LinkedIn guide for engineers and managers

Use this guide to enhance your credibility and increase opportunities!

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Let’s get back to this week's thought!

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Intro

People who benefit from the current market in the engineering industry are the ones with a strong personal brand. Opportunities are scarce and layoffs are quite common among companies.

The only way to succeed and future-proof yourself is to focus on:

• building the right set of skills,

• enhancing your credibility and network,

• increasing your visibility.

And a great way to do that is through LinkedIn.

I am happy to team up with my friend

Damjan Blagojevic

, a personal branding coach and mentor, multiple-founder of companies across his career and a fellow Slovene.

We have known each other for quite a while now and we successfully finished more than 50 projects together + he was one of the first people to who I shared my aspirations with LinkedIn and this newsletter, more than 2 years ago.

He confirmed that I am on the right track and I couldn’t be happier with how things are progressing!

Let’s get straight into it, Damjan over to you!

The importance of a personal brand

A personal brand is a unique combination of skills, experiences, and personality.

It’s how you present yourself to the world and differentiate from others. It’s a set of perceptions that other people create about you.

This is important to keep in mind:

Your brand is what other people say about you when you're not in the room.
— Jeff Bezos

A strong personal brand can lead to greater visibility, career opportunities, and professional credibility.

Here are the benefits:

• Visibility → Stand out in a crowded job market.

• Credibility → Establish yourself as a thought leader in your industry.

• Opportunities → The better the personal brand, the more opportunities there will be.

• Networking → It’s much easier to network when you focus on your personal brand.

You can read more here: The importance of personal branding in the engineering industry (paid article).

Why LinkedIn?

LinkedIn has evolved beyond a job-seeking platform. It’s an amazing tool for professional growth, networking, and knowledge sharing.

The platform offers an opportunity to showcase expertise, connect with other professionals, and position yourself as a thought leader in the field.

Even if you’re just starting and have never posted on LinkedIn, this guide will walk you through everything you need to know to start building your presence!

Start with setting up your LinkedIn profile for success

Think of your profile as your digital handshake. It’s often the first thing people see, so make sure that the impression is good.

A well-crafted LinkedIn profile is more than a resume, it's a personal brand statement.

Here is an example of a great LI profile →

Jordan Cutler

:

Guidelines:

• Profile photo

Your photo should be professional, friendly, and clear. Avoid backgrounds that are too busy, and ensure the lighting is good. You don’t need fancy edits or effects.

Simple is the way to go. Think of it as the face you’d want your team or clients to see.

• Headline

Go beyond your job title. Use this space to convey your value. For example, instead of just “Engineering Manager at XYZ,” you can add some additional info “Engineering Manager at XYZ | Building high-performing teams”.

You can also include your newsletter or blog, mention that you are mentoring or that you are a public speaker. This tells people not just what you do but also hints at your expertise and passion.

• About section

Craft a narrative that introduces who you are, what you’ve achieved, and your professional goals.

Instead of listing skills, tell a story: why you’re in engineering, what drives you and the impact you want to make. This section is your chance to create a personal connection with anyone visiting your profile.

• Featured section

This often-overlooked section has immense potential. Use it to showcase top projects, notable achievements or your top posts.

It’s also ideal for clear calls-to-action, such as “Book a free call today” or “Available for speaking engagements/projects.” Maximize this space to highlight what you want your audience to notice and act on.

• Experience, skills & testimonials

Highlight key roles and achievements in each position, focusing on impactful projects and how you’ve contributed to success.

For skills, prioritize those relevant to your field and professional goals, and request endorsements & testimonials from colleagues to build credibility.

You can use this 🎁 LinkedIn profile checklist when optimizing your profile!

What to post and how often

Starting to post on LinkedIn can feel intimidating, but the key is to share value-based content that resonates with both you and your audience.

Start by posting either what you know or what you are learning at the moment.

Experiment with different post types → short reflections, links to articles, personal stories or experiences.

How often:

• Start with 1-2 posts per week. This keeps you consistent without overwhelming yourself.

• As you get comfortable, aim for 3-4 posts per week. This consistency allows your audience to expect and engage with your content regularly.

• Later on, 1 post per day can further accelerate your progress and strengthen your position as a top of mind in the industry.

Write for consistency and progress, not perfection

Starting small and posting regularly is far more effective than waiting for the perfect post.

Striving for the perfect post often leads to hesitation and not posting at all, which can lead to burnout. Instead, focus on consistency and improvement over time.

Each post is an opportunity to engage with others and add value to your network.

For example, a simple post about a lesson learned can often spark more conversation than a highly polished technical article.

Aim for regular posting rather than perfection, and watch as your confidence grows with each post.

LinkedIn analytics can help you track which topics gain the most engagement, providing helpful feedback for refining your content.

Example of a post structure that you can use

When crafting a post, using a framework can make it easier to organize your thoughts and communicate clearly.

Here is an example:

• Start with a hook

An engaging first line that grabs attention.

• Follow with context

Provide background and then introduce your main insight or lesson learned. This keeps your audience interested from start to finish.

• Continue with the lesson/insight

Share the main takeaway or lesson learned.

• Finally, end with a call to action (CTA),

Like asking a question or inviting others to share their experiences. This invites engagement. Over time, you’ll notice what types of hooks or CTAs resonate most with your network. Experiment and adapt as you grow.

Overcoming common challenges

If you’re new to LinkedIn, it’s natural to feel uncertain. Here are some common obstacles and ways to address them:

• "I don’t know what to write"

Start with small reflections, such as a recent learning or something helpful. Even a few lines can be impactful.

• "No one engages with my content"

Sometimes, it’s about timing or finding the right audience. Experiment with different posting times and engage with other posts to increase visibility.

• "I don’t have time"

Dedicate one hour per week to LinkedIn. Create a few posts in a batch or even jot down ideas you can expand on later.

Consistency will help you overcome these early hurdles, as each post builds familiarity and confidence.

Even if your posts don’t immediately gain traction, remember that growth takes time.

The value of LinkedIn lies in long-term engagement, so trust the process.

BONUS: Collaborating with others is the way to go

If you want to go fast, go alone. If you want to go far, go together.
— African proverb

Treat LinkedIn as a way to build meaningful relationships and learn + help each other.

Here is what you should do:

• Add your insights via comments on other posts.

• Build relationships with others via DMs.

• Collaborate on a post together with others.

• And most importantly, help and support others with job searches, sharing opportunities, referrals, recommendations, etc.

By doing this, you become a part of a community. You establish yourself as a team player and an active, engaged member of the LinkedIn community.

Make LinkedIn a habit, not a hassle

Posting on LinkedIn doesn’t have to feel overwhelming. Think of each post as a small investment in your career growth.

As you share, connect, and engage, you’ll find your rhythm → and that rhythm turns into results.

Building a professional presence is a powerful way to highlight your skills, attract valuable connections, and steer your career in the direction you want.

Embrace the process, stay consistent, and let LinkedIn work for you, one meaningful interaction at a time.

LinkedIn has given me countless opportunities

Gregor here again!

LinkedIn has truly done wonders for me and my career. Not only has it enhanced my credibility → it has contributed to my ability to do full-time roles better.

Because of it, I've also:

• got a lot of public speaking invitations,

• appeared on many podcasts,

• met so many amazing people, who I am regularly in touch and we are helping each other.

If you are an engineer or a manager, it should be a no-brainer to use it to your advantage.

Showcase yourself as a great professional, who gets things done + is a great person to work with and see your career blossom!

Last words

Special thanks to Damjan for sharing his insights on this important topic! Make sure to follow him on LinkedIn and check out his newsletter

Human Face of Business

.

Damjan is also available for coaching and mentoring calls → book him, while he’s still available.

Let me know how you like this type of article and if you would like to read more detailed insights on LinkedIn and we can go into more detail in a future article!

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You are more than welcome to find whatever interests you here and try it out in your particular case. Let me know how it went! Topics are normally about all things engineering related, leadership, management, developing scalable products, building teams etc.