10 tips for building your personal brand on LinkedIn

‍

LinkedIn connects over 1 billion professionals worldwide. And is one of the fastest growing platforms, earning 5.18 to 7.78 million new members every month, which is roughly 2-3 new users per second.    

With statistics like that, it’s clear LinkedIn isn’t just a digital résumé anymore; it’s a living, breathing ecosystem of opportunity. Whether you're job hunting, growing your network, or becoming a thought leader in your industry, LinkedIn gives you a global stage.  

But where do you start? Here are 5 tips on how to build a personal brand that stands out on LinkedIn.  

1. Optimise your profile like a pro  

Your LinkedIn profile is often the first-place people check you out, so if you’re serious about building a personal brand that actually gets noticed (and opens doors), your profile needs to be clear, compelling, and intentionally put together.  

Filling in every section in detail will make you look polished and professional and will help anyone searching for support in your industry find you first.  

‍

2. Turn on creator mode

To optimise your profile for reach, activate Creator Mode in your dashboard. This allows you to access features like the “Follow” button (instead of “Connect”), a customisable Featured section, and the option to highlight up to five topics you post about.  

These topics (shown as hashtags) help LinkedIn understand your niche, so your content gets shown to the right people when you start posting content to build your personal brand.  

‍

3. Craft a hard-hitting headline  

Your headline is one of the first things people on LinkedIn notice about you. It shouldn’t just be your role; it should be your unique selling point (USP) and what you offer clients and customers in your industry.  

For example, say you’re a sales leader in B2B software, instead of “sales leader,” you’d say “Dedicated B2B software sales leader | Driving growth for SMEs globally | Expert in how tech enables ROI”.  This example shows off your niche and packs in several keywords from your industry, so anyone searching LinkedIn or even Google can find your profile more easily.  

‍

4. Pick a professional photo and banner  

Having a professional, high-quality, approachable headshot tailored to your audience will and pairing it with a banner image that supports your personal brand is best practice. Your banner could include a tagline, a visual of you speaking, or mention the key services you offer.

‍

5. Write a compelling ‘about me’ section  

Those first three lines of your About section are make or break, as that’s all most people will read unless you give them a reason to click “see more.”  

Start strong: Who do you help, how do you help them, and why does it matter? Then back it up with a few highlights, some personality, and a bit of warmth. Make it easy for someone to land on your profile and think, “Yep, this is someone I’d love to work with.”

‍

6. Make the most of your featured section

Don’t sleep on the Featured section, it’s one of the most powerful parts of your profile. Use it to spotlight content that shows what you do and why it matters: think standout posts, media coverage, lead magnets, podcast interviews, or links to your portfolio. Make it easy for people to quickly get a feel for your expertise and what you're about without having to scroll for miles.

‍

7. Build your network  

A standout profile is just the beginning. Your network is what gives your personal brand reach, relevance, and credibility. But growing it intentionally is where the magic happens.

Start by connecting with people you already know former colleagues, mentors, clients, collaborators, anyone who can vouch for your work and give your profile a sense of social proof. Once that foundation is set, shift your focus to strategic expansion.

Think:

• Industry peers you admire

• People creating content in your niche

• Founders, decision-makers, or potential clients in your target market

If you’re reaching out to someone you don’t know, always add a short, personalised note. Mention something specific, maybe a recent post they shared or a mutual interest. This increases your chances of a genuine connection and lays the groundwork for future collaboration or conversation.

Also, don’t overlook offline opportunities. Events, workshops, or even coffee chats can lead to high-quality connections. Make it a habit to follow up on LinkedIn within 24 hours while the conversation is still fresh, it’s a simple way to turn casual introductions into long-term connections.

‍

8. Share authentic content  

LinkedIn’s algorithm rewards authentic content that aligns with your profile, background, and expertise. Writing opinion posts, sharing thought leadership articles, and videos are all ways you can strengthen your position in your field and amplify your voice.  

Having a plan for what you want to share on LinkedIn and a distribution strategy is crucial, as it will help you stay consistent with your posting. Time can be a significant stumbling block that gets in the way of personal branding. So, if you need to bring on extra support, consider seeking out a personal branding agency.  

Consistency is better than frequency when it comes to posting on LinkedIn. In other words, posting twice a week consistently will take you further than showing up daily for a short burst and then disappearing.

High relevance also wins over creative visuals. Make sure your content is well-researched and delivered in the best format for your audience. Which leads us nicely to our next point: what content type should you share?  

According to a new report by Social Media Today, average video impressions have increased by 73%, with video views rising by 52%.  

The second highest was polls, but according to a different study, high-quality carousels offer 11.2 times more reach and infographics multiply visibility by 5.4 times.  

‍

9. Engage with your audience  

Building a personal brand isn’t just about what you post, it’s about how you show up for others. LinkedIn is a two-way platform, and the algorithm (and your audience) pay attention to how you engage.

Commenting on posts from people in your industry, especially those you want to build relationships with, boosts your visibility and shows you’re part of the conversation. Just make sure your comments add value. Even a short insight or thoughtful question can make you more memorable than the content you post.

‍

10. Make the most of LinkedIn’s tools  

LinkedIn’s primary purpose is to help professionals expand their professional network. Because of this, the platform has a number of features that often go unused.  

For example:  

LinkedIn Live: This is a tool for influencers to go live with their thoughts, either by themselves or with a host broadcasting their voice to the audience in real-time. Recent data reveals LinkedIn Live receives 24x more comments and 7x the reaction rate, so it’s well worth your time.  

• LinkedIn Events: Say you’re hosting a webinar or a podcast, LinkedIn has a tool that allows you to create or join professional events, helping you host meetups, podcasts, online workshops, and more.  

• Newsletters: Once you’ve built up a base of content, an excellent way to grow your personal brand on LinkedIn is by creating a content newsletter. Once you have subscribers (who you can invite using your connection list), they’ll get an email every time you post new content prompting them to go and check it out.  

• LinkedIn guest article contributions:  This is a relatively new feature that allows professionals to share insights on specific topics and questions within their area of expertise.  

‍

Final thoughts  

LinkedIn is an excellent tool for building your personal brand when used correctly. From creating a strong profile to posting timely, informative, and engaging content, being active on LinkedIn is a great way to establish yourself as a trusted expert, attract meaningful opportunities, and generate leads for your business.  

‍

Want your voice to stand out?  

AXD Agency is a leading sales & content marketing agency specialising in sales enablement and personal branding services. We help business leaders capture attention with impactful and high-quality content that positions you as a thought leader and the go-to expert in your industry.    

Your voice, our expertise  

To find out more, visit www.axd.agency or book a discovery call with our team.  

‍