How to Build Relationships on LinkedIn

Building real, lasting relationships on LinkedIn is one of the most valuable investments you can make in your career, but most people approach it all wrong. It's not about how many connections you have, but the quality of the people within your network and the strength of those connections. This guide will walk you through the exact steps to stop collecting contacts and start building a powerful professional network, one genuine interaction at a time.

First Things First: Optimize Your Profile

Before you even think about outreach, your LinkedIn profile needs to serve as a solid foundation. Think of it as your digital headquarters. When you engage with someone, their first move is often to click on your profile. If it’s incomplete, unclear, or uninviting, you’ve lost their interest before you've even had a real conversation.

Craft a Headline That’s More Than Just a Job Title

Your headline is prime real estate. Instead of just listing your title, like “Marketing Manager at Company X,” use it to communicate your value. Who do you help, and how do you help them? This turns your headline from a passive descriptor into an active invitation.

• Old Headline: Social Media Manager
• New Headline: Helping B2B SaaS Brands Grow Organically with Strategic Social Media | Content Strategy &, Community Building

This revised version instantly tells visitors what you do, who you do it for, and what your specialties are. It’s a mini-elevator pitch right under your name.

Write an “About” Section That Tells Your Story

The “About” section is your chance to be human. Don't just copy and paste your resume bullet points. Write in the first person ("I" not "they") and tell a story.

• Start with who you are and what you're passionate about professionally.
• Explain the problems you solve for people or companies.
• Share a key accomplishment or a personal belief about your industry.
• End with a clear call to action. What do you want people to do after reading it? (e.g., "Feel free to send me a connection request," or "Let's connect and talk about content strategy.")

Use the “Featured” Section to Showcase Your Best Work

The featured section is your personal portfolio. You can link to your best articles, showcase a successful project, share a speaking engagement, or highlight a popular LinkedIn post. This gives people concrete proof of your skills and expertise right away.

The Art of the Connection Request (Quality Over Quantity)

The biggest mistake on LinkedIn is firing off dozens of generic connection requests. People ignore these. The goal isn’t to connect with everyone, it’s to connect with the right people in a meaningful way. This means every single connection request you send should be personalized.

Always Add a Personal Note

Never, ever use LinkedIn’s default “I’d like to connect with you” message. It’s lazy and shows you haven’t put any effort into the request. Your note doesn’t need to be an essay, but it does need to be specific and relevant to them. Here’s a simple formula:

1. Reference Something Specific: Mention a post they recently wrote, a comment they made, an article they were featured in, or a company they used to work for that you admire.
2. State Your Reason for Connecting: Explain why you want to connect. Are you in the same industry? Are you inspired by their work? Do you see an opportunity for mutual learning?
3. Keep it short and to the point.

Example Personalized Connection Requests:

• "Hi Sarah, I saw your comment on John Smith's recent post about community-led growth, and it gave me a lot to think about. I’m also focused on building communities in the tech space and would love to follow your work and connect with you here."
• "Hi Mark, I just finished reading your article on building startups in a downturn. Your perspective was refreshing. I'm a founder myself and would really value having someone with your experience in my network."
• "Hi Emily, I noticed we both went to the University of Michigan! It's always great to connect with fellow Wolverines. Hope you're having a great week."

A few thoughtful requests per week will build a far stronger network than hundreds of generic ones.

Content Is Your Relationship-Building Engine

Your profile is your foundation, and thoughtful connection requests are the handshake. But content is how you build relationships at scale. By consistently sharing valuable insights, you position yourself as a helpful expert and give people a reason to follow and engage with you.

Create Content That Gives Value Away

Don't just post about your company's latest press release. Think from your audience's perspective. What are their biggest challenges? What questions are they always asking? What knowledge do you have that could help them do their job better?

Content ideas that work:

• Share a personal story about a lesson you learned (successes and failures both work well).
• Break down a complex idea in your industry into simple, actionable steps.
• Ask an open-ended question to spark a discussion in the comments.
• Reshare and add your perspective to an interesting article or post from someone else.
• Create checklists, frameworks, or simple guides that people can save and refer back to.

The key is consistency. Aim to post 2-4 times a week. It shows you’re active and committed to being a part of the conversation in your industry.

Engage in the Comments with Intent

Posting isn't enough. The most valuable interactions happen in the comments - both on your own posts and on others' posts. This is where you move from being a broadcaster to a community member.

Avoid generic, low-effort comments like "Great post!" or "I agree." They add no value and are easily ignored. Instead, write comments that add to the conversation.

A Framework for Meaningful Comments:

1. Acknowledge their point: Show you’ve actually read their post. "This is a really insightful point about burnout..."
2. Add Your Own Perspective or Experience: Build on what they said. "...It reminds me of a time when my team was struggling, and we found that implementing 'no-meeting Fridays' made a huge difference."
3. Ask a Follow-Up Question: Encourage a direct reply and keep the conversation going. "...Have you found other strategies that work for preventing team burnout?"

A single thoughtful comment on a well-known person's post can get you more visibility and credibility than ten of your own posts combined.

Transitioning to the DMs (Without Being Cringey)

Direct messages are for deepening a conversation, not starting a cold pitch. Rushing to a sales-y DM right after connecting is the fastest way to get ignored or even removed as a connection. A relationship has to be warmed up first through public engagement - likes, comments, and post shares.

When Is It Okay to Send a DM?

• To Follow Up on a Comment: If a comment thread gets too long, it’s a perfect reason to move to DMs. "Hey [Name], really appreciate the back-and-forth about SEO in the comments! Had another thought I wanted to share with you directly..."
• To Genuinely Thank Someone: If someone's content or advice was particularly useful, let them know. "Hi [Name], I wanted to send a quick note to say thanks. Your post last week on crafting user personas was exactly what I needed for a project, and it made a huge impact."
• To Make an Introduction or Share a Resource: Providing value is always a welcome reason to slide into someone’s DMs. "Hi [Name], saw you were looking for a great graphic designer. I worked with Jane Doe on a project and she was fantastic. Thought I’d pass along her info!"

Notice what’s missing? A sales pitch. Focus on being human and helpful. The business opportunities will follow naturally.

Playing the Long Game: Nurturing Your Network

Building strong relationships is a marathon, not a sprint. Once a connection has been made and conversations have started, the work isn't over. Keep nurturing those relationships over time. LinkedIn provides tons of easy opportunities to do this.

Celebrate Their Wins

LinkedIn’s notifications tell you about work anniversaries, promotions, and new jobs in your network. These are layup opportunities. Take 30 seconds to drop a sincere "Congratulations!" on their post. It’s a simple, low-effort touchpoint that keeps you top-of-mind.

Make Helpful Introductions

The most powerful way to build goodwill is to connect two people in your network who could benefit from knowing each other. This selfless act provides immense value to both parties and solidifies your reputation as a helpful, well-connected person.

Check In Periodically

For your most important connections, don’t just rely on public engagement. Once every quarter or so, you might send a very simple, no-ask DM just to check in. "Hey [Name], just popped into my head and wanted to say hi. Hope you’re doing great! Loved your recent post about [topic]." That’s it. It’s a simple, human gesture that reinforces the connection.

Final Thoughts

Building a successful network on LinkedIn comes down to a simple philosophy: be human, be generous, and be consistent. Focus on providing value to others long before you ever think about asking for something in return, and you'll find that your network becomes a source of opportunities and relationships that can support your career for years to come.

All of this - creating content, commenting thoughtfully, and engaging with notifications - takes time. We built Postbase to streamline the time-suck of content management itself, specifically because we know that the real magic on social media happens in the interactions. By using our simple planning calendar and scheduling for all your platforms, you free up the mental space and time needed for the human touch - the comments, DMs, and genuine connection-building that truly moves the needle.