originally posted to www.carnsight.com

With over one billion users, it’s safe to say LinkedIn has made its mark. Currently, it’s the most social it has ever been, with a clear shift towards personal storytelling and community-building.  

It’s not just a place for job announcements anymore, and a lot of people can see the opportunity in that. Networks are easier to build, peers are easier to find, and relationships can be made with no geographical restrictions.  

When it comes to putting yourself out there, authenticity still needs to balance professionalism. And whilst showing your personality can be powerful for your brand, crossing boundaries (whether virtual or not) will only harm it.  

Here’s some things to keep in mind: 

Building trust

The content you’d post on Instagram won’t be the same as your LinkedIn channel. That being said, there is an increasing overlap.  

Personal content ultimately builds trust in the brand, by showcasing the thoughts and opinions of the person behind the product or service. It can be an opportunity for relatability, whether it’s celebrating a proud win or sharing a difficult setback.  

A lot of people also see LinkedIn as a place for motivation, a source of inspiring career journeys that can open doors for people just starting out. Sharing honest insights and even vulnerabilities can make your profile more engaging. And if you’re consistent, you can build a familiarity with people that will drive much more engagement than novelty. 

Your career journey is unique, so don’t assume people don’t want to hear about it! 

Getting attention

Being more personal can get you attention, but it’s important it’s for the right reasons. Some people have built brands on controversy, and have an already established reputation for tiptoeing on the line. But if that’s not what you’re known for, it’s best to stay away from that line.  

This doesn’t mean you have to censor yourself or withhold your viewpoints, but it’s worth asking: “is this content uniting or divisive?” If you’re trying to build a real, professional community, controversy won’t help you. Increasingly, consumers are adopting value-led behaviours, and controversy can get you alienated from potential clients.  

Keeping it balanced

It’s great to hear more founder stories and see the personality behind the brand, but it’s still important to keep it balanced. Whilst Instagram prioritises entertainment, LinkedIn still needs to feel educational (and TikTok is another form of brainrot entirely).  

It’s only been recently that LinkedIn has become a place for celebrating achievements outside of a professional context. Completing your first marathon, announcing your engagement and even your dog’s birthday party have all become LinkedIn-worthy posts. But if it becomes solely personal, people may forget what service you’re even supposed to be selling.  

It’s not about perfection, as Leigh-Ann can tell you. It’s about encouraging a familiarity with people, along with professionalism. This doesn’t mean trying to force a learning point into a personal story (see examples), or relying on shock value to deliver your message. 

Sharing vulnerabilities in a professional context (eg burnout, redundancy, workplace anxiety) can drive engagement, because these scenarios are relatable and can apply to so many people at work. But ultimately, you don’t have to be vulnerable all the time, or at all! Through trial and error, you can learn how your posts resonate, and what your audience needs to feel like they’ve received value.  

The question “how personal is too personal?” is down to you and what you’re comfortable posting. You don’t have to be overly emotive, vulnerable, and (definitely not!) controversial. There’s no pressure to overshare, and it may be as easy as adding one extra post a week. Or, swapping out generic graphics for personal images and team photos. However you do it, be authentic, professional and show the value of each post.  

For more social media tips, have a look at Alexandra’s blog on Instagram hashtags.

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.