Key Takeaways:
Learn best practices for your personal profile and company page.
Discover digital networking tips for LinkedIn.
Learn tips for protecting your privacy and tracking your success on the platform.
LinkedIn is the professional playground where careers are built, businesses grow, and connections become opportunities. It’s like a virtual business card, networking lunch, and thought leadership stage rolled into one. Whether you’re looking to fine-tune your profile, create scroll-stopping content, expand your digital network, or decide if LinkedIn Premium is worth the investment, these strategies will help you make the most of every click and connection.
Optimizing Your LinkedIn Profile and Company Page
Though your personal profile and company page might occasionally promote the same content, there are some key differences to keep in mind. That’s because each of these virtual spaces has distinct features and goals as you nurture and grow your digital network.
Personal Profile: Tell Your Story
Your LinkedIn profile is often the first impression others have of you, so it’s essential to keep it updated and aligned with your professional goals. Your LinkedIn profile should share your story and what you’re focused on your business for right now.
- Headline and Cover Photo:
Craft a headline that communicates your expertise or focus on just a few seconds. Pair it with a professional cover photo that aligns with your industry. - Contact Information:
Ensure your contact details are accurate and reflect your business email rather than personal ones if preferred. - Profile Sections:
Regularly review and update sections like “Open To” opportunities and skills to match your current goals. - Call-Outs:
Highlight accomplishments or ongoing projects that support your professional narrative.
Company Page: Showcase Your Business
A LinkedIn company page is an invaluable tool for sharing your brand’s story and engaging with clients or partners.
- Clear Goals:
Define the purpose of your company page. Are you using it for lead generation, brand awareness, or recruitment? - Content Diversity:
Post a variety of content types, including videos, articles, and infographics, to see what resonates with your audience. Use LinkedIn analytics to refine your strategy. - Employee Advocacy:
Encourage your team to connect with and share content from the company page, amplifying your reach. - Extra Tools:
Take advantage of features like newsletters, showcase pages, and job postings to maximize engagement.
“Spend time with your LinkedIn captions and comments. Thoughtful engagement will boost your reach and build relationships.”
– Jennifer Shaheen, President and Founder, Technology Therapy® Group
Strive for Authenticity, Avoid Oversharing
On LinkedIn, authenticity is key but so is maintaining professionalism. Think of the platform as a breakfast or lunch networking event — not a casual cocktail hour. It’s a space to showcase your “authentic business self,” balancing professional insights with just a touch of personal sharing. While it’s great to let your personality shine, focus on topics that align with your industry or career goals to keep your interactions meaningful and relevant.
Posting and Content Strategies
Consistency is crucial when posting on LinkedIn, but the substance of your content matters just as much. To maintain a well-rounded presence, focus on four content types: tactical posts that share tips and best practices to showcase your expertise, aspirational updates that highlight how your work impacts your industry or community, insightful commentary on trends or relevant topics, and personal anecdotes or hobbies that add a relatable human touch while staying professional.
Aim to post three to four times a week, maintaining a content calendar and a consistent posting schedule. If consistency is a challenge, consider using LinkedIn’s content scheduler to stay on track. For maximum engagement, adopt a strategic routine: engage with others’ posts before publishing your own, and follow up by responding thoughtfully to comments on your content. This approach not only increases visibility but also strengthens connections within your network.
And make sure to spend time with your captions and comments. Thoughtful engagement will boost your reach and build relationships.
Networking Like a Pro
Ready to go beyond sending connection requests to foster genuine relationships? Start by auditing your current connections to identify gaps and opportunities, then use LinkedIn’s search tools to connect with thought leaders and their followers.
Some people recommend keeping connection requests blank, so the person is forced to look at your profile before accepting the request. But I recommend putting a personal note in your connection request. Tell them why you want to connect with them. And avoid making a sales pitch upfront — there will be time for that later.
Make daily engagement a priority by setting aside time to scroll through your feed, thoughtfully commenting on posts, and interacting with your network. Consistent, meaningful interactions not only strengthen your connections but also position you as an active and valued participant in your industry.
“Some people recommend keeping connection requests blank, so the person is forced to look at your profile before accepting the request. But I recommend putting a personal note in your connection request. Tell why you want to connect with them.”
– Jennifer Shaheen, President and Founder, Technology Therapy® Group
Considering the Case for LinkedIn Premium
LinkedIn Premium provides advanced tools tailored to specific goals, such as lead generation or job hunting. With options like Career, Business, Sales Navigator, Recruiter Lite, and Learning, Premium offers deeper insights and enhanced capabilities beyond the free version. While not essential for every user, it can be a valuable investment if your LinkedIn strategy relies heavily on generating leads or accessing advanced analytics. Evaluate your goals to determine if the upgrade aligns with your objectives.
Refining Your LinkedIn Strategy and Maintaining Privacy
To maximize your LinkedIn presence and ensure a professional, controlled profile, track your performance and adjust your strategy accordingly. At the same time, safeguarding your privacy and maintaining professionalism is vital for cultivating credibility and trust.
Track Your Success
Understanding how your content and profile resonate with your audience helps you refine your approach:
- Post Analytics:
Dive into metrics like engagement levels, viewer job titles, and company sizes to identify who is interacting with your content and tailor future posts to your audience. - Social Selling Index (SSI):
Leverage this free tool to measure how effectively you build relationships and engage with insights. Compare your performance against others in your industry to identify strengths and areas for improvement.
Protect Your Privacy
Maintaining control over your profile ensures you project a polished and professional image:
- Turn Off Network Updates:
Avoid spamming your network with multiple notifications by disabling updates under LinkedIn’s privacy settings while making changes. Re-enable updates once you’re ready to showcase your completed updates. - Hide Your Connections:
Limit who can view your personal network to maintain privacy while still allowing mutual connections to be visible.
Making LinkedIn Work for You
LinkedIn is your hub for building a strong professional brand. Optimize your profile, share compelling content, and network with intention, so you reach your goals. Whether you upgrade to Premium or stick with free tools, consistency, and authenticity are the keys to success. Make LinkedIn work for you by staying true to your professional self.
Step Up Your LinkedIn Game
Want to beef up your LinkedIn presence in 2025? Connect with a TTG mentor for some focused coaching sessions.
