This is an interesting subject for me. Anyone who has been to one of my marketing workshops knows I go on and on (and on) about finding your voice, showing up as yourself, and celebrating your brand achievements.
But I always add some small print – make sure it’s appropriate for your audience – and it aligns with why you are posting.
I also say ban the stock photography and apply gaffer tape to ChatGPT’s mouth – but I’ll leave that for future blog posts.
However… how far will we go to get engagement on LinkedIn?
With all of us fighting for attention on LinkedIn, have people taken it too far?
There’s a fine line between authenticity and completely missing the mark. I keep reading posts such as ‘Day 17 of posting twice a day.’ But I don’t want to read forced, bland posts – quality over quantity wins every time.
And what about people who have beautiful brand photography that they use for every single post – and try to shoehorn in a message that fits the picture? It should naturally fit.
And, how much should you share on LinkedIn? There has to be a limit. It is, after all, a professional networking platform.
Crying in your car, looking angry, or calling people out in a passive-aggressive rant – none of it works for me. Loud, shouty, sweary people always entertain. But would I work with them? No chance.
So, what actually works on LinkedIn?
For me, LinkedIn works best when people share their real experiences – their work, their challenges, and their wins. Not in a braggy, ‘look at me’ way, but in a way that adds value to others.
Things I love seeing:
- Something interesting that happened in your work. A problem you solved. A challenge you overcame. People love real insights with a dash of vulnerability.
- Instead of saying you’re great at what you do, show it. Share a behind-the-scenes look at your process, a before-and-after transformation. Let your audience see your talents in action.
- Make people want to be part of what you’re doing. Share something exciting that’s happening, an opportunity that others might benefit from, or a moment that makes people think, ‘I wish I was involved in that.’ FOMO is a thing.
- We don’t need a dry, newsflash tone, but we also don’t need the oversharing diary entry.
Find the middle ground
And remember, a photo tells a million stories.
The best LinkedIn users don’t have to constantly sell because people naturally get a sense of their expertise and credibility through what they post.
People don’t log onto LinkedIn hoping to be sold to. They log on to learn, connect, and be inspired (and be distracted).
And one final word – wearing a back-to-front baseball cap is an instant dismissal in my world. Especially when it comes with promises of exclusive coaching groups, six-figure salaries (if you just download their guide), and dreamy futures working by a pool in Mauritius on a MacBook Pro. Sure…
I will be talking about authenticity and LinkedIn on 20 March at a UWTSD event. CLICK HERE FOR DETAILS.
