How to use LinkedIn wisely without the cringe factor

Social media isn't what it used to be, especially for creative freelancers wishing to grow their careers. Instagram is dead to us, thanks to frustrating algorithm changes that seem to have decimated everybody's engagement levels. Changes at Twitter since Elon Musk took over have meant that creatives are leaving in droves. And while some have migrated to Threads, Bluesky, Cara, Mastodon and others, the increasingly fragmented nature of the social landscape means that it feels like wherever you are, it's hard to get traction.

As a result, many creatives are turning to LinkedIn instead as a platform for networking, self-promotion and professional growth. However, LinkedIn can sometimes feel overwhelming or even cringeworthy for those new to the platform or hesitant to fully embrace it. In fact, you might not even realise that designers, artists, filmmakers, animators, and photographers are also using it.

The short version is that lots of them are, and many have found it a useful tool for growing their careers. If you haven't used LinkedIn yet or have tried but just "don't get it", this article is for you. It contains eight practical tips to help you navigate the professional network effectively, offering tips and insights from industry professionals who have successfully leveraged it for their own careers.

1. Embrace the positivity

One of the first steps to using LinkedIn effectively is understanding its benefits. And one of the most obvious right now is the lack of toxicity and negativity you find on so many other social platforms.

"I love Linkedin, and as cheesy as it sounds, you get out of it what you put into it," says performance coach Matt Follows. "For the past couple of years, I've posted a video every day as a way of giving back to the community, and so far, I've had no negative comments whatsoever."

Copy and content writer Divine Laoye agrees. "I'm tired of everyone calling LinkedIn cringe and boring," she says. "I've seen creators kill it on the platform. LinkedIn is home to one billion members in more than 200 countries. Your message can be amplified over there. Stop secluding it from your content strategy."

2. Understand it's ALL work-related

The positive atmosphere isn't the only differentiator, though. LinkedIn is fundamentally different from other social media platforms because it's overwhelmingly focused on work.

"It took me a while to get used to how different LinkedIn is to other social platforms like Twitter or Instagram," says Martin Boath, co-owner and creative director at Imaginary Friends. "There's a much greater emphasis on talking about oneself or our work. There's not really the back-and-forth that Twitter used to be great for. And in terms of displaying imagery, especially multiple images, it's quite poor. Also has that annoying tendency to change URLs to its own shortened version.

"All that said," he adds, "it's nowhere near as toxic as Twitter and isn't full of memes and nonsense like Instagram. For me, right now, it's the best platform for finding out what other creatives are doing, hearing opinions, and sharing our own work."

Creative coach Katherine Scott has a similarly balanced take. "LinkedIn isn't sexy or fun," he explains. "It serves the purpose of networking and is incredibly effective for finding your people. It's just a bit boring, and once you get over the fact it's not as engaging as Insta, it becomes a really useful tool.

"Everyone is playing the same game," she adds. "It might look like people are bragging, but most are probably cringing too. No one else will shout about you, and to get in front of the people you want, there's not a better playground."

Freelance motion designer Fee Sheal agrees. "I, personally, prefer posting about my work on LinkedIn to any other platform," she says. "Everyone's here for the same reason, whereas somewhere like Instagram, you're stuck between posts of last night's dinner and holiday snaps.

"I chose to really lean into LinkedIn and make a conscious effort to post as much as I can to remind clients old and new that I exist and to remind myself that it's actually quite good to shout about my work and what I do. Because if I don't, no one else will!"

3. Start posting and commenting

LinkedIn can be helpful, then, but only if you put the work in. As designer Sophie O'Connor puts it: "I have found a lot of success as a freelancer using LinkedIn, but you have to be dedicated to posting consistently. Building a strong network helps, too. I've used it in the past to contact employees of companies I've been interested in working at, too."

Illustrator Daniel Sulzberg, meanwhile, has found it the best place to get his work in front of professionals who hire illustrators. "Add art directors connected through a friend and then try to build a relationship with them by commenting on their posts," he advises. "This goes a long way and keeps you top of mind."

In terms of day-to-day interactions, career coach Jenny Holliday adds that you should: "Treat it like an IRL networking event. Don't 'stare' at someone and not say hi; for example, send a hello message when connecting. Also, ask for recommendations. This is huge. They count for a lot, and it feels great."

Not sure what to share? Work in progress usually works well. "I've found people have really enjoyed seeing regular updates on my projects as they develop," says Michelle Lyons, founder of Point North. "I like to call this approach Progress Marketing. It's relatively low effort, as I'm simply sharing what I do and what I learn as it happens. It's almost like a professional diary, so it feels authentic, too. It's not the best approach for client work, but it's been perfect for personal projects."

4. Don't be shy

There's a lot of OTT bragging on LinkedIn. But while we wouldn't recommend you join in, you will need to talk confidently about your achievements – even if that feels unnatural.

"I totally get why sharing successes can be cringeworthy for some," says graphic designer Damian Graham. "But at the same time, we freelance designers need to win new business, and you can't be preoccupied with what someone else thinks, especially when bills are to be paid.

He believes the rewards can be great. "I feel LinkedIn has untapped potential for creatives," Damian stresses. "I've obtained more work through LinkedIn than any other platform due to its organic algorithm."

But if you're still shuddering at the thought of self-promotion, then brand identity designer Lauren Rasberry can empathise. "It can be super cringe and it takes me weeks after writing something to actually post it," she admits. "But then I force myself to. I usually think about how many of the world's most successful people don't give a bleep about what others think. So I'm trying to adopt this mentality more."

Don't know where to start? Jess MacIntyre, co-founder of Mac+Moore, offers the following tips. "Find your voice. Don't try to be somebody else. Don't focus on what the competition is doing. Talk to your customers' pain points. Only post something you believe or care about.

"Lastly, I see writing posts on LinkedIn as a way of building my writing and communication muscle," she added. "A way of getting better each day. And if you feel the cringe... fight it."

5. Curate your community carefully

Even though LinkedIn isn't packed with trolls like other social networks, there is a lot of noise to cut through. So Matthew Stanners, animated director of Bearded Fellows, believes that carefully curating your network and feed is crucial to making it all work.

"For a long time, I felt it was a cringe-fest," he says. "I didn't judge the people posting; I just couldn't participate. But then I deleted about 1000 connections and started to find people in my world. And now, I think the knowledge and access I have are incredible. Lesson learned: curate your feed."

It was a timely lesson, too. "Our agency has struggled over the last year," he says. "Inbound sales just tailed off, and guess what? All the people we want to work with are here. Seeing so many of my peers making excellent work with different value propositions has forced us to sharpen our focus. Now, I like it here."

In short, LinkedIn is never going to be the most fun place, but when managed correctly, it could be the most useful. "LinkedIn can definitely be dreary," says Nicki Field, joint MD at Jelly London. "There's so much formulaic click-baity post-writing out there, and I can't bear the chest-beating. But there's also a side where it's just humans trying to communicate about their work and business, explain some of it and why they care about it, and to their circle of clients and peers as it's a business platform. And I quite like that.

"I think what LinkedIn does do," she adds, "is give an environment to talk about the business of what we do, which is creative and, most valuable of all, keep up with connections. There's so much moving around in this industry, so keeping in touch with folks here is invaluable. We just all need to be a bit kinder about it and to each other in between all the rest of the noise."

6. Avoid LinkedIn cliches

While LinkedIn is refreshingly free of insults, obscenities, and backbiting, it does have a bit of a problem with business jargon and marketing speak. There are also many tropes that quickly become boring and repetitive.

So don't add to this. Instead, use plain and unfussy language and frame your stories like a normal person, not a post-writing robot. This will help enormously in getting people on your side.

"LinkedIn has so many cliches, so be aware of them," says copywriter Guy Lambert. "The ones I dislike the most are posts that start 'I made a mistake', then some rambling story. You've got to open with something original."

Barry Tranter of Bbelief cites another common cliche: "'Thrilled to announce my contribution to this thread, humbled to have had the opportunity to contribute. It has been a privilege to have worked with you and your exceptional team.'" Barry would prefer you just use your normal tone of voice to communicate. "Who says 'humbled' in real life?" he asks.

7. Use the headline space

Here's a specific tip from Leslie Carothers, CEO of Savour Partnership. "Utilise the headline space to describe who you are and/or what you do because that is what people see when you comment on someone else's feed and helps establish your authority." Below, she shares an example from her comment on someone else's post who recently had her as a podcast guest. "See the second line below my name? That's the headline space. Look for it when filling out your profile."

8. Get someone else to help

Finally, if you have neither the time nor inclination to engage on LinkedIn, you could always get someone else to do it. Someone like Anna Stanford, marketing director at Vault49.

"As the marketing person for a design agency, I can confirm that for 99% of creatives, self-promotion does NOT come naturally," she says. "But personally, teasing out stories and celebrating the amazing people I work with is my favourite part of the job.

"So if you don't have a 'me' in your agency to help you do it, or you are freelance, then my advice is to rope in a friend to help," she adds. "Even if it's simply to read the words before you hit 'post', they will be able to see things more objectively than you, and hopefully give you the confidence to say: 'Yeah, actually, I AM awesome!'.

Conclusion

While LinkedIn may initially feel daunting or cringeworthy to some, it does offer unique opportunities for professional growth, networking, and self-promotion. By embracing the platform's positivity, understanding its differences from other social media, consistently engaging with your network, overcoming shyness, curating your community, and maintaining your authenticity, you can leverage it effectively without feeling uncomfortable.

Remember, everyone on the platform is there for similar reasons – to connect, learn, and grow professionally. By focusing on providing value, sharing your genuine experiences, and engaging meaningfully with others, you can create a LinkedIn presence that feels natural and beneficial to your freelance career.

As you navigate LinkedIn, keep in mind that it's okay to feel a bit uncomfortable at first. Growth often happens outside our comfort zones. With time and practice, you'll likely find that LinkedIn becomes an invaluable tool in your professional toolkit, helping you connect with peers, find new opportunities, and showcase your creative work to a receptive audience.