All About LinkedIn

1. Introduction to LinkedIn

If you still think LinkedIn is just a place to host your digital resume, it’s time for a mindset shift. This network is a goldmine for professional networking, building visibility, and establishing thought leadership for brands and individuals. 

1. What is LinkedIn, and What Is It For?

Yes, LinkedIn is the leading professional network, but it’s also transformed into a full-fledged social media channel. It’s built to help you connect with peers in your industry, discover job opportunities, and position yourself as an expert in your field. Beyond that, LinkedIn is a strategic tool for personal branding, content distribution, and even lead generation. 

In short, it’s a comprehensive platform for any social media marketer looking to grow professionally and expand their digital presence. 

2. Why Include LinkedIn in Your Marketing Strategy

With its professional-oriented audience, your content can directly impact decision-makers, potential clients, or key stakeholders for your business or personal brand. LinkedIn’s diverse content formats enable creators and brands to connect with users at different levels, from carousels to video content to articles, polls, and documents.

3. How to Use LinkedIn More Effectively

LinkedIn operates with unique logic and best practices. In this guide, we’ll walk you through a clear, strategic approach to making the most of the platform—from optimizing your profile and sharing purposeful content, to building a high-quality network and leveraging powerful, often overlooked features that can set you apart.

2. Optimized Personal Profile

Think of LinkedIn not as your digital resume, but as your professional storefront. Every element—from your profile photo to the words in your headline—sends a message about who you are and what you offer. In this section, we’ll share essential strategies to elevate your presence: practical tips, SEO techniques, and how to activate Creator Mode to boost visibility and engagement.

1. Improve Your LinkedIn Profile

Your profile acts as your digital introduction. When someone visits your page, they should immediately understand who you are, what you do, and why they should connect with or follow you. We’ll walk you through how to optimize each section—from your headline and summary to your experience, education, and skills—to ensure your profile is compelling, complete, and strategically aligned with your goals.

A well-crafted profile conveys confidence, professionalism, and clarity. Copying and pasting your CV isn’t enough here: you need to clearly articulate who you are and what you stand for.

2. Tips for a professional profile

Completing your LinkedIn profile is just the beginning—it’s the finer details that truly set you apart. In this section, you’ll find actionable tips to ensure your profile stands out for all the right reasons. From maintaining a polished and up-to-date appearance to crafting a profile that authentically represents you, the goal is to create a presence that speaks on your behalf, even when you’re not actively online.

3. LinkedIn SEO: Strategies for Visibility

LinkedIn functions much like a search engine, so when someone searches for terms like “Social Media Manager New York,” you want your profile to appear at the top of the results. Achieving this requires a strategic use of relevant keywords.

In this section, we’ll guide you on where to incorporate these keywords, how to conduct targeted keyword research for your industry, and how to avoid sounding spammy. By optimizing your profile for search, you’ll increase its discoverability and ensure it makes a strong impression when someone visits.

4. Content Creator Mode: What It Is and When to Activate It

Creator Mode is a LinkedIn feature that reconfigures your profile to highlight your content and personal brand. In this section, we’ll explain what activating Creator Mode involves, when it’s the right choice for you, and the key benefits it offers, such as replacing the “Connect” button with a “Follow” option and gaining access to features like LinkedIn Live and Newsletters.

3. Company and Brand Page on LinkedIn

For brands and businesses, LinkedIn presents tremendous potential for growth and engagement. In this section, we’ll guide you through creating a compelling company page, share strategies for posting content that feels authentic rather than corporate, and provide tips on attracting top talent and clients. Plus, we’ll offer practical advice on effectively managing it without feeling overwhelmed.

1. How to Create a Page

Your LinkedIn company page serves as the digital home for your brand on the platform, where you can share content, post job opportunities, and showcase your company’s mission and values.

In this section, we’ll walk you through the step-by-step process of creating your page, highlight the essential sections you must complete, and provide optimization tips to help expand your reach and attract more followers.

2. What to Post on a Company Page

Not every post needs to sound like a press release. On LinkedIn, the brands that truly resonate are those that share authentic stories, highlight their teams, offer valuable lessons, and provide real value to their audience.

Whether it’s educational content, behind-the-scenes glimpses, celebrating achievements, or sharing valuable resources, your content should spark meaningful conversations with your audience. 

3. How to Post Jobs

LinkedIn is one of the top platforms for attracting talent, but simply posting a job isn’t enough. The way you craft the job description, the tone you use, the qualifications you list, and how you communicate your company culture all play a crucial role in attracting the right candidates.

In this section, we’ll guide you through how to post jobs effectively, highlight the key sections to complete, share tips on reaching a wider pool of candidates, and explain what steps to take after posting, because your recruitment strategy doesn’t end when the job is live.

4. LinkedIn Content Strategy and Creation

It’s not just about posting content—it’s about sharing something that resonates and adds real value. In this section, you’ll learn how to write with purpose, identify which formats are most effective, leverage live streaming, optimize image sizes, and determine the best times to post for maximum impact.

1. LinkedIn Copywriting: Turn Prospects into Customers

Writing for LinkedIn differs from writing for other platforms like Instagram or TikTok. Here, you need clarity, structure, and a compelling hook right from the first sentence—always with purpose in mind.

We’ll provide proven formulas for crafting posts that drive engagement, share successful content structures, and offer tips on adjusting your tone so you sound authentic and approachable, rather than like a corporate machine.

2. What Type of Posts to Publish on LinkedIn Based on Your Objective

LinkedIn offers a variety of formats—text-only posts, images, polls, videos, carousels, and articles—each serving a specific purpose within your strategy.

In this section, we’ll break down the key types of posts, explain when to use them, highlight the advantages of each format, and show you how to strategically combine them to keep your audience engaged.

3. Use a Newsletter to Connect With Your Audience

If you have valuable insights to share, articles and newsletters are the ideal formats. They help position you as a thought leader and can drive significant traffic to your profile or website.

Here, we’ll explain how to create and manage a newsletter, how they function on LinkedIn, and why they’re a powerful tool for building deeper connections with your audience.

4. Carousels: Stand out with the Star format

Did you know that carousels drive the highest engagement on LinkedIn? While carousels are one of the most effective formats, it’s not just about uploading images. Successful carousels require thoughtful structure, design, and copy.

In this section, we’ll show you how to create impactful carousels in document format to maximize visibility and engagement on LinkedIn.

5. Live Broadcasts on LinkedIn

If you’re looking to host live broadcasts on LinkedIn, LinkedIn Live is the platform’s dedicated feature for real-time events. It’s perfect for webinars, interviews, product launches, and more.

In this section, we’ll guide you through the steps to activate LinkedIn Live, share best practices for planning a successful broadcast, recommend compatible tools, and show you how to increase the visibility of your live sessions.

6. How to Choose the Right Image Size

Using incorrectly sized images can result in cropped, blurry, or poorly formatted visuals, which can hurt your visual appeal and engagement.

This section provides a quick, practical guide to the latest image sizes for each post type on LinkedIn, so you can ensure your content always looks its best. Save this as a handy reference!

7. What’s the Best Time to Publish Your Content?

Posting on LinkedIn isn’t just about sharing content when it’s convenient. There are specific days and times when your audience is most active, and posting at those times can boost your engagement.

In this section, we’ll share key data on the best times to post and guide you on how to determine your optimal posting schedule based on your industry, audience, and content type. Spoiler alert: Testing and measuring results are key to finding what works best for you.

8. Methods for Scheduling Posts on LinkedIn

Have great content ideas but often forget to post them? With Metricool, you can schedule your LinkedIn posts in advance, so you don’t have to worry about timing.

We’ll walk you through scheduling posts (including carousels), how to review your visual calendar, and staying organized with Canva integrations to keep your content strategy on track.

5. Algorithm, Engagement, and Analytics

LinkedIn doesn’t display your posts randomly—understanding how its algorithm works is crucial to expanding your content’s reach. In this section, we’ll explore how to generate genuine engagement, measure your performance, and analyze results in a straightforward way that doesn’t overwhelm you.

1. How Does LinkedIn’s Algorithm Work?

LinkedIn’s algorithm determines who sees your content and how long it stays visible—and it’s not random. It reacts to specific signals that you can influence.

In this section, we’ll explain the priority signals and how you can leverage them to boost your reach and visibility on the platform.

2. What is Engagement and How to Measure It

Is your content resonating with your audience? Are you seeing growth? To answer these questions, measuring engagement is key, and you don’t need to be a data analyst to do it.

In this section, we’ll walk you through how to calculate your engagement rate, which metrics to track beyond just likes, and how to interpret the data to make informed decisions.

3. Analyze All Your LinkedIn Data

With Metricool, you can view your page’s performance with just a single click—everything neatly organized and visually represented.

In this section, we’ll explain the tool’s key data points, how to customize your reports, and how to use these insights to refine your strategy.

6. Advertising and Advanced Options

Ready to take your LinkedIn strategy to the next level? In this section, we’ll dive into LinkedIn ads, the benefits of LinkedIn Premium, how to leverage groups strategically, and what it takes to earn the “Top Voice” distinction.

1. How to Advertise on LinkedIn

If you’re looking to target specific audiences—by industry, job title, company, and more—LinkedIn Ads is a powerful (though premium-priced) solution.

In this section, we’ll walk you through how the ad platform works, the different ad formats available, budget requirements, common pitfalls to avoid, and how to launch your first campaign step by step.

2. LinkedIn Premium: Is It Worth It?

LinkedIn Premium offers several plan options tailored to different goals—whether you’re job hunting, generating leads, reaching decision-makers, or simply curious about who’s viewing your profile.

In this section, we’ll break down what each LinkedIn Premium plan offers, how much they cost, and when it makes sense to upgrade, along with scenarios where the free version is still the best choice.

3. LinkedIn Groups: What They Are and How They Work

LinkedIn Groups aren’t obsolete—they’re often just underused or misused. When chosen carefully and used strategically, they can help you build authority, gain insights, and connect with valuable contacts.

In this section, we’ll show you how to find high-quality groups, participate meaningfully without coming across as spammy, and even create your own group if you’re looking to grow a niche community.

4. Becoming a Top Voice on LinkedIn

The blue “Top Voice” badge is LinkedIn’s way of recognizing members who consistently provide valuable, engaging content and spark meaningful conversations. And yes, you can work toward earning it too.

In this section, we’ll break down the common traits of Top Voices, the types of content they publish, and how to optimize your profile and activity to move closer to this distinction.

5. LinkedIn Study, Trends, and Conclusions

Each year at Metricool, we analyze thousands of LinkedIn accounts to uncover how users interact on the platform—when they post, which formats they prefer, how engagement is shifting, and which industries are leading the way.

This isn’t theory—it’s real-world data from active companies using LinkedIn daily.

In this section, we share the key insights from our LinkedIn 2025 Study: emerging trends, standout metrics, actionable takeaways, and how you can apply them to sharpen your LinkedIn strategy.

¡Hasta pronto Metricooler!