Latest / Career Coaching with Fexingo: Professional Coaches, Career Counselors, and Guidance for Workers / How to Leverage LinkedIn Without Becoming a Content Creator
Transcript
- Lucas: Luna, I want to talk about something that's been quietly bugging me — and I suspect a lot of our listeners feel the same way. Luna: Okay, I'm listening. What's the frustration? Lucas: The pressure to be a 'LinkedIn content creator' just to stay visible in your career. I'm seeing more and more career advice that says you have to post three times a week, build a personal brand, get engagement metrics — or you're falling behind. Luna: Right, the whole 'you need to be an influencer now' narrative. I find that exhausting, and I'm someone who actually likes writing. Lucas: Exactly. So let's look at what the data actually says. There's a well-known stat from LinkedIn's own engineer team — about 1 percent of users generate the majority of content. Another 24 percent engage occasionally — likes, comments, shares. The remaining 75 percent are what they call 'lurkers' — they log in, read, maybe search, but never post. Luna: So the vast majority of professionals are lurkers. That's reassuring — we're not alone. Lucas: Not just not alone — that's the actual normal. And those lurkers still get hired. They still get promoted. They still get headhunted. Because recruiters use LinkedIn as a database, not as a newsfeed. They search for keywords — 'supply chain manager', 'Python', 'CPA' — and then they look at profiles. Luna: That aligns with what I've heard from recruiters. They rarely care about your last post. They care about your headline, your experience, and your recommendations. Lucas: So the real question becomes: what's the minimal effective dose of LinkedIn activity that actually moves your career forward? And I think there are three things that require almost no content creation. Luna: I'm all ears. Give me the first one. Lucas: First: strategic commenting. You don't need to write your own posts. Instead, find five to ten people in your industry — or companies you admire — and spend ten minutes a week leaving thoughtful comments on their posts. Not 'Great post!' — actual, specific, value-add comments. Luna: So you're piggybacking on their reach. That's smart. And it puts you on their radar without the pressure of creating from scratch. Lucas: Exactly. And here's the hidden benefit: LinkedIn's algorithm treats comments almost as favorably as original posts in terms of visibility to your network. So a good comment gets seen by your connections and the commenter's audience. It's a force multiplier. Luna: Okay, what's number two? Lucas: Number two: use LinkedIn Mail — or DMs — deliberately. This is the most underutilized feature for career advancement. Most people only message someone when they need a job. Instead, send a connection request with a note to someone whose career you find interesting. Say something like, 'I really enjoyed your talk at X conference' or 'I saw your team's project on Y — impressive work.' No ask. Luna: Just building a bridge before you need to cross it. I love that. And it takes two minutes. Lucas: Two minutes, and it's genuine. Then, six months later, when you do need advice or an introduction, that relationship already exists. You're not a cold contact. You're the person who left that nice note. Luna: That feels much more human than the 'post three times a week' grind. What's the third strategy? Lucas: Third: optimize your profile for search, not for storytelling. Update your headline with the roles you want to be found for. Use keywords from job descriptions you're interested in. Turn on 'Open to Work' — but use the setting that shows it only to recruiters, not your current employer. That alone increases recruiter outreach by a significant margin. Luna: And you don't have to post a single thing. I think a lot of people don't realize that 'Open to Work' is actually a smart filter — it signals intent without broadcasting to your boss. Lucas: Right. And while you're at it, ask for recommendations from colleagues or clients, especially for specific projects. Those add social proof that recruiters actually read. Far more than a viral post. Luna: You know, this is exactly the kind of practical, no-hype advice that listeners tell me they value most. And it's why we keep this show ad-free — so we can be honest without selling anything. Lucas: Absolutely. And if you find this kind of unvarnished career guidance useful, the best way to support the show is through a small contribution. It's what keeps us independent. Luna: Yeah, listeners can head to buy me a coffee dot com slash fexingo. That's buy me a coffee dot com slash fexingo. A one-time thing, no pressure. Lucas: And now, let's get back to that profile optimization — because there's one more layer that most people miss. Luna: Which is? Lucas: The 'About' section. Most people write a generic bio that reads like a mission statement. Instead, treat it like a cover letter — three paragraphs: who you are, what you've done, and what you're looking for next. Use the first person. Be specific. Use numbers. Luna: Numbers make it concrete. 'Increased revenue by 20 percent' is way more powerful than 'helped grow the business.' Lucas: Exactly. And the 'Featured' section — use that to showcase one or two pieces of work. A presentation, a case study, a blog post. Again, no need to create new content. Just surface what you've already done. Luna: So the whole thesis is: LinkedIn is a professional directory, not a social network. Use it like one. Lucas: That's the frame. And honestly, I think the push to become a 'content creator' on LinkedIn is actually counterproductive for most people. Because the moment you start trying to be an influencer, you're competing with people whose job is literally content creation. That's not your job. Your job is to be a great accountant, or marketer, or engineer. Luna: And if you're good at your job, that reputation will travel through a completely different channel — referrals, recommendations, word of mouth. Lucas: LinkedIn is just a tool to make that reputation findable. The rest is optional. Luna: I think that's a really liberating message for people who feel guilty about not posting. So give us the action plan one more time: comment strategically, DM deliberately, and optimize your profile for search. Lucas: That's it. Fifteen minutes a week, max. And you'll be ahead of 99 percent of the people who are just scrolling. Luna: Alright, I'm convinced. I'm actually going to update my headline this afternoon. Lucas: Do it. And while you're there, turn on 'Open to Work' — recruiters only. Luna: Consider it done. Good episode. Lucas: Good episode.