If you’re thinking of growing your personal brand on LinkedIn but feel overwhelmed or unsure where to begin, this article is for you.
Why?
Because 2.5 years ago, I was right where you are. I didn’t know if the effort would pay off or if LinkedIn was even worth my time.
But let me tell you — it’s been one of the best decisions I’ve made for my personal brand and online visibility. It has opened so many doors and opportunities for me.
Plus if I can do it, so can you. All the growth was organic, and I want to share my insights with you (including example posts).
Fast forward to today, and I’ve grown my network to over 28k followers and gained over 3.2 million impressions in the last 365 days — all by posting just three times a week.
Why I Started Posting on LinkedIn
LinkedIn wasn’t even on my radar until I started working as a recruiter. I only created a profile because I had to — it was the main tool for finding candidates. My activity was minimal back then: posting the occasional “New Job Alert” or liking a colleague’s similar posts.
Looking back, I missed a huge opportunity. I wasn’t using LinkedIn to engage, share insights, or build a personal brand. Instead, I was just another recruiter blending into the crowd.
Mistakes have been made my friends. 🤦♀️
Hitting Reset: Growing My Network
Three years ago, I left my job as an architectural recruiter and launched ArchJobs, an online platform for architectural professionals to advance their careers.
I thought it would be a good way to grow my personal brand and potentially get more eyes on my new website.
That’s when I committed to posting 3 times per week and I thought what’s the worst it could happen? I might learn new skills along the way and grow my network.
Seemed like a win-win situation to me.
At the time, I had just under 2k followers. It took time but some posts gained traction, even catching the attention of online publishers. They invited me to write articles, which helped solidify my online presence and credibility.
Ask Yourself These Questions Before You Start
Before you dive into content creation, take a moment to reflect:
- What’s your niche? (Mine is architecture)
- What do you feel comfortable talking about? (For me, it’s architectural careers)
- Who is your audience? (Mine includes architectural job seekers and practice owners)
- Why do you want to grow your network? Is it to increase visibility, establish thought leadership, or something else? (For me, it was to grow my personal brand and establish myself as a thought leader in the architectural space.)
- How much time can you invest? (I chose three posts per week — and trust me, it took almost my entire Sunday to write them. I was slow at first!)
- What’s your tone of voice? Funny, professional, casual? (Mine is approachable and a mix of casual and professional, but never rude or offensive.)
- Who are the other creators in your space? Follow and engage with them to learn what resonates.
After you answer these questions, it will help you to stay consistent and focused.
Tailor Your LinkedIn Profile: First Impressions Matter
Your LinkedIn profile is your online business card, portfolio, and pitch — all rolled into one. When someone clicks on your page, they need to understand who you are and what you’re all about within seconds. You want to make a strong first impression and turn visitors into followers, collaborators, or even clients.
Here’s how to tailor your profile for maximum impact:
1. Profile Image:
Choose a professional, high-quality photo that represents you authentically. Your photo is often the first thing people notice, so make it count.
2. Headline: More Than Just a Job Title
I’ve tweaked my headline more times than I can count. As my role and skills have evolved, I’ve ensured my headline is always up to date.
LinkedIn has opened so many doors for me, from getting published in magazines to raising awareness about the architectural industry, speaker events, podcasts, and most importantly, learning so much from my network along the way.
However, the best thing is that I found my love for writing, and I’m certain this would’ve never happened without this journey. Now I’m writing ‘Behind the Scenes’ articles on architectural practices, highlighting their company culture, professional development, their people, and the projects.
P.S. I’m currently trialling the LinkedIn Premium Sales Navigator feature to see if it works for me — so far, it’s still to be confirmed!
P.S.S. Please let me know if you have any questions. 😊
