Making LinkedIn Work – Best Practices to Make Your Efforts Count
You’re on LinkedIn. Maybe you’re posting here and there, or maybe you’re wondering if you should be doing more. Or maybe you’re just trying to figure out if it’s even worth your time.
You see other people showing up consistently and you wonder – do they know something I don’t? Is there a right way to do this?
You’re not trying to game the system or build some massive following. You just want to feel like your effort is connected to something that makes sense.
If that’s where you are, you’re not alone.
This article is about the things worth paying attention to on LinkedIn – how to think about your profile, where to post, what to say, and how to tell if any of it matters. When you’re done, you should feel more confident about your approach – not because you have all the answers, but because you know what questions to focus on.
Let’s start with the part that often gets skipped.
Start Here: Get Your Profile Ready
Before we talk about what to post, let’s talk about what people find when they look you up.
Because here’s how LinkedIn actually works: Someone hears your name. They look you up. And in about 10 seconds, they decide whether you’re credible, relevant, or worth their time.
Your profile needs to do three things clearly:
- Tell them who you are
- Show them what you do
- Give them a reason to care
Here’s how to make that happen:
Use a current, approachable photo.
Nothing fancy. Just a clear headshot that looks like you today. Professional but human.
Write a summary that sounds like you.
Skip the buzzwords and résumé talk. Use this space to explain, in plain language, what you do, who you help, and why it matters. Think of it like a 30-second intro at a networking event.
Keep your job info accurate and current.
Make sure your headline, company name, and role are up to date – especially if you’re active in your industry or getting referred to others.
Add a little personality.
LinkedIn doesn’t have to be stiff. A quick note about your values or how you work can help people remember you.
Think of your profile as a conversation starter.
You don’t need perfection. You just need to make it easy for someone to understand who you are and decide whether to reach out.
You don’t have to post to make LinkedIn work for you. But you do have to show up in a way that makes sense when someone finds you.
Being prepared builds trust. And that makes everything else you do on LinkedIn actually worth it.
Personal Page or Company Page?
Once your profile is ready, the next question comes up: Should you post on your personal page or your company page?
Let’s make this simple.
Your personal page is about you.
When you post from your personal page, you’re speaking as a human – with a name, a face, and a perspective. People connect with that. They’re more likely to engage, comment, and actually remember what you said.
That’s not just a feeling. It’s how the platform works. LinkedIn’s algorithm prioritizes posts from people, not logos.
Your company page is for your brand.
Company pages are useful for:
- Job postings
- Company announcements
- News you want on the record
But they get far less organic visibility. People don’t usually follow company pages unless they’re job hunting or already work there. And it’s harder to build a relationship with a logo.
So which one should you use?
If you want to build relationships, grow visibility, or show up more intentionally – use your personal page.
Think of your company page like a billboard. It’s there. It’s useful. But you’re not expecting people to pull over and have a conversation with it.
Your personal page is where real conversations happen.
Can you use both?
Sure. Your company page can be a good place to store job listings, press coverage, or official updates. But if you want traction, put your energy into your personal page.
What Should You Post?
Once you know your personal page is where the conversation happens, the next question is obvious: “Okay… but what do I actually post?”
Most people overthink this. They assume LinkedIn is only for big announcements or expert-level thought leadership.
But the truth? You can get a lot of traction just by being useful and real.
What works well on LinkedIn:
- Answering a question you’ve already answered in an email or meeting
- Sharing a small insight from your day-to-day work
- Offering a tip, resource, or quick reflection
- Highlighting someone else’s work with your own take
- Sharing a lesson from a win or a challenge
If it would be helpful in a conversation, it’s probably worth sharing on LinkedIn.
Check your inbox for ideas.
You don’t need to reinvent your message for LinkedIn. You just need to reuse it in a way others can learn from. I covered this in detail here: Struggling With Social Media? The Answers Are Already in Your Inbox
One reminder before you post:
You’re not writing a book. You’re not trying to go viral. You’re just showing up in a way that helps people understand how you think, how you work, and what matters to you.
That’s more than enough.
Simple Habits That Keep You Visible
You don’t need to post every day or rack up thousands of likes to make LinkedIn work. You just need a few consistent habits that keep you visible and useful.
Here’s what actually works:
Comment before you post.
If you’re not ready to create content, start by commenting on other people’s posts. It’s an easy way to get noticed and add value without the pressure of writing something from scratch.
Post on a schedule you can keep.
Once a week is great. Twice a month is fine too. Consistency beats frequency. Don’t wait for perfect. Just aim to be clear, real, and helpful.
Reshare company posts with your own take.
If your company page posts updates, reshare them and add a personal comment. Something like “Proud to be part of this” or “Here’s why this matters…” makes it human and relatable.
Keep a running list of post ideas.
When something strikes you in a meeting, email, or conversation – jot it down. You don’t have to write the post right away. Just collect ideas so you’re not starting from zero next time.
Check who’s viewed your profile.
This is underrated. When someone views your profile, it’s usually a signal of interest. If it’s someone relevant, reach out. That’s where real value happens – quiet connection, not loud posting.
Showing up on LinkedIn doesn’t have to be a big lift. A few simple, consistent habits can help you build visibility and trust, without trying to game the algorithm.
Wondering If Your LinkedIn Activity Is Making a Difference?
You’ve cleaned up your profile. You’re posting more consistently. You’re engaging with other people’s content. But here’s the question that eventually comes up: Is any of this actually doing anything?
It’s a fair question. And while there’s no single “right” metric to obsess over, there are some common ways to get a sense of whether your LinkedIn activity is turning into something useful.
Look at engagement on your posts.
Are people liking, commenting, or resharing what you post? Comments are especially worth paying attention to. When someone takes the time to comment, respond to them – whether it’s positive or negative. It helps the algorithm, and it shows you’re present and engaged, not just broadcasting into the void.
Check your profile views.
LinkedIn will show you who’s been looking at your profile. The more you engage with others (especially through comments) and interact with your own content, the more profile views you’ll typically see. It’s a decent signal that people are curious about who you are.
Think about relevance, not just volume.
This isn’t about racking up thousands of followers. It’s about connecting with the right people. If you know who you’re trying to reach – your best-fit customer, your ideal audience – and you’re speaking to them consistently, even a small number of engaged, relevant connections is far more valuable than a large audience that has nothing to do with your business.
Pay attention to connection requests and messages.
Are people asking to connect with you? Are you getting messages from people who actually matter to your work? Meaningful connections with the right audience are usually tied to you being someone they want to follow and learn from.
Track actions taken (if you’re asking for them).
If you’re asking people to do something – book a meeting, download a resource, visit a link – put that link in the comments section of your post, not in the post itself. LinkedIn’s algorithm prefers to keep people on the platform, so this approach tends to work better. Then track how many people actually click and take action. That’s a pretty direct measure of whether your content is resonating.
These aren’t the only ways to measure LinkedIn activity, but they’re some of the most common and practical. The real question isn’t “Am I winning LinkedIn?” It’s “Is LinkedIn helping me build relationships and create opportunities with people who matter to my business?”
If the answer is yes, you’re on the right track.