So, how can you show up as a company, but like a human, on LinkedIn?

Every time I work with a company on their LinkedIn content pillars, there’s always one part that makes everyone squirm.

Can you guess what it is?

It's human, behind-the-scenes content.

When I bring it up, the replies are nearly always identical.

“Not for us—we’re not on Facebook.” “Won’t that look unprofessional?” “Hmm, my team won’t want to do it.” or the one that's a little close to him, "I don't like it".

Do you feel the same? Let's deal with those objections first shall we?

“We’re not on Facebook.”

True. You’re on LinkedIn, the true professional platform where people want to figure out who they’re doing business with.

It’s social media. It’s supposed to be social. You want to spark conversation.

If your brand shows up very beige like, you’re asking people to trust you without giving them anything to go on.

“Won’t that look unprofessional?”

What actually looks unprofessional?

• Being so safe and bland no one remembers you.
• Sales pitch after sales pitch.
• Not sharing your insight and position.
• Not showing how things work and what you care about.

Professional doesn’t mean lifeless. It means clear. Credible. Trustworthy.

And trust, is built through human connection.

“My team don’t want to do it.”

Fair point. And look, I totally get it. Most employees are happy to go about their job and support what you do, but putting themselves out there can be a big step out of their comfort zone.

Being human doesn’t require TikTok dances, highly produced videos, or for everyone to start building a personal brand (except for leaders, you should be doing that!).

It can be as simple as:

• A quick team photo.
• A snap with a client making them the hero.
• A one-line quote on what they’re proud of.
• Sharing a moment from their day or a win.
• A get to know me piece.

If they still don’t want to be the “face”? No worries. Your company page can carry the load.

It’s about making you relatable.

According to the 2025 Edelman Trust Barometer, people want leadership that’s competent and ethical, with real care. They trust peer voices and personal stories over corporate messaging. If your brand only shares polished press releases, you’re missing the point: human-centred content is how you actually build trust.”        

Being human, is simply showing who you are

Because YOU, the people at the brand, and the particular way you get things done, are the differentiator.

Your competitors can copy your services. They can match your prices.

But they can’t copy you.

People buy from people they trust.

They want to know:

✅ Who actually does the work?

✅ What do they care about?

✅ Are they real? Approachable? Credible?

This is what shortens sales cycles.

It gives your sales team a way in.

“I saw you’re a Tigers fan—painful season?” Instant rapport.

It’s also your best recruitment tool.

People want to work for companies where they can see themselves fitting in.

And you know what? We're such a nosey bunch. We want to know how it works. Who’s doing the work. What it’s really like. A peek behind the curtains if you like.

Australian brands getting it right

The companies who get it right, understand that human-centred content is just one type of content.

It would be weird if they only post behind-the-scenes stories.

They still share corporate updates, industry insights, sales posts and everything in between.

But what makes them stand out and more engaging? They weave in real, human stories that give people a sense of who they are.

Here are a few solid Aussie examples:

Australian Bureau of Statistics (ABS)

I absolutely love this account. Because many of their stats are so unexpected. But they don't just give us a laugh, they repost more than reports and stats.

• They share behind-the-scenes field work.
• Staff explaining why the data matters.
• Spotlights on real humans doing the work.

Transport for NSW

This could also be a pretty boring announcement focused page but they make it feel human.

• Engineers talking about the challenges of a big build.
• Photos from the site, showing work in progress.
• Stories about why team members joined or what keeps them there.

Australia Post

They really bring out how important they are to communities (and business alike).

• Customer service teams sharing delivery tips.
• Stories of supporting communities during bushfires or floods.
• Celebrating staff anniversaries and milestones.
• Showing their customers, highlighting their business.

It’s not just the big brands that use human-centred content well.

For smaller businesses, storytelling is actually their unfair advantage. They don’t have giant marketing budgets or brand recognition. What they do have is the ability to be real, personal, and relatable. Sharing why they started, how they help, the suppliers they use, meetings and daily life, with the real people behind the work because they know it’s what makes customers choose them.

The point?

These brands don’t ignore the “official” stuff, they just balance it. They know people want to see how it actually works, who’s behind it, and why they should care.

Because even in the most corporate of industries, people want to work with (and buy from) humans.

Prompts to get you started

What could this look like for you? Here’s some simple, human-centred prompts that work brilliantly on LinkedIn without making you look unprofessional.

Introduce a team member

What do they actually do? What makes them great at it? What do they love about their work? What's something personal?

Show a work-in-progress moment

Site visit, behind-the-scenes planning session, your team at work. Keep it real.

Customer win

Don’t just list the result, tell the story. What was the challenge? How did you solve it?

A mistake you learned from

Everyone loves an “oh no” moment with a lesson attached. It’s human and relatable.

Why someone joined the company

What drew them in? Why do they stay?

Your values in action

Don’t just list them on a poster. Show them playing out in real life.

A day in the life

Even a single photo with a caption is enough.

What's your business 'origin' story?

Why did you start? What triggered it? What was the journey to launching? (People love origin stories—it’s brand-level “why.”)

What’s a defining moment in your business so far?

That moment you realised you were on the right path (or nearly stuffed it all up).

What struggles have you overcome?

The more specific and human, the better. It shows resilience and credibility.

What hardships have you faced?

Don’t be afraid to show the real stuff (minus the sob story). It makes you relatable.

How have you impacted someone else’s life?

Think of customer stories, mentoring, the ripple effects of your work.

How has another person, brand or service provider impacted you?

A colleague, mentor, client—showing appreciation is powerful.

Bottom line

These prompts aren’t fluffy marketing ideas (god I hate that word).

They’re the kind of real, human-centred stories that:

• Build trust
• Make your brand memorable
• Give people a reason to choose you

Because at the end of the day, people don’t buy from companies.

They buy from the people in them.

Want help making LinkedIn feel easier? Here are 3 ways we can work together:

Fix My LinkedIn – I’ll review and rewrite your profile so it reflects who you are and what you do.

1:1 Coaching – Pick my very human brain. Whether you’re stuck on content, overthinking strategy, or not sure where to start — I’ll help you figure out what to post and how to show up.

LinkedIn Game Plan – A deep dive done-for-you strategy, perfect for companies that want to build brand, grow influence, and actually win on LinkedIn.

Email beck@marketinggoodness.com.au to get the ball rolling.