How to Create a LinkedIn Post

Posting on LinkedIn can feel a little high-stakes - like you're walking into a professional networking event every time you want to share a thought. But creating posts that spark conversations, build your brand, and connect with the right people is a skill anyone can master. This guide breaks down exactly how to craft an effective LinkedIn post, from the very first word to the last hashtag.

Why Your LinkedIn Posts Matter So Much

Before we get into the “how,” it helps to remember the “why.” Unlike other social platforms where users are scrolling for entertainment, people on LinkedIn are in a professional mindset. They’re looking to learn, network, solve business problems, and advance their careers. This gives your content a more focused and engaged audience, right from the start.

When you post consistently and thoughtfully, you’re not just sharing an update, you’re building a reputation. You’re demonstrating your expertise, showing your personality, and establishing yourself as a trusted voice in your industry. Every post is a chance to strengthen relationships with peers, clients, and future employers.

The Anatomy of a High-Performing LinkedIn Post

The best LinkedIn posts aren't complicated. They generally follow a simple, four-part structure that you can use over and over again. Once you understand these core components, creating content becomes much less intimidating.

1. The Hook (The First 1-2 Lines)

The first line of your post is the only thing people see before they have to click "...see more." Its one and only job is to stop the scroll and make them want to know the rest of the story. If your hook doesn’t land, the rest of your post doesn’t matter.

Here are a few types of battle-tested hooks:

• The Bold Statement: Start with a strong, maybe even controversial opinion. "Your 'work-life balance' is a myth. Here's a better way to think about it."
• The Question: Ask a question that your target audience has likely thought about. "What's the single best piece of career advice you've ever received?"
• The Story Starter: Hint at a personal experience or a lesson learned. "I bombed my first big presentation. It was the best thing that ever happened to me."
• The Surprising Statistic: Share a single data point that makes people curious. "90% of startups fail, but not for the reason you think."
• The "How-To" Promise: Clearly state the value the reader will get. "Here’s a 3-step framework for writing emails that actually get a response."

Your hook needs to be short, punchy, and intriguing. Spend more time on this than any other part of your post.

2. The Body (The Value)

Once you’ve earned their click, you have to deliver on your promise. The body of your post is where you expand on your hook, share your story, or provide the actual advice. The single most important rule here is readability.

No one wants to read a giant wall of text. Break up your thoughts into short, bite-sized pieces.

• Use short paragraphs: Think one or two sentences per paragraph. This creates a ton of white space and makes the text feel much less dense and easier to scan on a mobile device.
• Leverage bullet points or lists:
  • They are easy to scan.
  • They break down complex ideas.
  • They stand out visually.
• Add emojis sparingly: A well-placed emoji can help guide the reader’s eye or convey tone, but don’t overdo it. Stick to professional and clear emojis. 👉, ✅, and 💡 are popular choices.

The content itself can take many forms: a guide, a personal anecdote about a career challenge, an analysis of an industry trend, or a celebration of a recent win. Whatever the format, make sure you’re providing value, whether it’s educational, inspirational, or relatable.

3. The Call to Action (The Ask)

Don't leave your reader hanging. The end of your post should guide them on what to do next. A good call-to-action (CTA) turns a passive reader into an active participant, signaling to the LinkedIn algorithm that your post is fostering engagement.

Your CTA doesn't have to be salesy. Most of the time, it’s just about starting a conversation:

• "What’s your take on this?"
• "Share the best piece of advice you’ve received in the comments below."
• "Am I missing anything?"
• "Tag someone who needs to hear this."

A simple, open-ended question is often the best way to get comments rolling in.

4. The Hashtags (The Discovery)

Hashtags help LinkedIn categorize your content and show it to users interested in those topics, even if they aren't connected with you. Think of them as signposts that guide the right audience to your post.

Here are some quick best practices:

• Use 3 to 5 relevant hashtags: Don’t stuff your post with dozens of them. A handful of highly-relevant hashtags is far more effective.
• Mix broad and niche: Include a popular, high-traffic tag (like #marketing or #leadership) along with more specific, niche tags (like #contentstrategy or #personalbranding). This gives you a chance to appear in both large and targeted conversations.
• Check follower counts: When you type a hashtag, LinkedIn shows you how many people follow it. Aiming for tags with followers in the tens or hundreds of thousands is often a sweet spot - not too broad, not too small.

Choosing the Right Format for Your Post

Now that you know the building blocks, what should the final product look like? LinkedIn supports several formats, each with its own strengths.

Text-Only Posts

Don’t underestimate the power of a simple text post. Because they are so easy to consume, they often get fantastic engagement. They feel personal and authentic, almost like reading a peer's thoughts. This format is perfect for storytelling, sharing a strong opinion, or asking a direct question.

Posts with a Single Image

An image can help stop the scroll and add context to your story. Use a photo of yourself, a behind-the-scenes shot of your work, a custom graphic with a key quote, or even a relevant stock photo. Make sure the image is high-quality and adds to the message instead of just being window dressing.

Carousel Posts (PDFs)

Carousels are one of the most powerful post types on LinkedIn right now. You create a multi-page PDF document and upload it, which users can then swipe through. Because people spend more time swiping through the slides, it signals to the algorithm that your content is valuable.

This format is incredible for:

• Step-by-step guides and tutorials.
• Repurposing presentation slides.
• Showcasing key takeaways from an article or report.
• Visual storytelling.

Video Posts

Native video (video uploaded directly to LinkedIn) performs very well. Keep it short - ideally between 30 and 90 seconds. Always add captions, as a huge portion of users watch videos with the sound off. Videos are great for sharing quick tips, announcing news, or giving a glimpse into your company culture.

Polls

LinkedIn polls are a low-effort way to generate immediate engagement. They are easy for users to participate in and can give you valuable insight into what your audience is thinking. Use polls to ask about industry trends, pain points, or preferences.

A Step-by-Step Guide to Publishing Your Post

You have the theory, now let's put it into practice.

1. Start with the content. Before you even open LinkedIn, write your post in a separate document. This lets you focus on the message without being distracted. Write your hook, your body text, and your CTA.
2. Open LinkedIn and click "Start a post." Copy and paste your text into the box.
3. Format for readability. Now, go through and add line breaks to create white space. Add any emojis or bullet points to make the post easy to scan.
4. Add your visual media. Click the appropriate icon to add an image, video, document (for a carousel), or poll.
5. Tag relevant people or companies. If you’re mentioning a specific person or company in your post, use the "@" symbol to tag them. Do this thoughtfully, only tag people who are genuinely part of the story, not just to get their attention.
6. Add your hashtags. Type out 3-5 relevant hashtags at the end of the post.
7. Proofread everything. Read your post out loud to catch typos or awkward phrasing. There's no edit button for text after you post (though you can edit and re-upload media), so it's a good idea to get it right the first time.
8. Click "Post" and engage! The work isn't over once your post is live. The first hour is critical. Stick around and respond to every comment you receive. This conversation boosts your post's visibility and shows your audience that you’re there to connect, not just broadcast.

Final Thoughts

Creating impactful LinkedIn posts isn’t about chasing viral hits, it's about consistently showing up and providing value. By focusing on a strong hook, readable content, a clear CTA, and smart hashtags, you can build a repeatable process that will build your reputation and connect you with your professional community.

Consistently creating content across LinkedIn and other platforms can feel like a full-time job. Having a plan makes a world of difference. At Postbase, we built our visual planning calendar to help you see your entire content schedule at a glance, drag and drop posts to find the perfect timing, and stay organized without wrestling with spreadsheets. It simplifies the process so you can focus on building your brand, not just filling your calendar.