If you’re not using LinkedIn in your practice, you’re missing a big opportunity. LinkedIn is now the world’s largest professional network. It boasts more than one billion members in over 200 countries and territories around the world. This unique social media platform offers many tools for those wishing to thrive in business.

Officially launched in 2003, the 21-year-old network has come a long way from its early beginning in founder Reid Hoffman’s living room. Today, the platform is experiencing record engagement thanks to new innovations and investments. Total video viewership has risen 36% year-over-year, while Live Events increased by 14.4% in the year to September 2024. And 80% of B2B leads from social media come from LinkedIn.

There is little doubt that industry leaders should be using the features available on LinkedIn to boost their business. So, let’s take a look at five LinkedIn best practices you could do to boost your LinkedIn presence in 2025:

5 LinkedIn Best Practices 2025

Focus on your company page

Social media, even LinkedIn, is personal… and business. So, your personal page is where you will primarily interact with others, but your company page matters too. Unfortunately, too many people neglect to build out their company page.

Yet, companies that complete their company get 30% more views on average than those who don’t.

To complete your company page fully, be sure to do the following:

• Include a professional logo

• Use a custom cover image with contact details and branding

• Use a headline that clearly states what you do and/or the solution you offer

• Include your contact info

• Give a full description of your company’s purpose, areas of expertise and mission using relevant keywords

• Use a custom CTA

Reach out and engage

If you could choose any five people to work with this year, who would they be?

Clients don’t magically appear. Jobs don’t magically appear. You need to make it happen. Around 90% of the business available to you on LinkedIn will happen as a result of you doing the work and reaching out. So, you need to focus on building relationships on LinkedIn.

Take control, personalise your connection requests and make it a humanised experience rather than a digitised one. As Michael Jordan said, ‘Some people want it to happen, some wish it would happen, others make it happen.’ Let the latter be you.

To do this, you should:

• Engage and comment on posts and in groups

• Message people with personalised messages

• Share your knowledge

• Offer resources and referrals to others

• Share opportunities

• Use search alert to discover new leads

Post Regularly

According to LinkedIn’s research, companies that post weekly get double the engagement. If you don’t know what to post, you can take the following steps:

• What are your clients/customers asking you about?

• What company news do you have to share?

• Do you have any opportunities to share?

• Do you have any videos to share?

• If you’ve written a blog, have you shared it?

• Do you have any case studies you can share?

• What’s going on in your industry?

You should also encourage your team and loyal customers and clients to post about their interaction with you and your company.

When you post, be sure to tag people and use images and hashtags. These steps can lead to more comments, more engagement and more exposure to the right people.

Consider publishing articles

91% of executives rate LinkedIn as their first choice for content, and that’s why publishing articles can be so valuable on LinkedIn. In fact, thought leadership content is some of the most engaged with content on LinkedIn. This includes research and fresh ideas.

Another benefit of publishing articles is that the content remains searchable and relevant for a much longer period of time. While posts only have an average lifespan of about 24 hours, an article has a potential lifespan of years, depending on its relevance to your audience. And while you’re responsible for sharing your article on your own website, LinkedIn will get your article in front of the right people for you.

Use native video

Native video sounds fancy, but it’s really just publishing video directly onto LinkedIn. Not all platforms, LinkedIn will reward you for using their own tools because it means you’re remaining in their space.

The best practice for videos is to keep them short and sweet (less than one minute long and use captions so people can watch your video no matter where they are! And don’t forget the CTA.)

Stay up to date

LinkedIn operates as a business, just like you, so it wants to keep ahead of the curve and in front of its competitors as much as possible. It’s done such a fantastic job that the platform is miles ahead of the alternative networks.

The key way LinkedIn keeps its members loyal is by constantly coming up with new and exciting ways to support them.

LinkedIn Accelerate Campaigns, for example, uses AI to improve cost per action by up to 42%. Similarly, Thought Leader Ads generate a click-through rate 2.3 times higher than single-image ads. And Premium Company Pages uses AI-guided messaging and custom CTAs to help small businesses boost engagement and convert LinkedIn members to customers.

I would advise anyone on LinkedIn to keep up to date on the latest research and additions to the platform so you can also stay ahead of your competitors. Harnessing these new technologies could help your brand to thrive in the new year.

If you can do these five things, you’ll be well and truly on the way to a great start for 2025. Here’s to an exciting year of health and happiness to you!

Love to know your thoughts.