Bonus Episode: The Personal Branding On LinkedIn Webinar

This is the summary of a bonus episode on the LFG podcast all about personal branding on LinkedIn, how to use the platform strategically, and trends we’re noticing! 

In today’s digital landscape, LinkedIn has evolved from a simple job-seeking platform to a powerful content marketing ecosystem. 

With 1.1 billion registered members worldwide and approximately 70 million new users joining in the last year alone, LinkedIn presents an enormous opportunity for professionals looking to build their personal brand and expand their network.

This Hello Mastermind webinar highlights expertise from Brooke Janousek – CMO of GarageExperts and the Founder of The Grow CMO, and Chantel Soumis – Fractional CMO of Stay In Your Lane, and is hosted by Liane Caruso — Founder of Hello CMO and Hello Mastermind and co-Founder of Franchise Assembly.

These marketing leaders shared valuable insights about what’s working on LinkedIn in 2025, addressing common frustrations and providing actionable strategies to boost visibility and engagement.

The Current State of LinkedIn

LinkedIn is no longer the “wild west” of social media it once was. The platform has matured significantly since Microsoft’s acquisition, encouraging content creation and engagement across industries.

Some interesting statistics shared during the webinar:

• Only 1% of LinkedIn’s monthly users share content weekly (which means if you’re posting weekly, you’re already in the top 1%)
• Video uploads grew 34% year-over-year with viewership increasing 36%
• LinkedIn has introduced a new publisher program with blue checkmarks for active content creators
• Video posts are 20 times more likely to be shared than other content types

The Four Pillars of Personal Branding on LinkedIn

1. Authenticity

Authentic content resonates deeply with audiences. Posts sharing personal failures and lessons learned perform exceptionally well because they’re relatable. The key is finding the balance between vulnerability and oversharing.

Pro Tip: Record voice memos while walking or driving when inspiration strikes, then transcribe them for more natural-sounding posts. Another approach is to analyze your top-performing posts with AI to identify your unique voice.

2. Expertise

LinkedIn rewards valuable content that positions you as a thought leader. When deciding what to talk about:

• Focus on topics you’re passionate about and have genuine expertise in
• Comment on current events with your unique perspective
• Share personal stories that demonstrate your knowledge
• Break down your work processes or customer journeys
• Use AI to generate topic ideas (not to write the entire post)

3. Consistency

The experts recommend posting at least three times per week, preferably in the mornings when engagement is highest. Consistency builds trust with your audience and activates “mirror neurons” – your brain’s empathy Wi-Fi that creates deeper connections.

Some compelling statistics:

• 82% of employees are more likely to trust companies with leadership active on social media
• 77% of consumers prefer buying from companies whose executives engage online

4. Engagement

Don’t “post and ghost” – stay active and engage with your network:

• Engage thoughtfully with 10 strategic connections before posting
• Stay active in the comments section after publishing
• Provide value in your comments, not just generic responses
• Test different post lengths and formats to see what works best for your audience

Content Formats That Perform

Images

• Use relevant, high-quality images (avoid stock photos)
• Upload vertical rather than horizontal images (they take up more feed space)
• Join trending topics when relevant
• Create audience-centered visual content

Carousels (PDF Slides)

• Require more effort but receive higher engagement
• Start with a strong hook on the first slide
• Create a clear, logical structure
• Include a call-to-action on the last slide

Videos

• LinkedIn increasingly favors video content
• Start with a compelling hook (skip the traditional intro)
• Include your brief introduction at the end of the video
• Use quality equipment (microphone, lighting) for professional results

LinkedIn Algorithm Insights

The experts shared several insider tips about LinkedIn’s algorithm:

• LinkedIn is actively working to combat AI-generated content, favoring video and authentic writing
• Don’t tag people or brands in opening lines (appears spammy)
• Tag no more than five people, and only those relevant to your post
• Use no more than 3-5 relevant hashtags
• Avoid multiple links in posts (LinkedIn wants users to stay on the platform)
• The “Golden 90” minutes after posting is crucial for determining reach
• Post length (short vs. long) doesn’t matter as much as value

Common Frustrations with LinkedIn

Many users have noticed declining post impressions, which the experts attributed to:

• LinkedIn’s AI-powered algorithm targeting specific connections
• Increased content saturation
• More ad placements in feeds
• Seasonal and behavioral factors

An important insight: LinkedIn’s algorithm now extends content shelf life, so evaluate post performance after a week rather than just the first day.

Essential Tools for LinkedIn Success

The experts recommended several tools to enhance your LinkedIn presence:

• Wireless microphones and ring lights for better video quality
• Tripods for stable recording
• Teleprompter apps like Blink for smoother delivery
• Cling AI for animating still images
• Opus Pro for repurposing long-form video into snippets
• Video editing apps like CapCut and InShot

Personal Branding On LinkedIn: Final Thoughts

Building a strong personal brand on LinkedIn requires intentional effort but offers substantial rewards. By focusing on authenticity, expertise, consistency, and engagement, you can establish yourself as a thought leader in your industry and create meaningful connections that translate to business opportunities.

Remember that LinkedIn is a marathon, not a sprint. Give your content time to perform, and don’t be discouraged if you don’t see immediate results. The most successful LinkedIn users are those who provide consistent value to their audience over time.

Listen to the full episode on Spotify to hear more from Brooke, Chantel, and Liane!