LinkedIn is overflowing with content, but only a small fraction truly connects.

We’ve reviewed what companies are doing differently and how others can adopt those same tactics with intention.

One of the 10 strategies outlined below isn’t just a tactic. It’s a subtle shift in how high-performing content is written. It’s called GEO, and it might be the edge your posts are missing.

We’ll start there, then explore nine more strategies that top brands use to stand out, featuring real examples and insights from communication leaders like Agnė Sadaunykė, Povilas Klusaitis, Nerijus Kalinauskas, and Indrė Trakimaitė-Šeškuvienė.

1. Use GEO principles to make your content work harder

Most companies focus on what to post. Few think deeply about how to write. That’s where a new approach, GEO (Generative Engine Optimization), comes in. It’s built not just for algorithms but for people.

Unlike traditional SEO, GEO doesn’t chase keywords. It prioritizes clarity, credibility, and structure, three elements that make both humans and algorithms engage.

Here’s what GEO content typically looks like:

• Statistics-backed: Numbers make claims feel real. A “70% increase” hits harder than “growing fast.”

• Quote-powered: Expert input makes posts more trustworthy.

• Source-grounded: Citing research boosts attention and authority.

And just as important: tone and style. GEO content uses:

• Short sentences

• Clear structure

• Natural, confident language

• No filler or keyword-stuffing

GEO isn’t about gaming the system. It’s about respecting the reader. Want to learn how to write that way? Our Copywriting for LinkedIn e-book breaks down what makes posts stick sentence by sentence.

2. Let employees be the voice, not just the logo

One of the most effective ways to humanize a company on LinkedIn is to let your people speak. Especially leadership. Posts from individuals consistently outperform brand pages because they feel more real and trustworthy.

In fact, according to Social Media Today, a LinkedIn post shared by an employee gets 8x more engagement than the same post shared by the company page.

Sundar Pichai, CEO of Google, is a clear example. When he announced the launch of Google’s FireSat satellite from his profile, the post received over 32,000 reactions compared to just 2,000 from the corporate page. Why? People respond to people, not logos.

Agnė Sadaunykė, Marketing Manager at Panorama, agrees:

“I recommend staying true to your values rather than chasing trends. Authenticity creates real value - and the most trusted voices are employees who speak in their own words.”

This isn’t just about amplification. It’s about enabling employees to become credible authors of your brand.

3. Tease what’s coming next

Great LinkedIn content doesn’t just celebrate the present. It builds curiosity about what’s ahead.

This strategy works because it makes people feel like insiders. When you share early designs, ideas, or decisions, you create anticipation and signal confidence.

Revolut did this masterfully by previewing their mobile service before it launched. A clean visual, short copy, and a quote from leadership, no extra stuff, just a glimpse. Engagement followed.

Don’t wait for perfection. Share the process, not just the result.

4. Help users share their wins

One of the most underused growth levers on LinkedIn is giving your audience the spotlight.

Whether it’s a career milestone, a feature used successfully, or a community impact, create formats that make these moments easy to share.

Duolingo is a great case study here. It built visual templates users could post after hitting a learning milestone. The brand didn’t author the posts, but they reflected it. One user celebrating her daughter’s 365-day streak went viral.

As Povilas Klusaitis, CEO of Fantazijos.lt, puts it:

“Let people share stories, not just advice or wins. That’s what builds real authenticity.”

This isn’t just UGC. It’s smart content distribution.

5. Show the work behind the scenes

What often catches attention on LinkedIn isn’t the polished result. It’s how you got there.

SWISS International Air Lines shared the design process behind their Airbus A350, including the choice of materials, lighting decisions and passenger needs. It felt like a behind-the-scenes journal, not a press release, and people loved it.

This kind of storytelling builds trust. You’re not just telling people what you did. You’re showing how thoughtfully you did it.

Whether you’re rebranding, launching, or iterating, share the process.

6. Ditch the formal voice and be bold instead

On LinkedIn, not every brand needs to sound like a boardroom.

In fact, brands like Ryanair thrive by doing the opposite: using sharp, honest, and creator-style copy that breaks the norm. Their posts are simple, cheeky and deeply human.

The takeaway? If your brand has personality, let it shine. Drop the jargon. Skip the buzzwords. Write like someone your audience would talk to.

Just make sure your boldness matches your brand.

7. Celebrate the team, not just the numbers

Follower milestones. Growth charts. Revenue goals. These all look better when they're human.

When Canva reached 2 million followers, it didn’t brag. It thanked its team, users and creators. That shift from “look at us” to “thank you all” made the post feel warm and inclusive.

LinkedIn is a professional platform, but people want to connect emotionally. Use wins to spotlight people, not just metrics.

8. Share data that’s actually useful

Data is only valuable if it starts a conversation.

Too many brands dump stats with no angle. But the best-performing posts invite interaction.

Airbnb posted a summer travel poll and asked: “What’s inspiring your next trip?” Instead of stating facts, they built participation, and the post took off.

Next time you share numbers, give them a purpose. Ask a smart question. Let your audience weigh in.

9. Don’t just post, format it right

LinkedIn now supports more than just text and images: you’ve got carousels, documents, polls and native video.

McDonald’s used a document-style post to walk through sustainability efforts. Each slide focused on a single theme. It wasn’t flashy, and it was scroll-friendly, save-worthy and engaging.

Format matters. Test what works for your message. Respect the platform, and your audience will follow.

Nerijus Kalinauskas, Head of Marketing Baltics at Scandagra Group, explains:

“We treat LinkedIn as a separate stream from other platforms with its right format, structure, and tone.”

10. Build a recurring series with a clear theme

Consistency beats newness on LinkedIn.

That’s why content series, weekly insights, monthly trend recaps, and themed videos create rhythm and trust. People start expecting them. And algorithms learn to boost them.

Nord Security’s CyberMinute is a great example. Tight visual identity, snappy format, consistent value. It’s not just content - it’s a show.

Indrė Trakimaitė-Šeškuvienė, ex-Head of Communication at Maxima, sums it up:

“We create around three clear pillars: as an employer, as a business, and as a socially responsible brand. Simplicity and consistency matter.”

Strategy grabs attention. Consistency builds trust.

From your writing style (GEO) to your team’s presence to your format choices, each piece shapes how people engage with your brand on LinkedIn.

These 10 strategies aren’t trends. They’re repeatable, human-first approaches that make your content more complicated to ignore and easier to trust.

Don’t just post. Publish with purpose.