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Over 67 million companies have a LinkedIn page as of March 2024, and almost two-thirds of market leaders predict their usage of the platform will increase in the coming year. So how can you stand out from the crowd?
Building a personal brand on LinkedIn can feel daunting, but combining it with podcasting can give you a competitive edge. Podcasting isn’t just about putting content out there; it’s about creating a voice that connects with your audience authentically. By strategically sharing your podcast on LinkedIn, you can amplify your reach, establish authority, and engage a professional community in a way that feels real and impactful.
Let’s explore the benefits of using LinkedIn for personal branding, and how to incorporate podcasts to give you a competitive edge.
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If you’re serious about growing your personal brand, LinkedIn could be your secret weapon. When it comes to building a personal brand, LinkedIn is one of the best places to start. With its massive professional network, the platform lets you connect directly with people who matter—industry leaders, potential collaborators, and even future clients.
“A personal brand is your promise to the marketplace and the world. Since everyone makes a promise to the world, one does not have a choice of having or not having a personal brand. Everyone has one.” - Tom Peters, author of In Search of Excellence.
Think of LinkedIn as a professional networking event with over 1 billion attendees. Here, you can meet the people who influence your industry and connect with them directly—including key decision-makers, industry experts, and peers who could become your next big client or collaborator. It’s an environment built for meaningful, career-boosting connections, making it easier than ever to grow your professional circle with people who understand the value of building relationships.
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With LinkedIn’s narrow targeting options, you can reach exactly the audience you’re looking for. Need to promote your content to specific industries or job roles? LinkedIn’s filters let you set parameters like company size, industry, and job title to ensure that your posts or ads reach the people most likely to engage. For more impact, LinkedIn’s Sponsored Content feature lets you boost specific posts, driving ROI by delivering them directly to your target audience’s feed.
LinkedIn users crave professional insights, so sharing well-researched, insightful content helps position you as an expert in your field. Posts, articles, and data-driven pieces resonate especially well on LinkedIn. And when people engage with your content by sharing or commenting, your personal brand reaches an even wider audience, boosting your visibility and credibility.
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LinkedIn is a perfect space for both growing your team and sourcing talent or partnerships. Using its job posting features or direct-messaging ads, you can advertise roles or freelance gigs specifically to those who fit your requirements. This targeted approach saves time and helps build a team that aligns with your brand’s values and objectives.
If you’re looking to stand out on LinkedIn, adding podcast content into the mix can be a game-changer. Podcasts let you connect with people in a way that feels genuine and relatable. Sharing them on LinkedIn? That’s where the magic happens—you’re reaching a community that’s there to learn, grow, and engage.
With a few clever strategies, you can use LinkedIn to share snippets, spark discussions, and show up as a trusted voice in your field. Here’s how to get started.
Before hitting “record”, think about the type of people you want to connect with. LinkedIn users are there for professional, insightful content, so use your podcast to address their pain points and interests. Once you have an episode, focus LinkedIn posts on snippets or quotes that speak to the challenges they face, whether it’s career growth, industry trends, or niche expertise. This isn’t about selling, it’s about sharing value that sparks genuine interest.
“Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.” - David Ogilvy, founder of Ogilvy.
For example, the LinkedIn Presents: Redefining Work podcast, hosted by Lars Schmidt, focuses on modern workplace trends and is aimed at HR professionals, business leaders, and those interested in progressive organisational strategies. To promote episodes, Schmidt frequently shares brief video clips on LinkedIn, accompanied by attention-grabbing statements that address specific challenges his audience faces. This approach not only captures interest but also provides valuable, actionable insights tailored to his professional network.
LinkedIn posts should be easily digestible, so repurpose your podcast by breaking episodes into bite-sized highlights. A 10-second video clip with an engaging caption, a slide deck, or even a bold quote from the episode can be more effective than posting the full episode link. Want to stand out and cause some double takes? Get creative: share a provocative stat, a brief insight, or an unexpected angle from the podcast to hook your audience’s curiosity.
A great example is the PeopleFirst Podcast by Brook Street Recruitment, produced in collaboration with Cue Podcasts. Hosted by Jordan Spry, the podcast guides young professionals through the ups and downs of starting a career. To maximise reach, they repurpose episodes into both long-form video for YouTube and concise clips tailored for LinkedIn.
For instance, a 49-minute episode was shared on YouTube, while a minute-long excerpt was adapted for LinkedIn, showcasing the podcast in a way that’s engaging and shareable across platforms.
Your personal brand needs consistency to grow. Develop a schedule for your podcast-related posts so your followers know when to expect new content. Regular, consistent posting builds familiarity and reminds your audience that you’re a reliable source of information. For maximum impact, take this one step further by getting involved in the conversation—reply to comments, tag relevant people, and engage with others’ posts. This builds a community around your brand, rather than just a following.
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Showcasing your expertise as a guest on other podcasts is an excellent way to reach fresh audiences. Choose podcasts with a similar target to your own, and share the episodes on LinkedIn with some behind-the-scenes insights about your experience. It’s a win-win: you’re broadening your reach, and the podcast host benefits from your LinkedIn engagement as well. It’s like networking, but with content.
A great example is Sarah Marshall, host of You’re Wrong About, which revisits misunderstood events and figures from history and culture. When appearing as a guest on other podcasts, she uses her expertise and storytelling to connect discussions back to her own work.
For instance, Marshall appeared as a guest on the Spirits podcast, where she explored the misinformation and cultural anxieties that fueled the Satanic Panic of the 1980s. By joining a podcast with an audience aligned to her own, Marshall effectively extended her reach, inviting listeners to engage with You’re Wrong About. This cross-platform presence not only showcased her expertise but also strengthened connections between her work and new audiences.
People want to connect with people, not brands. Use LinkedIn Stories to share the human side of your podcast: maybe it’s a quick “day in the life”, a look at your recording setup, or a funny mishap that happened while recording. This kind of behind-the-scenes content makes you relatable and helps followers feel like they’re part of your journey.
LinkedIn’s analytics are gold for refining your strategy. Check which posts get the most engagement, what type of content resonates most, and when your audience is most active. Track your podcast-related posts’ performance and let that inform your next moves. If you notice particular topics or formats perform well, double down on those to keep momentum up.
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Transform your LinkedIn strategy with podcasting—start building your personal brand today.
You can share your podcast by posting directly on your LinkedIn profile. Simply convert your podcast into a video format, then upload it as a LinkedIn post or feature it on your profile to maximise engagement.
Yes! Embedding is easy—just copy the URL of your LinkedIn post and paste it into the tab used to embed all your other links. This can be done on whatever platform you’d like, such as your website or blog.
LinkedIn is perfect for connecting with potential podcast collaborators. Join relevant LinkedIn Groups, share your episodes, and engage in discussions to build your reputation as a thought leader. Networking with other podcasters and influencers creates opportunities for cross-promotion, guest appearances, and collaborative projects, helping you expand your reach and grow your audience.
Want to hit the ground running? Consider using tools such as MatchMaker.fm, which connects over 2,500 active shows and guests ready to collaborate.
Definitely! Look at your podcast’s data to identify popular episodes or topics and share those insights with your LinkedIn audience. Tailoring your posts based on what’s working will help maintain engagement and grow your following.
Using podcasts on LinkedIn is an incredible way to boost your personal brand and connect with your professional community. Sharing your voice through episodes allows you to showcase your expertise and build genuine relationships with your audience, helping you stand out in a crowded field.
LinkedIn gives you the perfect platform to engage with industry leaders, peers, and potential collaborators, fostering meaningful connections that go beyond surface-level networking. By consistently sharing valuable content and interacting with others, you grow your viability and credibility.
Incorporating LinkedIn for personal branding is more about just posting content—it’s about creating lasting impressions and opening doors for future opportunities. With the right approach (and our expert advice), you can elevate your presence, grow your influence, and unlock exciting career possibilities.
Ready to transform your personal brand? Start using podcasts on LinkedIn with Cue and make an impact today.
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