LinkedIn’s Lying to You: Content Is Not the Key to Success

We are obsessed with content.

Content reminds people what you do. It verifies your expertise. It attracts people to you—not just any people, but potential clients, employers, partners.

No content means no voice.

Or that’s what we’re told.

But let’s take a step back. We can shout as loud as we want to. We can craft and publish exceptional content, high-value content, content we know our target audience will resonate with.

But no matter how much noise we make, we need someone there, listening.

Communication requires two engaged participants. Emphasis on engaged.

That’s why I believe—I know—that your network is far, far more important than posting content. It’s the foundation of success here on LinkedIn (and maybe in life?).

If you don’t have at least 1000 connections, it’s time to break up with content and turn instead toward building genuine relationships with the right people.

At least as the first step.

Let me share why.

Where our obsession with content on LinkedIn began

I’m calling out LinkedIn on this one.

The platform rebranded itself years ago and is continuing to fuel our misguided focus that content creation is the most important activity on LinkedIn.

Yet once upon a time, you couldn’t even publish content on LinkedIn. I joined LinkedIn in 2005, started my profile writing business in 2009, but couldn’t post until 2014. The only people who could create content in those early days were famous. LinkedIn was primarily about relationship management; a place to find and connect with people.

But when Microsoft took over and Facebook started charging lots for business advertising, LinkedIn quickly switched to marketing itself as a publishing platform.

Having long been the platform of choice for recruiters and headhunters, LinkedIn’s membership has continued to grow and grow.

Recently, LinkedIn has been pushing the idea of collecting Followers rather than making Connections, which makes sense from LinkedIn’s perspective. Capitalising on Twitter's implosion, collecting Followers is a great way of making former Twitter fans comfortable.

But unless you’re trying to impress a potential book publisher, assure an event organiser that you can attract a massive crowd, or are willing to find the time and make the effort (as I am!) to reach out and selectively Connect with some of them, you don’t need Followers.

The content you post will never reach all of your Connections, and Followers are less likely than Connections to see you in their feed.

A quick refresher: Connections vs Followers

If you’re not up to speed with the whole Connection vs Follower thing, here are the basics:

Connections:

• Increase your relevancy through people they are connected to
• Are easy to direct message
• Can be invited to follow company pages and attend LinkedIn-listed events
• Are more likely to see your posts, and vice versa

Followers:

• Are easier to get but much lower value
• Don’t see you as a peer
• Are a one-way relationship—you don’t see their posts and you can’t direct message them
• Are much less likely to see your posts

How I became the 👑 Queen of Networking

I really think I’ve earned this title, even though it’s taken me a long long time to realise it. Talk about a slow learner!

Here’s a bit of background. I grew up in Perth, lived in the UK, returned to Perth, moved to Melbourne, and settled in Sydney. And I worked in recruitment—the people business of all people businesses—for 14 years, many of which were with Chandler Macleod.

So, I had to build my network over and over and over again. And now it’s a habit. I invest in my network because it’s what I’ve always done. And honestly, I wouldn’t still be in business 15 years later if I hadn’t...

This makes me think of my Dad. His secondary school didn’t offer university entrance exams. He was expected to be a factory worker for life. Instead, he had the most extraordinary career. He’d tell my younger brother and I all kinds of stories at the dinner table about his work adventures and travels. And he’d always, always end them with something like, “It wouldn’t have happened if it weren’t for…” He gave credit to those who saw potential in him. He knew relationships and reputation mattered.

I suppose I am good at networking because I was (for one of the few times in my life) an early adopter. In 2005, I swapped my Rolodex business-card holder for LinkedIn. I even won a National Sales Award in my last year in recruitment because I figured out how to reverse-engineer success on LinkedIn by using it to search for both talent and clients.

In other words, I didn't rely on happenstance.

I took control and you can, too, using the world’s largest business directory. You can find anyone, with any job title, in almost any city.

And that means a whole world of hidden opportunities comes to light.

8 tips for networking on LinkedIn

1. Turn LinkedIn into your personal CRM database

LinkedIn can be your personal CRM database, teeming with industry experts and professionals who are not just names on a screen but real connections that can guide, inform, and support your aspirations.

The first step is defining who you want to target. Think about your goal. Is it to get more board roles, for example? It's a tight market, and so many roles are filled by word of mouth. That's where your strategic LinkedIn network comes into play.

2. Use LinkedIns search functionality

LinkedIn's search functionality is incredible, with filters so detailed that you can narrow the one billion members to individuals with the exact industry background and job title you're looking for. You can find people in your city, too—it's usually a good idea to start with at least some common ground.

Keep in mind: LinkedIn Premium members have unlimited searches and personalised invites. Free users are capped at a couple each month. But you certainly don't have to pay to search!

3. Focus on second-degree connections

Zero in on second-degree connections—those who share mutual contacts with you. If you have enough connections in common you’ll have a foundation of trust. It's a bit like being at a party where you know a lot of people rather than trying to mingle alone.

4. Perfect your LinkedIn profile

Think about your profile. Does it reflect your "why"? Your purpose? Is it memorable and authentic or bland and generic? If someone you've invited to connect snoops on you before accepting (which they likely will), what will they think?

If you're not excited about the first impression your profile makes, it could be time for a rewrite (and if you are entirely opposed to writing about yourself, I can help).

5. Engage before you connect

You've found someone to connect with. But before you invite them out of the blue, consider a more human approach. Engage with one of their posts. Write a comment. Make an effort. Show that you're genuinely interested and not playing the numbers game.

Plus, when they eventually see your invite, they might remember your name. It's a much more meaningful way to begin a professional relationship.

6. Leverage QR code tapping at events

You're at a professional event and just had a great conversation with someone you'd love to connect with on LinkedIn. Instead of fumbling with your phones, searching for names and spelling them out amid the noise, avoid the awkwardness altogether and pull out your LinkedIn QR code.

Finding your LinkedIn QR code is easy:

1. Open the LinkedIn app on your phone.
2. Tap in the Search bar at the top of the LinkedIn homepage.
3. Click on the odd little squares on the right-hand side (where the messaging icon was previously featured) to display the QR code that will take people directly to your profile page.
4. Guide the other person to do similarly (noting one of you needs to be the scanner - the person sending the invitation to connect).

7. Follow up with voice notes

You've made a new connection. But what next? How do you transform a digital handshake into a meaningful relationship? The next time you're waiting for two hours for your children's golf lessons to end (just me?), send a personalised voice note as a follow-up.

A voice note is refreshingly personal. It conveys effort and authenticity, eliminating any doubts that you're just another bot in their network.

8. Try the "Who else should I speak to?" strategy

Remember when you were a child and chain letters were a thing? You'd send a letter to a few friends, and they'd send it to a few more, and so on. Apply this logic to LinkedIn.

After engaging in a conversation or receiving valuable advice from a connection, ask, "Who else do you think I should speak to?" It's an old-school networking tip underutilised in today's digital networking world.

Do you agree?

The time you invest in your network will repay dividends. That’s what my lived experience has taught me.

When you get your network right, everything becomes easier. You are top-of-mind and tip-of-tongue with all the right people, and that can change your whole world.

Are you ready to reduce your reliance on content and spend more time cultivating relationships?

Or do you think I’m a little stuck in the past and that fame and Followers do pay the bills?

Let me know in the comments. I welcome a robust discussion!