LinkedIn: The Key to Career and Business Success

LinkedIn can open doors to opportunities you may have only dreamed of. Do you use LinkedIn actively? Or is it just another icon on your phone that you open once a month?

It’s not just about having a well-completed profile—although that’s the foundation. Another crucial step is building a quality network of contacts. Your connections aren’t just a number next to your profile picture; they are a direct bridge to new opportunities and collaborations.

Do you want to know how to do it right? If your LinkedIn isn’t yet delivering the results it could, it might be time to ask yourself: What can I do about it?

How Does LinkedIn Work?

Before we dive into the secrets of building your network, let’s first look at how LinkedIn (sometimes referred to as “Li”) actually works. The platform is designed to promote networking, interaction with content, and professional learning (if you have a Premium account, don’t miss LinkedIn Learning).

How does it achieve this? Everything is built on algorithms that consider your activity, connections, and the relevance of shared content. In other words, the more you engage, the more visible you become. The algorithms prioritize quality content over quantity, so regularly sharing interesting posts can significantly boost your visibility.

By the way, the correct pronunciation is “Linked-In,” stemming from the English words “linked” (connected) and “in” (inside). But that’s not our focus today—today, we’re talking about building your network.

Self-Presentation on LinkedIn: First Impressions Matter

Do you want people to connect with you? Then your LinkedIn profile must be attractive—but not in the way you might think. This isn’t a dating app, so your appeal doesn’t lie in how you look in your photo but in the value you offer. A connection with you should bring something meaningful, and first impressions on this platform are decisive.

What’s the first thing people see? Your photo, name, and headline. That headline is critical. This short text under your name should clearly state who you are and what you do. Forget vague phrases like “Looking for inspiration” or “Carpe Diem.” While the term “headline” can be misleading, think of it as a brief claim that entices others to click on your profile—something generic simply won’t achieve that.

Include your professional identity in the headline, for example, “IT Talent Recruitment Specialist” or “Digital Marketer Focused on Social Media.”

Building Your Network: Quality Over Quantity

Building your LinkedIn network is a cornerstone of your success on the platform. The broader and higher-quality your network, the more people will see your posts (though that also has its nuances, which we can discuss another time), and the more opportunities you’ll access thanks to LinkedIn’s connection hierarchy.

However, the quality of your connections is key. Connect with people who are relevant to your professional path. Here, quantity isn’t everything. As for the number of connections, you don’t need thousands, but LinkedIn itself recommends having at least 500+ contacts, a threshold it considers indicative of a well-built network.

Understanding LinkedIn’s Connection Hierarchy

Your connections are the people you are directly linked to, but your network is much wider, spanning three levels:

1. First Level: Your direct connections—people you’ve connected with.
2. Second Level: Contacts of your contacts. These people aren’t directly connected to you but are linked to someone in your network.
3. Third Level: Contacts of people on your second level.

The more active you are and the more your posts spread across these levels, the greater your influence. This is especially crucial for LinkedIn ambassadors who not only present themselves but also represent their company or industry.

How to Add People to Your Network Properly?

What does your network look like? Is it rich in inspiring contacts that bring you new opportunities, or is it a mix of 30 high school classmates you haven’t spoken to since graduation? And how do you build your network? Are you one of the “clickers” who mindlessly send invitations to every contact LinkedIn suggests, or do you have a thought-out strategy?

If you are just starting to build your network, begin by adding people you know: colleagues, business partners, or classmates. LinkedIn can even suggest these contacts to you. These people already know you, so you won’t need to explain why they should accept your invitation.

If you’re not comfortable adding strangers right away, that’s okay. LinkedIn even allows you to simply “follow” profiles. While this won’t directly grow your network, it ensures you don’t miss any of the content they share.

What should you do if you want to connect with someone you don’t know personally? I recommend sending them a short message with your connection request. Keep in mind that the message can be a maximum of 200 characters – so be brief and to the point. In your message, express your motivation for wanting to connect. Without a personal note, you risk your invitation ending up in the “ignored” list. Many people consider this approach polite and even essential.

Did you know LinkedIn limits the number of connection requests to about 100 per week? This isn’t accidental. This rule protects users from spam and encourages you to think carefully about whom to add to your network.

How to Build a Network Based on Your Goals?

Everyone has different goals on LinkedIn. Are you looking for a new job? Searching for inspiration and contacts for professional growth? Or are you starting a business and hoping to attract new clients? Each goal requires a slightly different approach.

Looking for a Job?

If you think it’s time to change jobs or find your dream role, your network can be your greatest ally. How? Connect with recruiters, hiring managers, and industry leaders. These people know what’s happening in the market and can link you to the right opportunities.

Actively share content that showcases your skills – whether it’s an article on a topic you know well or a sample of your recent project. And don’t forget your profile. When was the last time you updated it? Is your LinkedIn profile ready to impress someone in seconds?

For better chances, consider investing in LinkedIn Premium Career.

Want to Grow and Build Meaningful Contacts?

Is your goal professional growth and creating meaningful connections? Start by following industry groups and participating in discussions. Community activity gets you noticed by people in your field and helps you stay informed about new trends and opportunities. Connect with professionals in your field and inspire one another.

The LinkedIn Premium Business account provides advanced analytical tools and enhanced search options for contacts.

Starting a Business?

Entrepreneurs, this is your space. LinkedIn is an ideal platform for finding new clients, promoting your services, or raising brand awareness. Share success stories, customer testimonials, or valuable content that highlights your expertise. You can also use paid ads through LinkedIn Business Manager.

The LinkedIn Sales Navigator premium account enables detailed searches for potential customers and allows you to manage sales opportunities in one place.

Are You an HR Professional or Recruiter?

The larger and higher-quality your network, the more talent you can reach. LinkedIn Recruiter Lite offers advanced candidate filtering, saving time and helping you find the right people for the right roles.

How Much Does LinkedIn Premium Cost?

Prices vary based on the specific plan and whether you choose to pay monthly or annually – annual billing is always more cost-effective.
As of 2025, prices (excluding VAT) are as follows:

• Career: €25.99 per month or €153.99 annually
• Business: €49.99 per month or €392.99 annually
• Sales Navigator Core: €83.99 per month or €815.99 annually
• Recruiter Lite: €117.99 per month or €1,165.99 annually

Whether you’re looking for a job, building your career, starting a business, or working in HR, LinkedIn can open doors to new opportunities. The key to success is knowing what you want to achieve and how to use LinkedIn to get there. With a well-crafted profile, regular activity, and a quality network, you can boost your chances of success.