Building Your Brand on LinkedIn - Why Posting Alone Isn’t Enough
Veronika Höller
Head of Demand Generation @Tresorit - Mentor | international Conference Speaker | Award Judge | Author
LinkedIn is no longer just a business networking site—it’s a content platform with its own algorithm that determines who gets seen and who stays in the shadows. Many people trying to build their brand on LinkedIn make a crucial mistake: they post regularly but do nothing else. No likes. No comments. No shares. And then they wonder why their posts barely get any reach.
The truth is: Posting alone won’t get you far if you’re not actively engaging with others. LinkedIn rewards interaction—if you only broadcast and never engage, you’ll remain invisible.
1. LinkedIn Is Not a Megaphone, It’s a Conversation
Many assume LinkedIn works like a digital billboard: you put up a post and wait for it to generate reach on its own. But that’s not how it works. LinkedIn favors content that sparks interactions. The algorithm doesn’t just look at how many likes and comments a post gets—it also evaluates how active the author is on the platform.
This means: If you’re not engaging with others, LinkedIn will see your content as less relevant and show it to only a small fraction of your network.
2. The LinkedIn Algorithm Loves Active Users
LinkedIn’s algorithm evaluates content based on an engagement score. Here’s what matters:
Early interactions: The more likes and comments your post gets in the first few hours, the more likely LinkedIn is to push it further.
Conversations, not monologues: If you reply to comments on your post, it boosts your content’s visibility.
Active networking: The more you comment and like other people’s content, the more LinkedIn will expose your own posts—not just in your followers’ feeds, but also to those who see your comments.
Content relevance: LinkedIn tracks whom you interact with frequently and prioritizes showing your posts to those people.
In short: If you engage, you’ll be seen. If you only post and do nothing else, you’re wasting your potential.
3. Why Organic Reach Is Harder to Get Than Ever
A few years ago, it was relatively easy to go viral with a strong post. Today, it’s much more difficult because:
This means: If you want more visibility, you need to actively engage.
4. How to Use LinkedIn the Right Way to Build Your Brand
If you want long-term success on LinkedIn, don’t just see it as a posting platform—see it as an ecosystem for interaction. Here are some actionable tips:
✅ Comment on posts in your network daily—and add real value. A simple “Great post!” won’t cut it. Share your opinion, ask questions, or contribute insights.
✅ Like and share relevant content—especially from people whose networks you want to tap into. LinkedIn tracks whom you engage with the most.
✅ Respond quickly to comments on your own posts—ideally within the first 30 minutes. This signals to the algorithm that your post is engaging and relevant.
✅ Actively network—connect with people who share your interests and build real relationships.
✅ Focus on quality over quantity—one well-engaged post per week is better than five that go unnoticed.
Final Thought: To Be Seen, You Have to Engage
If you truly want to build your brand on LinkedIn, posting alone won’t cut it. You need to be part of the conversation. Comment, share, like—and you’ll see how LinkedIn rewards you for it.
Because in the end, LinkedIn is just like real life: If you only talk but never listen, people will eventually tune you out.
What we have noticed is that it's not just about the post you put out but about how you build small patterns around it,Veronika. One thing that worked for us is planning weekly commenting goals. We pick five profiles that really match our audience and engage with them throughout the week. It feels simple, but by the time you share your own post, you are already familiar to them. They are more likely to engage back because you have been present in their conversations!
Head of Influencer Marketing (B2B) at Duda |ex-Semrush | founder of seocharity.com | recently moved from Kyiv, Ukraine to Spain, and then to Bratislava, Slovakia, and now back to Kyiv
4moLike this, also "liked" the post but not for the algo 😁
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4moLinkedIn is a two-way street, if you’re not engaging, you’re essentially shouting into the void. The algorithm (and people) reward meaningful conversations, not just broadcasted posts. Love the emphasis on adding value in comments too, thoughtful interactions can open more doors than a viral post ever will!