#065 - The LinkedIn Personal Branding Playbook 2025
Most LinkedIn advice is outdated.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.