🎯 The LinkedIn playbook I wish I had when I started

Read time: 6 minutes.

Today, I’ll share reflections on my LinkedIn journey and what I’d do differently if I were starting today. At the end of this newsletter, you’ll find plenty of free resources to help you understand the platform (+ personal announcement).

Let’s start with a challenge almost everyone faces when building a personal brand:

Overcoming impostor syndrome

As a social media manager, you’d think I’d have my own online space to showcase who I am professionally. But for years, I didn’t. After starting to manage accounts for EU institutions, I stopped posting on my own profiles. Yep, the shoemaker walks barefoot!

Still, it always nagged at me.

I thought about starting a blog, creating an Instagram account, or building a website with my portfolio - you name it. Each idea ended with the same roadblock: I never felt “ready”.

But what really held me back was my impostor syndrome.

Some say impostor syndrome happens because we care. I think it happens when we don’t reflect enough on our situation. Now, whenever self-doubt hits me (yes, it still does!), I use those three grounding questions to guide me:

1. Am I qualified? (Yes, with over 10 years of experience in flagship EU social media teams, I know my stuff.)

2. Can I add value to the discussion? (Of course, my unique experience and personality give me a perspective to share that others don’t have. There’s no other Kasia. 😉)

3. What value can I add? (My unique take, insights and support.)

My impostor syndrome was blocking me from starting for months. That’s how we arrived at the first thing I would have done differently:

If you’re not ready to post your own content, start by leaving thoughtful comments on others’ posts. It’s a simple yet powerful way to show up and build confidence before publishing yourself.

In this video, you find a quick tutorial on using LinkedIn’s advanced search to find interesting people in your field.

Prepare for a marathon, not a sprint

Now, let’s set expectations: social media is a long game, and LinkedIn is no different. It’ll take months, not weeks, to see tangible results.

Look at my impressions from May 2022 to November 2024:

When I first started, my impressions were low. But here’s why those early months of low engagement were crucial for growth: I experimented, tried things, and looked for my voice and style.

Don’t expect LinkedIn to catapult your reputation or popularity overnight. You need to put in the time and consistently show up with quality content.

And because that’s a long game, your mindset is crucial.

Think of your “why”

Whatever you want to do, your “why” is always your ultimate motivator. It’ll help you when it’s not easy or convenient.

What is your purpose? What drives you and keeps you awake some nights?

It could start from any of these.

• What you know.

• What you’re skilled at.

• Where your expertise lies.

• What you’re passionate about.

• What you’ve learnt from your experiences.

• Something of value which you want to bring to others.

• Something you believe be deserving of people’s attention.

• What your mission is – something you want to bring about change in.

What is my purpose?

I looked back on my professional career in the EU institutions and realised I have much to share from my experiences and learning to help others build more thoughtful, intentional social media. That's my purpose, and LinkedIn is one of the tools I use to put it into practice.

Start small

You may ask me how to make the “first step” (aka the first post).

The critical question here is rather what you’ll do to show up regularly after making this first step. That’s why I encourage you to start small - with a minimum system that work for you and that you can commit to in the long term.

The system consists of your content pillars, your idea of consistency, and your content plan. Let’s go through those elements.

1. Your content pillars.

Consider 2 or 3 areas you’ll consistently cover with your content. Having them as your starting point makes it easier to stay focused.

Choose topics you’re truly passionate about (remember your “why”!), and sharing about them bring you joy.

Here, you can explore my guide to defining your content pillars.

2. Your idea of consistency.

Showing up consistently on LinkedIn is crucial. On one hand, you make friends with the algorithm. On the other, it takes time to get noticed and become memorable by people on the platform.

I used to publish five times a week for a short time. Today, I know that being consistent doesn't mean you have to push yourself to the limits.

Decide what works for you - once or twice a week is fine! - and stick with it.

3. Your content plan

You may say now, “Kasia, but I don’t know what to post.” Well, I feel for you. I remember spending so much time in front of the blank screen, thinking of what I could post.

My first advice is to start with text-only posts. LinkedIn is a rare social media platform where text posts can perform very well. That’s why it’s so friendly for non-creators and those who don’t have the time or resources to produce visual content.

Second advice: look for ideas in what you do. They’re already there - you need to train yourself to spot them and set up a system to capture them.

Here is how I do it.

My LinkedIn posts are usually bite-sized, focusing on one thought each time.

I have sharpened my radar for picking up simple ideas around me: in the content that I consume on social media, in podcasts, articles, industry news, and books, in questions that I am asked by colleagues and friends, and during the trainings I facilitate.

I look for ideas that help me write what I want to read as a social media manager to improve my work, learn new things, or understand what is happening in the industry - all necessary for more strategic and thoughtful social media (Do you remember my purpose?).

I collect those ideas in a Notion database. Notion lets me add new entries on the go, access them from any device, and browse them easily. If you prefer a notebook, it’s fine as well. Use tools that are natural for you.

I try to go through my ideas once a week. I pick 2 or 3 that resonate the most with me and be the most interesting for my audience and turn them into posts. I tend to schedule content in advance but leave room for spontaneous posts, too.

Once per month, I review what worked and what was engaging (and I also turned into content!). That information guides my approach to future posts.

Be bad first

Building your personal brand is a process. It's going to take a while to get better. I cringe when I look back at my first posts, but they were essential for getting me where I am now.

It takes time, so be patient and enjoy the ride!

💡 Resources

1. LinkedIn Strategy Roadmap - a simple one-pager to help you brainstorm different aspects of your presence on LinkedIn.

2. Does your LinkedIn profile make you look like an approachable human?

3. Practical guide from LinkedIn on how to optimise your profile for search.

4. Optimising your LinkedIn profile with SEO. This short, free course from Semrush help you find your keywords and optimise your profile for search.

5. LinkedIn's official page for guidance on creating valuable and engaging content. Daily tips, insights, webinars and a supportive community for every creator on LinkedIn.

6. LinkedIn hub for creators. Lots of tips, resources and best practices on creating content.

7. Build your voice on LinkedIn. A free course on how to create content.

8. How the LinkedIn algorithm works.

9. LinkedIn emotions map. This very handy phonographic can help you understand the emotions of LinkedIn users.

10. LinkedIn content recommendations: What to avoid.

👇 Before you go

I have some news for you: I’m launching my consultancy in social media and community building.

With my skills and experience under my belt, I am on a mission to help organisations and individuals build intentional social media strategies and communities that truly connect.

I’m currently building my portfolio of services, and I’d love to hear from you:

• What are your biggest social media struggles?

• What holds you back from investing in community building?

You can:

• reply directly to this email,

• send me a DM on LinkedIn,

• book a 30-minute call to chat.

Thanks for being part of this journey and trusting me with this space in your inbox.

Stay curious!
— Kasia