Building Professional Writing Credibility on LinkedIn and Medium

When I started writing on LinkedIn, I thought the hard part would be showing up. But after ghostwriting, editing, and refining 2,500+ posts for founders, execs, and technical leaders… I’ve realised the hard part is actually knowing what to say. And the truth? It always comes back to three things: 1. Positioning If your content doesn’t make it obvious who you help and how, you’ll attract the wrong people (or no one at all). 2. Proof People buy from people they know will get the job done. Post the evidence: screenshots, case studies, even small wins. Proof builds trust. 3. Perspective This is the piece most founders undervalue. The angle only you can bring. The reason someone engages with your post instead of scrolling past another generic one. I’ve seen this play out in every industry I write for: → Marketing execs. Engineers. Heavy industry leaders. Even the occasional coach. Different language. Different tone. Same 3 foundations. You can test formats. You can tweak hooks. You can optimise the timing. But if these three aren’t in place, the rest won’t matter. Once they are content starts building visibility, trust, and opens up opportunities… (Pair that with some warm outbound and you’re set!!) That’s exactly what I help my consulting clients build. If you’re stuck staring at the blank page, I've got you :)

Struggling to write LinkedIn posts that actually connect with people? You’re not alone. Every week, I meet brilliant professionals with powerful journeys, but their LinkedIn presence tells none of it. No impact. No visibility. No connection. That’s where storytelling changes everything. Over the last few years, I’ve helped hundreds of professionals turn bland updates into stories that spark engagement, build thought leadership, and unlock career opportunities. Here’s the exact storytelling framework I use with them: 🔹 1. Start with a hook that creates tension Don’t say: “I got promoted.” Say: “I almost quit my job last week. Then something unexpected happened…” 🔹 2. Follow the 3-Act Structure Beginning: Set the scene Middle: Share the challenge/conflict End: Deliver the outcome/lesson 🔹 3. Use vivid details Not: “I had a tough meeting.” Say: “My hands were shaking as I opened that PowerPoint at 9:03 AM…” 🔹 4. Add real dialogue Dialogue draws readers in. “Are you sure you can lead this team?” “Watch me,” I said. 🔹 5. Show vulnerability Own your missteps. Talk about your doubts. That’s what makes you relatable and trustworthy. 🔹 6. Keep paragraphs short No walls of text. White space improves readability and retention. 🔹 7. Always end with value Wrap with a takeaway: “What did YOU learn?” “What can OTHERS apply?” It builds a human connection, which is what LinkedIn is truly about. Not just B2B or B2C. But H2H — Human to Human. I offer LinkedIn Profile Optimization for professionals who are ready to attract better opportunities. 👉 DM me if you’d like a profile audit or want help revamping your profile from checkbox to client magnet. #LinkedInTips #PersonalBranding #Storytelling #ContentStrategy #CareerGrowth #ProfileOptimisation

𝐌𝐨𝐬𝐭 𝐩𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧𝐚𝐥𝐬 𝐨𝐧 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐭𝐚𝐥𝐤 𝐚𝐛𝐨𝐮𝐭 𝐰𝐡𝐚𝐭 𝐭𝐡𝐞𝐲 𝐬𝐞𝐥𝐥. 𝐅𝐞𝐰 𝐬𝐡𝐨𝐰 𝐡𝐨𝐰 𝐭𝐡𝐞𝐲 𝐭𝐡𝐢𝐧𝐤. 𝐓𝐡𝐚𝐭’𝐬 𝐭𝐡𝐞 𝐫𝐞𝐚𝐥 𝐜𝐫𝐞𝐝𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐠𝐚𝐩. Recently, while working with a client from the real estate industry, I noticed something interesting. He had been posting consistently about homes, listings, services, and offers. But despite being active, he was not seeing meaningful growth, strong inbound opportunities, or quality conversations. And honestly, this is not only a real estate problem. I see this across many industries. Many professionals believe visibility comes from promoting their services repeatedly. 𝐁𝐮𝐭 𝐭𝐫𝐮𝐬𝐭 𝐮𝐬𝐮𝐚𝐥𝐥𝐲 𝐜𝐨𝐦𝐞𝐬 𝐟𝐫𝐨𝐦 𝐡𝐞𝐥𝐩𝐢𝐧𝐠 𝐩𝐞𝐨𝐩𝐥𝐞 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐬𝐨𝐦𝐞𝐭𝐡𝐢𝐧𝐠 𝐛𝐞𝐭𝐭𝐞𝐫. So instead of focusing heavily on self-promotion, we shifted the strategy toward expertise positioning. Less: “Here’s my service.” More: “Here’s what I’m observing in the market.” “Here’s what most people misunderstand.” “Here’s what experience has taught me.” We also changed how he interacted on LinkedIn. Instead of only posting and leaving, 𝐈 𝐞𝐧𝐜𝐨𝐮𝐫𝐚𝐠𝐞𝐝 𝐡𝐢𝐦 𝐭𝐨 𝐩𝐚𝐫𝐭𝐢𝐜𝐢𝐩𝐚𝐭𝐞 𝐢𝐧 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧𝐬 𝐰𝐢𝐭𝐡𝐢𝐧 𝐡𝐢𝐬 𝐧𝐢𝐜𝐡𝐞, 𝐚𝐝𝐝 𝐭𝐡𝐨𝐮𝐠𝐡𝐭𝐟𝐮𝐥 𝐩𝐞𝐫𝐬𝐩𝐞𝐜𝐭𝐢𝐯𝐞𝐬 𝐨𝐧 𝐫𝐞𝐥𝐞𝐯𝐚𝐧𝐭 𝐩𝐨𝐬𝐭𝐬, and engage like a professional building credibility instead of someone chasing visibility. Within days, the difference became visible. He attracted a premium inbound client. His profile reach improved, follower growth increased, and the quality of conversations in his comment section changed completely. People were no longer reacting only to promotions. They started engaging with his perspective. That shift matters more than many professionals realize. The market is becoming less responsive to repetitive promotion and more responsive to professionals who consistently demonstrate expertise. Because LinkedIn is increasingly rewarding professional identity signals, not just posting activity. And professional identity is built through repeated expertise, thoughtful interaction, and consistent positioning over time. Audiences don’t follow experts because they promote themselves constantly. They follow experts because their thinking reduces uncertainty. 𝐓𝐡𝐚𝐭 𝐢𝐬 𝐰𝐡𝐚𝐭 𝐜𝐫𝐞𝐚𝐭𝐞𝐬 𝐚𝐮𝐭𝐡𝐨𝐫𝐢𝐭𝐲. On LinkedIn, self-promotion may create temporary attention. But genuine expertise creates long-term trust. When someone visits your profile today, do they see a salesperson or an expert whose perspective reduces uncertainty? LinkedIn News India LinkedIn News #PersonalBranding #Leadership #LinkedInNewsIndia

I recently worked with a client in the engineering sector - an organisation doing complex, high-value work led by some of the smartest people I have meet. While their company LinkedIn page was active and well-branded, their technical experts were practically invisible online. No thought leadership. No insights. No signs of the incredible work being done behind the scenes. In organisations driven by engineers, scientists, technologists, analysts, and other deep subject-matter experts - the strength of your brand is tied to the expertise inside the business. But too often, that expertise is locked in internal meetings, reports, or project files. When prospective clients, partners, or even future employees are doing their research they’re not just looking at your website or your company page. 👩💻 They’re searching the names behind the brand. In this case, none of the engineers had updated LinkedIn profiles. Most of them still had CV-style summaries from their graduate roles. Their networks were small, mostly internal or peers from university. And they weren’t sharing anything publicly, despite working on major national projects and presenting at conferences. The company knew their people were their biggest asset, but their digital presence didn’t reflect it. Here is what we did: ✅ Profile - We started by rewriting LinkedIn profiles for the leadership team and senior engineers. The goal was to translate what they were doing into something more accessible and credible for people outside their world. ✅ Content - This isn't about posting every day or doing video, it's about showing what they are already doing. We supported them to: ➡️ Share one-paragraph reflections after speaking at events or conferences ➡️ Break down why a specific approach or methodology was used in a project ➡️ Add context to industry news or innovations and link back to their real-world experience ➡️Comment meaningfully on relevant conversations happening in their field ✅ Connection: Finally, we helped them to expand their networks. Most had connections limited to their immediate teams or university classmates. We helped them connect intentionally. As a result, the business’s credibility increased. Not just through a logo but through the people delivering the work. 💬 Technical experts don’t need to become influencers or marketers. They don't need to post daily. They don't need to create videos. But they do need to show up with clarity and credibility. If your team of engineers, technologists, analysts, and other deep subject-matter experts are still invisible on LinkedIn, I’d love to help bring their expertise forward because in today's digital-first world, being findable and understood is part of being trusted. #linkedin #tech #marketing

After reviewing 2,000+ LinkedIn profiles, I keep seeing the same credibility gap. And honestly? I had this problem too. Three years ago, a recruiter told me: "Your profile sounds impressive, but I can't see any proof you actually built these programs." That feedback stung—but it was right. You list impressive roles. You describe major responsibilities. But without concrete evidence, hiring managers move on to candidates who can prove their impact. The job search game changed in 2025. "Published platform policy" sounds great—but where's the framework you built? The presentation you gave? The measurable outcome? Here's what I learned: credibility requires evidence, not just claims. The 3-step system I wish I'd known earlier: 1. Recommendations That Actually Matter Forget generic "great team player" endorsements. Reach out to 3-5 specific people:   • A manager who saw your strategic thinking   • A peer who collaborated on a complex project   • Someone you trained or mentored   • Someone you provided mentorship to during your job Send them a template with concrete details: "Could you mention how we reduced fraud losses by 40% through the risk framework we built together?" Pro tip: Gather recommendations that focus on different aspects of your profile to create a complete picture. 2. Your LinkedIn Credibility Portfolio Most experienced professionals overlook LinkedIn's best features: → Features section: Upload case studies, frameworks, or research papers → Job experience media: Add slide decks, reports, or presentations directly under each role → Projects section: Highlight key initiatives with measurable outcomes → Courses: Link to capstone projects or certifications with portfolio work Even better? Create a short Loom video or document giving a high-level overview: What problem were you solving? What was your approach? What were the results? Show your work.  Conference presentation on AI governance? Add it. Risk assessment framework you developed? Upload it. 3. Consistent Expertise Signals One strategic post or comment weekly proves you know your field: Post practical frameworks: "What are the trade-offs on age verification?" Comment with insights: Add value under industry leaders' posts—don't just say "Great post!" Share learnings: "Redesigned our moderation workflow and cut escalation time 35%—here's what worked" (no confidential details) Key takeaway: Don't worry about friends or your network judging you. The truth is, most people are too focused on their own journey to critique yours. And building an audience takes time. The reality: At the experienced level, you're competing with people who have similar years and titles. What separates you? Proof that you can do the work. ♻️ Share with someone actively job searching who has the experience but isn't getting the response they deserve.

The LinkedIn Content Strategy That Actually Works: 3 Prompts I Shared at a Recent Industry Webinar. Recently, someone in one of my presentations asked the question: 'How do I create LinkedIn content that actually matters?' Everyone was thinking it, but nobody wanted to admit they were struggling with the same thing. It was my hope that the 3 content frameworks I shared shifted how the audience thought about LinkedIn content. I've added more depth here than I could cover in the presentation—because these aren't just posting templates, they're relationship-building strategies. Here are the three frameworks that I believe consistently drive engagement and establish thought leadership: 1. Lessons Learned: Turn Experience Into Authority Share what you've learned the hard way. People connect with real experience over polished perfection. Structure: "Three years ago, I made a costly mistake that taught me more about [topic] than any course. Here's what happened and what I learned..." 2. Problem-Solving: Showcase Your Value Position yourself as someone who solves problems, not just identifies them. Demonstrate expertise through real examples. Structure: "Every [job title] struggles with [specific problem]. Here's the 3-step process I developed that consistently delivers results..." 3. Perspective Shift: Show Growth Demonstrate intellectual honesty by sharing how your thinking has evolved. This builds trust with professional audiences. Structure: "I used to believe [old perspective] until [specific event] completely changed how I think about [topic]. Here's what I understand now..." Apply These Frameworks Job Seekers: Demonstrate expertise and problem-solving to potential employers. Freelancers: Position yourself as a strategic partner by showing how you approach challenges. Leaders: Build authority by sharing real leadership lessons and evolved thinking. Creators: Establish credibility by sharing your expertise journey and how you help others. The Authenticity Factor The magic isn't in the framework—it's in authenticity. Your real experiences and genuine insights are more compelling than fabricated stories. Start with the framework that feels most natural. Share something real, specific, and valuable. Your turn: Which framework resonates with your experience? Share a post using one of these prompts—I'd love to see your adaptation. To see the 15 minute YouTube video presentation on Linkedin tips for engagement, click on the first comment column. #LinkedInTips #PersonalBranding #AuthenticContent #ContentCreation #CareerGrowth #ThoughtLeadership

If I were trying to figure out how to ‘talk about myself online’ in 2025, specifically, how to tell personal stories that actually led to business, here’s the approach I’d take for my LinkedIn content: Most of the founders I work w/ are incredible at 1 thing: Valuing their time & energy. They’re often mothers & business owners, multi-passionate professionals, or just genuinely doing a lot. Everything in their lives is intentional & strategic, including how they show up online. But when it comes to talking about themselves on LinkedIn? That intentionality can sometimes lead to overthinking. For simplicity sake - in my experience, there’s 2 types of ‘personal story content’ that leads to closed business. An ideal strategy uses both but I’ve seen founders lean into 1 or the other. 1. Aspirational stories These showcase qualities your ideal clients want more of & believe they’ll get access to from working w/ & being around you. 2. Expertise-building stories These demonstrate that you have the skills to get results & ultimately, make someone trust you to hire you. So if I were thinking of how to strategically write stories for my LinkedIn content, here’s what I’d do: 1. For Aspirational Personal Stories: -> Know what an ideal client finds ‘aspirational’. Honestly, it might not be what you think. For example, clients might find your time management skills really aspirational since they struggle to bring their projects to life or get it all done. Or, they may find your resilience & courage aspirational after being in the rough early days of entrepreneurship. -> Mine your life experiences for moments that demonstrate those qualities. Think of micro-stories or pivotal moments where you embodied them. -> Write & publish. Aspirational content works because it creates hope & connection, keep telling these stories as you continue to remember more experiences you can tie back to. 2. For Expertise-Building Personal Stories: -> Understand what your audience finds credible. This might be specific tangible results, transformations, or niche skills you’ve honed over the years. -> Highlight specific moments of success or growth. Similarly, think of microstories & examples that would demonstrate this expertise: Turning a department around or helping a client achieve a massive comeback. -> Share the journey along w/ the results. People like to see the ‘how’ behind your expertise, it’s what builds trust. So, to recap: - Why do my clients say they hire me? What’s aspirational about me in their eyes? - What moments in my life demonstrate those aspirational qualities? - What professional experiences establish me as an expert? - What micro-stories or pivotal moments can I share to bring these to life? Once you have those starting points, the next step is to Write. Careful not to overthink or aim for perfection - in fact the more you write from the heart esp during a moment of inspiration or just share your authentic experiences, the better. 

How I built my LinkedIn strategy over the last 10 years. (from zero to over 17,000 connections) LinkedIn has been one of the most powerful platforms and tools for me over the last decade. Over the last year, I have been more deliberate about how I post and my goals. While I do not plan my posts, I do spend time studying what works and what doesn't. Over the last 12 months, I have seen: +35% increase in followers/new friends on LinkedIn - more than 1,639,658 impressions on my posts (these are people who see what I write) - 14,176 people have engaged with my posts (12,584 reactions, 1,268 comments and 136 reposts) - Had 3 posts get over 50,000 impressions each with one getting <80k impressions. One single post that took me minutes to write. Here is my strategy and what I have learned: 1. Optimize your profile. Write in the first person, not corporate speak. Make sure that someone who reads your profile can quickly understand what you do/how you can help them. This optimization also means having a photo of your face (up close is better) and a background that is not generic. 2. Post consistently. Over the past year I have posted 5-6x/week every week. LinkedIn's algo rewards consistency, not frequency. If this means you can post 1x week that is fine, but be consistent. 3. Have a point of view. I write all my own posts. I don't use chatGPT. I share my view and since I am not writing for anyone, I am not constrained by what I share. 4. Have themes that you write about. This is a professional platform so I tend to focus on private markets, CRE, capital flows, leadership and sales. I don't write about things that I am not an expert in or that I have no interest in discussing. 5. I engage with people who comment on my posts. Please comment ⬇️ and leave feedback. Make sure when you engage it's thoughtful. 20-40 words (2-3 sentences is optimal). If you follow good people (ring the bell in their profile to get notified when the post) then engaging is easy. Not a chore. 6. I have been experimenting with different formats of posts. If you don't like to write, try video. If you don't like that, try uploading a photo or a document. There is no one right away but as long as it works for you, it's good. LinkedIn rewards posts that people engage with and "dwell" on so think about that. Question: Do you like the Carousel's I have been doing? Comment below so I know if they are useful? 7. I always have a point of view. I am not worried what other people think. The way I think about LinkedIn is that it's a great way to codify my thoughts and maybe one day, I will go back and re-read years of thoughts & reflect on them. 8. Post when the people you want to interact with are online. If your in the US and what investors in Asia to see your posts, make sure your posts to hit during their working hours. LinkedIn is a very underrated tool for building a community and brand. Don't over think it. If this is helpful, repost it for others to see

Great LinkedIn writing isn’t about being a better writer. It’s about being a sharper thinker. And here’s what that looks like: 1. They write like they talk → Simple words. Short sentences. Zero jargon. 2. They use structure → Hook. Transition. Body. No fluff. No filler. 3. They avoid hypotheticals → Real stories win. Vague concepts get scrolled. 4. They write for one person → Not for “everyone”. Just the one reader who needs to hear it. 5. They read top posts, then reverse-engineer → What worked? Why did it hit? They break it down like a blueprint. 6. They don’t chase likes → They chase clarity. Influence comes later. 7. They publish before they feel “ready” → Perfection is just procrastination in a nice outfit. 8. They build consistency → Not once a week. Not when inspiration hits. Every. Damn. Day. So if you’re still waiting to feel confident before you write… You’re already behind. Good writing is a habit, not a talent. → Hit publish. → Learn what lands. → Keep showing up. Because no one remembers the posts you almost shared. ♻ Found this helpful? Repost to help your LinkedIn network.

I’ve written hundreds of LinkedIn posts over the past few years. Some flopped. Some went viral. Some brought clients months later. Here are 20 lessons I’ve learned writing on LinkedIn: (Save the lessons, you'll use them for your next post) 1. Writing here helps me think. Some of my best ideas appeared while trying to explain them publicly. 2. Speak first, then write. Voice notes make content way easier and more natural. 3. Share your story. People connect more to lived experience than polished theory, especially in this AI world. 4. The best ideas come spontaneously. After a coaching session. During a walk. Between meetings. 5. The best posts come from conversations. Clients, trainings and real-life discussions are endless content sources... 6. It’s okay to flop in public. Some great posts get ignored. Keep posting. 7. LinkedIn rarely generates immediate leads. But it builds trust over time incredibly well. 8. PAS is still one of the best structures. Problem → Agitate → Solution. Simple works. 9. The hook makes 80% of the post. If the first line doesn’t create curiosity, the rest doesn’t matter. 10. Dwell time matters more than likes. If people stay and read, the algorithm notices. 11. Great posts usually combine: Pathos → emotion Ethos → credibility Logos → logic 12. One post = one idea. Trying to say everything weakens the message. 13. Frameworks travel further than opinions. People save structures they can reuse. 14. Application beats theory. People want practical insight, not intellectual gymnastics. 15. Repetition builds positioning. You’re not repeating yourself. You’re becoming known for something. 16. Whitespace matters. Dense text kills readability. 17. Write for one person. Not for “everyone on LinkedIn.” 18. Honest posts outperform perfect posts. Authenticity creates connection. 19. Your voice gets sharper through volume. You find your style by publishing, not overthinking. 20. Writing compounds. One post won’t change your business. 50 posts might. Save it for your next post. Share it with your audience. And tell us: What’s the biggest lesson YOU’ve learned from posting on LinkedIn? Geraldine Follow me for more tips #linkedin #coaching #growth