The human connection: How to create LinkedIn posts that people actually want to read

by Tallula Esterhuizen

My relationship status with LinkedIn? It’s complicated. In fact, I have a confession to make – I’m a member of LinkedIn’s silent community. It sounds like a secret society, but the silent community actually refers to social media users who don’t post, engage, share, or comment; the ones who simply scroll and absorb content. And the big news – they make up the majority of social media users, up to 90%, to be exact.

So, how do we create content that resonates with the silent community and the other 10% of users?

The answer is simple: quality human connection.

Reality check

Polished perfection is being kicked off its throne. The days of airbrushed models, fairytale backgrounds, and highly styled product shots dominating our social media feeds are numbered.

Instead, the cameras are reversing, in some cases literally. The photo of an airbrushed model in the cobbled street? The camera spins to show crowds of tourists jostling to get the same shot. The picture-perfect products? We’re seeing them in real-life contexts.

LinkedIn is no exception. People tend to think that because LinkedIn is a business-centred platform, the content needs to be promotional and portray a flawless, professional image.

In fact, posts with personal stories, tips from experts who know their stuff, and genuine thought leadership are performing the best and being prioritised by the algorithm. These are three content pillars we can no longer ignore.

There are two things that you need to be doing to create LinkedIn posts people will want to read; this is one of them: show your human side. (I’ll get to the other one below).

Conversation openers

Have you ever come across a post with a question so compelling that you couldn't resist sharing your answer in the comments? Questions have the ability to transform passive posts into open conversations, shifting the focus to the audience.

The right kind of questions show interest in their audience's experience, inspire them, pose creative thought experiments, or speak to their pain points. They are Call to Feels (CTFs) as opposed to Call to Actions (CTAs). ?

Our feeds are no longer a timeline of posts from our connections. They now feature content from outside our network that is not limited to specific time frames, content that the algorithm tailors to our interests.

This shift from social to content-driven means that we can no longer rely on the platform to build our network; we have to create that community ourselves. And one of the best ways to do this is to create content that starts conversations.

WORTH NOTING: When you include CTAs like ‘comment on this post’, ‘like and share this post’, or ask users to follow you (the same goes for hashtags with these terms), the LinkedIn algorithm often categorises these posts as spam.

Building a community

Brands that are successfully converting passive followers into active members of their community don’t stop at creating content around the three aforementioned pillars and asking questions in their posts. They open the conversation, then continue it and become best friends with their audience along the way.

There are many ways to build a community, and everyone will have a unique and individual process, but all successful strategies come from a place of sincerity. They are generous and give value. They listen to their audience and create content according to their needs and interests.

The second thing you need to be doing to create LinkedIn posts people will want to read? Build this kind of community.

WORTH NOTING: The LinkedIn algorithm doesn't favour link sharing. Posts with links get around 50% less reach, whether it's an external link or a link to another LinkedIn page.

How we measure success

Because most LinkedIn users don’t engage outwardly, the best way to measure whether your post is gaining traction is to see how long they linger over it and how long it stays on their screen – dwell time.

Given that so many users are silent, you might question the purpose of building a community, using Call To Feels, tagging people, and so on. However, when your post performs well in these areas, the algorithm favours it and places it front and centre in the feeds of your connections and users beyond your network.

If a post has generated engagement, created a conversation with leading voices in the industry, and inspired people to comment, it will likely resonate with silent users, even if they don’t outwardly respond. Their dwell time says it all.

These posts can stick around for weeks, so the impact is lasting.

WORTH NOTING: The LinkedIn algorithm doesn't like viral posts. The platform aims to connect relevant content with the right audience. It’s about quality over quantity.

The flavour of the month

There is one important caveat to everything above – the algorithm and people’s behaviour change daily. What may be true this week may not work the next.

But, no matter what changes occur in the social media landscape, authentic, high-quality content and genuine community building will always be valuable and resonate with people. This powerful duo creates a sense of trust and connection that goes beyond algorithms and trends.

Your status with LinkedIn doesn’t have to be complicated. It’s simple, really. Just like any relationship, show your human side, invest time and energy, and nurture connection.

What’s one small way you could start showing your human side on LinkedIn?

#BigAmbitions #LinkedInStrategy #LinkedIn #ContentWriting