What to post, what not to post and how to stay visible on LinkedIn
LinkedIn is changing. Once a strait-laced space for career updates, job hunting and corporate announcements, it has gradually evolved into something more fluid, more social and more personal.
Today, you’re as likely to see someone sharing a story about resilience or mental health as you are a product launch or industry insight. For businesses and professionals alike, this shift raises an important question: how do you navigate the platform in a way that feels authentic, builds meaningful connections yet avoids the pitfalls of oversharing?
Why LinkedIn feels different now
LinkedIn has over 1.1 billion members worldwide, most aged 25–34, who spend nearly 11 minutes per visit actively engaging with content. Yes social platforms don’t stand still. Just as Instagram has evolved from filtered photos to video heavy content, LinkedIn has moved from stiff résumés to something closer to a community space. The rise of “outpouring posts”, personal reflections, challenges overcome, lessons learned is evidence of a broader social trend: people want connection, not just credentials.
The professional world has changed too. Hybrid work, virtual interviews and shifting career priorities have blurred the lines between the personal and professional. LinkedIn is reflecting that reality. This isn’t necessarily a bad thing, but it does mean professionals and businesses need to recalibrate how they show up online.
What you should post
Authentic stories
People connect with people. Sharing a story about a tough project, a lesson learned from failure, or a moment of pride in your team can be far more powerful than a polished press release. The key is relevance: ask yourself whether your story offers value, inspiration, or insight for your network.
Thought leadership
If you want to be known as an expert, you need to share your expertise. Commentary on industry trends, practical advice, or your perspective on changes in the workplace (such as the Employment Rights Bill or the future of hybrid work) positions you as someone worth following.
Behind-the-business content
People are curious about what goes on behind the scenes. A photo from a team celebration, a short write-up of how you developed a new service, or a reflection on company culture helps humanise your brand.
Practical value
One of the easiest ways to build goodwill is to help others. Share checklists, templates, useful links, or even quick tips that solve a problem. It’s the sort of content people save and share.
Celebrating others
LinkedIn is not just about broadcasting your own achievements. Amplifying the success of colleagues, clients, or industry peers is an easy way to engage without making everything about you.
What you shouldn’t post
Overly personal drama
LinkedIn isn’t the place for every detail of your personal life. Posts about your family, frustrations with neighbours, or medical updates might do well on Facebook, but they risk alienating your professional audience here.
Vague “outpourings” with no takeaway
There’s a fine line between being authentic and being self-indulgent. If a post reads like a diary entry with no clear point, your audience may struggle to engage. Always leave people with a reflection, question, or piece of value.
Clickbait and empty engagement tactics
“Like this if you agree” posts or exaggerated claims may win quick reactions, but they don’t build lasting credibility. LinkedIn users are quick to spot when someone is fishing for attention.
Unprofessional tone
Humour, wit and lightheartedness can work brilliantly on LinkedIn but keep it workplace appropriate. Think “Friday banter in the office kitchen,” not “Saturday night out.”
Silence
The opposite risk is saying nothing at all. LinkedIn rewards consistency. If you go months without posting, you may as well be invisible. In a period where visibility matters more than ever, silence is costly.
How to boost connections without being salesy
Connections on LinkedIn are potential collaborators, clients, employers and advocates. But spamming people with sales pitches won’t get you far. Instead:
- Personalise connection requests, add a note explaining why you want to connect.
- Engage thoughtfully, comment on other people’s posts with genuine reflections, not just “Great post!”
- Balance giving and asking, share your expertise freely before making an ask.
- Be consistent, a rhythm of 2-3 posts per week is often enough to stay visible without overwhelming your audience.
The goal is to build relationships, not just a follower count.
Staying visible while staying authentic
LinkedIn is in flux. It’s part networking platform, part publishing hub, part social space. That can feel confusing, but it’s also an opportunity. If you can adapt by posting authentically, engaging thoughtfully and staying consistent, you will find yourself more visible, more connected and better positioned for growth.
So don’t sit on the sidelines. This is a period of change and the worst thing you can do is stay invisible.
