LinkedIn is the go-to platform for professionals and a powerful tool for businesses looking to build brand authority, connect with decision-makers, and generate leads. But showing up isn’t enough. To really make an impact, you need a strategy. Here are five tried-and-true LinkedIn best practices we recommend to help boost your visibility, earn trust and grow your presence in a meaningful way.

1.     Engage Actively

Take time to like, comment on and share content from your peers, clients, partners and industry leaders. Thoughtful comments (beyond a 👍) can spark conversations, strengthen relationships and keep your brand top-of-mind. It also shows that your business isn’t just talking at people, it’s part of the larger industry dialogue. The more you show up in meaningful ways, the more likely others are to engage with your content in return.

2.     Empower Employees to Advocate

Your team is your greatest marketing asset. When employees share company updates, celebrate wins or talk about the work they’re doing, it adds authenticity and extends your brand’s reach in a way that feels personal and real. Encourage your team to get involved, whether it’s reposting company content with their own perspective or sharing behind-the-scenes looks at projects they’re proud of.

People trust people, and employee advocacy is one of the most effective (and organic) ways to build credibility on LinkedIn.

3.     LinkedIn Articles

LinkedIn articles are a powerful way to build authority. Long-form content lets you go beyond the typical post and dive deeper into industry trends, share insights or break down case studies that showcase your expertise. It’s not just about showing what you know – it’s about starting meaningful conversations and providing value to your network. Publishing articles consistently can position you (or your brand) as a thought leader, attract new followers and even open the door to media opportunities or speaking invites.

4.     Target with LinkedIn Ads

If you’re marketing to other businesses, LinkedIn Ads are one of the most effective tools in your toolkit. The platform gives you a variety of targeting capabilities, you can zero in on users by job title, industry, company size, seniority, skills and even specific companies.

Whether you’re running Sponsored Content to promote thought leadership or using InMail to deliver personalized messages directly to decision-makers, LinkedIn makes it easier to get in front of the right people at the right time. With the right creative and targeting strategy, LinkedIn Ads can deliver ROI, especially for high-consideration products or services.

5.     Encourage Thought Leadership

Put your leaders front and center. Featuring your executives, founders and subject matter experts as part of your content strategy brings a human element to your brand that builds trust and relatability.

Whether it’s a post from the CEO reflecting on industry trends, a quick video from your product lead explaining a new feature or a thought piece from your head of HR on company culture, authentic leadership voices carry weight. When your leaders show up consistently and genuinely on LinkedIn, it reinforces your brand’s authority and fosters a deeper connection with your audience.