How to… engage brilliantly on LinkedIn

These are unsettling times. We find ourselves working remotely from home, distanced from our usual habits and networks. Not so unusual for the Luma team, but we are definitely feeling the lack of the usual way of doing things.

This has changed how we gather content for articles, video, and graphics, as well as social media. So we thought we would help you adapt too.

Do you, like many others, suddenly find yourself spending more time on LinkedIn and wondering how to engage brilliantly?

We’ve worked with LinkedIn specialist Alia Coster from Coster Content to bring you her top tips for making the most of LinkedIn.

Keep it clean

LinkedIn is a networking platform and the content you see in your feed is a result of the people in your network. If you’re seeing lots of irrelevant posts, your network probably needs a clean out.

We recommend an annual spring clean. This goes for other areas of your profile. Is it up to date? Are you connected with all your current clients and collaborators? Do you have a better photo? How many of your contacts have changed job and merit a “Congratulations! How’s it going?” message?

And yes, watch your language, as well as the content you choose to share. Don’t forget that this is a professional environment.

Put your best foot forward

Present yourself well. Think of it like introducing yourself to people you don’t know at a networking event. What is it that you want them to know about you first?

Skills – what you do (not your job title)

Character – what you’re like to work with

Achievements – what you’re good at and proud of

Your opening statement is key. Earn the right to be in the conversation. Be interesting and engaging. And remember that people buy from people. Don’t lose that personal element in the shuffle.

Share knowledge

In any professional environment, knowledge sharing is key. Whether it’s project successes, awards, opinions, interesting articles or seeking input, put it out there.

Pro tip: try not to send people to other websites. LinkedIn doesn’t like links that take you away from their site.


Get in the habit of sharing something every day, or at least every few days. Infrequent is better than not at all. What matters most is you stay consistent. If you want to post every three days, keep to that schedule.

Put aside some time every week to craft your content so that you don’t have to think about it every day.


Craft your content with your audience in mind. Are you targeting creative people, corporates, business owners, team leaders, or investors? Create a conversation that a specific type of person is interested in.

And then, as you would in a face-to-face conversation, engage. If a person shares or comments, thank them and encourage them to participate in the conversation.

The more engagement your posts get, the more visible they will become to a broader audience.

And return the favour – engage with other people’s posts too. Though don’t go overboard with one person in particular. Don’t be a stalker.


LinkedIn is all about making new connections – that’s what it’s for.

Consider every connection request you get. Look at their profile and think about what they could offer. You never know what a person might bring to your network. And if they spam you with sales messages or swamp your feed with irrelevant rubbish, let them go.

Don’t be afraid to get stuck in. Just remember to approach every new connection with warmth, authenticity, and good manners.

Write beautifully

Images and video are important, but LinkedIn is primarily a written platform. Make sure what you write is something people want to read and keep it clear of any spelling mistakes or grammatical errors.


And if you’re not sure, we’ll give it the once over for you.


Enormous thanks to Alia Coster from Coster Content for sharing her knowledge with us.

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