LinkedIn isn’t just an online CV anymore. It’s where people make connections, build reputations, and have conversations that spark opportunities. It’s also one of the most effective places to grow your personal brand, and, in extension, your company.

In the ever-so-long B2B buyer journey, every touchpoint matters. And what better way to touch base with people than a platform they already spend some time on? 

Positioning yourself (and your organization) as a thought leader (or micro-influencer, if you will) certainly has its perks. 

Here’s a short guide to help you go from lurking to engaging on the platform with tips on finding your niche and creating content that resonates.

Why LinkedIn Matters More Than Ever

With over 75 million businesses and 1.2 billion members, the platform has become much more than a social network to find your next job. LinkedIn is a place where decision-makers hang out, where people make meaningful connections, debate hot topics, publish their POVs, and where people build credibility with peers and prospects. 

The takeaway: there’s very little to lose, and plenty to win, by investing your time in LinkedIn.

Succeeding on LinkedIn: Stop Lurking

Most people just browse LinkedIn without engaging with anyone. They scroll and consume content, and perhaps give a like or a reaction every now and then. The platform has a supply/demand problem. The majority of people are just lurking and very few create content. The platform is at its most powerful if you leverage all of its features.

Engage with others – comment, respond, and join conversations. If you’re feeling brave enough, share your ideas and stories as your own posts. You will start seeing a rise in the number of people checking out your profile, and your network will start growing. 

Do you find it scary to get out there and post? Are you concerned no one will notice or care? If you never shared or posted anything before, you won’t be making matters worse. People are already not noticing you. So, why not try to change that?

What to Talk About: Finding Your Niche

The thing you need to know about algorithms across all social media platforms is that the more you interact with a certain type of content, the more you will see it. 

Use that to your advantage: teach your algorithm the stuff you’re interested in. Like, react, comment. 

Then, once you have your own “curated” feed, stop for a moment and scan the posts you get shown. Which creators/posts make you pause and read? What topics spark your curiosity? And then look inward - what knowledge or experience could you share that is genuine and useful? 

For example, if you work at an AI platform that helps researchers analyze studies faster, don’t just post motivational quotes with selfies. Instead, share some curious client stories (anonymously, of course), overall trends you see in research analysis, and your POV on AI-assisted analysis, for example.

And if you’re hardcore into a hobby, don’t feel like you have to hide that. If it’s part of you, it has a place on your LinkedIn. Remember: B2B still means people buy from people. Knowing you beyond your professional self helps break the ice and make you more approachable. 

Creating Content That Sticks

LinkedIn content doesn’t have to be complicated. 

Keep it simple and follow these golden rules:

  • Hook fast: use the first two lines to grab attention.
  • Keep it readable: short paragraphs with plenty of white space.
  • Answer directly: clear, skimmable takeaways win.
  • Add a CTA or question at the end: prompt comments and further interactions.
  • Omit links: if you must, post it as a comment. The algorithm values no-click content.
  • Recycle wisely: repackage and repost content every 8-10 weeks with a new spin.
  • Skip hashtags: once a gateway, now overdoing them may risk the algorithm flagging your post as spam.

LinkedIn for Companies: What You Need to Know

As of late 2025, company content makes up less than 5% of user feeds. 

This means that, more than ever, you need to focus on what works: 

  • Share company announcements, team events, DEI & CSR initiatives;
  • Post client testimonials and stories;
  • Mix in “people posts”: new hires, promotions, work anniversaries, successes;
  • Try video content and carousels for distributing content - remember, no links!

Bottom line: the algorithm rewards people, not company brands. When was the last time you interacted with a company in a comment? It feels quite impersonal and strange, doesn't it?

You may be thinking, "okay, but how do we promote our company content, then?"

Well, encourage your team to create company spin-off content – every team member can be a powerful brand advocate. Use content formats that tell a story without having to click and go off-platform, for example carousels. You can always link to an article/case study in a comment for those that are interested in learning more.


LinkedIn is no longer optional. For individuals, it’s your personal storefront. For companies, it’s a trust and visibility engine. When used well, it builds credibility, attracts opportunities, and strengthens connections in ways that static websites or cold outreach never will.

Need help improving your or your company’s presence on LinkedIn? Want to know the ins and outs of the algorithm? Reach out to discuss how we can help!