Who's in Control of Your Brand: You or LinkedIn?

Building a personal brand is more than just posting content. That part's important, but there's something more important that most people overlook entirely: commenting.

Here's the thing about posting. You write something, you hit publish, and from that moment on, you have zero control over who actually sees it. LinkedIn's algorithm decides that, based on signals, timing, engagement, and a dozen other factors you can't directly influence.

Commenting is different. Commenting is control.

When you comment thoughtfully on someone else's post, especially someone with an audience that overlaps with who you're trying to reach, you're not waiting for the algorithm to decide whether your content gets seen. You're showing up directly, in front of an audience that's already there, already engaged, already paying attention.

I'm not someone who obsesses over control for its own sake. But if you've been paying attention to how I talk about LinkedIn, you know I think a lot about manifesting opportunity, putting yourself in a position where good things find you, rather than waiting and hoping.

Posting is a bet that the algorithm will distribute your content to the right people. Commenting is you putting yourself in front of the right people directly, regardless of what the algorithm decides to do with anything you post that day.

The people who build the strongest presence on this platform almost always do both, but if you only have time for one most days, commenting thoughtfully on a handful of posts will often do more for your visibility than another post into the void.

Who's actually in control of your brand right now: you, or the algorithm?

Originally posted on Linkedin. Join the conversation here.

Hi5,

LD

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