How to build your personal brand on LinkedIn

LinkedIn launched in 2003 to connect professionals worldwide. Today, with over 1 billion members, it’s a powerful tool to build your brand, make industry connections, and stay on top of trends.  LinkedIn is the place where you can establish yourself within the industry you specialise in, by building your personal brand you can create opportunities that benefit both your business and career. 

4 Steps to Building Your Personal Brand 

PROFILE 

Your profile is the first impression people have of you. Make sure it’s professional and reflects who you are.  

• Photo: Profiles with high-quality headshots get 14x more views, so invest in a good one. 

• Banner: Add a branded or custom banner to summarise what you do. 

• Headline: Use keywords, emojis, or a concise role description to grab attention. 

• Summary: Use your summary (2,000 characters) to showcase your skills, experience, and who you help. Make it easy to read and end with contact info. 

• Skills & Endorsements: Highlight your top skills and ask for endorsements from colleagues or clients. 

Tip: Use the Featured section to showcase articles, media, or projects you’re proud of. This boosts your profile and builds credibility. 

NETWORKING THAT COUNTS 

Connecting with the right people on LinkedIn expands your reach. When your connections engage with your content, it can reach their networks too. 

Aim for quality over quantity, connecting with those relevant to you and your business. 

Send personalised invites but avoid hard sales pitches in your requests—keep it friendly and professional. 

Grow your network gradually to keep it organic. 

BE AUTHENTIC 

Once you’re connected, build relationships. Skip the sales pitch; instead, start by finding common ground, commenting on their content, or asking their opinion on something relevant.  

Authenticity is key, and consistent follow-up goes a long way. 

CREATING CONTENT 

Only 1% of LinkedIn users actively post content—stand out by creating unique content  

Here are a few ideas to get you started: 

• Tell stories: Share a challenge you overcame, or a lesson learned. 

• Tips and insights: Post practical tips or insights relevant to your industry. 

• Resources: Recommend a book, event, or article that could benefit your network. 

Content doesn’t have to be complicated. A short article, a few slides, or a quick video can make a big impact. Keep visuals engaging and remember that most people watch videos on mute, so captions are key. 

The 4 C’s of LinkedIn Success 

To grow your brand, remember these 4 C’s: 

Connecting: Expand your network meaningfully. 

Content: Share engaging posts to build credibility. 

Consistency: Spend 15-30 minutes daily on LinkedIn for meaningful interactions. 

Conversations: Comment, message, and engage—real connections lead to real opportunities. 

Remember, building a LinkedIn presence takes time, consistency, and authenticity.