How to Find Your Voice on LinkedIn (And Create Content That is Authentically You)

In this second edition of The Content Connection, I delve into the importance of creating highly authentic personal brand content for LinkedIn (and other online platforms).

Voice is the make-or-break factor in how content is recognized and received. Politicians struggle with it. Celebrities cultivate it. Billion-dollar brands are built on it.?

In our last newsletter, I talked about ChatGPT and how AI robot writing has a somewhat sterile voice of its own (which may or may not suit the tone of your piece). I promised to share tips on how to get the most out of your “human” voice.

A Voice that Represents You

Many executives and professionals that I work with are apprehensive about publishing their true thoughts as they worry about negative consequences. They tell me they would prefer to stay quiet—to keep their insights and perspectives out of the equation—for avoiding blowback, or trolls, or even risk to their personal brand by saying the wrong thing. Some fear that they will sound robotic and inauthentic when discussing latest tech or significant breakthroughs in their business.

These are legitimate concerns that I help mitigate every day.

Being authentic takes courage—but not as much as you think. You’ve earned your spot in your company or profession precisely because of who you are.

As a professional writer, I know there are a few simple ways to align your spoken voice with the one you put on the page. I also know that using a clear and compelling voice is the difference between content that gets scrolled… and newsfeed posts that set you apart as a thought leader in your field.

Well-articulated posts inspire greater engagement on social media and can also generate other opportunities in your career (e.g. public speaking gigs, board roles, you name it).

In other words, creating original content that represents the real you is the best way to get noticed and is a sure path to becoming a respected authority on a subject.

There are lots of easy ways to discover and hone your voice on-line. Let’s dive in.

Step 1. Remember Who You Are

A great first step is to consider the voice you currently use. Read something you wrote on LinkedIn a few months ago. Make sure it is recent enough to be aligned with the way you currently write, but distant enough to allow for objectivity.

What is the mood of the post? How does it make you feel? Did you feel connected to your audience? Does the piece seem interesting, intelligent, cutting-edge, snarky, funny?

Consider what you are talking about. Light-hearted posts steer away from subjects like death and taxes. Thought leaders often focus on ground-breaking findings and trending topics. What is the subject of your post?

If your answers are aligned with what you hoped a reader would get from the piece, well done! You have discovered your voice and can work to refine it by being aware of what you want to put on the page.

But… if the voice is different from what you wanted it to be, you’re not alone.

It’s difficult to find a balance between who we really are and who our job wants us to be. Authenticity requires bravery and consistency. The more we write, the easier it is to show who we really are in a measured and deliberate way.

Make a quick list of three to five characteristics you want to convey in your writing. Authentic? Bold? Thoughtful? Contentious?

Keep those in mind, as we get into the nitty-gritty of connecting the words you write with the way you are.?

Step 2. ?Examine Your Words

For most people, content must adhere to professional expectations, be created on tight deadlines, and include critical points. It might feel overwhelming to also consider voice— but chances are that you have a style and tone already.

Sentence structure and word selection are a huge part of the voice of a piece. Aligning the way you speak with the way you write is the key to being authentic.

Word choice matters too—sophisticated, eloquent vocabulary indicates expertise, while contemporary slang gives writing a youthful edge.?

Think about the way you speak in conversation with a friend or trusted work colleague. Watch a video of yourself in a casual setting.

What kind of language do you use when you feel comfortable? Short, snappy sentences or long, insightful observations?

Complex sentences and paragraphs can suggest a sombre, academic tone (e.g. content on 纽约时报 ), while quick punchy thoughts are more playful and edgy (e.g. posts on TikTok ).?

Now go back to that post from a few months ago and examine the words within it. What makes it different to the way you spoke with your friend or colleague?

Would shortening the sentences give it more impact? Or would using more sophisticated syntax give it gravitas?

If we understand ourselves and what we are trying to accomplish, voice is something we can construct without artifice.

Step 3. Find Your Style

There are so many types of voices that do well on platforms like LinkedIn.?Understanding the expectations and common practices of your peers will help further refine your style.

For those working in fast-paced, highly innovative fields (like tech, mergers and acquisitions, or research and development) who often share cutting-edge findings, being concise is effective and thought-provoking. A concise voice values brevity, has few frills, and gets to the point fast: I write posts with a clear and specific voice.

Academics and CEOs often take a formal tone when conveying important or sensitive messages to inspire confidence in their findings and thoughts. Formal voices use complex phrasing and carefully selected vocabulary. Taking a formal tone can sound like this: content creation that is imbued with an authentic voice is the primary focus of my professional life.?

Communication specialists, human resource leaders, and start-ups use an enthusiastic, conversational, and engaging voice that combines short sentences and welcoming language. It is informal and inviting like this: I love the way my posts spark ideas and discussion. Finding my voice has taken practice and time to learn how to use it. Want to learn more?

Consider your field and what style is used often in your profession. Does that post make sense in the context of your peers and colleagues? Or would they find the style jarring or too playful?

Using a voice that both reflects and rises above expectations will make readers feel comfortable. Confidence in your content creates posts that stand out.

Choose Wisely and Carefully

In the hands of an insightful writer, voice is a choice—one of the most important ones we make. In real life, your background, personality, education, and position all play a role in how people perceive you—but your choice of topic, word and sentence construction, and sense of style are what matter on the page or the platform.

Knowing yourself—the things you talk about with friends and peers, the way you tell a story, and the expectations of your chosen field—is the key to authenticity online.

Discuss topics that get you fired up and that you have a key perspective to offer on. Unlock what is in your expert head and carefully choose the words you use to convey it.

Finding your voice is not about becoming someone else. It’s about embedding yourself into your content in a simple and honest way.

Found your voice? Great. Yet the platforms where we place our content also matter. LinkedIn is the world’s largest professional network and business marketplace, so you need to be active here. But there are many misconceptions around how to go about it, what works, what doesn't work, and what certain things mean. We'll clear all of that up for you in our next blog post.

Also… writing is often a shared pursuit and it was therefore a pleasure to co-author this piece with Amber Cowie , one of our fantastic senior writers who uses her voice in her novels, her non-fiction, and sometimes while yelling at her kids.