LinkedIn can be a great way to grow your brand's reputation.
And when it comes to what to post on LinkedIn, the options are endless. And just like with other social media platforms, engaging content is the name of the game – these are the things that expand your reach to new audiences, and therefore new customers.
In this guide, we'll help you maximize your LinkedIn posts for profile growth. We suggest some different formats worth trying, and look at how to boost that all-important engagement.
In this article:
What to post on LinkedIn to encourage consistent engagement
If your LinkedIn presence feels a bit lacking, it's time to get creative. To help, we've put together some LinkedIn content ideas that'll help you connect with your audience and showcase your expertise.
Don't just stick to one or two post ideas – instead, mix it up with a few different formats. For example, you might have a couple of text-only posts where you focus on useful long-form content, and others where you share snappy infographics. You might even choose to run some LinkedIn ads, too.
Whatever you do, being able to create consistently engaging LinkedIn posts is the aim for everyone on the platform, whether they're posting as an individual or a business. And it's your job to cut through the noise.
1. Share industry insights and news
Sharing relevant industry updates is always a reliable go-to when it comes to LinkedIn posts. Remember, this is a business-focused social media site, so industry insights is what people want. And if you're sharing news, it should be relevant right now – not a few days old.
Anything about new trends, technologies, or regulatory changes tends to be useful and interesting to others. It's something that's genuinely worth sharing, especially because you wouldn't post it on other sites like X or Facebook. If you have an opinion, you could add your take on how these developments impact your sector.
If you can, it's also worth adding some eye-catching visuals like infographics or charts to make complex info easier to grasp. Tag influencers or companies mentioned in your post to increase reach.
If you're sharing a link to someone else's post or article, make sure you add a brief summary or include your unique perspective. This shows you’re not just passing along info, but actively engaging with it.
2. Showcase expertise through thought leadership articles
It might not be the first thing that comes to mind, but LinkedIn is actually an amazing blogging platform. It's a great place to write posts on career or industry topics that you know well.
An individual can position themself as a thought leader by sharing knowledge and experiences in the workplace. Freelancers and self-employed workers are particularly good at this. Businesses can post articles written by expert employees, to establish thought leadership within your company.
Either way, the brief remains the same. Aim to write helpful updates or explainers about things going on in your industry. Make complex issues easier to understand by breaking down the jargon and writing in your own voice. Content that's skimmable is more likely to be shared.
Include real-world examples (perhaps something from your own workplace) or case studies to illustrate your points. This is great for making things feel more relevant and real.
If you're looking for inspiration, there are plenty of social media marketing blogs out there that will give you an idea of trending topics.
3. Highlight company culture and team successes
If you're wondering what to post on LinkedIn as a business, you might consider giving a peek behind the scenes at your workplace.
Photos from team events or volunteer activities are great for humanizing your brand and attracting potential employees. Not only does this give an idea of company culture, it also allows jobseekers to visualize themselves being part of your team. Putting people first usually proves to be more engaging content than corporate posts that lack a human element.
You can also build trust and authenticity with LinkedIn audiences by sharing user-generated content from your employees. For example, you could celebrate team wins and individual achievements by reposting them on your company LinkedIn platform.
Employee promotions, work anniversaries, or successful projects all make great LinkedIn content. Posting these success stories on the company page boosts morale and shows you value your team.
4. Use customer success stories and testimonials
You can also create engaging LinkedIn posts by sharing how your products or services have helped real customers. Advertisers do this all the time as part of their digital marketing strategies, so why shouldn't you?
If you've got reviews, use your customers' own words to describe the benefits they've experienced. For example, maybe you could screenshot a few positive comments on social media, or use Canva to jazz up some genuine quotes from customers. Sharing the social proof can be more convincing than your own marketing claims.
Visual elements like customer photos or video testimonials can make these posts more engaging. For example, maybe customers are sharing positive product reviews on TikTok or showing your products in Instagram posts.
User generated content like this is perfect for sharing and can often boost engagement, but just make sure you get permission first.
If the posts come from an influencer or someone who has a public profile on LinkedIn, it's also a good idea to tag them to increase the post's reach and strengthen your relationship with them.
5. Post career advice and professional tips
Finally, let's look at a few LinkedIn content ideas that revolve around advice and guidance.
Now, this is one of those LinkedIn post ideas that works for both individuals and businesses. As a business, you could share tips for acing interviews or advice for those scouring the internet for job openings. You could also break down skills that are in high demand in your industry. This kind of stuff can be especially helpful for recent grads or those new to your field.
As an individual, you could share lessons and experiences from your own career journey, including mistakes you've made. This vulnerability can make your advice more relatable and trustworthy, and break up the monotony of the slightly-forced-feeling highlight reel.
Engaging LinkedIn post formats to try
LinkedIn offers several post formats to share updates with your audience. The idea is that using a variety of post formats will let you share information in creative ways. It should also make your page more attractive to other LinkedIn users, which is good for promoting engaging content and expanding your reach.
Let's explore some effective formats to make your posts stand out.
1. Visual carousels and infographics
Carousels and infographics are great for sharing complex ideas in a digestible format. You can use them to break down data, explain processes, or showcase multiple products.
To create a carousel, you'll need between three and ten related images or slides. Once you've uploaded those, you can add a catchy title to grab attention, and a bit of text on each slide. It's also a good idea to add a clear call-to-action at the end to turn that engagement into conversions.
Infographics generally work well for statistics, timelines, or step-by-step guides. They need to be quick to the point, simple, and visually appealing. You can use a tool like Canva to create content such as infographics, meaning even those without top design skills can post something that looks good.
2. Polls and interactive questions
Polls and questions encourage your audience to engage directly with your content. They're quick, easy to answer, and can provide valuable insights. Often, people participate because they really want to see the results
To create an effective poll, start with a question that's clear and specific. Offer between two and four distinct answer choices, then set a reasonable time limit (one to two weeks).
For thought-provoking questions, ask about industry trends or challenges. For bonus engagement points, invite people to share their experiences in the comments.
3. Host LinkedIn live sessions or webinars
Live sessions and webinars are an excellent way to connect with your audience in real-time and keep them engaged for longer.
They're perfect for product demos, Q&A sessions, or expert interviews. To host a successful live event, just choose a relevant topic for your audience and promote the event in advance.
Before you go live, prepare some talking points and visuals. Make sure there's an opportunity for viewers to ask questions, as this adds value and can help to encourage interaction.
You'll get an extra LinkedIn post out of this too, as you can follow up with a recorded version for those who missed the live event.
Just remember that short videos (under ten minutes) work well for LinkedIn since they're more likely to be watched and shared than longer content. If your webinar is longer, you could always clip it to create a few different follow up posts.
Tips for creating high-engagement LinkedIn posts
Some of the best LinkedIn content ideas can boost your visibility and grow your professional network, but this will only happen if you can create engaging content in the first place.
Here are a few tips to help you craft content that resonates with your audience and sparks meaningful interactions.
1. Craft compelling visuals and headlines
Eye-catching visuals and standout headlines are always a reliable way to grab attention in a crowded feed, and they often help drive engagement. A strong visual paired with an intriguing headline can dramatically boost click-through rates on your posts.
But this is only true if you use high-quality images or graphics that relate to your message. Text on images should also be minimal and easy to read.
For headlines, aim to keep it pretty short. In general, a short sentence that piques curiosity or offers clear value will be enough to reel people in.
If you're feeling fancy then you can even create your own custom graphics using free tools like Canva. These are great for making your LinkedIn posts feel a bit more polished and substantive.
Remember, carousel posts or infographics are brilliant for visual posts. And as with other social media platforms, video content tends to get high engagement.
And one small but important final tip – remember to optimize preview images when sharing links! Something as small as making sure the image is cropped correctly can make a huge difference to engagement.
2. Write conversational, relatable content
Generally, it's best to speak directly to your audience using "you", and keep a friendly tone in mind. Adding some personal stories and experiences can help long form content feel more relatable. Keep sentences short and paragraphs brief for easy reading. (Remember, most people will be scrolling on their phones!)
Ask questions to encourage comments. For example, if you're writing about productivity hacks, you could invite your network to share theirs. This gets others to comment, and produces genuinely engaging posts that people will read and interact with.
The trick is to keep post content that's relatable. Practical tips are great for this, as are actionable insights.
In short, focus on solving common problems in your industry. Avoid jargon and explain complex ideas simply.
3. Include clear calls-to-action
To get the most out of your LinkedIn posts, it's always a good idea to end with a specific next step for readers. This is known as a call-to-action (or CTA). Your CTA could be something like "comment below with your thoughts", or "check out the full article" (with a link). You could even invite personal interactions by saying, "connect with me to discuss further".
Whatever you choose, it's a good idea to make CTAs stand out visually with line breaks or emoji bullets. Test different phrasings to see what drives the most engagement.
Audience polls can also work as an interactive CTA. They're great for boosting comments and shares while gathering useful information about your network.
Tracking and optimizing LinkedIn post performance
Monitoring your LinkedIn posts helps you understand what works and what doesn't. By analyzing metrics and fine-tuning your approach, you'll be in a better position to come up with LinkedIn post ideas that are more likely to resonate with your audience.
Here's a bit more detail about what to look for in those metrics.
Analyze engagement metrics regularly
It's a good idea to check your LinkedIn post performance regularly, though you definitely don't need to do it after every single post.
Look at likes, comments, and shares to get a feeling for how well your content connects with readers. Pay attention to impressions and click-through rates too. These show how many people saw your post and took action.
LinkedIn's analytics tool is a good place to start and will give you valuable insights. It shows which posts perform best and when your audience is most active. You can use this data to plan or adjust your posting schedule.
Don't forget to track your follower growth. A steady increase means you're posting high quality content that people appreciate, and they're hoping to see more of it.
Experiment and adapt your content approach
Like we said earlier in our guide, try different post types to see what works best.
Mix up text, images, videos, and polls. Short, punchy posts often do well, but long form content and thoughtful text posts can also spark good discussions.
Analytics are especially great for working out your ideal posting time, so test posting at various times and days. The results might surprise you.
It's also a good idea to understand how the LinkedIn algorithm works, and keep on top of any changes in this department, to stay ahead of the game.
Frequently asked questions
LinkedIn is a well-known tool among professionals, students, and businesses, but that doesn't mean we all know exactly how it works.
With that in mind, let's clear up the answers to some common questions about making the most of every post on LinkedIn.
What types of content should students share on LinkedIn to enhance their professional profile?
For students, we recommend posting things like class projects, internship experiences, and volunteer work. You need to show why you're more employable than any other student.
You can post about skills you're learning or industry events you've attended. Use LinkedIn like a blog post and get creative. Sharing articles related to your field of study is also a great idea, and shows your interest and knowledge.
Can you give examples of engaging LinkedIn posts that have high visibility?
Great LinkedIn posts with personal stories or lessons learned often get high engagement, since they feel like credible authority. They can also give an interesting peek into someone else's professional journey.
Like other social media platforms, short video tips or infographics about trending topics tend to do well. You can even create native videos. However, just remember to focus on business or working practices when you post on LinkedIn.
Posts celebrating professional achievements or company wins also tend to get lots of views. Finally, questions that spark discussion tend to be a winner.
As a business, what kind of posts will help increase our brand's presence on LinkedIn?
If you're new to the platform, just start posting company news, product updates, and behind-the-scenes glimpses. These are all great for lead generation. Obviously, you'll want to shout about product launches too, but it's a good idea to mix these up with things like 'how to' guides and expert tips.
As well as posting your company's achievements, you can also give an idea of company culture and employee spotlights. Industry insights and thought leadership pieces help increase your brand's visibility, and position you as an expert.
Finally, customer success stories and case studies can also be spun into excellent content ideas.
What should professionals highlight in their LinkedIn posts when job searching?
Keep it simple and focus on your skills, professional achievements, and unique value. When you create LinkedIn content, it's best to focus on projects you've worked on or problems you've solved.
You could also share industry news you're following or skills you're developing. This shows you're willing to be part of the conversation, which is really important for prospective employees to see.
