The Only LinkedIn Strategy Authors Need (From a LinkedIn Insider)
What works, what doesn’t, and how authors can build real momentum on the platform.
LinkedIn might just be the most misunderstood platform in publishing. Writers either treat it like a résumé graveyard… or avoid it entirely because they assume it’s “too corporate,” “too boring,” or “not where readers are.”
But for authors, especially nonfiction writers, LinkedIn is one of the few channels where attention, authority, and genuine connection still compound. It’s also one of the last places online where organic reach still exists for thoughtful content.
That’s why our recent AMA with Jessi Hempel—bestselling author, longtime podcaster, and Senior Editor-at-Large at LinkedIn—was so revealing. In this exclusive Author Insider conversation, she broke down what really works on the platform: what to post, what to ignore, how to comment strategically, and how to build an audience that isn’t just large but engaged.
Below are the 10 most actionable, evergreen lessons from our conversation.
To watch or listen to the entire conversations, click here.
(Editor’s note: some quotes have been lightly edited for clarity and concision.)
1. Your LinkedIn profile is your new home base
Most authors underestimate how often someone discovers them on LinkedIn—agents, editors, journalists, event organizers, potential readers.
Jessi put it simply:
“If I Google you, probably within the first two or three links, your LinkedIn profile will pop up… If you don’t have a presence on LinkedIn, then I really kind of don’t quite know where to look for you.”
Your personal website may be beautiful. Your Substack may be thriving. But LinkedIn is often the first place someone looking for you will land. So you’d better do something about it.
2. Why LinkedIn works now (when other platforms don’t)
Jessi didn’t sugarcoat it: the broader social media landscape is deteriorating.
“I believe we’re at the end of social media… We’re sort of operating in the decline of social media… A thing that I think is driving a moment of big success for LinkedIn is like super simple: we’re not shitty. LinkedIn’s just boring and basic but not shitty, and therefore it’s one of the last places that you can mostly expect that a lot of what you read is people posting rather than AI.”
This is a brilliant example of turning a potential weakness into a strength. Yes, LinkedIn is boring and basic, but that’s become its competitive advantage. It’s heavily moderated to prohibit trolling, avoids political debate, and is refreshingly free from the AI-bot spamming chaos of other platforms.
It’s one of the few remaining platforms where thoughtful posts still surface. And in a landscape this noisy, that alone makes it a place where readers and writers can actually find each other.
3. The posting cadence that works: 1–3 times a week
Most authors think they need to post daily to be “visible.” I am delighted to report that Jessi says just the opposite.
“If you want to build your audience on LinkedIn, be active… To me, that means posting one to three times a week. You don’t want to post more than that.”
One to three thoughtful posts per week. That’s enough. (This might just be the best news I’ve heard all week.)
Just keep in mind that consistency is essential. Don’t skip weeks or months if you want to build or maintain an audience.
4. The comments section is where your credibility is built
This might be the most misunderstood part of LinkedIn. Posting is important. But commenting is where authority grows.
“The comments is how you establish credibility… You got to go to the big voices who care about what you care about and you got to comment on their posts so that their followers will recognize you.”
So don’t just broadcast—participate. Your thoughtful comments will introduce you to whole new audiences.
5. And here’s the algorithm hack: reply immediately
What’s one of the simplest ways to increase reach? Respond quickly.
“If somebody comments on your post, reply to their comment… The algorithm sees that interaction as like, oh, this is a hot topic… and gives it more impressions.”
Replying quickly signals real engagement and boosts visibility. And it makes your readers feel seen.
6. Don’t let AI write your posts—everyone can tell
This point came up multiple times during the AMA.
“People… ask AI to write their posts but aren’t reading enough other content on the platform to know that their posts sound like everybody else’s… and we can all see through it.”
AI can help with brainstorming, drafting, and polishing, but if you let it fully write your posts, you’ll sound like everyone else. And the whole point of writing is to actually sound like yourself. People want you, not a super-obvious, robo-version of you.
7. Three simple profile upgrades most authors overlook
Jessi shared the three quick fixes that matter most. (Confession: I was totally unaware of all of these.)
“Change what people see from ‘connect’ to ‘follow’… Most people don’t take advantage of the featured section the way they can… And the banner is like the easiest piece of branding that people forget.”
So here’s your checklist:
Switch from Connect → Follow
Add your book, newsletter, or best posts to Featured
Update your banner with a clean, clear identity
It’s really simple to do these. There’s no excuse not to spend fifteen minutes boosting your presence.
8. How to ask for favors without being awkward
A big part of LinkedIn’s appeal is that it allows you to reach out to people you don’t know very well. This can be invaluable for authors seeking an agent, blurbs, and more. But for anyone who has ever lingered awkwardly by the snack table at a networking event (*raises hand while chewing), the thought of blindly messaging a stranger can be intimidating. Most of us get plenty of unsolicited messages from people trying to sell us services we don’t want. So when it’s your turn, how do you reach out to someone without being annoying? What’s the best approach?
Jessi’s strategy is refreshingly practical:
“This is where I think AI can be really great… feed ChatGPT my LinkedIn profile and her LinkedIn profile and ask for an introduction… And then do everything I can to find her email… and when I can’t, I’m going to send it on LinkedIn.”
Here’s the modern etiquette:
Use AI to help draft outreach.
Email first, if possible.
If you can’t find an email, LinkedIn is fair game.
There it is. As for the content of the message itself, make it personalized and keep it short.
9. Authenticity is your best book-promotion strategy
In 2022, when Jessi released her memoir, The Family Outing, she didn’t run a typical book campaign. Instead, she talked honestly about the experience of publishing it.
“I talked pretty authentically about the experience of being a writer putting out a book… I talked about when something cool happens… and I talked about when it was uncomfortable.”
Now, a meta-approach to book promotion may not work for everyone. But the basic strategy is universal: Share the real stuff. Readers want to know the good and the bad. They want reality, not a polished highlight reel.
Caveat: This doesn’t mean your posts need to be searing confessionals! That might be totally weird and inappropriate, given the topic of your book. But give your readers a glimpse behind the curtain now and then, so they know you’re a real person, not just a collection of talking points and click-to-buy buttons.
10. Evergreen content is your burnout insurance
Let’s wrap this up with one of Jessi’s strongest points.
“Evergreen is your friend… If you get burned out… go back into your evergreen content, choose eight posts, schedule them… and leave.”
That’s right, you don’t have to be an unstoppable content machine. You can take breaks now and then. Just schedule some of your greatest hits.
Here’s a handy checklist of what every author should maintain:
8–12 evergreen posts
A few reusable themes
A buffer for busy seasons
That list is going to save you a lot of headaches. It might even let you take that vacation you’ve been dreaming about…
Final Thoughts
If there’s one through-line in Jessi’s advice, it’s this: keep it simple, show up consistently, and make your presence unmistakably human. LinkedIn rewards thoughtfulness and longevity, not gimmicks. For authors, that’s good news. It means the work you put in now will compound over time.
My sincere thanks to Jessi for sharing such candid and proven insights. And thank you for reading and for being part of the Author Insider community. I always look forward to digging into these AMAs with you. More great conversations ahead…
Until next time,
Panio Gianopoulos
Editorial Director, Author Insider & The Next Big Idea Club