How to build a brand on LinkedIn

Jan 14, 2022 5 min read
How to build a brand on LinkedIn

This interview's almost too valuable to share. From 0 followers to being one of the most influential brands on LinkedIn in six months, and here's how.

Casey Graham dropped about 100 knowledge bombs in this episode.

Casey is the CEO and Founder of Gravy, and he started posting on LinkedIn in January 2020. In just those eight months, he's built gravy into one of the most influential LinkedIn brands.

The gravy team now has four people on the sales influencer list and has seen significant business benefits from building up that brand on the platform.

In this week's episode, we've deep dived into how Casey managed this, what he posts, when, what matters, what doesn't matter and how he's supporting more than 20 team members at Gravy to build their personal brands.

10-minute course: How to build an influential company on LinkedIn

Casey Graham, CEO & Founder at GRAVY, first discovered the potential of LinkedIn in November 2019, while stumbling across an entry-level SDR at Gong with 35,000+ likes in a post. He committed to posting daily in February 2020, at which point nobody had heard of GRAVY. By September 2020, just eight months later, GRAVY is considered in the top three branded companies on LinkedIn and has multiple employees in the top sales influencer list.

This is an unmissable opportunity for any company to grow their reach, brand and revenue for free, so I had to interview Casey about how he did it. This summary is the result of that interview.

Where to start:

What you’ll need:

  • Ability to persuade your team to post
  • Slack (or equivalent)
  • Around 30 minutes a day


  1. Why should every team member get involved?
  2. How to use an internal Slack channel for LinkedIn
  3. What leaders can do to support their team
  4. What should I write about?
  5. How to write an engaging post
  6. An example post and why it worked well
  7. Practicalities for posting on LinkedIn


Start building your LinkedIn brand

  1. Why should every team member get involved?

The opportunity is there right now to get seen on LinkedIn. Getting seen means building a personal brand, building your credibility and desirability, creating connections and meaningful relationships and gaining access to more opportunity.

As Casey said, everyone is leaving this company one day, even the founders, and building a network and personal brand while you’re here is what you take with you once you leave.

If you want to command a higher paying job, a position with more responsibility, gain control over your future, and never write a resume again, you need something beyond your job.

  1. How to use an internal Slack channel for LinkedIn

Create a Slack channel called ‘LinkedIn Influencers’ which any team member can join. This is the center of your LinkedIn brand awareness efforts.

This channel is a great place for these activities:

  • Pasting links to posts. For maximum reach, everyone in the channel should like and comment (if they have something insightful or encouraging to say) on your post. Sharing each other's audience is important, one like or comment does this. The quicker the like/comment, the more favourable it is seen by the LinkedIn algorithm.
  • Modelling technique and discussing what got strong engagement. Screenshot your posts and let people know why you wrote this in that particular way, help others improve through your own posts.
  • Create daily writing prompts. People often need inspiration, so a writing prompt can be a great way to get people thinking and writing about those thoughts. One example is a challenge to do a Twitter-style post (i.e. 280 characters max).
  • Discuss topics, help others focus on what they should write about- their expertise, passion or day-to-day work.

  1. What can leaders do to support their team?

Offer writing prompts, lead the way by posting frequently and ask for feedback continuously. If your posts are successful, try to break down why.

  1. What should I write about?

Every team member should write about what they want to write about. Dictating a message or topic here takes the fun and passion away, and ultimately won’t work. In general, it works best to write about something you know well, like your passion or your work, the tricks, strategies, surprises, wins and fails on that topic.

Consistency is key to building any brand. So choose wisely but don’t let that stop you starting, you can drift and evolve within reason.

  1. Writing an engaging post

Writing engaging posts on LinkedIn isn’t easy. I see mistakes ALL the time. Here are some rules for creating content that resonates:

  • Don’t sell. Ever. You can talk about how wonderful your team is, how insanely cool you find a product feature or a huge win for the company, but it is not going to work to say ‘Buy us! We’re great!’ leave that to your adverts.
  • Audience. Know who they are. You’ll only resonate if you choose a set of people and write content for them, that way you build momentum. People like what you post, follow you and continue to like it. Casey always writes for business leaders.
  • Write to the individual. Your writing comes across much more personal and engaging if you picture one person you actually know and write to them. Don’t write to please the algorithm, write to please a person.
  • Keep it simple. Short, punchy posts are easy to read and easy to engage with.
  • Write a great hook. The first line and last line of what you write is most important. The first line should be a clear dictation of why people need to read this post and MUST not scroll past it. The last sentence should leave a lasting impression. Here’s an example:

  1. Example post and why it works

This LinkedIn post received 3-4x his usual number of likes.

This post by Casey and my analysis underneath:

“Dear CEO: 99% chance you & every one of your team will leave your current company.

[‘Dear CEO’ quickly identifies his target audience + statistics are engaging + a telling a CEO everyone will leave his company is a ‘shock’ without context. Result? We must read on!]

0% chance you can control that.

So why not help them leave 100% more valuable for the next position or endeavor?”

[Finishing with a question provides a prompt for people to respond. It’s also a powerful statement of leadership, challenging conventional wisdom but in a way that adds meaning to the lives of employees]

What business leader wouldn’t want to like or share this post? It makes them look good and feel good.

  1. Practicalities for posting on LinkedIn
  • Frequency: try to be consistent. Casey writes whenever he thinks of something interesting, whether that’s four times a day or not at all that day. But to grow faster and to see more results, you should be posting at least once a day if not more. This is hard for most people, so three-four times a week with high impact posts should be fine but with a slower trajectory.
  • Your voice: Be congruent with your true self. Yes, write clearly and concisely. But write in your own voice. One way I find that makes this easier is to pretend you’re explaining a concept you just learned to your friend via Whatsapp.
  • Skimmable: Short and concise, easy to read. That’s the motto of social media these days and it’s especially true for LinkedIn.

Final PSA to keep this in mind. Empty comments aren’t fun, comment with other useful things on your colleague’s posts.

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