How to make the best use of Linkedin in 2025
With over one billion users worldwide and continuous updates to its core features, LinkedIn remains the go-to platform for professionals looking to connect, learn, and grow their businesses. Long gone are the days when it was just a platform to find your next job. But with ever-evolving algorithm updates and shifts in user behaviour, making the best use of LinkedIn in 2025 means more than simply posting an update.
Whether you are a business, brand, or individual, knowing how the platform works – and how to work with it – is key to standing out. This guide breaks down how LinkedIn ranks content in 2025, what it rewards, and how you can tailor your strategy to grow visibility, connections, and authority.
How the LinkedIn algorithm works in 2025
LinkedIn’s algorithm has one mission: deliver the most relevant professional content to each user’s feed. To make that happen, it follows a three-step process:
- Quality Filtering
When a post is published, LinkedIn immediately classifies it as spam, low quality, or high quality. Posts that violate platform rules – clickbait, misleading engagement bait, overuse of emojis, or chain-letter-style prompts – are flagged early and deprioritised. - Engagement Testing
Once your post passes the quality filter, it enters the engagement testing phase. Here, LinkedIn tests the post on a small sample of your audience to measure how well it performs. If it receives strong engagement (likes, comments, shares) within the first hour, the post will be shown to a broader range of users, expanding beyond your first-degree connections. - Network and Relevance Ranking
Finally, LinkedIn assesses who should see the post next based on relevance. This includes prior engagement, shared interests, job titles, industries, and the strength of the user’s connection to the author.
What is the Algorithm Looking For?
To successfully navigate the LinkedIn algorithm in 2025, you need to create content that meets its priorities. This means substance, not sensationalism.
LinkedIn now favours posts that spark meaningful discussions and rewards those that spark genuine conversations – not just ones flooded with emojis or single-word replies. While it is still important to encourage interaction, the depth of those interactions matters more.
Posts that demonstrate subject matter expertise will be particularly favoured. Sharing your professional insights, tips, and advice will add value that your audience engages with. Posts that captivate attention for longer periods, even without immediate engagement, will be prioritised by the algorithm.
How to Craft a Quality LinkedIn Post
Creating content that performs well on LinkedIn is not just about what you write – it is also about how you write it and how you optimise it for visibility. These tips will help you create posts that not only engage your pre-existing connections but also draw traction to your page.
● Targeted Posts: Tailor your posts to the audience you want to reach. Speak directly to industry peers, clients, or niche communities rather than trying to appeal to everyone.
● Keyword Optimisation: Like any content strategy, search engine optimisation (SEO) is key on LinkedIn. Conduct keyword research to identify the terms your target audience is searching for and include them strategically in your posts. But beware of not keyword-stuffing, as this can diminish your content’s credibility.
● Original Content: Repurposing is useful, but original posts—especially those rooted in your expertise—build credibility and outperform reshared links. Share insights, case studies, and tops that show the depth of your knowledge and experience.
● Planning Posts: Consistency is key. Use a content calendar to plan your posts ahead of time, ensuring that you are publishing regularly and at strategic times when typically posts have performed best for you.
● Mobile Optimisation: Structure your posts with line breaks and concise paragraphs to improve legibility on mobile.
Resonating with your Audience
The best content on LinkedIn in 2025 goes beyond just being informative. It captures your audience’s attention, engaging them visually, emotionally, and intellectually.
What types of LinkedIn posts perform best?
Some of the top-performing posts include thought leadership pieces, carousels, and short-form videos. Video content, in particular, continues to dominate on LinkedIn. Uploading videos directly to the platform, whether they’re quick tutorials, interviews, or company updates can increase engagement and visibility. Using these visual storytelling devices to address common pain points in your industry or share unique insights will allow your posts to capture users’ attention for long and spark some meaningful discussions.
Another tried-and-tested strategy to diversify the posts on your page is to make use of LinkedIn-specific features, such as LinkedIn Newsletters, LinkedIn Live, and LinkedIn Events. These tools help you engage your audience more effectively and increase the visibility of your content. Looking further afield, keep your content relevant by utilising Google News Alerts to share topical third-party news stories.
Building a LinkedIn Network
LinkedIn is a networking platform at its core – using it that way will let you expand your network and build your brand. The first step to building any network is to make sure you are connected with your customers, current and future so that they can remain updated with any big announcements you are making. Here are some more ways to construct a foundational network and grow your platform:
● Engage your Employees: Make use of the pre-existing network you have already created and encourage employees to be active on LinkedIn. By having your team like, share, and comment on your posts, you increase your visibility and credibility.
● Connect with Intent: Instead of sending generic connection requests, personalise your messages. Mentioning shared interests, mutual connections, or specific reasons why you want to connect will make your outreach more genuine.
● Comment Strategically: Engaging with others’ content, especially with thoughtful, well-crafted comments—helps you build visibility and establish your voice.
● Join Groups: LinkedIn groups that relate to your industry are a great medium for connection building. They provide an opportunity to share expertise, interact with like-minded professionals, and broaden your reach.
Your LinkedIn company page is often the first touchpoint for potential clients, partners, or employees – so it needs to be strong. Start by ensuring the page is fully optimised: include a clear, keyword-rich “About” section, relevant industry tags, and up-to-date contact details. A polished logo and banner add credibility, while consistent, engaging content—shared in a mix of formats—keeps your audience informed and coming back for more.
Measuring Success: Analytics and Iteration
Posting is just the beginning – refining your strategy through data is where the real growth happens.
Tracking key metrics including likes, comments, shares profile views, and follower growth will allow you to evaluate the performance of your content. This is not only helpful to see what is working, but also to inspire your future posts.
Using tools like Google Analytics will show you how much traffic comes from LinkedIn and whether it leads to high-quality engagement with your site. Once you know which posts are doing the work for you, replicate these formats and topics to maintain the momentum.
Whether your goals are lead generation, personal branding, or community building – tracking your progress and adapting accordingly is key to refining your content strategy.
Remember to ring the bell and ask people to ring yours
There was a time when if you were connected with a person or followed a company you would see everything they posted. This is no longer the case – to see everything that a connection posts or see everything that a company you follow posts, you need to visit their profile and click on the bell. A pop up menu will then appear with all as an option that you need to click. What was a single bell now becomes two and you will see all their content in your timeline. This also means that you need to ask your connections and company followers to do the same.
Winning on LinkedIn in 2025 isn’t about chasing trends—it’s about aligning your content with the algorithm’s deeper priorities: relevance, expertise, and authentic engagement. When your strategy focuses on value, consistency, and connection, LinkedIn becomes more than just a professional network—it becomes a growth engine for your brand.
And if you are looking for a little extra help with your LinkedIn strategy, then why not get us to manage your profile for you. For more tips on how to build a social media presence and branding, contact Prestbury Marketing & Consulting.
