When it comes to personal branding on LinkedIn, there is a common misconception that you have to choose between being a corporate robot or sharing deep, personal secrets. The truth is that the most successful voices on the platform find a middle ground.
There’s a trend of people posting sob stories and blatant engagement bait on LinkedIn.
It works in the short term, but it’s not the kind of personal content you should be aiming for.
In the long run it damages your credibility.
Let’s shift the way we think about personal content. It doesn’t mean pimping out your kids or posting your lunch.
The “Professionally Personal” Approach to Personal Branding on LinkedIn
The sweet spot is content that’s professionally personal.
Not slick marketing content you’ve carefully crafted, but simple observations.
What you’re up to. What you think about what’s happening in your industry. Not heavy duty thought leadership, more like short notes. The kind of quick conversation you’d have with someone in person.
If you go to a conference, share that you went and some highlights.
It doesn’t need to be preachy or have any major lessons. Just your thoughts and reflections.
This kind of content is more like the quick conversation you’d have with someone in person. It should be a core part of your wider LinkedIn engagement strategy, helping you build familiarity before you ever ask for a meeting.
Why Human Imagery Wins in Personal Branding on LinkedIn
You’ve probably noticed that selfies and real photos tend to outperform graphics and stock imagery.
This isn’t the algorithm favouring personal content.
It’s human nature.
We’re wired for connection.
When we see imagery that looks “real” we’re drawn to it. It triggers curiosity.
A face in a photo stops the scroll because our brains are built to pay attention to other humans.
Stock photos and overly designed graphics don’t have that effect.
They feel like marketing, and people scroll past marketing.
This is a proven principle of digital marketing; as explained in this analysis of why real images are better than stock photos, original photography establishes a level of authenticity and brand trust that generic imagery simply cannot replicate.
Finding the Balance: Personal vs. Business Content
You don’t need to choose between personal and business content.
The best approach is a mix.
Share your observations and experiences.
Show the human behind the business.
But stay relevant to your audience and your expertise.
Personal content that has nothing to do with what you do won’t help you attract the right people.
Professionally personal means being human while staying on topic.
TL;DR
Personal content works well on LinkedIn, but not the sob stories and engagement bait you see everywhere.
Aim for professionally personal.
Simple observations, thoughts on your industry, quick reflections.
The stuff you’d say in a real conversation.
Human imagery outperforms stock photos because we’re wired to connect with real people.
You don’t need to choose between personal and business.
Blend both, stay relevant, and be human.