Building a personal brand on LinkedIn is essential, and we will tell you why.
LinkedIn is one of the most powerful platforms for building a personal brand, but too often, professionals fall into the trap of posting generic, uninspired content.
With over a billion members on the platform, we recommend not sleeping on LinkedIn.
Establishing a strong presence on LinkedIn doesn’t mean you have to be stiff or overly formal—your personal brand should be engaging, authentic, and value-driven.
How to Build a Personal Brand on LinkedIn
You may already know that establishing brand authority is essential, but your personal brand is just as critical.
We’re breaking down how small business owners and entrepreneurs can stand out on LinkedIn and grow their professional influence in a way that actually resonates with their audience.
1. Define Your Personal Brand
What makes you unique? Before posting on LinkedIn, clarify what you want to be known for. Consider:
- Your expertise and industry focus
- Your core values and mission
- The type of content you want to share (educational, inspirational, thought leadership, etc.)
- Your personality and tone (professional but approachable, witty, storytelling-driven, etc.)
Action Step: Write a one-sentence brand statement. Example: “I help small businesses scale through strategic social media marketing while keeping it fun and relatable.”
2. Optimize Your LinkedIn Profile
Think of your LinkedIn profile as your digital storefront. To make a strong first impression:
- Profile Photo: Use a high-quality, professional, yet friendly headshot.
- Headline: Go beyond your job title—state your value. Example: Helping Entrepreneurs Master SEO | Speaker & Consultant.
- About Section: Tell your story. Instead of listing your resume, share your journey, your passion, and how you help others.
- Custom Banner: Design a LinkedIn banner that visually represents your brand.
Action Step: Update your LinkedIn headline to reflect your unique value proposition.
3. Post Engaging, Value-Driven Content
Boring LinkedIn content is a fast way to lose attention. Avoid robotic posts and focus on the following:
- Personal Stories: Share lessons learned in your career, challenges you’ve overcome, or personal growth moments.
- Industry Insights: Offer your take on industry news, trends, or best practices.
- Engaging Formats: Use polls, carousels, short videos, or bite-sized text posts to mix up your content.
- Authenticity: Share wins and struggles—your audience connects more with real people than perfection.
Action Step: Write and schedule your first engaging LinkedIn post using one of these content styles.
4. Engage With Others (Don’t Just Post and Ghost)
LinkedIn is not just a broadcasting platform; it’s a networking tool. The best way to grow your presence is by engaging with others.
- Comment on Other Posts: Add thoughtful insights to posts from industry leaders and connections.
- Reply to Comments: When people comment on your posts, reply to them and start conversations.
- Send Personalized Connection Requests: When connecting, include a short message explaining why you’d like to connect.
Action Step: Comment on at least three LinkedIn posts daily to increase visibility.
5. Leverage LinkedIn Features
Take advantage of LinkedIn’s built-in tools to amplify your reach:
- LinkedIn Articles: Write in-depth content to showcase your expertise.
- Creator Mode: Turn on Creator Mode to access features like LinkedIn Live and Newsletters.
- LinkedIn Groups: Engage in relevant groups to network and share insights.
- Featured Section: Showcase key content, media, or achievements on your profile.
Action Step: Enable Creator Mode and explore LinkedIn features that align with your goals.
6. Be Consistent (But Not Overwhelming)
You don’t need to post daily to be effective, but consistency is key. A good starting point:
- 2-3 posts per week with a mix of personal insights, industry value, and engagement-driven content.
- Engage daily by liking and commenting on relevant posts.
- Experiment and adapt based on your audience’s responses.
Action Step: Set a weekly LinkedIn content schedule to stay consistent.
Start Building Your LinkedIn Brand Today
Building a personal brand on LinkedIn doesn’t have to be stiff or boring. By defining your unique value, optimizing your profile, posting engaging content, and actively engaging with your network, you can establish a compelling presence that attracts opportunities and connections.
Need help crafting a standout LinkedIn strategy? Let Surf’s Up Social help you build a strong, engaging LinkedIn presence that gets results.
