Consistency beats frequency
Two good posts a week will outperform seven forced ones. As long as you can keep it up, you're onto a winner. And not every post has to be a masterpiece!
Make your own rules
The Anti-Framework
Framework
Straight from the Social Media Gremlin herself. There is no one right way to ‘do’ LinkedIn.
- 21k+ followers
- 2+ million impressions
- Brand Partnerships
- Creator of the Year Finalist
There is no secret ingredient...
it's just you
Going back to one of my favourite films, Kung Fu Panda (obviously). Everyone was expecting the Dragon Scroll to reveal some big secret, some magical answer that would make Po the Dragon Warrior. But when he opened it, there was nothing. Just his own reflection.
And it’s the same with people selling you personal branding frameworks and playbooks. Everyone’s looking for some big secret that’ll make them blow up on LinkedIn, when half the time, the answer is just to stop trying to follow someone else’s formula and figure out what works for YOU.
To make something special, you just have to believe it’s special!
01
I don't know
what to post
If I had a pound for every time I heard that, I'd be sitting on a yacht right now instead of trying to convince people that personal branding is worth doing.
02
I don't have
time to post
If you have time to scroll or make a cuppa, you have time to post.
Find your best time
Whether it's a specific day or a certain time that consistently gets the best results with your audience (and also fits in with your schedule), figure out what works and stick with it. There's no point posting at 7am because some LinkedIn guru said it's peak engagement time...they don't know you or your audience like you do.
The golden hour
Comment on 1st, 2nd and 3rd connection posts. Don't just put 'love this' and call it a day. If there's something that genuinely caught your attention, add your thoughts, share your experience or ask a question. And if you disagree, then SAY THAT.
Don't post for the sake of it
If you've got nothing to say today, say nothing. Nobody's keeping score. There's nothing wrong with taking a break if it's all getting a bit much. LinkedIn will still be there when you get back, promise.
03
I don't want to
sound silly
The more you sound like yourself, the less you sound like everyone else. A bit of personality goes a long way.
04
How to
Implement
No 90-day plan. Just a few habits that stick.
Find your content rhythm
Find whatever content format gets your personality across best, and what you can realistically keep up with. Image posts, carousels, videos, text-only, a mix of everything. There's room for all of it. Some people even post memes, so the bar for creativity is pretty wide.
Batch the thinking, not the posting
Draft ideas when you're inspired, post them when it makes sense to. That way you're never stuck for what to post.
Content for AI
So, LinkedIn appeared in 11% of AI responses across LLMs. Which means if AI visibility matters to you, LinkedIn probably deserves a bit more attention. LinkedIn themselves have suggested publishing one article a month and 3-5 posts a week. Now, that's a lot, so don't panic and start posting your breakfast, lunch and tea. Start with what you can manage consistently.
Religiously save time
Whether it's first thing in the morning, or something you do in a lunch break. Set aside a clear, uninterrupted time when you can post content and engage. Even if it's just 20 minutes, that is better than nothing!
05
Extra
Tips
The bits nobody puts in their framework.
Fix your profile first
Your headline doesn't have to be your job title. It's what you want people to know you for. Your profile picture from your wedding in 2017 probably isn't doing you any favours either. Update your About section, and maybe even chat to a designer about your banner, because your profile should be your landing page.
Use real photos
Your phone camera beats stock imagery every single time. People will tell you not to post selfies, but from my own experience, people recognise me at events because they know what I look like. Funny how that works. But if you're not comfortable posting selfies, try some candids of you at your desk, a photo of your view that day, or even a snap of your coffee.
Don't outsource human interaction
Please, please, PLEASE don't use an AI agent to do your LinkedIn engagement and sales outreach. It's so obvious and leaves a bad taste in your mouth. Some of my favourite connection request messages have been things like, "Hey, just wanted to connect with a fellow diva."
Ignore the numbers
People can get so wrapped up in the metrics that they lose sight of what actually matters. Even if your post gets 2 likes, think of it like this. Imagine 2 people walking up to you in real life to tell you they liked what you had to say. That's pretty bloody cool if you ask me. I've had posts flop and still had people message me about them weeks later. The numbers don't always tell the full story, focus on why you started posting in the first place.
Rome wasn’t built in a day,
and neither is your personal brand
You wouldn’t quit the gym after 2 weeks because you haven’t got a six-pack yet. So why are you giving up on LinkedIn because a few posts haven’t performed?
Good things take time. Apply the same mindset to your personal brand as you do to your business. You’re a brand too, and you can’t expect results if you give up before people have had a chance to get to know you.
Instead of throwing in the towel, look at what you’ve learned, what’s resonating and what you could do differently.
Building a personal brand takes consistency, trust and time. Give it a chance to work.
And if you think you’ve been doing it long enough, give it another month.
Keep me handy
Grab the whole Anti-Framework as a PDF guide, for when you’re staring at a blank post.
Share me
Know someone stuck in the hook-and-carousel loop? Do them a favour.
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Keep these folks in mind
If yourself or your brand ever need support in branding, web, design or performance, keep these folks in mind.
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Jon
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Legend. Fourteen years in the industry and still coming up with incredible lightbulb moments.
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Performance Specialist | Social Lead
So smart you’ll want to steal him. (But you can’t.)
Fiona
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Words? They're her real superpower. She keeps the studio ticking over nicely, too.
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