Let’s be honest - LinkedIn has become a parody of itself. Self-congratulatory stories that never happened. Corporate jargon with the emotional range of a teaspoon. Endless humblebrags dressed up as "life lessons." If you're reading it and cringing - you’re not alone.
And yet, beneath the noise, there’s real potential.
How Did We Let This Happen?
Somewhere along the way, LinkedIn became less about professional connection and more about performative storytelling. It’s a place where people treat content like cover letters - curated for imaginary recruiters rather than real people.
But LinkedIn is still social media. You’re supposed to be… social. Relatable. Honest. Human.
If you don’t have anything valuable to say, don’t post. And if you do - say it with intent. Say it like a person, not a press release.
This is a long-form space. That’s a gift. It means you can build narrative, context, and brand over time. Share thinking. Build trust. Position yourself. It's the best platform for storytelling - if you treat it with care.
What to Post Instead
Observations over announcements. Tell us what you’re learning, not what you’re selling.
Case studies in plain English.
Useful frameworks, questions, and prompts your network can actually use.
Brand storytelling - not ‘look at me’, but here’s why this matters.
LinkedIn Ads: Not for the Faint of Budget
Should you invest in advertising here? LinkedIn ads are not your average social media buy.
It’s noisy, expensive, and if your budget is below $50/day, you’re probably just tossing coins into the void. This platform isn’t where you test with scraps. It’s where you go when your targeting is precise, your funnel is strong, and your offer is ready.
But - when it works, it works. Especially in B2B. Decision makers. Procurement leads. Industry experts. They’re all here.
You just need to get past the cringe to get to the conversion.
The Double Standard
The irony? We all roll our eyes at the performative nonsense - and yet, we’re still watching. Still scrolling. Still lurking.
The reason is simple: when someone gets it right, it cuts through.
Because in between the cringe lies a huge opportunity - to build professional presence, brand affinity, and actual human resonance at scale. LinkedIn isn’t broken. Most people are just using it wrong.
If you show up with something to say - & say it well - you’ll stand out fast. The algorithm still rewards quality. The platform still rewards consistency. And the audience? They’re just waiting for someone real.
Why So Cringe? A Quick Breakdown
Trung Phan nailed it in his breakdown of LinkedIn’s weirdest tendencies - and why they’re so persistent:
The Personality Mask – LinkedIn trains people to sound polished and impressive. The result? Buzzwords, inflated wins, and stories no one asked for.
The Customer Base – Because recruiters and HR leads are watching, people write like they’re applying for their next role—constantly trying to impress.
The Algorithm – It rewards engagement above all else. Meaning posts get optimised for likes, not value.
This is how we ended up with emotional airport encounters and cardboard cutout leadership lessons in your feed.
But once you see it for what it is - you can play a smarter game. Drop the mask. Add value. Say something real. The bar is low. You can clear it with honesty.
A Better Way to Post: Problem + Process = Payoff
Want to stand out without sounding like a parody? Use this structure:
1. The Problem - What challenge did you face?
2. The Process - What did you do about it?
3. The Payoff - What changed? What did you learn?
This format builds trust. It creates empathy. And it gives value - without sounding like you're angling for a standing ovation.
Example:
“We launched a campaign that flopped in week one. The offer wasn’t resonating. Instead of doubling the budget, we paused, rewrote the hook, and relaunched with new targeting. Cost per result dropped 42%. Lesson: Don’t panic - pivot.”
It’s short. It’s honest. It’s useful. And it doesn’t make you look like you just gave a TED Talk in your inbox.
Wrapping Up
LinkedIn is what you make of it. Don’t write it off because of the noise - rise above it. Be clear. Be consistent. Be someone worth following.
And for the love of all things honest, stop writing hypothetical story posts that start with “I was walking through the airport when…" + MORE LAME FLUFF = "Taught me the power of leadership.”
They didn’t. You sound like a wanker. And we all know it.
