(for people who’d rather gouge their eyes out than talk about themselves online)
Let’s be honest – most people don’t love putting themselves out there on LinkedIn.
Sure, there are the unicorns: daily posters with polished insights, perfect headshots, and terrifyingly consistent engagement. Good for them.
But for most leaders, founders, consultants, and humans with even a shred of self-awareness, the idea of showing up on LinkedIn feels… awkward. At best. Cringe worthy at worst.
And yet – we all know we should be doing it.
Why? Because people don’t Google you anymore. They LinkedIn you. And what they see there either builds your credibility, or quietly erodes it.
So, you’ve got two options:
1. Do absolutely nothing.
Sure, you could keep hiding behind a grey profile pic and a job title from 2018. If flying under the radar forever is the goal, congrats – you’re nailing it.
2. Show up anyway – even if it feels weird.
This article is for people in Camp 2. The ones who want to build their personal brand without becoming a full-time content creator. The ones who know their LinkedIn could use a glow-up but don’t know where to start.
Let’s fix that.
Start with Your Profile. Not Your Posts.
Before you post a single word, fix your digital first impression. If your LinkedIn profile looks like a leftover résumé, you’re leaving trust, credibility, and business opportunities on the table.
Here’s how to jack it up:
Your headline is not your job title.
It’s your positioning statement. Who you help, how you help them, and why it matters.
Think less: “Founder | Consultant | Speaker”
Think more: “Helping businesses clarify their story so they can grow with less guesswork.”
Your about section isn’t a bio – it’s a pitch.
Write it like you’re explaining what you do to a smart stranger over coffee. Use clear language. Talk about the problems you solve. Include a call to action. No jargon. No fluff.
Your featured section is prime real estate.
Use it. Link to your best content, your offers, your media coverage, or even a simple PDF that explains how to work with you.
Remember: most people will not scroll down. Your credibility has to be front-loaded.
Imposter Syndrome Isn’t a Sign You’re Wrong. It’s a Sign You’re Aware.
One of the biggest blockers? The mental loop that says: “Who do I think I am to post this?”
You imagine old colleagues rolling their eyes. You picture friends screenshotting your post to group chats.
Here’s the truth: Most people won’t think that at all.
Most will see you showing up and think, “Damn, I wish I had the guts to do that.”
And if someone does think negatively about you for sharing what you know? That says more about them than you.
Batch Your Content. Because Willpower Is a Scam.
Posting on a whim is a fast track to ghost town.
Instead, carve out two hours a month. Write 4–8 short posts. Schedule them. Then forget about it.
This removes the “what should I say today?” panic and lets you show up consistently -even when life gets chaotic.
Pro tip: If you’re struggling to write posts, try answering real client questions or turning your old emails, proposals, or Slack messages into content. You’re probably more insightful than you realise -you’re just not packaging it.
Don’t Just Post for the Algorithm. Post for the Long Game.
Sure, LinkedIn can drive leads, referrals, and dream clients. But if that’s your only motivation, you’ll burn out when the likes are low.
So set a personal challenge instead:
- “I’ll post twice a week for 3 months.”
- “I’ll message 5 new connections after every post.”
- “I’ll record myself talking through one idea a week.”
Make it about growth, not just metrics.
Because personal branding isn’t just about getting seen. It’s about getting known—for something that actually matters.
You Are Worth Showing Up For.
Building a brand on LinkedIn doesn’t mean becoming a thought leader or a “voice” in your industry.
It just means being visible. Being useful. And being real enough that people remember you when it counts.
So no, you don’t have to love it. You just have to start.
And if you want help sharpening your bio, fixing your positioning, or building a strategy that doesn’t make you want to crawl into a bin – well, you know where to find us.