LinkedIn has become the go-to platform for professionals looking to connect, share insights and grow their personal brand. But, like any professional space, there’s a right way and a wrong way to engage.

We’ve all seen those cringeworthy sales pitches or overly personal messages that make you wonder if the sender understands what LinkedIn is for.

To truly make the most of LinkedIn, it’s essential to follow some unspoken rules of etiquette that help you build authentic, lasting relationships. In this post, I’ll explore the do’s and don’ts that will help you network effectively without coming off as pushy or unprofessional.

1. Don’t Hard Sell: Build Relationships First

One of the biggest mistakes people make on LinkedIn is diving straight into the hard sell. Just because someone accepts your connection request doesn’t mean they’re ready to hire you, buy your product or sign up for your services. LinkedIn isn’t a cold-calling platform—it’s a professional networking space.

Your first interaction with a new connection should be about building rapport and offering value, not pitching your services. If you open with a sales message, it can come across as pushy and self-serving, which will likely turn people off.

Best Practice: Offer Value First: Instead of selling, focus on adding value to the conversation. Share relevant insights, comment on their posts, and engage with their content in a thoughtful way. This builds trust and establishes a foundation for future business discussions. You’re more likely to generate interest by showing your expertise and offering help without an agenda.

2. Personalize Your Connection Requests

One of the simplest yet most overlooked LinkedIn best practices is personalizing your connection requests. While it’s easy to click “Connect” and move on, some people are more likely to accept your request if they know why you’re reaching out.

Whether it’s a shared interest, mutual connection or common industry, make sure to mention it in your message. This shows that you’ve taken the time to learn about the person and that you’re genuinely interested in connecting, not just growing your network for the sake of numbers.

Best Practice: Always Personalize: A personalized request could be as simple as: “Hi [Name], I noticed we both work in [industry], and I’ve been following your posts on [specific topic]. I’d love to connect and share insights!”

This small effort makes a big difference in how your request is received.

3. Don’t Ask for a Date or Personal Favors

LinkedIn is a professional platform, not a dating site or a place to ask for personal favors. Unfortunately, some people still make the mistake of blurring these lines. Reaching out with romantic intentions or asking for help with personal matters is not only inappropriate but also damaging to your professional reputation.

Best Practice: Keep It Professional: Stick to professional conversations and focus on topics that are relevant to business or career growth. Even if you develop a friendly rapport with someone, maintain clear boundaries to ensure the relationship stays professional.

If you’re unsure whether a message or request is appropriate for LinkedIn, ask yourself, “Would I say this at a business event?” If the answer is no, then it’s best to avoid it.

4. Engage Thoughtfully: Don’t Just “Like” Posts—Add Value

It’s easy to mindlessly scroll through LinkedIn and “like” posts, but true engagement goes beyond this. Commenting on posts with thoughtful insights or asking meaningful questions fosters stronger connections. It shows you’re genuinely interested in the content and the person who posted it.

While likes can still provide visibility, comments start conversations. They provide opportunities for deeper interaction and relationship-building, especially with people you want to engage on a professional level.

Best Practice: Start a Dialogue: Instead of simply liking a post, take a moment to leave a comment. For example: “Great point, [Name]! I completely agree with your perspective on [topic]. In my experience, [add relevant insight]. I’d love to hear your thoughts on this as well!”

This keeps the conversation going and positions you as someone with valuable insights to contribute.

5. Don’t Overdo the Messaging

While LinkedIn messaging is a great way to reach out and engage with connections, it’s important not to overdo it. Sending frequent, unsolicited messages—especially sales pitches—can overwhelm your connections and make them less likely to engage with you.

This goes beyond just sales messages. Bombarding someone with follow-ups or unrelated content can come across as spammy and annoying. Instead, use messaging strategically and always ensure you have a reason for reaching out.

Best Practice: Respect Their Inbox: Limit your messages to thoughtful, timely outreach. If you’ve sent a message and haven’t received a reply, allow time before following up. Respect that people are busy and may need time to respond.

6. Follow Up, But Don’t Be Pushy

On LinkedIn, following up with contacts is crucial for building relationships, but there’s a fine line between being persistent and being pushy. If you’ve connected with someone after an event or meeting, it’s appropriate to follow up and continue the conversation. However, if you don’t hear back after a few attempts, it’s best to back off.

Best Practice: Be Patient and Polite: If someone hasn’t responded to your initial message, send a polite follow-up like: “Hi [Name], just wanted to follow up on my previous message to see if you had any thoughts on [topic]. I know you’re busy, so no rush—just wanted to check in!”

This keeps the tone friendly without being overly insistent.

7. Share Useful and Relevant Content

LinkedIn is a content-driven platform. Sharing valuable, relevant content is one of the best ways to build your professional brand and keep your network engaged. However, not all content is created equal. Avoid overly promotional or irrelevant posts. Instead, focus on articles, updates and insights that provide real value to your connections.

This could include industry news, thought leadership articles or even personal experiences that resonate with your audience. Sharing useful content helps you stay visible without coming across as overly self-promotional.

Best Practice: Curate Your Content Thoughtfully: Before posting, ask yourself:

  • Is this content useful for my network?
  • Does it align with my professional goals?
  • Will it spark meaningful engagement?

If the answer is yes, then it’s worth sharing. If not, consider refining your content strategy.

8. Avoid Controversial Topics

LinkedIn is not the place for heated political debates or personal rants. While it’s okay to share thought-provoking content, avoid diving into overly controversial topics that could alienate part of your network or damage your professional reputation.

Best Practice: Keep It Neutral: Focus on content that fosters professional growth and industry discussions. If you feel strongly about a topic, consider whether LinkedIn is the right platform to express those views. It’s always best to err on the side of professionalism.

9. Don’t Add People to Your Email List Without Permission

Another LinkedIn faux pas is adding connections to your email list without their consent. While it may seem like a good way to grow your newsletter or updates, it can come across as intrusive and spammy. Consent is key.

Best Practice: Ask First: If you’d like to add someone to your email list, ask for permission first. For example: “Hi [Name], I’d love to keep you updated with industry insights through my newsletter. Would you be interested in joining my list?”

This shows respect for their privacy and ensures they’re interested in receiving your content.

10. Use LinkedIn’s “Bell” Feature to Stay Updated

LinkedIn offers a handy “bell” feature that allows you to follow specific people and stay updated on their posts. This is a great tool for keeping track of key connections, industry leaders or clients without having to scroll through your feed.

Best Practice: Stay Engaged with Key Contacts: Follow people you want to engage with more consistently, and use the bell feature to receive notifications when they post. This helps you stay on top of important updates and engage in real-time.

LinkedIn is About Building Relationships, Not Transactions

Ultimately, LinkedIn is about building relationships, not quick transactions. Whether you’re connecting with potential clients, colleagues, or industry leaders, the key to success is to be thoughtful, respectful and authentic. By following these best practices, you’ll avoid common LinkedIn pitfalls and position yourself as a professional who adds value, builds trust and fosters meaningful connections.

LinkedIn networking is a marathon, not a sprint. So take the time to engage meaningfully, offer help before asking for anything in return and always keep it professional. Over time, this will help you build a strong, respected presence on the LinkedIn.

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