How to Make Connections on LinkedIn

LinkedIn isn't just a digital rolodex or a place to park your resume, it's a dynamic professional environment where real opportunities are created every single day. Growing your network is about opening doors, finding mentors, closing deals, and building a community around your career or business. This guide breaks down exactly how to find the right people, send connection requests that actually work, and turn those new contacts into meaningful professional relationships.

First Things First: Optimize Your Profile

Before you send a single connection request, you have to polish your own profile. Think of it as tidying up your home before inviting guests over. A strong, professional profile significantly increases the chances of someone accepting your request. It signals that you're a serious professional who values their own personal brand.

Your Photo and Banner: The First Impression

Your profile picture and banner are the first things people see. Make them count.

• Profile Picture: Use a clear, high-resolution headshot where you're looking at the camera and smiling. Dress professionally (appropriate for your industry) and use a neutral, uncluttered background. No party pics, group shots, or avatars.
• Banner Image: This is prime real estate. Don't leave it as the default blue constellation. Use a custom banner that reflects your brand, lists your website, features a key service, or showcases you speaking at an event. Tools like Canva have pre-sized LinkedIn banner templates to make this easy.

Craft a Headline That Does More Than State Your Job Title

Your headline appears everywhere your name does on LinkedIn. Instead of just "Marketing Manager at ABC Corp," use it to convey your value contribution. Think of it as a mini-pitch.

A good formula is: Your Role | How You Help [Target Audience] Achieve [Outcome] | Keywords

Examples:

• Before: Content Writer
• After: Content Writer & SEO Specialist | Helping B2B SaaS Companies Rank Higher and Generate Leads Through Organic Content

• Before: Founder at Startup Inc.
• After: Founder at Startup Inc. | Building Tools to Automate Social Media Curation for Busy Entrepreneurs | MarTech

Tell Your Story in the "About" Section

Your "About" section is your chance to go beyond your resume and connect on a human level. Don't just list skills, craft a compelling narrative.

• Start with a hook: Open with a powerful statement about what you do and why it matters.
• Tell a story: Briefly explain your journey, what you're passionate about, and what drives you.
• List your specialties: Use a bulleted list to highlight your key areas of expertise. This makes it scannable and adds relevant keywords.
• End with a call-to-action (CTA): What do you want people to do after reading? Invite them to connect, visit your website, or send you an email. Make it easy for them.

Finding the Right People to Connect With

With a polished profile, you're ready to start building your network. The key is quality over quantity. Connecting with 10 engaged people in your industry is more valuable than connecting with 100 random accounts.

Master LinkedIn's Search and Filtering Capabilities

The LinkedIn search bar is your most powerful tool for finding specific people. Don't just type a name and hit enter. Use the filters to zero in on your ideal connections.

1. Type a role, company, or keyword into the search bar.
2. Click the "People" filter at the top.
3. Now, click "All filters." This opens up a goldmine of options.
4. You can filter by:
   • Connections: Start by searching for 2nd-degree connections, as you already have a mutual contact.
   • Location: Target specific cities, states, or countries.
   • Current Company: Find everyone who works at a specific organization.
   • Industry: Narrow your search to professionals in finance, marketing, education, etc.
   • Profile Language & Service Categories: Get even more granular with your search.

For example, you could find "Product Managers" who work at "Google" in "New York" who are 2nd-degree connections. This level of specificity is how you find high-quality prospects.

Join the Conversation in Relevant Groups

LinkedIn Groups are communities of professionals with shared interests. Joining and participating in groups is a fantastic way to find and engage with people in your niche - without sending a cold request.

• Find Groups: Search for your industry, role, or interests and filter by "Groups."
• Listen First: Once you join, spend some time observing the conversations. See who the active, helpful members are.
• Add Value: Don't just jump in and promote yourself. Answer questions, share your own insights on a topic, and comment thoughtfully on others' posts.
• Connect from the Group: Once you've built some rapport by engaging in the discussion, you can send a connection request. Your note can then reference your shared group: "Hi Jane, I really enjoyed your recent comment in the B2B Marketers Group about content distribution. I'd love to connect and follow your insights."

Scan the Comments Section of Influencer Posts

Find the thought leaders and influencers in your industry - the ones who consistently post engaging content. The comment sections on their posts are concentrated hubs of engaged professionals in your niche. Scroll through the comments, find people making insightful points, and check out their profiles. This is a very effective way to find active, relevant people to connect with.

The Golden Rule: Always Personalize Your Connection Request

This is the most critical step. Clicking "Connect" without adding a personal note is the professional equivalent of walking up to someone at a conference, handing them a business card, and walking away without saying a word. It's lazy and has a high chance of getting ignored or rejected.

A personalized message shows you've done your homework, you respect their time, and you have a genuine reason for wanting to connect. You only get 300 characters, so make them count.

Crafting Connection Requests That Get Accepted

Your note should be quick, clear, and focused on the other person. Start by stating how you found them or what you have in common. Here are some simple, effective formulas.

1. The Shared Connection

Mentioning a mutual connection provides immediate context and credibility.

"Hi Sarah, I see we're both connected with John Smith. He's spoken highly of your work in digital strategy. I'm also in the marketing space and would love to connect and learn from your posts."

2. The Content Admirer

If they recently posted something valuable, reference it specifically. This shows you're paying attention.

"Hi David, great post on the future of AI in logistics. Your perspective on warehouse automation was fascinating. I'm building a career in this space and would really appreciate the chance to connect."

3. The Group or Event Attendee

Reference a shared experience, like a webinar, conference, or LinkedIn group.

"Hi Emily, I'm also a member of the FinTech Innovators group and saw your thoughtful question about payment gateways. It's a topic I'm also curious about. Hope we can connect!"

4. The Direct Value-Offer

If you have something that can genuinely help them, you can lead with that, but be careful not to sound salesy.

"Hi Mark, I saw on your profile you're hiring a social media manager. I've built social strategies for several SaaS startups and thought I might have some contacts who'd be a great fit. Happy to connect and share."

You're Connected. Now What? Nurturing the Relationship

Getting your connection request accepted is just the start. The real value comes from nurturing that connection over time. Just like a real-world relationship, you need to invest in it.

Send a Follow-Up Message

Within a day or two of them accepting, send a short thank-you message. This keeps the conversation moving and builds on the positive momentum. DO NOT pitch them here.

"Thanks for connecting, James! I really look forward to following your work. Out of curiosity, what's the most interesting project you're focused on right now?"

Asking a simple, open-ended question can turn a static connection into a real conversation.

Engage With Their Content

This is the easiest and most powerful way to stay on someone's radar. Your goal is to become a familiar name and face associated with positive, intelligent interactions.

• Like their posts: It's a quick, simple acknowledgment.
• Leave thoughtful comments: This is much more impactful. Don't just write "Great post!" Add an insight, ask a follow-up question, or share a related experience. A good comment can do more for a professional relationship than dozens of DMs.

Share Your Own Valuable Content

Building a network is a two-way street. Share your own insights, experiences, and useful resources. This positions you as an expert and gives your new connections a reason to engage with you. Consistency is what really matters. Posting regularly keeps you top-of-mind not just for one person, but for your entire network.

Final Thoughts

Building a powerful LinkedIn network is a marathon, not a sprint. It's built on the foundation of a polished profile, smart and personalized outreach, genuine appreciation for others' work, and a commitment to adding value to your community. By following these steps with consistency, you'll transform your LinkedIn profile from a static page into a powerful tool for career growth.

Staying visible and top-of-mind with your network means publishing valuable content consistently, and we know that can feel overwhelming. At Postbase, we designed a social media management tool to make planning, scheduling, and analyzing your content on LinkedIn and other platforms feel effortless. Our visual calendar and streamlined scheduling help you maintain a steady presence, so you can focus on building relationships while your content works for you in the background.