It’s easy to spot them. Long, lifeless lists. Samey headlines. Vague advice, stuffed with hashtags. LinkedIn’s being flooded with what we can only describe as a tide of AI-generated crap – content that looks and sounds like it was poured from a machine, not crafted by a human.
And while the algorithm might momentarily smile on these posts, people don’t. The best LinkedIn performance still comes from being a person, not a prompt.
And we all need to stop it, otherwise we run the risk of losing our audiences and destroying engagement. People will ultimately stop using LinkedIn, meaning we’ve broken one of our most powerful marketing weapons. Now is a better time than any to use it better, smarter and more like a human.
What we’ve learned about influencing using LinkedIn
A while back, we ran an unscientific experiment using LinkedIn’s own Social Selling Index (SSI). The conclusion? Building a network, sharing ideas and engaging with others as people moved the needle far more than company posts. The buck lies on us as people behind the screen, not our AI friends and foes.
Don’t forget that LinkedIn is a network first and foremost
It’s tempting to treat LinkedIn like your own media channel. But if no one’s following, no one’s reading. Even the best-crafted post is invisible without a network to carry it. Which leads us to the bit everyone forgets…
Make connections
It’s not about chasing numbers. It’s about building credibility by association.
Second degree connections can significantly boost your acceptance rates, so that’s where you should start your efforts. After all, it’s always best to connect with people that you’re already familiar with, whether it be from your career, an event you’ve attended, etc.
They’re so beneficial that there is also no need to worry if you and your colleagues are all connecting with the same people, it all helps build trust.
When reaching out, personalise your invites by referencing a shared interest, a recent post, or something specific about their work, rather than just pushing your own agenda. It’s not just about trust, but also rapport.
And remember, the real value starts after the connection is made; a simple message like “Thanks for connecting, enjoyed your recent post on subject X” is often enough to start a meaningful conversation.
Make conversation
You’re not here to write essays. You’re here to connect.
When you’re chatting on LinkedIn, match the other person’s energy: if they’re brief, be brief; if they’re chatty, lean into the conversation.
Timing matters too, so be respectful of time zones and try to respond while the conversation’s still fresh. And whatever you do, don’t sound like a bot. If the person’s worth talking to, they’re worth 60 seconds of your time. Sound like you mean it.
Post content that matters
Yes, content is important, but only if it feels like it came from a real person. What cuts through the AI-generated fog are human angles: reflections, lessons learned the hard way, even the occasional mistake. These moments show that you’re thinking, not just broadcasting. They also reveal what you care about. Whether it’s improving processes, mentoring others, or pushing for better outcomes in your sector, when you share what motivates you professionally, it resonates. That’s where authenticity lives.
Structure plays a part too. Lead with the hook, and let the detail come after the “see more” click. Don’t bury the good bit. And if the good bit is a question you’ve been turning over, a tricky lesson, or something that challenged your thinking, all the better. People engage with people who are working things out in public, not those pretending they’ve already got it all solved. That human touch, showing curiosity or vulnerability with clarity, builds empathy, not just engagement.
If a fresh post isn’t your bag, you might prefer to reshare someone else’s – but don’t just pass it on, add your take or your insight. Commentary beats curation every time. What did it make you think? What’s your experience?
Even a single sentence can show you’re not just cheerleading, you’re contributing. That’s what builds your voice and credibility.
And don’t underestimate the power of visuals. Polls, carousels, PDFs, screenshots, or a relevant selfie (yes, they have their place) all help stop the scroll. But only if they feel real. A phone snap from a conference you cared about, a behind-the-scenes moment from a project you were proud of, a workshop takeaway others might benefit from. Not everything needs to be pixel perfect. What matters more is whether it reflects a moment that mattered to you, professionally.
When you connect over professional causes, when you show what matters to you in your work, it always lands better. Because if it matters to you, chances are it matters to someone else too.
And no, LinkedIn isn’t the place for baby announcements or holiday snaps – that’s what Instagram or Facebook is for (depending on your age!).
The golden rule? Write like you’re talking to someone smart, but busy. The average person isn’t spending hours scrolling their LinkedIn feed, it’s a matter of minutes during their morning commute.
And don’t forget the most underrated strategy of all: reciprocity.
Your network is watching. Not in a spooky way, but in the sense that generosity is noticed – helping others builds connections in ways you can’t plan for but will be amazed by.
Write recommendations for those looking for work. Share helpful suggestions for people choosing new martech or searching for a specialist partner. Congratulate old colleagues, clients or contacts on new roles, or current ones on professional milestones. Recommend people for an open role. These small public acts of kindness have a long shelf life. People will always remember who showed up for them.
You don’t need to be loud. Just useful, thoughtful, and human. That’s what gets remembered. That’s what opens doors.