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.)

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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.

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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.

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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.