LinkedIn Etiquette in 2025

Being a power user on LinkedIn for most of the last 20 years, I have seen ups and downs with the platform. While I did not really like LinkedIn in the early days of my business, it became my best replacement for the collection of business cards and Rolodex I would have used in the olden days (and now I sound like my grandmother). While I don’t do phone calls anymore, and nobody seems to call anyone these days spontaneously, I have noticed a shift in my excitement about being on LinkedIn in January. I think it was mainly an algorithm change, but the current content doesn’t excite me anymore. I also changed my security settings to be a more open networker, leading to more direct message (DM) interactions. So, I want to figure out whether we can be better at building relationships through LinkedIn than the annoying salespeople or the AI-driven mass spammers. As you are looking for a job or want more business, you might also like to follow our etiquette tips.
As always, I think our values should guide us in everything we do:
- Remember that you are talking to a real human being. Humans have feelings and want a connection. Everyone is looking for something (see also my 3F-theory). Giving your messages a human touch will be necessary.
- Be Thoughtful with Content: Don’t just share your achievements; engage with others’ posts and contribute meaningful commentary. This builds stronger relationships. When you comment, make sure you have read the article and comment intelligently. Don’t just blurb out something the tool suggests to you.
- Follow Up Respectfully: After connecting with someone or requesting an introduction, always follow up with a thank-you message or check-in, showing appreciation for their time and effort. Don’t just match their efforts; go beyond that. Highlight their support and endorse them.
- Leverage LinkedIn’s Advanced Features: Utilize tools like LinkedIn’s publishing platform, recommendations, and endorsements to enhance your visibility and credibility. If you ask someone to recommend you, offer to send them a draft so they don’t have to do all the thinking work.
- Adhere to EU and Swiss data protection laws: If you live in Europe or Switzerland, comply with the law and don’t spam anyone.
- Refrain from politics and other taboo topics: While having an opinion and a worldview is essential, you certainly will offend someone if you bring politics and other taboo issues into the mix. In Switzerland, we don’t publicly share our views on religion, politics, sex, drug consumption, and wealth, and we generally refrain from boasting about our achievements. We show, don’t tell here. This is a significant cultural difference from the US, so you might need to “tone your self-marketing” down here.
1 – Stay Active
Consistent activity on LinkedIn, such as sharing articles, commenting on posts, and engaging with your network, keeps your profile visible and enhances your professional presence.
2 – Optimize Profile
Ensure your LinkedIn profile is updated with a professional photo, a compelling headline, and a detailed summary highlighting your achievements and career goals. Use relevant keywords to make your profile discoverable. You have potential to optimize your “About” section and can use ChatGPT to do that. I hardly ever read an interesting “About” section, but I recently came across an excellent one. By the way, I rewrite my “About” section about once a month. I like nuance and I tend to get more clarity through writing. Why don’t you give it a go and send me your first draft?
3 – Share Relevant and Well-Researched Content
Post regularly about industry trends, your insights, or professional achievements. This demonstrates thought leadership and keeps your network engaged. With “fake news” and AI-written content everywhere, you can stand out in your community by sharing well-researched and balanced information. Ensure your statements are covered either by long-standing experience or longitudinal studies. Include relevant sources and data in your research. Always edit what Tom Robot (or your AI-buddy) presents to you as facts. Because it seems that nobody checks facts anymore.
4 – Comply with Data Protection and General Etiquette
When sending connection requests, always include a personalized note explaining why you want to connect. This shows genuine interest and increases the likelihood of your request being accepted. It is also important to either be introduced by a standard connection or have a reason to be connected to someone. If you are just interested in their content, it is more polite to follow first. Never pitch anything in your initial messages. I’m not convinced sales messages through LinkedIn are a good idea and I would always vote for building a trusted relationship before selling or consulting anyone. I see it as a common practice done to me and I don’t like it. Also, with European and Swiss data protection laws being stricter you might get into trouble if you are aggressively pushing a contact to do something they don’t feel comfortable with. I would also strictly refrain from sending your resume through LinkedIn. Don’t do it.
5 – Give Before Asking
Effective LinkedIn networking etiquette includes personalizing connection requests, engaging regularly with contacts, and demonstrating thought leadership through shared content. For second-level contacts, engage with their posts before requesting an introduction through a mutual connection. Also, when you contact someone and ask them for a favor you might want to consider giving them a favor in advance, rather than just “picking their brain” and “stealing their time”. See also the great video by Latasha James. Even though the target group are freelancers I would say exactly the same for job seekers.
Baby Step: Write an “About Section” and send us a draft.
Resources
Cultural Differences USA and German-speaking countries
The Top Three Intercultural Differences between German Speakers and US Americans