LinkedIn is the highest ROI channel for profession progress, however many individuals aren’t prioritizing it — but. I’m satisfied most individuals don’t understand 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. Staff are an organization’s greatest advertising belongings on LinkedIn, from interns to the CEO. However this tactic solely works if they’ve the proper technique, assist, and storytelling framework.
When you’re oriented on how the platform works and what to submit, 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 immediately 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 Research for Rising on LinkedIn
What sort of outcomes are attainable with this LinkedIn framework? Have a look at Christina Ross, founder and CEO of Dice. Christina was like most CEOs. She was concerned with LinkedIn, however she was busy and didn’t know precisely what to submit. However she wished to construct authority in a good 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 via a easy system: Outline your area of interest and viewers. Select 2–3 themes and commit. Write with your personal 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 adverts. 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 you can begin with immediately.
1. Make clear the perspective (POV).
What’s your perspective? 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 may have a POV. If nothing constructive involves thoughts, concentrate on issues that you just disagree with.
This was the idea of the viral “propaganda I’m not falling for as a [surgeon/teacher/etc]” social media development in Could 2025. This development 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 surprising reply, in keeping with Cristen Milliner, is hen).
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 may disagree with. However when used appropriately, it demonstrates authenticity and credibility.
In a current dialog on my podcast about polarizing content material, marketer Chris Orlob stated this: “The most effective advertising… is polarizing. Eighty or 90% of your viewers must be rabidly agreeing with you a lot in order that they’re enthusiastic about it, and 10% or 15% of your viewers hates you.”
Begin by dispelling myths and focusing all POV content material in your purchaser relatively 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.ok.a pre-determined content material matters.
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 progress in 2025.
- Purposeful experience: Persons are nonetheless coming to LinkedIn to discover ways to get higher at their job.
- Constructing in public: You’ve a singular 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: This can be a covert method of sharing momentum and success, however packaging it as a first-person story (bonus factors for vulnerability).
I like to consider content material pillars as bumpers on a bowling lane relatively than strict necessities. It’s nonetheless value posting recent, off-the-top-of-your-head concepts so long as they really feel aligned along with your viewers. Simply don’t make these posts your precedence.
Right here’s an instance of non-public branding professional Lyssa Leigh Jackson sharing her purposeful experience:
3. Lean into “earned moments.”
“Earned moments” gives you most attain on LinkedIn. These exist on the alternative 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 may very well 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 usually do you have to submit to develop on LinkedIn in 2025? Thrice per week. Begin with textual content after which combine in images and movies whenever you’re prepared.
Take into account a weekly posting cadence that mixes:
- Earned moments
- Management POV
- Private tales
This isn’t the one blueprint for achievement, nevertheless it’s an method that balances restricted time with the will for outcomes.
Warning: For those who solely submit a few times every week, you most likely gained’t get the return you need. It takes a sure threshold of content material to select up momentum within the algorithm and along with your writing.
5. Iterate primarily based on efficiency, not perfection.
Comply with the information. Don’t fear about stats everyday, 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 seen posts
- Backside three least seen posts
With this content material pulled up on display, we speak via every submit collectively. I speculate as to why the profitable posts carried out so effectively and what will be completed 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 hen’s-eye view (extra productive than obsessively checking a single submit’s stats in the course of the day). However purchasers actually take pleasure in these efficiency evaluations as a result of they all the time spark new concepts.
For those who’re nonetheless right here at this level of the dialog, then I believe you see the worth of LinkedIn. You’re enthusiastic about its potential for you. And, you already know you can be your organization’s greatest advertising asset with the proper technique, assist, and storytelling framework.
Let’s have a look at what you are able to do immediately to maneuver the needle.
What To Do At this time
Even should 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 means of rising a LinkedIn account begins once 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 worthy digital asset that you’ve got as knowledgeable. Once I onboard new purchasers, I work via 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. Deal with a popularity that sells.
- Seamless viewer expertise: Consider the person expertise going from a submit of their feed to your account to (doubtlessly) your web site.
Set a 20-minute timer.
The rule: You can’t edit a LinkedIn submit for longer than 20 minutes.
Why? It’s simply too simple to rewrite a submit searching for perfection (which you’ll by no means discover). Overworking your content material has two unfavourable penalties:
- Underperformance. The posts that you just spend probably the most time on are inclined to carry out worse than their extra spontaneous counterparts. Over-polishing may 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 submit earlier than publishing, the easy job 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 need you to get your artistic juices flowing and expertise pleasure on this course of. Creativity and pleasure are cornerstones of group 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 would have the identical influence as unique writing. The human expertise that folks search on LinkedIn doesn’t come from AI. Neither does originality.
Right here’s a greater method to make use of AI: Use AI to show your conversations into LinkedIn submit concepts. The subsequent time you’re having a dialog about your function or challenges, report it. Add a transcript to ChatGPT and use that as your supply materials as an alternative of getting ChatGPT pull from the ocean of present content material on-line. The content material concepts that consequence might be your experiences, your concepts, and your voice.
In the identical vein, resist the temptation to go discover the highest few individuals who you “need to be” on LinkedIn. Deal with your self and your viewers. Be genuine. That’s not a buzzword. It’s a reminder that the human ingredient is important for LinkedIn conversions.
Chris Orlob stated it greatest after we mentioned discovering your genuine voice on my podcast.
“I don’t suppose any of that is acutely aware, however I believe 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 immediately.
5 steps. Twelve weeks. It’s easy, not simple. However the payoff is actual for many who observe via. I hope that you just’ll play your hand and get to expertise outcomes. That’s particularly highly effective on probably the most useful platform for skilled progress.