinkedIn that could get you in trouble – or even banned!

Any attempt to automate profile views, connection requests, or messaging is a red flag for LinkedIn.

They've made it crystal clear in their Terms of Service – no buying or automating access, contacts, or messages.

This rule exists because some people used applications to scoop piles of data from LinkedIn, bombarding users with automated messages.

LinkedIn thrives on genuine human interactions. You use the platform expecting to connect with real people, not robots. Automated tools disrupt this core experience, wasting your time and driving you away.

No one likes being flooded with spammy or automated messages, right?

The Solution

Automation often aims for quantity over quality, but it backfires.

You get random responses and uncertain leads, making it hard to distinguish good fits from bad ones.

Consider this:

1. Only a small number of leads are genuinely valuable.

2. Automation turns such valuable leads off.

It's harder to build a relationship because you've started off as a robot.

Instead of drowning in a million names, focus on the top 100 most valuable ones monthly.

Forget trying to talk to all 100 at once; that's overwhelming. Reach out to just 5 people daily with a tailored message – the kind of message prospects wouldn’t mind receiving and responding to.

Send a specific message, from a real human to a real human. Introduce yourself, explain what you do, and offer something immediately valuable – a piece of content, an introduction, or insightful advice.

Let that be how you begin your relationship.

The Process

1. Establish authority: Create content to build credibility and position yourself as someone who delivers results.

2. Engage with prospects: Interact with your narrowed-down prospect list by commenting on their posts.

3. DM prospects: Send a personalised LinkedIn message introducing yourself and your offer.

4. Repeat 1 to 3 indefinitely: No secret techniques – just keep repeating steps 1 to 3. The more you do it, the more your sales engine will grow exponentially. It's essentially a social selling loop you're creating.

LinkedIn automation exists in a gray area.

Engaging in automation puts you in danger of being banned, potentially resulting in the loss of access to your LinkedIn account.

Why take that risk? Let's stick to safer, more organic methods instead.

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What should I write about?

What am I credible to talk about?

How can I consistently come up with ideas?

Trust me, I get it.

Creating content on LinkedIn brings a barrage of questions about what to write precisely. As someone who publishes LinkedIn content daily, I've managed to bring some clarity to this chaos.

I rely on a 5-step process to generate endless LinkedIn content ideas in under 10 minutes:

1. Pick Your Categories

Choose five core topics you'd like to discuss.

An effortless way to identify your central topics is to reflect on your personal journey over the past 12 to 24 months.

• Consider the skills you've acquirede.g. social selling, communication, copywriting, etc.
• Think about the experiences you've hade.g. insights from your role as a sales leader
• Identify stories that could inspire otherse.g. the story of closing your first client

This approach ensures that your content is not only authentic but also contributes to building your personal brand, rather than just amassing a following on LinkedIn.

2. Choose Your Styles

Once your topics are set, it's time to determine how you want to convey your message.

Experiment with styles that resonate with you and your audience:

• Actionable
  Guide your audience - "How to do X?"
  
• Aspirational
  Encourage your audience - "You can do X!"
  
• Comparative
  Contrast two sides - "Why choose X over Y."
  
• Listicle
  Give practical advice - "5 ways X can transform your life."
  
• Contrarian
  Challenge existing norms - "How overdoing X is killing your brand."

Feel free to explore different styles, whether observational, satirical, or personal stories.

Over time, identify the one that works best for you and your audience.

3. Category X Style

Apply different styles to the chosen category. For example,

Category = Social Selling

• Actionable
  7 Practical Steps for Effective Social Selling
  
• Aspirational
  How I Learnt Social Selling Without Any Prior Experience
  
• Comparative
  Why Social Selling Outshines Traditional Methods
  
• Listicle
  The Ultimate Checklist for a Non-Salesy Sales Approach
  
• Contrarian
  Common Misconceptions about Social Selling Exposed

4. Add Credibility

Curate a mix of personal insights—drawn from your experiences, thoughts, and opinions—and borrowed insights, gleaned from external sources.

Sahil Bloom does this well in his post here.

• Personal Insights:

• Borrowed Insights:

5. Schedule

Spread out these content ideas across different days over several weeks.

Let’s Recap:

1. Categories: Choose core categories based on skills, experiences, stories, and personal achievements.
2. Styles: Experiment with different styles – actionable, aspirational, comparative, listicle, and contrarian.
3. Cross-over: Apply different styles to each chosen category.
4. Credibility: Combine personal insights with external knowledge.
5. Schedule: Spread content across weeks.

2024 is the year to boost our LinkedIn presence.

All set?

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Ever walked into a room and felt the weight of first impressions?

Well, your LinkedIn profile is essentially the digital version of that moment. Think of it as a snippet of you that narrates your professional journey while building a credible brand.

Let's dive into the perks that come with an Optimised LinkedIn profile:

• Maximising Visibility
  An optimised profile becomes a magnet for opportunities. Incorporate keywords, craft an engaging summary, and watch as opportunities start approaching you.
  
• Global Networking
  LinkedIn is not just a local business card; it's your golden ticket to a global professional community. An optimised profile bridges geographical boundaries, fostering cross-cultural dialogues, collaborations, and a ton of career prospects.
  
• Thought Leadership
  With an optimised profile that reflects your expertise and experience, you're not just participating in conversations—you're steering the ship!

5 Tips to Take Your Profile to the Next Level

Now, let's power up your profile beyond the basics:

1. Eliminate Uncertainty

Don't keep visitors wondering. Your tagline, banner, and About section should clearly tell people, "I help [WHO] [DO WHAT] [HOW]." No more guesswork—make it crystal clear.

Check out Dina’s profile

2. Establish Trust

Your headshot is your first impression, so make it count. Authenticity matters—don't overcomplicate it.

3. Prompt Action from Customers

Activate the "Featured" section on your profile, but avoid showcasing your most popular posts. Instead, use this space to encourage action from interested visitors. Guide them into your funnel—prompt them to join your newsletter, attend a webinar, or book a call.

4. Optimise for Discoverability

Keywords:
Integrate keywords naturally into your headline, summary, work experiences, and recommendations. Avoid overloading.

Go Public:
Set your profile to 'public' to extend visibility. This ensures your content is discoverable to anyone interested in the topic.

Creator Mode:
Activate Creator Mode on LinkedIn and choose hashtags that align with your professional identity.

5. Conclude with Social Proof

While self-promotion may feel uncomfortable, it's essential for establishing credibility. In the "About" section, share your story, achievements, and expertise in a manner that feels natural.

In summary:

• Make your offerings clear.
• Build trust with a professional headshot.
• Encourage action on your profile through the Featured section.
• Optimise for maximum discoverability by making small adjustments.
• Whenever appropriate, showcase your results to build credibility.

Reply with a “hey,” and a link to your LinkedIn profile, and I will share one tip on how you can make it better.

See you next week!

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In 2021, my LinkedIn account experienced a period of flourishing growth.

I remember an average post garnering over 44,000 views and 500+ likes. With around 13-14k followers, I was riding high. However, I eventually became complacent.

A post from 2021

At that point, I was managing clients' LinkedIn accounts while handling all operations as a one-man show, personally overseeing every aspect. Unfortunately, I made the mistake of assuming that with 13k followers, active engagement on LinkedIn was no longer necessary.

That marked a turning point in my LinkedIn journey and the onset of a decline. There comes a moment in our lives when we feel invincible, thinking we know it all. It was that moment for me.

Following this, my engagement took a nosedive, and to this day, I've never achieved the same level of views and likes, even with my best-performing posts. What used to be the norm has become a rarity.

One of my best-performing posts in the last month

Reflecting on my two-year journey on LinkedIn, I've come to realise that sustaining momentum on the platform relies on constructing systems around two key aspects:

1. Content Creation

2. Strategic Engagement

Content Creation

Crafting content consistently doesn't have to be overwhelming—I've distilled it into a simple 3-step process that feels light and enjoyable.

1. Note Taking

Begin by downloading a practical note-taking app such as Google Keep. Opt for something accessible on both your PC and mobile devices to ensure seamless integration into your daily routine.

2. Capture Ideas Anytime, Anywhere

Inspiration strikes at unpredictable moments—while watching a YouTube video, diving into a blog or book, engaging in conversations, or participating in Zoom calls with your team or prospects. Embrace the diversity of each day by recording 5-10 thoughts that spark your creativity.

3. Curate, Refine and Publish

Dedicate a solid 3-hour block each weekend to refine your content strategy:

• Open your note app
• Discard impractical ideas
• Elaborate on 5-7 promising concepts
• Schedule them throughout the upcoming week

Remember, you don't need to be an expert to create content online. The key is to begin documenting your ideas and experiences.

Strategic Engagement

In a landscape where over 2 million posts, articles, and videos flood LinkedIn every day, relying solely on content creation may not suffice. Here's how you can make engagement more manageable:

1. Curate Your Feed

Follow creators who genuinely captivate you. The aim is to organically curate a feed that aligns with your interests and sparks your engagement.

2. Stay Notified

Ring the notification bell for your favourite creators to receive notifications the moment they drop a new post. This ensures you stay in the loop and can engage promptly.

3. Time Blocking

Commit a minimum amount of time each day to engage with posts on LinkedIn, starting with a manageable 30 minutes. Gradually increase this time as you see fit.

By consistently balancing your content creation efforts with thoughtful engagement, you set the stage for cultivating a meaningful online presence.

If I could impart one lesson from my LinkedIn journey, it would be to never lose momentum. Once lost, it's challenging to regain.

While hard work is essential for achieving results, it's equally crucial to put in continuous effort to sustain those results.

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The journey of a typical LinkedIn user:

• Discovery: Finds you through content, comments, or search.
• Initial Engagement: Clicks on your profile to learn more.
• First Impression: Looks at your banner, and your headshot.
• Quick Insight: Reads your headline to understand your profession.
• Storytime: Dives into your About section to get the full story.
• Expertise: Checks out your Featured section, Experience and content.
• Decision: Makes the call to follow you based on the overall impression.

In many ways, LinkedIn gives you more control over being found by the right people compared to other platforms.

Take a look at LinkedIn's Three Pillars of Discovery:

1. Search

LinkedIn's search functionality is a powerful tool for connecting with people with specific skills, experiences, or job titles. Looking to enhance your visibility on the platform? Start by optimising these sections of your profile.

Headline:

Your headline should clearly communicate who you help, what you help them with, and how.

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About:

Captivate readers through your story. Address their challenges, evoke emotions, and finally, offer a solution. End with a clear call to action.

Read the full version here.

Experience:

Craft compelling narratives for each past position, emphasising your growth. Highlight tangible results to showcase the impact of your contributions.

You can easily enhance the search ranking of your profile by strategically placing relevant keywords in these sections. Think of it as a means for like-minded professionals to discover your capabilities.

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2. Content

Content is the engine that drives your LinkedIn journey. When you share stories, thoughts, and experiences that resonate with your industry, people tend to hop on board and engage with you.

Three types of content to establish trust, authority, and relevance in your domain:

Actionable:

Create content that offers tangible steps, tips, or strategies for your audience to apply immediately. Actionable content provides immediate value, showcasing your expertise.

Check out the post here.

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Observational:

Highlight interesting patterns, trends, or phenomena in your niche through observational posts. Encourage critical thinking and meaningful conversations to establish thought leadership.

Check out the full post here.

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Inspirational:

Share your unique perspective and personal experiences. Authenticity shines through when you share your story, making it easier for people to relate to and connect with you. Stand out by bringing a unique, non-obvious perspective learned through your personal journey.

Don't share someone else's story—let your own stand out.

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Check out the full post here.

3. Engagement

When you engage with other creators, you enhance your chances of discovery through two key mechanisms:

• The creator acknowledges your support, fostering a meaningful connection.
• The creator's audience discovers value in your comment, prompting them to explore your profile.

Hence, a good rule of thumb is to spend 80% of your efforts engaging and 20% creating, especially if you are a beginner.

A simple 30 min/day engagement roadmap:

• Ring the Bell: Make sure to receive notifications the moment your favourite creators publish a post. This allows you to be among the first to engage.
• Interact: Actively engage with their content by providing value, insightful comments, or initiating conversations.
• Commit: Follow the strategy for 30 consecutive days. Consistency is key for observing growth in engagement, impressions, and overall traction.

Prioritise engagement to lay the groundwork for meaningful connections and audience growth.

The journey to thought leadership begins with attracting the right eyes to your profile.

Are you actively optimising for the "discovery" phase?

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Hi Keyur,

Hope you’re doing well.

People treat LinkedIn like a traditional networking platform.

Or worse, an online resume.

Today, your LinkedIn is a virtual storefront for your business, usually the first touchpoint for your potential clients, employers, or collaborations.

Here are 3 essential elements for a solid LinkedIn presence:

1. An Optimised Profile

Your LinkedIn profile isn't just a CV; it's your first impression, your online handshake. Let's make every part of your profile count.

• Profile Picture: Your picture should be friendly yet professional, showing you as someone people want to work with and trust.
• Banner: Your banner should quickly tell viewers who you are and what you do.
• Tagline: Craft a short, impactful statement that covers what you do, who you help, and the results you bring.

Here’s an example showcasing all three:

• About Section: Use this space to tell a story that resonates with your audience. Identify their pain points, be specific about their challenges, and present your solution.

2. Engaging Content

LinkedIn is your virtual stage to share insights and expertise. The key to proving you're an expert in your field? Valuable, shareable content.

It should inspire, challenge, and educate. Solve problems, introduce new ideas, and spark meaningful conversations. Here’s an example:

You don't have to be an influencer to start— share your industry insights, personal lessons, wins and even losses.

When you document your experiences, you create value.

You leave a legacy.

3. Strategic Engagement

Creating high-quality content is only one side of the coin.

The other side? Engagement.

LinkedIn's not a monologue; it's a conversation. Engage with others' content, especially early on. By commenting and contributing to the conversation, you put yourself in the spotlight. Here’s a great example of a value-packed comment.

Other viewers notice, find value in your insights, and may click through to your profile.

Engage with 6-7 active accounts every day. Interact with their content, add your insights, and reach out to them. Consider this your VIP list—a proactive approach to building meaningful connections.

BONUS: Non-Salesy Lead Generation

As you start creating and engaging on the platform, identify 10-15 prospects every week. They could also be industry experts or fellow creators.

Keep a close eye on what they're posting and drop insightful comments.

• Find out the challenges they're facing.
• Share how you've tackled similar issues.
• Show genuine interest in their business and problems.

Once they respond, take the conversation to DMs. Offer free resources and try to check in every week to nurture the relationship.

As things progress, ask if they still need help with their problems and suggest a free call to chat about potential solutions. Here’s an instance where I adopted a similar approach.

This approach works wonders for scoring deals without coming off as too pushy.

LinkedIn is a goldmine for building meaningful professional relationships, sharing insightful content, and establishing thought leadership.

With a little effort and direction, you can reap the most out of the platform.

LinkedIn is a great professional networking platform, only when you know what your end goal is.

As Simon Sinek explains in his popular TED Talk, it is essential to start with why.

8 out of 10 executives I speak to do not have a clear vision on what they want to get out of LinkedIn as a platform. They say that they want to grow on LinkedIn, get more visibility, grow their follower count, and become a thought leader.

But what next?

What if you get more visibility?

What if you grow your follower count?

What if you become a thought leader?

Most of them haven’t thought that far.

Imagine you walk out with your car keys, unlock your car, start the engine, and begin driving. You just don’t know where you’re headed.

You’ll keep driving, enjoy the scenery, maybe even stop to place your go-to Starbucks order.

Sounds fun? It is, but only for a little while.

You realise that you were supposed to urgently get a new MacBook charger for an important client call that was scheduled for an hour ago.

Huge nightmare, right?

That’s what happens when you don’t make time to reflect and know your end goal on LinkedIn.

You end up spending either a lot of time trying to make LinkedIn work for you or a lot of money on a LinkedIn personal branding agency.

Here’s the thing -

You do not need to have a crystal clear picture of this goal. It can be vague but clear enough to give you a sense of direction. For instance:

• Eric Partaker uses LinkedIn to stay on top of the mind in his existing network.

• Dan Koe and Justin Welsh use LinkedIn to sell info products.

• Ryan Musselman uses it to generate leads for his business.

Some other use cases include:

• Building high-value relationships with people in (or outside of) the industry
• Starting a newsletter (like this one! :) )
• Starting a paid community
• Getting an internship
• Switching to a better job
• Finding a co-founder
• Attracting better talent
• Attracting potential investors

You can use this end goal to backtrace your journey, build a content strategy, and plan your LinkedIn activity accordingly.

It will prevent you from doing anything and everything.

Begin with the end goal in mind. You’ll not only have more clarity but will also be able to move faster than usual.