There’s a social network where you can find a job, connect with people from your field, and share updates about your business – all completely free. Once overlooked, LinkedIn is now gaining strength. If you want to succeed in business or your profession, you shouldn’t miss out on it.
Most people, especially from the middle and older generations, tend to think first of Facebook or maybe Instagram. While those platforms are strong in the Czech Republic, they’re not particularly useful for professional or B2B purposes.
LinkedIn, on the other hand, can become your “promised land.” Here, you can gain inspiration, stay on top of industry trends, and most importantly, make valuable new connections – which may later turn into new business opportunities. Not immediately, though – LinkedIn isn’t a marketplace where you can start selling right away. It’s still a social network built on communication, and it’s up to you how quickly you earn the trust of your connections. After all, trust is the foundation of all business – both online and offline.
Keep Your Profile Brief but Informative
LinkedIn celebrates its 20th anniversary this year. In its early days, it worked more like an online résumé database. But in 2016, Microsoft became its new owner – and that’s when the platform really started to thrive. Once a job-hunting tool, it has transformed into a powerful business network. While HR, IT, and marketing professionals still dominate, many other industries have joined in recent years.
You won’t find endless photos of weekend lunches, pet videos, or holiday snapshots here – though personal stories sometimes sneak in, and that’s perfectly fine. The line between work and personal life isn’t always sharp – your best business idea might come while you’re on vacation, or your kids might inspire you to solve a tricky professional problem. But the essence of your content should still relate to your work.
If You Have a Company, You Need an Ambassador
Start with a well-crafted personal profile. It’s your professional business card – a showcase of your skills, achievements, and uniqueness. Keep it concise but clear, and avoid unnecessary filler. Include images, links, and, most importantly, recommendations – they add credibility. Don’t hesitate to ask clients or colleagues for endorsements.
Once your profile is ready, start building your network. Connect with people you know – business partners, customers, former colleagues – and don’t be afraid to reach out to professionals who inspire you. LinkedIn users are generally open to new connections. (That said, you don’t have to accept every request, especially if it’s irrelevant.) A larger network means greater reach – aim for at least 500 connections. When sending a connection request, include a short personalized message, or at least thank the person once they accept.
A key rule: don’t try to sell anything right away. Building trust takes time. Engage with others – comment, react, ask questions, and give praise. Most importantly, share your own posts.
Of course, you’ll want to promote your business. Having a company page helps, but it’s not enough. Remember – people don’t connect with companies, they connect with people. That’s why the ambassador strategy works so well. An ambassador is someone who genuinely represents your company – it could be you as the founder or leader, a co-owner, or even a passionate employee. A company can have multiple ambassadors, each promoting the brand through their personal profile, network, and activity.
Write with Joy, Not Obligation
Post regularly – ideally a few times a week. You don’t have to stick to text only; videos and well-designed visuals work great, too. Avoid overly polished stock photos – authenticity wins. Share anything you find interesting: company news, industry trends, insights, experiences, or even small hacks that make your work easier. Occasionally, you can touch on topics outside of work if they relate back to your professional life.
It’s great if your post sparks discussion – that way, it can stay visible for weeks. Just make sure to set aside time to reply to comments. While paid promotion can temporarily boost your reach, nothing replaces genuine engagement. And remember, you don’t always have to post your own content – thoughtful comments on others’ posts can be just as effective.
Did you know? If you comment on someone’s post, there’s an 80% higher chance you’ll see their future content in your feed. That’s one of the insights shared by LinkedIn expert Richard van der Blom, who regularly publishes reports on algorithm updates and best practices. According to his latest findings, posts with a single image perform best, videos should last around one minute, and the ideal post length is 1,200–1,400 characters.
Following the algorithm helps, but the core of success lies in mastering the art of communication, both online and offline. The principles are the same, as you’ll also learn in our online MBA programs.
