Linkedin is Becoming a Branding Platform. There, I Said It.
The Great LinkedIn Shift: Why It’s No Longer a Resume—It’s a Brand Platform
Linkedin is becoming a branding platform.
There, I said it. And I’m betting my career on it.
The platform that started as a simple utility for storing your network online, and then evolved into a job platform before becoming a professional social network, has always served many functions for many people over the years.
From Search Utility to Attraction Engine
It is evolving from a place to search into a place to attract.
A place to build your brand & attract opportunity passively versus searching reactively.
Jobseekers searched for job opportunities
Recruiters searched for candidates
Salespeople searched for clients
This is shifting. Now:
Humans will build personal brands
Employers will build employer brands
Small businesses will build their brands
Everyone who wants to stop searching reactively and start attracting passively will build brands on Linkedin, because the opportunity to manifest serendipity here is bananas.
With 1 billion members, the vast majority do not yet realize the strategic shift that is happening on this platform.
The Power of Building in Public
Since I started building my brand here 5 years ago:
A career pivot from operations to marketing knocked on my door.
I was able to buy our house in North Carolina because of a DM conversation I had with the owner.
I was invited by Linkedin to join the inaugural Creator Accelerator Program.
I launched Liam’s Brand Stand to help others learn to leverage Linkedin to build brands, attract opportunity, and manifest serendipity.
Not to mention building a following the size of a football stadium and all of the incredible relationships I’ve built with perfect strangers who have become clients, friends, or both.
All because I showed up here and started sharing my lived experience and thoughts on business.
A Platform for Doers, Not Doomscrollers
Yesterday I saw a fantastic post about how to succeed on LinkedIn in 2026 and beyond from Zander Van Gogh, the creator manager for my CAP cohort, and we had a delightful little exchange about how to build a brand on LinkedIn.
Zander spent time on the inside at LinkedIn and sums up beautifully how different success on LinkedIn looks compared to other social platforms.
(HINT: it’s not vanity metrics)
The audience on LinkedIn aren’t doomscrollers looking to cure their boredom. As Zander Van Gogh says:
“The audience here is full of people who are decision makers and opportunity creators. They aren’t people who just watch, but instead are people who DO, and that is powerful.”
Powerful indeed.
What do you think?
What do you think? Am I onto something here or just biased and crazy?
Either way, I appreciate you stopping by.
Hi5 & have a great day!
LD
Thanks Liam, great post. Another reminder that I need to up my LinkedIn game! Do you think that part of the reason why LinkedIn is so powerful as a branding platform is that it absolutely nails search engine optimisation? What do you think this is going to mean in terms of optimisation for Gen AI and chatbots as well?
Much like Substack the commenter and poster have a vested interest in being on the platform. With some of the other sites, it's a broadcast mentality, "look at me" where LinkedIn is also "look at me" it has the extra something like look at me do what I do that can bring value to you, all while bringing value to everyone. Not that there aren't valuable Instagram posts or info, but it's just different, hard to put my finger on it. Oh and to answer your question, "Are you crazy?" sure why not, some of the craziest things I have done have been the best. Be well!