Spend any time at all on LinkedIn, and it can seem like an endless pit of drab posts, half of which are slopped out carelessly by LLMs and presented without any genuine insight or input from the supposed “author”. When you finally hit upon something of substance, something that stops you in your scroll and piques your interest, it makes an instant impression.

So what’s the secret?

In this blog, we’re going to delve into the ins and outs of how to write a LinkedIn post that entices, seduces, and captures the attention of your target audience. We’ll look at everything from capturing great imagery and adding personality to your tone of voice to how to target the right topics.

By the end, you’ll have more confidence and a new suite of skills to help you achieve stronger results from your LinkedIn activity.

People buy into people

Purchases in our industry aren’t made lightly. You don’t google “structural engineer” and give the company that comes number one on the SERP a multi-million pound contract. Relationships are one of the most important qualities driving purchasing decisions and LinkedIn is the perfect platform to help you nurture those relationships.

At its simplest, that can just be about celebrating you and your people and letting your/their personality shine through.

Events, celebrations and milestones capture people’s interest, even if they wouldn’t normally interact with your posts. Team photos often outperform polished corporate graphics and build familiarity with potential client contacts way before the initial meeting has happened. Personal reflections invite conversations and make you feel more friendly and can be the gateway to deeper conversations, either on the platform or further down the line.

Relationships are a huge part of the property industry and your LinkedIn should reflect that.

Show the journey, not just the destination

You’ll often see the completed product on company LI pages. They’re impressive, glossy and a demonstration of what you and your company can achieve. But what about the bits in between?

By adding construction updates, behind-the-scenes photography, drone footage and project milestones into your post, it gives your audience a window into your work, thought, and processes. A series of posts tracking the progress of a project invites your readership on the journey you’re taking and provides multiple opportunities for your expertise and values to shine.

Teach something useful

People are hungry for leadership, especially in the built environment where there are always problems to be solved, new legislation to be made sense of and evolving technology to be embraced.

Offering insight on something like the viability gap in northern development allows you to share lessons from your own experience, breaking down the topic and offering practical advice rather than constantly promoting services. Before you can sell to an audience, you have to qualify why you’re worth buying from and offering something useful is a good place to start.

Posts that leave the reader knowing something they didn't know before add value and are therefore much more likely to be remembered. They’re much more likely to engage with your post if they learn something from it.

Personality matters

Let me let you in on a little secret. The days of bland, straight-laced corporate speak on LI are dead. At least they are if you want to make an impact.

It’s like listing your hobbies and interests on Hinge as “sleeping” and “watching Corrie”. Boring, beige, forgettable. No right swipes for you and the same goes for a boring tone of voice.

Your posts should help your audience understand your business, but they should also help them understand you. Write like a human, use contractions, crack some jokes, take a few chances and don’t try to please everyone. LinkedIn is not the boardroom, so you don't need to sound too corporate to be professional and succeed on the platform.

Great visuals earn the click

Nothing smacks you in the face more than an amazing visual. Whether that’s an image, video or even a carousel.

It’s the thing that people notice first when scrolling. It has the power to pull your reader’s attention in and encourage them to read the post beneath it.

So how do you get it right?

First and foremost, make sure all images and videos going on your LinkedIn are high-quality. If you’re using a smartphone to grab your content, make sure there’s good lighting and give the camera a quick clean before shooting. To showcase lots of images, you can create carousels with simple graphics. Don’t overcomplicate it though, too many graphics or effects on a photo can look unprofessional and drive your audience away.

If possible, professional shots are always better.

Secondly, make sure the image itself captures something interesting. A nice group shot from an event, a shot from work on site (H&S approved, of course) or even a video clip where you speak to camera about something that’s relevant and value-adding. The list is endless.

Visuals aren’t enough to make a post on their own, but they’re often what persuades someone to stop scrolling and read.

The bottom line

LinkedIn is a fantastic medium for connecting with your target audience. But like all things, you get out of it what you put in. Slapping some words from ChatGPT on a post will do damage to your brand and you’ll lose trust. If you implement our tips above and do it consistently, you’ll maximise your chances of grabbing the attention of your audience while leaving a lasting impression on them.

We know you didn’t go into business to be marketers. Well, we did, so if you’re looking for support with your LinkedIn, we’ve got an experienced team of marketers who can help you reach a new audience and shine a light on your brand.

Contact us today to get started.

How to pique interest on LinkedIn