The LinkedIn Police Can Do One

I got into a bit of a spat on LinkedIn the other day.

I posted something, can't even remember what it was about now, and within about twenty minutes the LinkedIn Police turned up. You know the type. The self-appointed content guardians who feel compelled to tell you why you shouldn't have posted what you posted.

"This isn't really appropriate for LinkedIn."

"Maybe keep this for Facebook?"

"I don't think this adds value to the platform."

Mate. Do one.

Who Made Them the Boss?

Here's what winds me up about the LinkedIn Police. They've decided that LinkedIn can only be used in one very specific way: sanitised, corporate, dull. The kind of content that gets three likes from your mum, your business partner, and that bloke you met at a networking event in 2019.

They want every post to be a case study wrapped in a humble brag dressed up as a "lesson learned." They want everyone to sound the same. Professional. Polished. Boring.

And when someone posts something that doesn't fit their narrow definition of "professional," they pile in.

Real People Win on LinkedIn

You know what actually works on LinkedIn? Being a real human being.

The posts that get engagement, real engagement, not just "great post 👏" comments from engagement pods, are the ones where people are honest. Where they share something that actually happened. Where they've got an opinion and aren't afraid to say it.

I've posted about having bad days. About cock-ups we've made. About things that wound me up. And those posts outperform the polished, professional ones every single time.

Because people connect with people, not with brands pretending to be thought leaders.

"But What Will Clients Think?"

This is the fear, right? That if you post something a bit real, a bit raw, a potential client might see it and think less of you.

In my experience, the opposite happens. Clients want to work with people they trust. And trust comes from authenticity, not from a perfectly curated LinkedIn profile.

I've had clients tell me they reached out specifically because of a post where I was honest about something. Not because of a case study. Not because of a list of services. Because I came across as a real person who gives a toss about their work.

My Approach (For What It's Worth)

I don't have a content strategy for LinkedIn. I don't plan posts a month in advance. I don't use templates or formulas.

I think about something that happened, something I noticed, something that wound me up or made me laugh. And I write about it. Usually in about ten minutes.

Sometimes it's business-related. Sometimes it's tangentially business-related. Sometimes it's about my weekend. And that's fine.

The common thread is that it's honest. It's me. And I reckon people can tell the difference between someone who's being genuine and someone who's performing.

Rules for Posting on LinkedIn (If You Want Them)

Say what you actually think. Don't worry about who might disagree. Keep it short. Nobody wants to read a dissertation. Have an opinion. Fence-sitting is boring. Be yourself. If you swear in real life, it's fine to swear on LinkedIn. Don't ask for engagement. If the post is good, people will engage. Don't feed the trolls. Or do, it depends on how much wine you've had.

The Real Point

LinkedIn is a tool. Use it however works for you and your business. Don't let someone with 300 connections and zero clients tell you how to use it.

Post the thing. Be yourself. And if the LinkedIn Police show up, tell them I sent you.