How to Build a Personal Brand on LinkedIn

Building a personal brand on LinkedIn requires optimising your profile, defining content pillars, posting consistently, and engaging strategically with your target audience. With over 1 billion users and the highest concentration of B2B decision makers of any platform, LinkedIn offers executives the best opportunity to build authority and generate business results.

At Lever Brands, we have helped executives generate over 500 million impressions and drive more than £5 million in client revenue through LinkedIn personal branding. This guide walks you through every step of building a LinkedIn presence that creates real opportunities.

In this guide, you will learn how to optimise your LinkedIn profile for maximum impact, what content to post and how often, the engagement strategies that expand your reach, and how to measure your personal branding success.

Why Is LinkedIn the Best Platform for Executive Personal Branding?

LinkedIn is not just another social media platform. For executives and B2B founders, it is the single highest ROI channel for building a personal brand. Here is why.

The numbers tell the story:

• Over 1 billion members globally, with the highest concentration of decision makers

• 80% of B2B leads generated through social media come from LinkedIn

• 4 out of 5 LinkedIn members drive business decisions at their companies

• LinkedIn content gets 15 times more impressions than job postings

• Executives who post regularly see 5 times more profile views than those who do not

Unlike other platforms where you compete with entertainment content, LinkedIn users are in a business mindset. They are actively looking to learn, connect, and find solutions to their professional challenges. This makes it the perfect environment for establishing thought leadership.

The B2B Decision Maker Advantage

When your target audience is other businesses, LinkedIn gives you direct access to the people who make purchasing decisions. You are not shouting into a void hoping the right person sees your message. You can strategically build relationships with exactly the people you want to reach.

How Do You Optimise Your LinkedIn Profile for Personal Branding?

Your LinkedIn profile is your digital storefront. Before anyone reads your content, they check your profile. An unoptimised profile undermines all your content efforts. Here is how to get it right.

The Headline Formula That Works

Your headline is the most important piece of real estate on your profile. It appears everywhere: in search results, comments, connection requests, and posts. Most executives waste it on just their job title.

Use this formula instead: Role plus Value Proposition plus Credibility Marker

Examples:

• CEO at TechCo | Helping B2B SaaS companies scale to £10M ARR | Built and sold 2 companies

• Founder of GrowthAgency | Turning founders into industry thought leaders | 500M+ impressions generated

• CFO | Helping tech companies navigate fundraising | Former Goldman Sachs

Your headline should answer one question: Why should someone follow you or connect with you?

Writing an About Section That Converts

Your About section is where you tell your story and establish credibility. Most people write it like a CV, which is a mistake. Instead, write it like a conversation with your ideal client or connection.

Follow this framework:

1. Hook: Open with a statement that resonates with your target audience

2. Story: Share the journey that brought you to where you are

3. Proof: Include specific results and achievements

4. Value: Explain what you share and why people should follow you

5. Call to action: Tell people what to do next

Featured Section Strategy

The Featured section is prime real estate that most executives ignore. Use it to showcase:

• Your best performing LinkedIn posts

• Lead magnets or resources you have created

• Media coverage or speaking appearances

• Case studies or testimonials

• Your website or booking link

Profile Photo and Banner Requirements

Your visual elements create the first impression. Get them right:

Profile photo guidelines:

• Professional headshot with good lighting

• Face takes up 60% or more of the frame

• Neutral or simple background

• Authentic expression that matches your brand

• Updated within the last two years

Banner image guidelines:

• 1584 x 396 pixels for optimal display

• Include your value proposition or key message

• Use brand colours if you have them

• Keep text minimal and readable on mobile

What Content Should Executives Post on LinkedIn?

Content is how you demonstrate expertise and stay top of mind. But posting random thoughts will not build your brand. You need a strategic approach.

The Content Pillar Framework

Organise your content into three pillars with specific ratios:

Authority Content (65% of posts)

This content establishes you as an expert. It includes:

• Industry insights and analysis

• How to guides and frameworks

• Lessons from your experience

• Contrarian perspectives on your field

• Predictions and trend commentary

Personal Content (25% of posts)

This content makes you relatable and builds connection:

• Behind the scenes of your work

• Failures and what you learned

• Personal milestones and reflections

• Your journey and story moments

• Values and what you believe

Promotional Content (10% of posts)

This content drives business outcomes:

• Case studies and client results

• Service or product announcements

• Speaking engagements and events

• Company news and updates

• Direct calls to action

Post Format Breakdown

Different formats perform differently. Here is what works best for executives:

For most executives, text posts and carousels should make up the majority of your content. They are easiest to produce and typically get the best results.

How Often Should You Post on LinkedIn?

Consistency matters more than frequency, but you need enough posts to build momentum.

Optimal Posting Frequency

For executives building a personal brand:

• Minimum: 2 to 3 posts per week

• Optimal: 4 to 5 posts per week

• Maximum: 1 to 2 posts per day

Starting out, aim for three posts per week. This is manageable for most busy executives and provides enough content to build traction. Increase frequency once you have a sustainable creation process.

Best Posting Times

Based on data from millions of LinkedIn posts:

• Best days: Tuesday, Wednesday, Thursday

• Best times: 8am to 10am or 5pm to 6pm

• Timezone: Match your target audience, not your location

However, these are averages. Test different times with your specific audience and track what works best.

Consistency Versus Frequency

Posting three times per week every week beats posting daily for a month then going silent. The LinkedIn algorithm rewards consistent creators. Your audience builds expectations around your posting schedule.

Pick a frequency you can maintain for six months minimum, then stick to it.

What Is the Best LinkedIn Engagement Strategy?

Posting content is only half the equation. Engagement is how you expand your reach and build relationships.

The Comment Strategy

Strategic commenting can grow your visibility faster than posting alone. Here is how to do it effectively:

1. Identify 20 to 30 accounts in your target audience who post regularly

2. Turn on notifications for their posts

3. Comment within the first hour when possible

4. Write thoughtful comments that add value, not just agreement

5. Aim for 10 to 15 strategic comments per day

Good comments are specific, add a new perspective, and demonstrate expertise. Avoid generic comments like Great post or This is so true.

DM Approach

Direct messages are how you turn connections into relationships. But most people do DMs wrong. They pitch immediately, which kills the relationship before it starts.

Better approach:

• Connect with a personalised note mentioning something specific

• After they accept, send a thank you with no ask

• Engage with their content for a few weeks

• Only then, if relevant, suggest a conversation

Network Building Tactics

Grow your network strategically:

• Connect with 10 to 20 new people weekly in your target audience

• Always personalise connection requests

• Join LinkedIn groups where your audience hangs out

• Engage with content from people you want to know

• Accept relevant connection requests promptly

How Do You Measure LinkedIn Personal Branding Success?

You cannot improve what you do not measure. Track these metrics to understand your progress.

Key Metrics to Track

Benchmarks by Stage

What good looks like depends on where you are:

Starting out (0 to 3 months):

• 100 to 500 impressions per post

• 2% to 4% engagement rate

• 10 to 50 new followers weekly

Building momentum (3 to 6 months):

• 500 to 2,000 impressions per post

• 3% to 6% engagement rate

• 50 to 200 new followers weekly

Established (6+ months):

• 2,000+ impressions per post

• 4% to 8% engagement rate

• 100+ new followers weekly

• Regular inbound opportunities

Frequently Asked Questions

What is the ideal LinkedIn posting frequency for busy executives?

3 to 5 posts per week is optimal for building momentum without burnout. However, quality trumps quantity. Two high value posts will outperform seven generic ones. Start with three posts weekly and adjust based on engagement patterns and time availability.

Should executives write their own LinkedIn content or use ghostwriters?

Both approaches work. Many successful executives use ghostwriters who capture their voice and ideas through regular interviews. The key is authenticity. Content should reflect your genuine perspectives and experiences, regardless of who writes the actual posts.

How do you write a LinkedIn headline that stands out?

Use this formula: Your Role plus Who You Help plus How You Help Them plus Credibility Marker. For example: CEO at TechCo helping B2B SaaS scale to 10M ARR, Forbes 30 Under 30. Avoid buzzwords like visionary or guru.

What is the best time to post on LinkedIn?

Tuesday through Thursday between 8 to 10am or 5 to 6pm in your target audience timezone typically performs best. However, test different times with your specific audience because engagement patterns vary by industry and geography.

Key Takeaways

Building a personal brand on LinkedIn takes consistent effort, but the results compound over time. Here is what to remember:

• LinkedIn is the highest ROI platform for B2B executives and founders

• Your profile is your foundation. Optimise it before focusing on content

• Follow the 65/25/10 content ratio: authority, personal, promotional

• Post 3 to 5 times weekly and engage strategically with comments

• Track your metrics and adjust based on what resonates

Ready to Build Your LinkedIn Personal Brand?

At Lever Brands, we help executives build LinkedIn presences that generate real business results. Our clients have generated over 500 million impressions and built personal brands that drive leads, partnerships, and opportunities.

If you are ready to turn LinkedIn into your most powerful business development channel, get in touch with our team to discuss how we can help.