The 4 LinkedIn Post Archetypes

Build You Marketing
May 20, 2024
6 min read

Updated: Jul 18

Do you ever see those people on LinkedIn that somehow always have great content? You open your LinkedIn app and 'Jake Ross' is always showing up at the top of your feed. Well... it's not random. Today, we share the 4 LinkedIn post archetypes that always perform well and keep you on people's feeds.

Why Should I Post on LinkedIn?

A LinkedIn Post about how to get impressions on LinkedIn by Jake Ross

LinkedIn is the most used social media platform for professionals. In many cases, your LinkedIn profile is your resume for your career (click here to learn how to create the best LinkedIn profile) and it's where your professional network lives. Posting on LinkedIn helps you nurture your existing network to educate them and strengthen your relationship with them.

Think about your favorite famous person... Tom Brady, Taylor Swift, or maybe even Lady Gaga. Do you feel like you 'know' that person? Through their countless social media posts, commercials, TV interviews, press articles, and more, they have created a personality for themselves and helped people understand who they are. Most importantly, they have built some sort of relationship with you without even knowing it.

That is exactly what posting on LinkedIn can do for you. It builds trust with many people at one time. You will get invited to events, dinners, and galas, etc. In addition, you will get partnership opportunities and new customers you never even new existed.

Builds Trust with your network
Bolsters your Industry Credibility
Invitations to special events, dinners, communities, etc.
Establishes & maintains relationships with your professional circle
Increases brand awareness
But most importantly...

People will see YOU as THE expert in your industry, building trust and credibility.

So now that you're convinced that posting on LinkedIn actually has many benefits, here are 4 LinkedIn post themes that increase engagement and build relationships with your network to get you started.

How Do I Write a Great LinkedIn Post?

Writing a 'great' LinkedIn post to increase your engagement depends on the post archetype, and we cover that on our LinkedIn mastery blog series. We've hyperlinked each section below to a blog that dives deeper into each archetype.

1. Storytelling Posts

Who doesn't like a great story? Heck, every sports game seems to always have a storyline behind it to get people to watch. So I challenge you to think about what your story is. If you are a founder, why did you start your company? What challenges did you have to overcome and how did you fix them? Here is an example of a storytelling post from one of our co-founders:

A LinkedIn Post from Jake Ross of Build You Marketing

Jake shared the story of how he landed Build You's first client in a pitch competition by telling each judge what they could do better in their marketing strategy instead of pitching his business. This anecdote shows off Jake's hustle and creative thinking, plus it makes people WANT to support him because he worked so hard.

This post resonated with his audience, pulling in 163 reactions, and 11,000 impressions... with only 3,300 followers at the time.

The big lesson? People will listen to your story, especially if you know how to tell it.

2. Achievement Posts (AKA Milestone Posts)

LinkedIn is the place to celebrate your professional achievements, milestones, and success! It's also the perfect platform to thank the people that helped you along the way. The mixture of sharing an accomplishment, recognizing the help you got a long the way, and sharing your lessons from the experience is a recipe for a well performing LinkedIn post.

It also builds your personal ethos: people are more likely to trust and follow your ideas when you have had success.

An Achievement LinkedIn Post from Jake Ross of Build You Marketing

Here's another post from Jake! This is about the time he was featured in Entrepreneur Magazine. The post begins with a hook that directly states the milestone, "I am officially published in Entrepreneur Magazine!" This gets people to pause, maybe smile, and react to the post in celebration, whether they read it or not. They have now taken time out of their day to recognize Jake and his success. This builds Jake's credibility as a business owner and the knowledge he (now we) shares about LinkedIn. As a younger founder, this is especially vital for his since it can be harder to be taken seriously as a young entrepreneur.

Additionally, in this post, he made sure to thank the people that helped him along the way, and in the comment section below, he tagged those people specifically, so the post is pushed to their network when they like and comment on the post.

What milestones/accomplishments fit under Achievement Posts?

Winning Competitions
Receiving Awards
Features in press articles
Acceptance into new communities (I.e. accelerators, incubators)
Raising Funding
New Hires
New Clients

3. Networking Posts

Do you ever go to an event and meet so many people that you don't really know who to reach out to after? Maybe everything is a blur and you need a break. Yet, two days later, you see a post from someone you met... now you remember them and it reminds you to reach out to them about something you both spoke about. The person that posted has just cracked the networking code. Out of all the people you met, they stood out to you because of this post.

A LinkedIn Post by Jake Ross about networking

In this post, our Founder Jake Ross, highlighted his experience at a founder dinner he attended. Simply, Jake focused on some of the takeaways he had from the people he met. Out of the 15 people that were at dinner, this post allowed him to stand out and it increased the probability that people would remember him as that 'college student that started his own company.'

From this post alone, four of the founders reached out to Jake directly with different opportunities or asked to setup a call to learn more about Build You. One of those founders is now a client of Build You!

These posts are key to standing out in a mass of people, and help further the relationships you have already built with people.

The most important thing to remember for networking posts is that amount of impressions, reactions or comments don't matter... the only result you should be concerned with is if you reached the people that you wanted to.

4. Thought Leadership Posts

Why should people trust you? That's the question that thought leadership posts answer for your audience. In many industries, there are a lot of people that claim to be 'experts' in something when they really aren't, so it makes it hard for customers to trust anyone. Utilizing thought leadership posts to show your industry expertise and capabilities builds that trust with current and potential customers. They can trust that you truly are an expert in your field.

A LinkedIn thought leadership Post example on Temima Shame's account

Take another post from Jake. In this post, he shared an analogy about how posting on LinkedIn is similar to going to the gym.

He related core LinkedIn posting principles to a real-world, easy to understand example to his audience and related to something in his life.

This boosts his credibility and shows that Jake actually knows his stuff. He shared a very unique insight about LinkedIn that you can't find on Google. It can help to ease the decision of a potential client who may want to work with Jake or one of his teammates. In addition, it helps to differentiate Jake and his team from other LinkedIn content consultants, ghost writers, etc.