How to build your personal brand using LinkedIn

By: The Capella University Editorial Team

Reading Time: 3 minutes

When was the last time you visited your LinkedIn page?

What did you do when you were there? Did you update your job title or search for a new role?

If that sounds familiar, you’re not getting the most out of this powerful platform. With more than 1 billion members worldwide, LinkedIn has become much more than an online resume – it’s a prominent thought leadership publishing platform. More importantly, it can be your thought leadership publishing platform.

Your personal brand is your professional reputation: the skills, experience and expertise that colleagues and potential employers associate with you. On LinkedIn, make that reputation clear by using a current headline, a focused About section, relevant experience and posts that share useful insights for people in your field.

Here are four ways to start using LinkedIn as your personal thought leadership platform to build a personal brand that stands out.

Whip your profile into shape

Your LinkedIn profile gives potential employers, recruiters and professional contacts a quick view of your experience. Keep it current and complete so visitors can understand your work and qualifications.

• Profile picture: Use a current, professional headshot that clearly shows your face. Choose a photo that fits the professional context you’re looking for and keep casual or social photos for other platforms.
• Summary: Use LinkedIn’s About section to explain the work you do, your areas of expertise and the value you bring to an employer or client. Write in clear, specific language so visitors can quickly understand your qualifications and professional goals.
• Recommendations: Ask for and give recommendations. Nothing gives better color and perspective on your talents than personal references – and asking for one is a good reason to reach out to contacts you’ve been meaning to reconnect with.

Keep it professional

LinkedIn is a professional social networking tool, distinct from more casual platforms like Instagram or TikTok. The thought leadership content you develop on LinkedIn should stay professional and career oriented. It's not the place to recap a recent vacation or share what you’ve been binge-watching, and it’s not a platform for political commentary.

Know your platform

What are you an expert at? And what do you want to be known for? Those are the two fundamental questions to ask yourself before you start publishing thought leadership content. The last thing you want is to come across as scattered – trying to be knowledgeable about everything, or posting a mix of unrelated topics, is a sure way to get overlooked on LinkedIn. Identify three to five core themes (sometimes called pillars) you’re genuinely passionate and knowledgeable about. Stick to those themes and over time your connections and followers may start to associate you with them as an expert.

Make your content timely, interesting and actionable

Once you feel good about your personal platform, it’s time to start developing content – articles, Q&As, videos and more. Keep it brief: 700–800 words on the high side for articles and one to two minutes for videos. More importantly, make sure what you develop is relatable, digestible and genuinely useful to your audience. People reading thought leadership content on LinkedIn want more than information – they want to be inspired, and they want actionable advice they can use in their own careers. Be helpful and empowering, and people will come back for more.

When it comes to building your thought leadership platform, the key is simply to get started. There’s a whole world of professional contacts out there who want to hear what you have to say.