The purpose of this page is to empower every team member with the knowledge and best practices for write thought leadership posts on LinkedIn. Our goal is to demonstrate our expertise in HR tech, Employer of Record services, and HR consultancy—all while elevating your personal brand and fostering authentic conversations.
By following these guidelines, we’re aiming to drive greater visibility for Boundless and our people, and keep our content fresh and engaging for our audience.
Here’s the recipe for an effective thought leadership post on LinkedIn:
Start with a hook (1-2 lines): start with a compelling fact, question, or statement that ties to a common challenge or industry insight that your target audience cares about to grab attention early.
e.g. “Did you know over 60% of global companies struggle with cross-border HR compliance?”
Demonstrate your expertise (3-5 lines): offer your authentic commentary, a fresh perspective or unique angle, and where possible reference real challenges and solutions (customer stories, case studies, or market trends) to demonstrate practical knowledge.
Be personal and conversational: thought leadership is not just about demonstrating expertise. It’s also about connecting on a human level. Personal anecdotes or lessons learned show the real people behind the brand. Write how you would speak to a colleague and avoid too formal or jargon-heavy language.
Explain why it matters (3-5 lines): whatever your topic is, emphasise how it impacts your customer’s bottom line or how your advice or perspective could help them improve their day-to-day.
Encourage discussion (1-2 lines): end with a thought-provoking question or a direct invitation for feedback to spark conversation or share experiences.
e.g. “What challenges have you faced with cross-border hiring?”
Additional guidelines to keep in mind:
To stay on LinkedIn’s good side, focus on high-value, native content with moderate use of hashtags, minimal outbound links, and a conversational writing style. Encourage timely engagement, avoid spammy practices (over-tagging, link-bombing, endless emojis), and keep your post visually accessible (short paragraphs, some line breaks).
Keep it focused and concise. Use short paragraphs, bullet points, or numbered lists and line breaks to make posts easily scannable, encouraging more “dwell time” (people staying on your post). LinkedIn’s algorithm favors posts that people read and engage with quickly (although it doesn’t strictly penalise longer content if it’s engaging). Each post should focus on one main insight or piece of advice. Avoid covering too many themes at once.
Tie your post to recent news stories, upcoming industry conferences, or evolving workplace issues for immediate resonance. Reference any new regulations or market shifts that your audience should be aware of—particularly in global HR operations or compliance.
LinkedIn prefers native content. Posts that send people away from LinkedIn (e.g., multiple external links) may be deprioritised. If you must share a link, consider adding it in the comments rather than the main body of the post, or share only one link within the main text.
Avoid using excessive hashtags. Use 3-5 relevant hashtags to avoid overloading your post, as too many can look spammy and may reduce reach.
Emojis can increase readability, but overusing them might come across as unprofessional in B2B contexts, be penalised by LinkedIn’s algorithm, or even trigger spam filters if the post appears “clickbaity.”
Avoid edits after posting. Frequent edits within the first hour of posting may reset or affect your post’s visibility. The quicker your post gets likes and comments, the more the algorithm tends to show it to others so avoid edits in the first hour unless absolutely necessary. Liking or replying to comments promptly can keep the engagement momentum going.
Tagging someone who can credibly comment or who is part of the story can boost engagement. However, tagging too many people (especially if they don’t respond or aren’t relevant) can look spammy and reduce your post’s credibility, therefore bringing the opposite results.
Posts that overuse words like “shocking,” “secret,” or “unbelievable” can be flagged as clickbait. Maintain a professional, authentic tone. Prefer quality over quantity. Fewer high-value posts generally outperform frequent, low-quality posts. Consistency (without spamming) helps you stay on LinkedIn’s radar. A steady cadence (e.g., 1 post per week) often works well for B2B.
Charts or simple graphics that highlight a stat or a key take-away can boost engagement.
Here are some samples of good thought leadership posts:
Thought Leadership Ads Infographic.pdf
2.9 MB
Authenticity Over Polish
Raw, conversational tone posts outperform highly polished ones.
Avoid overly slick, “design-heavy” posts; they feel inauthentic and underperform.
Strong First Line Hook
Posts with a clear hook early on tend to drive better CTR.
Start with a bold insight or a real user problem to capture attention.
Clear & Concise Copy
Keep copy short and sharp, making sure the value proposition is clear.
Avoid jargon or a professional tone that can reduce engagement.
Targeting Matters
Niche targeting (e.g., HR/Payroll/Legal) drives better results.
Avoid overly generic or global targeting, which dilutes performance.
Engagement Focus
Most interaction happens on-platform (e.g., “see more,” “view likes”) rather than external links.
Engagement clicks > landing page clicks. Keep value in the post itself.
Optimal Dwell Time
Ads that perform well have an average dwell time between 6.5–7 seconds.
Role-Specific Targeting
Audiences like HR professionals or legal roles generate higher engagement and better CTR.
CTA Softening
Avoid hard sell CTAs like “Subscribe Now”; use softer approaches like “Learn More” or “Explore the Analysis” to reduce friction and boost engagement.
How to write Thought Leadership posts on LinkedIn