LinkedIn is no longer just a place to upload your CV. With over 1 billion users worldwide (and 42 million in UK), it has become a vibrant, dynamic, and above all, strategic platform for connecting, inspiring, leading professional conversations, and creating business opportunities. But in an environment where thousands of pieces of content are posted every second, how can we make sure our profile doesn’t go unnoticed?
After years of working with brands and personal profiles in the digital space—and closely analysing how LinkedIn’s algorithm works—one thing is clear: standing out on this platform isn’t about being perfect. It’s about being purposeful, consistent… and adding a touch of authenticity.
Here are some key insights that, in my experience, truly make a difference:
1. Visual content and interactive formats
LinkedIn’s algorithm tends to favour posts that rely on visual and interactive content: short videos, carousels, infographics, and polls help boost message retention and increase reach. These formats have become essential tools for improving visibility and driving engagement.
2. Strategic links to avoid penalisation
Currently, LinkedIn’s algorithm reduces the reach of posts that include external links in the main body of the text. To avoid this, it’s recommended to place links in the first comment instead—preserving visibility while still providing access to additional information.
3. Interaction as a visibility driver
Active participation on the platform is crucial. Commenting on relevant posts, reacting, sharing valuable content, and mentioning professionals or influential companies contribute to organic reach and strengthen your presence within your sector.
4. Digital Networking
Attending virtual events or joining sector-specific groups is an effective way to connect with industry leaders. Sharing ideas and staying up to date with trends is essential. The key lies in engaging and adding value in these spaces, fostering long-term professional relationships.
5. An optimised profile as your calling card
Having a complete, professional, and optimised profile is fundamental. Key elements such as a quality photo, a header image aligned with your professional identity, a well-crafted bio with relevant keywords, up-to-date experience, and strong recommendations all influence how your profile is perceived. AI tools can certainly help streamline this process, but don’t forget to add your personal touch to every detail.
6. Purposeful Hashtags
Hashtags remain an effective tool to expand the reach of your posts, provided they are used consistently and in moderation. Typically, three to four targeted hashtags per post are enough to help amplify your content.
7. Balanced Visual Language
Emojis and symbols, when used thoughtfully, can make content feel more approachable and visually engaging. However, overuse can compromise clarity and reduce professionalism. Here, moderation is key.
8. Formatting matters
How content is presented is just as important as what it says. Short paragraphs, proper spacing, and a structure optimised for mobile reading enhance user experience and boost interaction.
9. Personal branding as a strategic tool
Publishing opinion pieces, infographics, PDFs or newsletters helps you showcase your expertise and position yourself as a thought leader in your field. A strong personal branding strategy supports professional growth and expands your network.
Beyond individual efforts, more and more companies are turning their employees into digital brand ambassadors—an approach that not only increases reach but also strengthens team credibility. Learn how to implement this step-by-step here.
10. The right time to post
Timing also impacts results. In the Spanish market, weekday mornings—especially Wednesdays at 10:00am—and weekends between 12:00pm and 6:00pm tend to yield the best engagement. In terms of frequency, prioritising quality over quantity is key: one or two well-crafted posts per week are ideal. If your target audience is international, these timings may vary.
10 + 1. Authenticity and common sense as a differentiator
In an era where AI-generated content is increasingly common, authenticity stands out as one of the most valued assets. Sharing personal elements within your professional narrative helps humanise your profile and build a stronger connection with your audience. It also helps reinforce your brand’s leadership. More ideas on how to achieve this from a leadership perspective can be found here.
Looking to give your LinkedIn profile a strategic boost? At Canela, we can help you stand out. Let’s talk?
Arantxa Aguilera, Head of Digital at Canela
