I was honored (and excited) to be invited to LinkedIn’s mastermind class, an invite-only training program for select professionals who are active on the platform. It was filled with behind-the-scenes insights on how to use LinkedIn more strategically, what the algorithm actually favors and the posting habits that help you build visibility, credibility and meaningful relationships.

It confirmed a lot of what I already do and more importantly, it gave me new ideas to refine and share. This blog post is my personal recap and cheat sheet for anyone who wants to show up more consistently and effectively on LinkedIn (without making it your full-time job).

Here’s what I learned from the LinkedIn mastermind, and how you can apply it to your LinkedIn strategy.

Treat LinkedIn Like a Weekly Business Development Habit

What I’ve learned is that success on LinkedIn isn’t about posting constantly. It’s about showing up regularly with valuable content so that the right people see you, get a sense of what you do and remember you when it matters. You don’t need to post every day, but you do need to be consistent if you want to stay top of mind with people who can refer work, collaborate or open doors.

LinkedIn suggests posting one to four times a week. For me, two to three feels right. I used to post more, but I’ve pulled back a bit. Part of it is time, and part of it is realizing that showing up with intention matters more than frequency. I’d rather post when I have something to say than post just to stay visible.

Try this: Add a recurring calendar block for 15 minutes once or twice a week. Use that time to post, respond to comments, check your messages and engage with 3 to 5 people in your network.

Example: I recently reshared a colleague’s article with a personal note about how their insights applied to a challenge many clients face. It took five minutes to write but got solid engagement and sparked two sidebar conversations with connections I hadn’t spoken to in a while.

Format and Timing Matter (But Not As Much As You Think)

Yes, timing helps. LinkedIn’s data shows that posts between 8am to 10am (in your audience’s time zone) tend to perform best. But content quality, clarity and consistency matter more. Make sure your post is readable. That means:

  • One idea per post
  • Short paragraphs (but not just one line which LinkedIn says can be seen as spammy)
  • No font generators or graphics with lots of small text
  • No walls of hashtags (2–3 is ideal)

Try this: Start your post with a strong line that pulls people in such as a question, a bold statement or a personal story. Don’t waste the first line on “excited to share” or disclaimers.

Example: Instead of “Here’s a quick recap of the panel I spoke on,” I started a post with, “You don’t need to be the loudest voice in the room to lead.” That line drove people to keep reading, and the post ended up being one of my most shared this year.

Use a Mix of Content Types on LinkedIn

LinkedIn recommends balancing growth and engagement strategies. That means some posts are meant to attract new people to your network, while others are for building deeper relationships with those already in it. Here are a few that work well according to LinkedIn:

Growth Strategies:

  • Teach Me Posts: Share something helpful such as tips, lessons learned, mistakes you’ve made or tools you use. These posts perform well because they offer value with no strings attached.
  • Industry Commentary: Give your take on news, trends or shifts in your industry. Add context others might not have. It positions you as someone who pays attention.

Example: I wrote a post on how to follow up after conferences in a way that actually feels natural and effective. It was short, practical and ended up getting reshared by marketers, recruiters and lawyers, proof that simple tips can go a long way.

LinkedIn Engagement Strategies

Behind the Scenes Posts: Share photos from an event, client appreciation dinner or panel, but don’t stop at the basics. Skip the usual who, what, when and where recap and focus on the why. What did the event mean to you? What did you take away from it? That’s what makes people stop scrolling.

Some ways to take these posts further:

  • Talk about the purpose behind the event and why you showed up
  • Highlight a meaningful conversation or a person who made an impression on you
  • Share what it was like to bring together people who haven’t seen each other in years
  • Reflect on how the event ties into the bigger picture of your work or values
  • Mention something unexpected that happened or what you’d do differently next time

These posts let your network see how you think, how you build relationships and what matters to you.

Reflections That Spark Conversations: These are softer posts, like what you’ve learned from a mentor or how a specific moment in your career shaped you. They may get fewer likes, but they usually lead to better conversations and stronger connections.

Here are a few ideas to try:

  • What you learned from a mistake and how it changed your approach
  • A lesson from someone you admire that still sticks with you
  • A time when you advocated for yourself and why it mattered
  • A reflection on how your role has evolved and what you’ve learned along the way
  • What mentorship means to you or how someone helped you at a turning point

Example: I once shared a post about what it meant to be a mentor to younger women in the industry. It didn’t get huge numbers, but it led to a speaking invite and personal messages from women who were earlier in their careers. That kind of impact matters more than metrics.

Don’t Overthink It!

One of the most helpful takeaways from the LinkedIn mastermind program was this: You don’t need to overthink your content. You don’t need the perfect hook, a professional photo, or hours of editing. The posts that resonate the most are usually the ones that feel the most human.

People connect with people. Not overly polished language. Not overly curated messaging. Just real thoughts, shared consistently.

You’re allowed to have a personality. You’re allowed to be conversational. And you absolutely don’t need a huge win to have something worth saying.

Here’s something to try: The next time something happens at work that gets your attention such as a client question, a challenge you helped solve, a moment that made you feel proud, make sure to write it down or dictate it into the Notes section of your phone. That’s a post!

Then take it a step further:

  • Add your perspective or what it made you think about
  • Share something others might find helpful or interesting
  • Invite a few people in your network to share their own take
  • Don’t over-edit it. Write like you talk. Keep it clear and useful

Here’s an example I love to share: A lawyer I know posted about a deal that took an unexpected turn and what it taught him about staying prepared. It wasn’t long or overdone. Just thoughtful, honest and helpful. He told me it only took him 15 minutes to write. It sparked comments from clients, reconnected him with people he hadn’t spoken to in months, and made him more visible to the right audience.

That’s the goal. Not perfection. Just showing up in a way that feels like you.

Engage Thoughtfully (This Is Where Relationships Are Built)

Posting is only one part of your LinkedIn strategy. What often matters just as much is how you engage with others. Thoughtful comments, reactions and follow-ups are where real relationship-building happens. They also help you stay visible in the right circles without feeling like you’re constantly self-promoting.

When you take a moment to add something meaningful to a conversation, two things happen:

  • You show up in that person’s network feed
  • You strengthen your connection with them

Here’s how to make engagement part of your weekly routine:

  1. Identify three to five people in your network or industry to whom you want to stay connected.
  2. Follow them by clicking the bell icon on their profile so you’ll know when they post.
  3. Like their content and leave a thoughtful comment that adds value or perspective.
  4. If it feels natural, follow up with a message to keep the conversation going.
  5. Do this weekly to stay visible, build trust and open the door to new opportunities.

Here’s an example. I commented on a GC’s post about leadership and shared a quick story about a lawyer I admired. It was a short comment, but it struck a chord. A week later, the GC reached out to ask if I’d be open to having them speak at one of our events. That never would have happened if I had just liked the post and kept scrolling.

The takeaway? Thoughtful engagement takes less than a minute but can lead to real opportunities when you treat it like a habit, not an afterthought.

Make Your LinkedIn Profile Work for You

If someone clicks on your LinkedIn profile after seeing your post, what impression will they get?

Your profile doesn’t need to be overworked, but it should be thoughtful and clear. It should reflect what you do, who you help and how someone can get to know you better. When someone comes across your content and clicks on your name, your profile is where they’ll go to learn more. It’s your chance to make that first impression count.

At a minimum, your LinkedIn profile should answer these three things right away:

  • Who you help
  • What you do
  • Why someone would want to speak with you or learn more about your work

Too many professionals post regularly but forget to update their profile. That’s a missed opportunity. If your headline is just your title and your About section is a block of jargon, it’s not working as hard as it should be.

Here’s how to fix that and make your LinkedIn profile stronger without turning it into a second resume:

  1. Update your headline: Your headline follows you everywhere on LinkedIn. It shows up in searches, comments and connection requests. Instead of just listing your job title, add a short line about who you work with or what kind of matters you focus on. This gives context and helps you stand out. For example: “Private equity lawyer focused on founder-led deals” or “Marketing strategist helping law firms grow through content and LinkedIn” These are clear and specific and they help the right people find you.
  2. Rewrite your About section: This section is one of the most overlooked parts of LinkedIn. It’s not your resume and it’s not your full bio. It should tell a short story about how you work, with whom who you work and what you bring to the table. Keep it easy to read. Write in the first person. Give people a reason to want to connect. You don’t need to list every detail of your experience. Just focus on what someone should know about you if they are considering hiring you, referring you or asking you to speak.
  3. Include contact information: Make it easy for someone to reach you even if you’re not connected. You can add your email address at the end of your About section. If you’re comfortable including a Calendly or website link, add that too.
  4. Use your Featured section strategically: This is a great place to show your work without having to say, “Look at me.” Pin a link to your blog or podcast, a recent article, a client-facing piece, a podcast appearance or a post that got good engagement. Keep this section current and aligned with the kind of work for which you want to be known.
  5. Review your photo and banner image: Review your photo and banner image. Your headshot should be recent, clear and reflect how you show up professionally. If it’s blurry or outdated, it’s time for a new one. Your banner is one of the first things people see when they visit your profile, and it’s a chance to show what you do and how to reach you. Include your logo, your contact info and a short line about your role or focus. It should look clean and consistent with the rest of your profile.

I made one small change to my headline by adding a client-facing line: “Helping lawyers and law firms grow through content and connection.” Almost immediately, I saw more relevant connection requests. People knew what I did and with whom I worked, which made it easier to start conversations.

Your LinkedIn profile doesn’t need to say everything. But it should say enough to give someone a reason to want to connect, learn more or start a conversation with you. And most importantly, it should sound like you.

Give More Than You Ask

This applies to both what you post on LinkedIn and how you interact with others. If your activity on LinkedIn only centers around celebrating your own wins or asking for help, people will notice. One sided interactions won’t lead to meaningful relationships (or new business).

The best results on LinkedIn often come from showing up for other people first. That means sharing content that isn’t yours, celebrating the success of others and making helpful introductions without expecting anything in return. When you do this consistently, people begin to see you as thoughtful, well-connected and someone with whom they want to work.

There’s no need to overengineer your presence on LinkedIn. You’re not trying to impress everyone. The goal is to be consistent, helpful and real. When you consistently give more than you ask, people notice. And over time, that’s what builds trust, connection and the kind of relationships that lead to real opportunities.

Here are a few simple ways to give more than you ask on LinkedIn:

  1. Share someone else’s post and add a line or two that explains why it’s valuable
  2. Tag a client or colleague in a post to highlight something they did well, after getting their permission
  3. Congratulate people on their new roles or achievements in a way that feels personal
  4. Introduce two people who should know each other, especially when there is a clear reason
  5. Leave thoughtful comments on other people’s posts without expecting anything in return

I once tagged a client in a post about an award they won, with their permission. I shared a short note about their work and why the recognition was well deserved. It gave them more visibility with their own colleagues and leadership, who saw the post and engaged with it. It was a small way to amplify their success, and it helped reinforce our relationship in the process.

When you give before you ask, people remember. It’s one of the simplest and most effective ways to build trust on LinkedIn.

How to Use LinkedIn Efficiently and Effectively

Most professionals, especially lawyers, don’t have extra time to spend scrolling LinkedIn. And the good news is you don’t need a lot of time for it to make a significant impact on the platform.

You don’t have to post every day or treat it like a full-time job. A few intentional minutes each week can go a long way. What matters most is consistency. If you can show up regularly in ways that feel natural to you, your efforts will add up over time. If you’re not sure where to begin, try this structure:

Each week:

  • Share one post. This could be a short reflection, a client-facing insight, a lesson from a matter or event, or something you’re noticing in your work.
  • Leave three thoughtful comments. Engage with posts from your network by adding your perspective, not just saying “great post.”
  • Reconnect with one person. Send a message to someone you haven’t spoken to recently. It could be a quick hello, a congratulations or a follow-up from something you saw them post.

Each month:

  • Look back at your activity. What types of posts felt easy to write? Which ones got responses or started conversations?
  • Update your Featured section with something recent. This could be a post, article, podcast appearance or announcement.
  • Check who’s viewed your profile. If someone interesting has stopped by, reach out with a note.

This takes less time than most people think. You don’t need to be perfect, but you do need to be present.

What to Post on LinkedIn When You’re Not Sure What to Say

A lot of professionals get stuck when it comes to LinkedIn because they don’t know what to post. But the truth is, you probably already have plenty to say, maybe you just haven’t thought about it that way yet. Here are a few types of posts that tend to work well and spark real engagement:

  • A lesson you learned from a client conversation or recent matter (no confidential details)
  • A question you get asked often, and your answer
  • A short recap of a webinar, CLE, or industry event and what stood out
  • A recent speaking engagement or article, and what you shared or learned
  • A career milestone or anniversary that made you reflect

And if you’re not ready to write your own posts yet, that’s fine. Start by commenting. Meaningful comments keep you visible and help you strengthen connections in a low-pressure way.

Example: One of my former clients, a lawyer who hadn’t used LinkedIn in years, started by posting twice a month. Nothing complicated. Just short reflections on his practice, articles he found interesting, and the kinds of questions his clients were asking. After six months of staying consistent, here’s what changed:

  • He was invited to speak at three industry events.
  • He developed new referral relationships from other lawyers who followed his content.
  • He started getting messages from contacts he hadn’t spoken with in years.
  • He said he finally felt clear about how he wanted to show up online and was more confident in how he talked about his work.

None of that came from chasing likes. It came from being present, helpful and consistent.

If You Take One Thing From This: You don’t need to spend hours on LinkedIn. You just need to spend a few focused minutes each week doing things that matter. Show up consistently. Engage with others. Share what you know. That’s how LinkedIn starts working for you.

What to do Next

You don’t have to be an influencer to make LinkedIn work for you. Most of the people who are doing well on the platform aren’t going viral or posting every day. They’re showing up consistently. They’re sharing helpful insights, commenting on what others are saying, and making an effort to stay connected. They’re using LinkedIn the way it was meant to be used, as a tool to build real relationships and stay top of mind. That’s what drives visibility, credibility and opportunity.

This mastermind class reminded me that LinkedIn is still about people. Real people, with real stories, solving real problems. That’s the kind of content that resonates, and that’s what I hope you take from this post.

Thank you again to the LinkedIn team for including me in such a practical program. It was a reminder that even small tweaks in how we show up online can lead to meaningful results offline.

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