Ah, LinkedIn— the online destination for polished headshots and impressive titles. Nowadays, it’s arguably as essential as a résumé. But LinkedIn isn’t only for scrolling through applications or requesting a coffee chat with someone with a shared alma mater. Everyone can use LinkedIn to build their personal brand.

I know, I know. “Personal brand” might seem like an oxymoron. It’s not.

Let’s break down how your online presence can start working for you.

The Building Blocks

Whether you’re job hunting or not, people are looking at your profile, so you might as well present it with a personal touch. Nailing the basics like your job title, description, skills and experience can turn objective data into your own “digital handshake.”

• View your profile from an outsider’s perspective: Would someone feel like they’re learning about an actual person? Or would they read your job description and think, “Okay, but what do they actually do?”
• Create a clear image: Choosing a high-quality yet approachable photo does wonders. And use that banner to supplement what your niche is.
• Say more about what you do: Expand on your stats and explain their importance. This helps others understand your impact and shows that you know your own value.
• Bring your past into the present: Share how you learned, contributed and impacted others in previous roles. Together, these experiences show that you’re well-rounded and have transferable strengths.
• Show a range of skills: You probably have heard to include both “hard” and “soft” skills. Take it a step further by having a breadth that includes technical, conceptual, interpersonal and intrapersonal skills.
• Use industry language intentionally: Make sure you speak your audience’s lingo. Use the wording that they are searching for while avoiding cluttered jargon.

These tips build the basic framework for a solid online presence, but that’s only phase one.

Networking

Yes, you should actually use your LinkedIn account after you create it (even if you already have a job). It’s important to connect with clients, colleagues, industry peers and interesting people you meet at events. Shift your thinking from “what can I get out of my LinkedIn” to “what can I bring to the table?”

You don’t need constant contact to maintain good relationships. Instead, think in terms of steady, organic touchpoints. When you’re first requesting to connect with someone on LinkedIn, adding a personalized note helps you stay familiar and identifiable. After a meaningful conversation or event, sending a brief follow-up can go a long way. Then every few months, it’s helpful to check in. Telling someone that one of their recent posts resonated with you, asking how a project of theirs is going or sharing a quick update from your own world helps maintain momentum without feeling forced.

Ultimately, your network isn’t a list of contacts, but a compilation of conversations to be revisited as experiences are gained and shared. Over time, sincere interactions build trust. When you do reach out to others, they’ll know you value their insight, and you aren’t only coming out of the woodwork when you need a favor.

Posting

Now it’s time to expand from one-on-one conversations to sharing with a larger audience. Building your personal brand doesn’t mean you have to put yourself behind glass. Sharing your story, passions and interests helps shape your identity to those who value your perspective.

• Don’t limit your post to career updates. Writing a thought piece can help you stay connected with, and even impact, your industry.
• Use personal stories. They make your insights more relatable and engaging, and the themes you return to signal what you stand for.
• Mix your formats. Take advantage of LinkedIn’s different content types: text posts, images, videos and documents.
• Share what resonates with you. Reposting articles, opinions or resources you find insightful creates a holistic picture of your expertise and values.
• Tag people and organizations. It increases your reach and encourages meaningful conversation.

You don’t have to be a blogger to write a great post that will resonate with others. Most people skim content anyway, so consistent, original posts stand out. You’re an expert in your field, and what seems obvious to you may be fascinating to others.

Finally, LinkedIn’s algorithm now prioritizes personal posts over company-page content, especially when posts generate engagement from users outside your organization. It’s a push to spark genuine connection and conversation, which aligns perfectly with building your personal brand the right way.

Conclusion

Think of LinkedIn as a dynamic, living asset that reflects your own life. Not a stagnant, stuffy playground for profiles competing in the Office Olympics.

It’s not impersonal to have a bit of strategy behind your online presence. In fact, being intentional is the best way to make sure that when people look at your profile, they truly are looking at you!

About the author:

Paris brings poetry & song to products & services, helping each brand find (or refine) their own beat. At least that’s what she answers with when asked, “So, what does a copywriter even do?” When she’s not scribbling in her notebook, this Case Western Reserve University graduate can be found filling her apartment with arpeggios or running rings around the nearest eight-lane track.