Maximizing LinkedIn: Building Personal & Corporate Brands in a Digital-First Era

Traditionally, LinkedIn has held the reputation of being the least "fun" of the social media networks—a place people visit more out of obligation than excitement. But as remote work continues to blur the lines between professional and personal life—and as other social media platforms experience shifts—this perception is changing.

Bloomberg recently even declared that "LinkedIn is cool now," and the platform's growth supports that claim: LinkedIn surpassed one billion users last year, with paid premium subscriptions up 55% year-over-year in late 2023.

Today, LinkedIn has evolved far beyond its roots as a basic networking site, becoming a genuine ecosystem—a space where personal and corporate brands are crafted, connections are established, and industry authority is built. At my firm, we’ve long been leveraging LinkedIn to deliver measurable results for our clients, yet it’s surprising how many businesses have yet to tap into the platform’s full potential.

LinkedIn is a crucial tool for brand building in today’s digital-first environment, and knowing how to leverage it is essential for success.

LinkedIn as a Platform for Personal Branding

Standing out on LinkedIn can seem intimidating, but even before generative AI, I noticed most content on the platform was bland enough to skip past—predictable from the first few words. The silver lining? This widespread sameness makes it easier for your voice to break through. When everything sounds alike, something unique draws attention.

Here’s what I advise clients: Approach your LinkedIn audience like you would in real-life interactions. At a conference or a casual gathering, you wouldn’t launch into a canned pitch about "pushing to the next level." Instead, you'd aim to connect, sharing how you really feel (within limits). At the heart of that connection—both in life and on LinkedIn—is authenticity.

Simply by working in your field, you’ve gained insights that are uniquely yours, even if you don’t always recognize it. You’ve also likely developed an instinct for the common business clichés that are all too familiar.

The key to building a distinctive presence on LinkedIn lies in sharing these unique insights shaped by your experiences, while ignoring the clichés. Master that, and you’ll be on your way to building an audience.

Enhancing Company Brands

LinkedIn is as beneficial for companies as it is for individuals. A strong brand profile can give your business an edge in recruitment by spotlighting what makes your organization unique. Again, the goal is to stand out with thought leadership and brand stories that genuinely reflect your company’s personality and values.

Consistency, of course, is crucial. I’ve seen countless brands invest time and money into campaigns, only to let their LinkedIn page languish afterward. While you don’t need to churn out content just to post, there’s a balance between quantity and quality. In my experience, recurring features can help provide enough structure to ensure steady output without limiting creativity.

For both personal and business profiles, paid media on LinkedIn can be highly effective, especially for targeting specific demographics. However, the option to amplify reach doesn’t negate the need to create genuinely engaging content. Ideally, promoted content should be strong enough to resonate organically—ensuring that any paid sponsorship maximizes its impact.

The growth potential from these strategies is simply unmatched on other platforms, which often limit brand visibility. With virtually the entire professional world on LinkedIn, the potential for meaningful connections is limitless when supported by a smart strategy.