Storytelling That Sells: How Thoughtful LinkedIn Posts Built My Personal Brand (and Business)

I’m honored to be featured once again—this time in Career Connectors’ article on 13 Effective Strategies for Building a Personal Brand—where I shared my approach to building a personal brand that consistently attracts aligned opportunities.

But the truth is, my journey with personal branding didn’t begin with a big strategy or slick content calendar. It began with one small but powerful shift: I stopped posting to perform and started posting to connect. Over time, sharing short, human-centered stories on LinkedIn helped me build trust, land clients, form partnerships, and create opportunities I never expected.

Here’s how storytelling helped me go from showing up occasionally to showing up impactfully—and how you can do the same.

From Passive Posting to Purpose-Driven Visibility

When I first started showing up on LinkedIn, I did what many professionals do: I posted when I had something “useful” to say. Sometimes a resume tip. Sometimes a motivational quote. But it felt… detached. Like I was broadcasting information without knowing if anyone was actually connecting with it.

Eventually, I realized the goal wasn’t to fill the feed. The goal was to make people feel like they knew me, trusted me, and could learn from me.

That shift meant moving from passive, surface-level posts to intentional storytelling. I didn’t need to become an influencer. I needed to become recognizable and relatable. Someone my ideal clients could picture themselves working with. Someone whose voice stayed with them after scrolling.

That’s when I began using a simple framework that changed everything.

My Go-To Framework for Impactful LinkedIn Storytelling

Every post I write now follows this basic rhythm:

• Hook: A bold first line that makes people pause or feel something

• Heart: A story—something human, real, behind-the-scenes, or honest

• Help: A takeaway, insight, or next step the reader can act on or reflect on

This structure helps me write posts that feel like conversations—not content. I stopped talking at my audience and started talking with them.

For example, instead of saying, “Job search burnout is real,” I’d write:

“I almost deleted my LinkedIn account last year after applying to 47 jobs and getting ghosted by 45 of them.”

This shift brought a new level of depth and engagement to my content—both emotionally and professionally.

The Stories I Almost Didn’t Post Were the Ones That Hit Hardest

Here’s what surprised me: The posts I was most hesitant to publish—the ones that felt “too personal,” “too messy,” or “too small”—were the ones people responded to most.

Some of my most high-impact posts have been about:

• A client win that left me unexpectedly emotional

• My own journey navigating burnout and imposter syndrome

• The vulnerable truth behind building Resume Assassin from scratch

• Quiet moments of doubt, reflection, and small-but-meaningful wins

These weren’t marketing campaigns. They were real moments, shared with care. And those posts led to measurable outcomes:

✅ I was invited to guest on career podcasts that helped amplify my voice

✅ I attracted dream clients who said they felt “seen” by a single post

✅ I received speaking invitations from HR communities and leadership groups

✅ I formed strategic partnerships with business owners I admire

These opportunities weren’t born from virality. They were born from trust—and trust comes from storytelling that feels honest, not performative.

My Personal Branding Filter: Helpful, Human, or Hopeful

To avoid the trap of “posting to post,” I created a simple filter I use for every piece of content:

• Helpful: Does this teach something practical or shift perspective?

• Human: Does it show a real part of who I am or who my clients are?

• Hopeful: Does it inspire or offer a new way forward?

Every post doesn’t need to do all three—but if it hits at least one, I know I’m sharing something worthwhile.

Because let’s be honest—your audience doesn’t need another content creator who’s only chasing visibility. They need someone who shows up with something to say, someone who makes them feel less alone in their journey, someone who reminds them they’re not the only one navigating messy, real-life career moments.

To Job Seekers and Entrepreneurs: Your Story Is Already Enough

One of the most common things I hear from clients is, “I don’t know what to say. My story isn’t that interesting.”

Here’s what I tell them: Your story doesn’t need to be extraordinary. It just needs to be true.

A story about rejection. A story about resilience. A moment of clarity in between chaos. A single email that changed your mindset. The joy of landing an interview after months of silence.

Those moments are powerful because they’re real. That’s what builds a personal brand that sticks. Not polish. Not perfection. But presence.

And the longer you wait for your story to feel “ready,” the longer you’re delaying the opportunities that come from being seen.

Final Thoughts: Be Remembered for How You Made People Feel

Your resume tells people what you’ve done. Your content—especially your stories—tells people who you are.

And in a crowded digital world, that’s what people remember.

I’ve seen firsthand how storytelling on LinkedIn led to new clients, media features, speaking invites, partnerships, and above all—community.

So if you’re building your brand, or simply want to be known for more than your job title, stop waiting to be discovered. Start showing up with your story.

Because the truth is: people don’t buy your service. They buy your perspective, your voice, and your energy. And there’s no better way to share that than through stories that are helpful, human, and hopeful.

Ready to update your resume and optimize your LinkedIn profile?

Reach out today! www.resumeassassin.com or mary@resumeassassin.com

Connect on LinkedIn: www.linkedin.com/in/mary-southern

Schedule a 15 Minute Call: https://calendly.com/resumeassassin/meet