LinkedIn hasn’t stopped working. It’s just stopped working for people using it like it’s still 2022, says LinkedIn and social selling specialist Kate Nankivell.
LinkedIn has become more competitive. The volume of content has exploded and quality has shot up. Yet only roughly 1% of users share content regularly on the platform.
People know – in the world of sales and marketing – that LinkedIn is important. But people can feel nervous about posting and there are a lot of lurkers.
We know a small percentage turn up and post regularly. Some got into LinkedIn during Covid and found it was an awesome place to explore and create business success. But the LinkedIn algorithm has changed significantly in the past 18 months, affecting reach. You could be creating the same fantastic content but it’s not landing like it used to.
Using a range of strategies was important back in 2013 when I started providing a LinkedIn training service and it’s still important now.
Focus on growing your network, engaging with people who comment on your posts, nurturing connections and incorporating content. You need all of that together.
Think of it not as broadcast – LinkedIn’s not a radio, it’s more like a telephone. And people need to know who they’re talking to. Personal profiles should carry the lead generation load, because people engage with individuals more than brands. Your company page can support your brand growth. And your staff can be brand ambassadors – that’s powerful.
People always want the shortest route to bringing new business and they hear: “LinkedIn is awesome.” So they sign up and wonder why nothing’s happening.
First of all, you need a well-optimised profile. It needs to be well articulated for your ideal clients. Every interaction on the platform is an opportunity for someone to check you out – and if your profile doesn’t create a clear understanding of who you serve and how you help, you can miss out on opportunities.
Establish your authority. This creates trust within your niche. Showcase your expertise and share points of view. It warms up connections to create warm leads.
No pitch slaps. You accept an invitation to connect and immediately get a reply that says: “Buy my stuff.” That’s a pitch slap – it’s the opposite of what you should do.
It’s not a numbers game. Some people think: “I need to grow my network. So I’ve invited 1000 people to connect this month.” But you’re not doing a quality job of nurturing connections if you go high numbers. It cheapens the potential relationship.
Connect with people in a non-salesy way. Focus on the value you offer and build rapport. Because all of us need to win the right to have the business conversation.
This story comes from NZ Marketing magazine issue 85, Dec 2025-Feb 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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Read more stories from issue 85 here.
Kate Nankivell is a LinkedIn and social selling specialist.
NZ Marketing magazine provides essential marketing intelligence. It is New Zealand’s only publication targeted specifically to marketing oriented executives and is required reading for marketers in this country.
