How to Build a Personal Brand on LinkedIn: The Ultimate Guide

Would you recognize your own post in the feed without your name on it? If not, this guide is for you. Yuliia Kovalkova, Senior Employer Brand Specialist at Intellias, shares insights on how to get started, find your niche, and create content that attracts attention.

Why choose LinkedIn

In today’s digital-first world, your LinkedIn profile is more than just a CV—it’s your personal brand in action. It’s where opportunities find you, where your voice shapes your industry presence, and where meaningful professional connections begin. Whether you’re looking to grow your network, attract new career paths, or establish thought leadership, being visible—and intentional—on LinkedIn can open doors you didn’t even know existed. Here is why you need a LinkedIn profile:

• 11.5% of the global population uses LinkedIn
• IT and services are the most represented industries, with 27+ million users
• 61 million users are senior-level thought leaders, and 40 million are business decision-makers
• 80% of B2B leads from social media come from LinkedIn
• LinkedIn is 277% more effective at generating leads than Facebook and Twitter
• 92% of users say their network helps them make better professional decisions
• LinkedIn’s Social Selling tool increases sales by 45%
• 60% of LinkedIn users actively seek industry insights

What does a personal brand mean 

At its core, building a personal brand means actively shaping how others see you—your values, expertise, and professional story—across a global stage. It’s about being intentional with your presence, especially on platforms like LinkedIn, where decision-makers, peers, and potential collaborators are just a scroll away. Within a few months of consistently creating content, you can:

How to take a great first impression on LinkedIn

Step 1. Tell your story in your profile

Your LinkedIn profile is more than a digital résumé—it’s your chance to tell your professional story in your own words. Use the “About” section to highlight what drives you, what problems you love solving, and the impact you’ve made.

Step 2. Customize your profile URL

A custom LinkedIn URL is a small detail that makes a big difference. It looks more professional on your CV, business cards, and email signature—and it’s easier to share. Go to your profile settings and personalize the link to reflect your name or professional identity.

Step 3. Add a professional avatar and background image

Your profile photo is your digital handshake—make it count. Choose a high-quality, approachable image that reflects your professional style. Complement it with a custom banner or background image that supports your industry, personal brand, or values.

Step 4. Use relevant keywords in your title

Include relevant keywords that reflect your role, skills, or the value you bring (e.g., “UX Designer | Human-Centered Thinker | Accessibility Advocate”). This helps recruiters, collaborators, and industry peers find you more easily.

Step 5. Expand your network strategically

Building your brand is also about who you engage with. Connect with colleagues, industry leaders, mentors, and people whose work you admire.

Step 6. Follow target companies and pages 

Stay in the know by following companies, thought leaders, and communities in your field. Not only will this fill your feed with industry-relevant content, but it also shows visitors where your professional interests lie. Plus, it’s a great way to engage with potential employers or partners.

What to post for audience engagement

Strategy above all

Your content should reinforce your brand, highlight your expertise, and provide value to your audience. When planning your strategy, ask yourself: 

Why should someone add me to their network? 

What are my strengths? 

How do my strengths make me interesting to my audience? 

Posting frequency 

• Post at least once a week, but no more than once per day 
• Engage with others’ posts by commenting and sharing 
• Share useful articles, insights, and external resources

Audience interaction

• Use hashtags, but no more than three per post
• Tag relevant people who may engage with your content
• Respond to every comment and reaction
• Ask questions to encourage discussions
• Involve friends and colleagues in boosting engagement — likes and comments matter! 

The power of visuals 

Posts with images get 2x more engagement and 98% more comments than text-only posts. Despite this, only 5% of users create original visual content.

However, there is no magic button or tool
 to help you create the best visuals. Don’t be afraid to experiment with various types of visual content. These can include images, videos, GIFs, carousel posts, infographics, animations, illustrations, presentations, and even memes.

Extra tips from Intellias ambassadors

At Intellias, our people are our most authentic storytellers. That’s why we launched IntelliVoice, our LinkedIn Ambassadors Program, empowering colleagues to share their voices while amplifying our brand’s impact. Here’s what our ambassadors say about personal branding:

Stanley Louw, Head of Partnerships and Alliances:

• Be authentic and be yourself. Your profile should reflect who you truly are. Think of LinkedIn as a digital version of networking face-to-face at events or meetings — our peers can very quickly see through us if we are not real. 

• Showcase your expertise. It is not enough to just talk about it. Regularly share articles, insights, and updates related to your industry. This demonstrates your knowledge and keeps your network engaged. 

• Seek recommendations. Ask colleagues, clients, and mentors for endorsements — they add credibility. 

• Network strategically. Connect with industry professionals, attend virtual events, and follow companies and influencers. A strong network opens new opportunities. 

Valeria Bozhilova, Senior Product Designer:

• Be empathetic. Share both successes and challenges to build authentic connections. Social media shouldn’t be a highlight reel. 

• Spark discussions. Post about industry trends, lessons learned, or thought-provoking topics you’ve discussed with colleagues. Make content accessible to beginners and experts alike. 

Sandhya Dulgaj, Talent Delivery Manager:

• Keep it consistent. Inconsistency in postings can lead to a disengaged audience. Create a content calendar to maintain regular engagement. 
• Focus on value. Always provide value to your audience instead of just promoting yourself. You can share your work routine experience or any new learnings you gained.
• Use LinkedIn analytics. Monitor which posts resonate the most with your audience and refine your content strategy.

By investing in your LinkedIn presence, you’re not just building a profile — you’re building opportunities, credibility, and influence. Now, it’s time to start posting!