LinkedIn is the highest ROI channel for profession development, however many individuals aren’t prioritizing it — but. I’m satisfied most individuals don’t notice the goldmine they’re sitting on, for each their private model and their firm.
Posting content material isn’t only for entrepreneurs or job seekers. Workers are an organization’s greatest advertising and marketing belongings on LinkedIn, from interns to the CEO. However this tactic solely works if they’ve the suitable technique, assist, and storytelling framework.
When you’re oriented on how the platform works and what to publish, it’s the social media equal of an arcade recreation the place you insert tokens and tickets come pumping out at you.
So, what are your LinkedIn tokens? Content material. Authenticity. Time. The tickets? New enterprise and trade authority. The clock begins at present with my confirmed five-step LinkedIn framework. I’ll share the precise steps I used to scale a CEO’s LinkedIn technique to three,000,000 impressions in 4 months (plus influence on pipeline).
A Case Examine for Rising on LinkedIn
What sort of outcomes are potential with this LinkedIn framework? Have a look at Christina Ross, founder and CEO of Dice. Christina was like most CEOs. She was excited about LinkedIn, however she was busy and didn’t know precisely what to publish. However she needed to construct authority in a decent area of interest. Suppose CFOs and senior finance leaders.
That’s when she and I began working collectively. In her first session, Christina shared her frustrations. She had nice concepts, however no time. I walked her by means of a easy system: Outline your area of interest and viewers. Select 2–3 themes and commit. Write with your individual voice. Put up weekly.
The important thing was readability and giving Christina confidence that her posts would land. Quick ahead 4 months:
- 3,000,000 views
- Her viewers doubled
- Her account turned a magnet for inbound demos
No advertisements. No bots. No engagement pods (don’t get me began).
Borrow My 5-step LinkedIn Framework
Christina’s success isn’t a fluke. It’s a repeatable system. Right here’s the precise five-step framework that Christina used which you could begin with at present.
1. Make clear the standpoint (POV).
What’s your standpoint? LinkedIn is a superb place to share the way you see your trade. That outlook differentiates you from everybody else on the platform. I promise you might have a POV. If nothing constructive involves thoughts, give attention to issues that you simply disagree with.
This was the idea of the viral “propaganda I’m not falling for as a [surgeon/teacher/etc]” social media pattern in Could 2025. This pattern took off as a result of everybody loves a scorching take and a bit discourse.
… Even when the controversy is self-inflicted, like which burger would be the burger of summer season 2025 (the stunning reply, in accordance with Cristen Milliner, is rooster).
The sort of content material is a spectrum, starting from consensus content material (statements that everybody agrees with) to polarizing content material. I do know it may be exhausting to think about creating content material that folks would possibly disagree with. However when used accurately, it demonstrates authenticity and credibility.
In a latest dialog on my podcast about polarizing content material, marketer Chris Orlob mentioned this: “The perfect advertising and marketing… is polarizing. Eighty or 90% of your viewers ought to be rabidly agreeing with you a lot in order that they’re obsessed with it, and 10% or 15% of your viewers hates you.”
Begin by dispelling myths and focusing all POV content material in your purchaser somewhat than your product. Then, follow your pillars.
2. Choose 2-3 content material pillars.
Nobody likes to open up LinkedIn and begin with a clean web page. And no, I’m not suggesting outsourcing to AI (however extra on this in a minute). I’m speaking about content material pillars, a.okay.a pre-determined content material subjects.
Content material pillars aren’t new, however which pillars are engaged on every platform at a given time is a shifting goal. These are the pillars I like to recommend for LinkedIn development in 2025.
- Useful experience: Individuals are nonetheless coming to LinkedIn to discover ways to get higher at their job.
- Constructing in public: You may have a novel view from the cockpit of your profession. We’re all curious. What are you seeing? Share sincere glimpses into the challenges and surprises.
- Earned moments: It is a covert means of sharing momentum and success, however packaging it as a first-person story (bonus factors for vulnerability).
I like to think about content material pillars as bumpers on a bowling lane somewhat than strict necessities. It’s nonetheless price posting contemporary, off-the-top-of-your-head concepts so long as they really feel aligned together with your viewers. Simply don’t make these posts your precedence.
Right here’s an instance of non-public branding skilled Lyssa Leigh Jackson sharing her purposeful experience:
3. Lean into “earned moments.”
“Earned moments” offers you most attain on LinkedIn. These exist on the other finish of the spectrum from an organization press launch.
I consider earned moments as milestones wrapped in a narrative. These are moments the place you share your view from the mountaintop whereas providing a takeaway for others. These moments might be new product releases, firm anniversaries, skilled recognition, and past.
Right here’s an instance from copywriter Jasmin Alić the place he displays on his copywriting profession whereas sharing a private story:
4. Select a posting schedule.
How typically must you publish to develop on LinkedIn in 2025? 3 times per week. Begin with textual content after which combine in pictures and movies whenever you’re prepared.
Contemplate a weekly posting cadence that mixes:
- Earned moments
- Management POV
- Private tales
This isn’t the one blueprint for achievement, nevertheless it’s an strategy that balances restricted time with the need for outcomes.
Warning: If you happen to solely publish a couple of times every week, you in all probability gained’t get the return you need. It takes a sure threshold of content material to select up momentum within the algorithm and together with your writing.
5. Iterate primarily based on efficiency, not perfection.
Observe the information. Don’t fear about stats day after day, however as an alternative, recap and be taught from every month. As soon as a month with my one-on-one purchasers, I put collectively a deck that appears in any respect of their posts from that month. I pull the:
- Prime three most considered posts
- Backside three least considered posts
With this content material pulled up on display, we discuss by means of every publish collectively. I speculate as to why the profitable posts carried out so nicely and what could be finished higher subsequent time with the underperformers.
The worth of this month-to-month huddle goes past the stats recap. Sure, it helps purchasers to mirror on their outcomes with a chook’s-eye view (extra productive than obsessively checking a single publish’s stats in the course of the day). However purchasers actually get pleasure from these efficiency evaluations as a result of they at all times spark new concepts.
If you happen to’re nonetheless right here at this level of the dialog, then I feel you see the worth of LinkedIn. You’re enthusiastic about its potential for you. And, which you could be your organization’s greatest advertising and marketing asset with the suitable technique, assist, and storytelling framework.
Let’s take a look at what you are able to do at present to maneuver the needle.
What To Do At this time
Even when you’re not able to dive right into a heavy LinkedIn funding instantly, there’s nonetheless one thing you are able to do to provoke this course of: Begin creating your technique.
That is the place my technique of rising a LinkedIn account begins after I tackle a brand new consumer. I ask these three questions:
- Within the final three months, how a lot are you posting?
- What sort of engagement are you getting?
- What number of views are you getting?
The solutions to those questions set the benchmark for an account.
Improve your profile ASAP.
Your LinkedIn profile is the most useful digital asset that you’ve as knowledgeable. After I onboard new purchasers, I work by means of a guidelines for optimizing their accounts. That features altering the next.
- Banner picture: Make it branded, preserve it clear, and use it to its most potential (relying on what your CTA and targets are).
- Headline: These are the most-viewed phrases in your account. Make it rely.
- Featured part: Do not promote your popularity. Give attention to a popularity that sells.
- Seamless viewer expertise: Consider the person expertise going from a publish of their feed to your account to (doubtlessly) your web site.
Set a 20-minute timer.
The rule: You can not edit a LinkedIn publish for longer than 20 minutes.
Why? It’s simply too straightforward to rewrite a publish in search of perfection (which you’ll by no means discover). Overworking your content material has two destructive penalties:
- Underperformance. The posts that you simply spend probably the most time on are likely to carry out worse than their extra spontaneous counterparts. Over-polishing would possibly really feel good to you, nevertheless it doesn’t essentially really feel genuine to your viewers.
- Falling right into a black gap. If you find yourself spending an hour enhancing each single LinkedIn publish earlier than publishing, the simple process of publishing turns into too daunting. The chances of executing your technique go down, whereas your odds of burning out on LinkedIn go up.
Creating LinkedIn content material shouldn’t be taxing. I would like you to get your inventive juices flowing and expertise pleasure on this course of. Creativity and delight are cornerstones of neighborhood constructing, and each are simply misplaced within the pursuit of perfection.
Can AI do it?
Not all AI content material on LinkedIn is dangerous, however none of it should have the identical influence as authentic writing. The human expertise that folks search on LinkedIn doesn’t come from AI. Neither does originality.
Right here’s a greater means to make use of AI: Use AI to show your conversations into LinkedIn publish concepts. The subsequent time you’re having a dialog about your function or challenges, document it. Add a transcript to ChatGPT and use that as your supply materials as an alternative of getting ChatGPT pull from the ocean of current content material on-line. The content material concepts that outcome can be your experiences, your concepts, and your voice.
In the identical vein, resist the temptation to go discover the highest few individuals who you “wish to be” on LinkedIn. Give attention to your self and your viewers. Be genuine. That’s not a buzzword. It’s a reminder that the human factor is important for LinkedIn conversions.
Chris Orlob mentioned it greatest once we mentioned discovering your genuine voice on my podcast.
“I don’t suppose any of that is acutely aware, however I feel folks have a mistrust for an inauthentic model, in different phrases, a vanilla model, versus a model that’s prepared to stake a declare and stand for one thing,” he says.
Launch your LinkedIn journey at present.
5 steps. Twelve weeks. It’s easy, not straightforward. However the payoff is actual for individuals who comply with by means of. I hope that you simply’ll play your hand and get to expertise outcomes. That’s particularly highly effective on probably the most worthwhile platform for skilled development.
