How to Create a Personal LinkedIn Strategy That Gets You Noticed

With Lorraine K. Lee | Expert Series

The ICYMI series of trusted industry voices continues with Lorraine K. Lee, keynote speaker, former LinkedIn staffer, and author of the upcoming book Unforgettable Presence: Get Seen, Gain Influence, and Catapult Your Career.

When I asked in January, LinkedIn was the #1 platform you said you wanted to know more about — so, who better to deliver than the person who co-hosted the LinkedIn Creators Meet-Up at SXSW?! Use this to level up your own account or to pitch your boss on an increased presence on the platform!

LinkedIn has become our virtual watercooler, virtual landing page, and our ultimate virtual office. And while it’s certainly one of the best places to find a job, it’s no longer just a place to job hunt or update your resume once a year.

It’s become one of the most powerful platforms for building your reputation, expanding your network, and unlocking new opportunities.

And while I’m happy to see many more people are realizing this, there’s a roadblock I hear very often that stops them from taking full advantage of the platform.

“What should I post?”

If you have felt imposter syndrome or uncertainty about getting started on LinkedIn, you’re not alone. I was a founding editor at LinkedIn where my job was to create and post content, and I still felt that way. I’m excited to share what helped me so that you can get started with confidence and excitement, instead of uncertainty and worry.

Whether you’re trying to grow your own presence or convince your boss that they should be posting, the question is the same: How do I show up in a way that feels real, adds value, and doesn’t feel cringey or performative?

In this five-part guide, I’ll walk you through a practical approach to building your personal LinkedIn strategy — from picking the right types of posts, to building a habit, to growing your influence over time.

• Step 1: Stop Overthinking — And Start Posting

• Step 2: Use the 3-Category Content Mix

• Step 3: Don’t Try to Be The Ultimate Expert

• Step 4: Follow the 4E LinkedIn Posting Framework

• Step 5: Comments = Content

Let’s start with the hardest part: actually hitting “post.”

Step 1: Stop Overthinking — And Start Posting

If you’ve ever stared at the blinking cursor in a blank LinkedIn post window, any number of these thoughts may have run through your mind:

• What should I say?

• Is this interesting enough?

• What if no one engages?

• Will I sound smart?

And I don’t blame you—posting on LinkedIn can feel hard, even for experienced professionals. It’s tied to your professional brand—not just a casual caption. For us high-achieving perfectionists, it’s easy to get stuck trying to make every word perfect.

I know this because I’ve been there too. I was one of the founding editors at LinkedIn, and I spent years helping others tell their stories and grow their audiences—yet when it came time to share my own voice, it took me forever to hit that “post” button!

Ironically it wasn’t until I left LinkedIn that I realized: The best way to find your voice on LinkedIn is to start using it more often.

Your first few posts won’t be your best. And that’s okay. They’re your launchpad. You’ll learn what resonates, what you enjoy talking about, and what your audience wants more of—but only if you give yourself permission to show up, imperfectly.

Here’s what I recommend:

• Start by aiming for one post a month (when you set the bar low, you’ll be amazed how easy it is to soar past that goal.

• Don’t over-edit — publish when it’s 80% “good enough”; if it helps, find a friend or colleague to give your post a once-over to give you the reassurance that you need.

• Think of it as a way to help others by sharing your experiences and knowledge; you don’t need to identify as a “thought leader” or “content creator.”

Here’s what can happen when you give yourself permission to take that first step (all these things happened to me):

• You gain confidence in your voice and expertise off LinkedIn

• If you work for a company, you start getting recognized as a leader and tapped for new opportunities internally

• You get to build your career brand (aka personal brand) that sticks with you wherever you decide to take your career

We’ll talk about content categories and structure in the next steps, but first: give yourself permission to begin. Consistency builds confidence. And confidence will lead to a powerful LinkedIn presence.

Step 2: Use the 3-Category Content Mix

When you’re unsure what to post, this simple structure will keep your ideas flowing and your content balanced:

1. Personal

Share stories, reflections, and experiences that reveal who you are beyond your resume. These posts build connection and trust.

• Lessons you’ve learned the hard way

• Moments of failure or growth

• Behind-the-scenes snapshots of your daily work life

2. Educational

Teach something. Offer value. These are the posts where you give people a takeaway they can use.

• Tips, how-tos, or frameworks you use

• Industry insights or trends you’re watching

• Book or podcast takeaways, and your take on them

3. Professional

Share your take on news happening in your industry.

• Offer your perspective on a trending topic or update in your field

• Break down what a recent industry shift means for your role or company

• Reflect on how a new tool, trend, or decision is changing the way you work

This mix can help you figure out where you’d like to start (most people start in #2 or #3, then eventually move to #1 as they build their content muscle). Better yet—combine all 3!

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