Why Posting Your Expertise On LinkedIn Drives Real Leads And Career Offers

Tired of shouting into the void and getting crickets back? We break down why LinkedIn is the most overlooked growth channel for founders, clinicians, and operators—and how the right kind of posting turns authority into revenue without buying a single ad. The secret isn’t dancing videos or discount codes. It’s storytelling that starts with your audience’s pain, shows your unique approach, and proves outcomes in public, week after week.

We dig into the shift from Google-first discovery to LLM-driven search and what that means for your visibility. When someone asks an AI for “a regenerative medicine surgeon” or “a fractional CXO for medtech,” it surfaces the people with the strongest public footprints—posts, articles, comments, and conversations that signal real expertise. That’s why personal brand is career insurance right now. Companies want owners, not passengers, and buyers want trusted guides long before a sales call. We share live examples of day-one wins, how a simple first post led to a meeting, and why narrative beats noise every time.

You’ll hear practical tactics for crafting posts that work on LinkedIn: lead with the problem, add the story behind your solution, tighten the copy, and invite a next step. We compare platform dynamics—why TikTok is great for quick demos but LinkedIn rewards clarity and credibility—and we unpack the numbers that matter: less than one percent of users post weekly yet generate billions of impressions, and a large share of the audience has decision-making authority and higher income. We also cover AI’s role in content: tools can speed editing, but taste and ideas still win.

If you’re waiting for a sign to start, this is it. Clarify your promise, publish consistently, and let your work compound where your buyers already pay attention. Subscribe, leave a quick review to tell us your biggest takeaway, and share this with a teammate who needs a nudge to finally hit post.

Transcript

Why LinkedIn Beats TikTok For Products

SPEAKER_00 0:00

And this is an important topic that I want to discuss because we've seen this a lot. And it's TikTok, you're gonna do a lot better like talking about a face cream and showing results and you know getting a bunch of hits and a bunch of you need to be a little more targeted because of the format of LinkedIn if you're talking about a product, right? You need to talk about the story of the product. You need to be a great right you need to have great copy. You talk about the problem the product s you know solves. But mostly you need to talk about the problem that the sphere of your target audience is dealing with.

SPEAKER_01 0:34

Now you have the really cool hat, Chris.

SPEAKER_00 0:36

Yeah, exactly. Thank you for giving me uh the opportunity to wear the hat so we don't wear the same hat. We should probably get different colors or different styles, like yeah. So we could both wear them or yep. I don't know.

SPEAKER_01 0:47

There will be the swag will be coming with the golf shirts and other stuff. That's uh that's a plan at least.

SPEAKER_00 0:53

Oh, cool. Well that'd be great.

SPEAKER_01 0:55

I don't know. That's at least why I thought we might try, but that'll be next.

SPEAKER_00 0:58

Yeah, that's a good idea.

ISG Swag And Who We Help

SPEAKER_01 0:59

And for everybody who's like not watching on YouTube, we have or Influence Strategies Group swag that we do. And um if you're interested in ISG, just send us a DM. That's we work with healthcare entrepreneurs, founders, surgeons, physicians, and helping their thought leadership. And uh it's been a lot of fun so far.

AI Hype Vs The Year Of Humans

SPEAKER_00 1:21

Yeah, it has. I mean, it's uh you know, 2026 is what they're saying will be the year of the humans, even though AI is trying to kill us, according to what I just read in the news about an AI bot says it would kill a human to avoid shutdown. This is uh two days ago, which is quite concerning. Um we don't want to I don't want to go too far down the fear of AI killing us. We did to that last episode, but the reason why AI will be the uh the year of uh excuse me, 2026 will be the year of the humans is because I think in 2024, since every company every AI company predicted that they would automate jobs out of needing humans, the tech isn't just there yet. It's not there yet.

SPEAKER_01 2:00

No.

unknown 2:01

No.

SPEAKER_01 2:01

And it's not gonna happen. I just don't there'll be some, you know. I will say this. I used to send a lot of stuff to certain contractors to do for me, you know, as far as video-wise and editing-wise and things of that nature. I I don't do that anymore. There's AI software that helps me do that. But the ideation piece of the puzzle, that's not gonna go away for sure.

Personal Brands As Career Insurance

SPEAKER_00 2:25

Yeah, and I and I do think that the you know, and those people that were doing it are just doing it with AI, you know, using AI more and expanding their businesses even further. So I think it's just evolving, you know. I don't I think it's like anything else, right? You know, you you add a a motorized car to the mix. Yeah, maybe the the horse-drawn buggies went out of business, but they found a a different way to do it. Maybe they bought a car, maybe they're more efficient, you know. I I don't think it's uh, you know, I think a lot of what we're seeing with the tough jobs and you know, I think it's more companies adjusting to some other economic times and a little bit more fear involved than actually the technology that's out there. And it the reason why I brought it up, because I think the pendulum is swimming swinging back faster than anyone expected. Everyone built, you know, personal brand, you know, should be building personal brands at AI proof your career. Yeah. Because people are searching for that connection. Are they searching in for connection in person as much as they used to? No, but they're being a little more intentional about it. So then you need to find a way to do that online. And I'm a big believer, and we're both big believers in that, and that's why we do it for our people too.

SPEAKER_01 3:37

Yeah, yeah. Well, because you that's that's the new place where marketing occurs. I mean, if you didn't realize it by now, if you're listening to us, you know, um, as much as you know, they used to be newspapers and things of that nature, by the way, Washington Post is basically, you know, uh axing people left and right, newspapers are going away. It's it's because their ad revenue is way off, way down, because people have all s shifted to social media platforms. And that shift will continue.

Social Media Has Replaced Newspapers

Day-One Wins And Owning Outcomes

SPEAKER_00 4:09

Yeah, and for you, your your reach as a not you, Eric, but you know, speaking to people in the audience, you as your brand have the ability to have that reach more so than these media companies can on these AI platforms. I mean, obviously they have the ones that have big money and they're pumping out a bunch of content can, but you know, you can make a pretty big indent. I mean, that we just saw that today with one of our clients with his first post. I mean, it's like, you know, made a tremendous impact with the first post he's ever had, you know, that we helped them do. So it's uh day one, right, for someone like that is amazing, and it just goes to show you make a commitment of crafting and shaping your brand by identifying you know who you're serving and communicating that to the world. There's a lot of damage to be done. And recruiters are looking for that, companies are looking for that, they're looking for that ownership of you as a person and you as an employee because they need more than ever people that are going to own the outcomes. They're not just hiring people to be part of projects anymore, right? They're they're looking companies are looking for people that can make an impact and can prove it and want to talk about it. And so there's just a you know many different ways you can look at why personal brand is important and not just for on the job, the J O B side of things, but you know, more so on as an entrepreneur, the best way to bring in customers is talk about the problems you solve and who you talk, you know, and target them to the people that you're trying to solve them for.

SPEAKER_01 5:46

Yeah. If you're listening to this podcast right now and you are not utilizing social media and you're not posting as many times per week as you can right now, newsflash, it's free. It doesn't cost a dime to do. It costs you a little bit of time. That's it. And I think I you know, this could be a whole rabbit hole. It won't. In the future, there's going to be there's you'll have access to premium social media networks and social media people who are watching. Anyway, that's gonna be a whole different topic, but that's gonna change. But I I can tell you if you're not doing it and you're not posting and you're not sharing your thought leadership on you can do as many platforms as you want. If you're not, I don't know what you're doing. I don't know if you're waiting for the yellow pages to come by and knock on your door so you can advertise there.

Post For Free Or Stay Invisible

SPEAKER_00 6:39

Yeah, and the and the important part is and why we talk about the the LLMs are specifically targeting because people are using LLMs to search for services and search for people if you're a doctor, if you're a landscape company, if you're a plumber. ChatGPT alone processes two and a half billion queries each day, right? I mean, think about that.

SPEAKER_01 7:02

Two and a half billion, holy macro, that's gone up tremendously.

LLMs As The New Search Gatekeepers

SPEAKER_00 7:07

Yeah, I mean, we spent a decade optimizing for go all, I mean, uh any any of us like optimizing for Google, and now the real gatekeeper is these LLMs. And you know, think about that. And when people are searching up, you know, Regenerative Medicine Surgeon or um you know men's health clinic in uh the Toronto area or the you know St. Augustine area, they're what's coming up is the people that have the biggest brands, the biggest footprints on social media, that have that are are known as thought leaders, that have you know they they have the space wrapped around their finger, and you can do that by becoming that person in your space for sure.

Become The Go-To In Your Niche

SPEAKER_01 7:56

Yeah, that's so well said. I I didn't realize there's that many queries, which is it means it's completely shifting away from let me type into Google this now. That's interesting. You know, I I we all use Chat GPT, probably who's listening to this several times a day. Maybe you don't. Um, but if you you're right, if you do deep research and you click on deep research and you want to that's exactly what they're going to see who has uh has the most hits of uh thought leadership or you know, I'll say hits, but you know, queries when they the most times that they're going to be come up as uh instances of them uh sharing their thoughts. And that's what it's all about.

Thought Leadership That Converts

SPEAKER_00 8:40

Yeah, and you know, in terms of share I mean it it's going for you know it's it's searching through all the platforms, and the important part is you know, understanding understanding it's not the old days of you know, optimize your page for Google and your company. Like it's you as the person that can tell the story that's happening in your business. I mean I I I don't know about you, but I I follow other companies on other pages because of the content they make for like no other apparent reason, other than I like the fact I'm tracking this young entrepreneur that started a concrete company in Texas and he's sharing like all the success and his main business development, aka the leads he gets, which hello, you know anybody listening, uh everybody needs leads. Uh you sell something, you're a surgeon, you sell something, you're you know, you're a marketing company, you sell something, you need leads, you need you need people walking your door, you need people coming to you, meeting with you. His main business development is the stories that he shares about the trials and tribulations about starting a business, and people are like, oh, I want to work with this guy, I trust him. Yep, because I'm sharing what's happening. Sure. And I mean that you can do you could do that, not I'm not telling you to start a concrete company, I'm sorry, which sounds like a great idea. But you know, if you want to be a fra, you know, like one of our friends, like a fractional CXO for you know an ophthalmology device company, you're gonna share your thought leadership and you're gonna get offers in your sphere of people looking to help fix that problem within their company. Because you're considered that person in that space, right? We know we you you and I both know who that person is. Our good friend Tony Summer. I mean, yeah, it's not rocket science, but it it can be because it's it's just nothing we've been taught before over the the long term, and it's just a different way of thinking about things.

LinkedIn’s Audience And Authority

SPEAKER_01 10:46

Oh, 100%, yeah. And I mean we have several people that come to Content Crib. I just come into my mind right now that all of a sudden, you know, they'll start sharing thoughts and value, and I'll get a DM. Eric, I just got this job offer that I never even thought would happen, you know, that type of thing. And it's they d begin to know you before they meet you, and the rest is history. But I I uh it's going to be interesting here in the future, you know. We talk about how there's so much of this AI slop that's out there in social media, and you know how much people are just passing by. And I alluded to it before. I I just wonder when the day is gonna come, there's gonna be these, you know, very highly segmented social media networks. And I think LinkedIn is that. What I'm getting at is I think LinkedIn is that right now. Um definitely Instagram is not. I mean, there's just you know, a lot of TikTok has a lot of that stuff too. Um, but with LinkedIn, you know, you you the people you want to connect with are on LinkedIn. That's where they are. And now I know people are gonna say, well, wait a minute, you know, I've never been on LinkedIn. Well, there's one billion users, so I can guarantee you the person you're trying to connect with is out there at some point in time. Or your ideal customer, how about that? And with one billion users, and and here's the other crazy thing, the other stat I heard last night too, is out of LinkedIn, less than one percent of I think, or less than one percent of people post.

SPEAKER_00 12:21

Oh yeah, accurate, accurate.

SPEAKER_01 12:23

It's like crazy the the stats on it. Um so that means that you got lots of people just out there reading information. That's what they're doing. They're out there just that's where they go to get value.

How To Sell On LinkedIn Without Selling

SPEAKER_00 12:38

It's only one percent of LinkedIn users post content weekly. And they generate that one percent generate nine billion impressions per week.

SPEAKER_01 12:46

Nine billion? Good night. So for those and we just met with a doctor who was not on LinkedIn and asked all kinds of questions as to why that this individual should be on LinkedIn, what was the purpose, and as we kind of coached and talked through it and had him understand all of a sudden, I think he's a big fan now after some of the things that are going on.

SPEAKER_00 13:12

Yeah, I mean LinkedIn has 1.1 billion users, three people join every second, over 70% of LinkedIn users have decision making authority. Think about that.

SPEAKER_01 13:23

That's pretty wild.

SPEAKER_00 13:24

But like think obviously if you're B2B and you're going after some decision makers on LinkedIn, I mean, the the amount of people that don't or don't use it properly and just share, you know, their headline is like president's club winner and like just a scream salesperson, like that drives me crazy. Like, can you identify yourself as what you do and like how you help them, and then maybe they'll understand more when you reach out? Well, that's a whole nother story. We can go down that rabbit hole like of giving tips on. I love that. I love when you change your headline. It's so good.

Programs, Tools, And Done-For-You Help

SPEAKER_01 13:58

Because I just I because like something comes to me and I really do some analysis and I think about it, and I've stuck with this one for a while now. But I like that you're yeah, I turn authority and influence into revenue. It's like it covers everything that I that I do, you know, and whether that's in medical device and and whatever, you know, and ISG and other things, because I just, you know, if you're in sales, you turn authority and influence into revenue. That's what you do. And you know, people will stop on my headline. I know they do because they tell me, they stop by and they go, what is he talking about? Like what does he do? What yeah, he does that, how does he do that? And the rest is history.

SPEAKER_00 14:36

Well, I'll say, you know, I want to run through a couple more of these stats, but you know, I feel like I say this every I feel like I repeat myself a lot on these podcasts, but I feel like I repeat this one specifically on every podcast, which is I had a meeting today from a doctor on LinkedIn that saw a post that I made.

SPEAKER_01 14:52

Well, that's a good thing to repeat every yeah, I know.

LinkedIn Users’ Buying Power

SPEAKER_00 14:55

So, like he saw my post, he reached out and wanted to book a meeting to discuss what I that I feel like I'm saying that every and that can be you too, if you do it the right way, and vice versa, if you're a doctor and you want to talk about what you do. So I know we're in healthcare, we talk about healthcare marketers and executives and and doctors and surgeons and NPs and all that. Um but it's not just that, right? It's everybody else, too. But I want to what I was saying about the 70% of LinkedIn users have decision-making authority. I mean, so right, so we talk talk about that on the B2B perspective, but just thinking about that chunk of data that 70% of LinkedIn users have decision make authority, that directly translates to their seniority in their income. You know, and I could look up some stats on the income. We both know it's very high on LinkedIn.

SPEAKER_01 15:51

Um TikTok and at least double Instagram for sure. Now that's because there's a lot of kids on TikTok, so that's why.

Why LinkedIn Ranks First On Google

SPEAKER_00 16:00

But yeah. So don't discount your direct to consumer services on LinkedIn because those people have the you know disposable income and are looking for trusted providers of whatever service you provide. So you just have to be a little more careful about it. Um, you know, and this is an important topic that I want to discuss because we see this a lot, and it's TikTok. You're gonna do a lot better like talking about a face cream and showing results and you know getting a bunch of hits and a bunch. You need to be a little more targeted because of the format of LinkedIn if you're talking about a product, right? You need to talk about the story of the product, you need to be a great right, you need to have great copy, you talk about the problem the product solves, but mostly you need to talk about the problem that the sphere of your target audience is dealing with the most and how your product may solve it, and generally just relate to them and talk about the problems that they're having, right? So not just I have this amazing product, here's what it does, 20% off. That doesn't work on LinkedIn.

Start Posting Today And Get Help

SPEAKER_01 17:15

No, you're right. Yeah. That's so well said, it doesn't work at all. Like people will scroll right on by and they don't they're on LinkedIn to listen to for value from trusted sources. That's why they're there. And I think you said it several podcasts back, like you know, consumers are so better educated to go buy they they know exactly what product they want because they've done the research. And when you do the research on LinkedIn, you're buying the person you're trusting the person that's obviously there posting and they'll follow you for a while, and then all of a sudden they'll show up, much like you know, when they follow a post by Chris and they come and talk to him. They want to schedule a meeting.

SPEAKER_00 18:01

Yeah, exactly. I mean it's you know the same thing with when I make posts about content crib. It's like, oh yeah, I gotta book that. Like I need the, you know, what where are you staying? Where do I book the hotel? What are the what's the schedule? Where's the sign-up link? It's the same thing. People want to attend and buy the things that you have if you're communicating about them in the right way. And um, yeah, there's definitely an art and a system to that, and we obviously help that with our clients. Um, you know, you can obviously listen to all the free ideas and tips and tricks that we put out there on our podcast every week. We post about we have programs, we have content crep RX, we have virtual sales rx, we have all the tools for you to do that. Sign up, take care of it. Most of you are too busy to do it and then apply it, learn on your own. So then you end up at least that's what I do. I need to actually hire someone to help me do it or show me because that's how I learn and uh the time and all that stuff. But um, you know, we have that ability to do that like one-on-one with our services at ISG and then all of our micro products.

SPEAKER_01 19:07

Yep, yep. And if you're choosing not to do these things, you're invisible. Nobody knows who you are. If they don't know who you are, they're not going to be targeting to buy your products or take advantage of your services. So if you're not doing this, you might as well be invisible, and you are.

SPEAKER_00 19:27

Yeah, I got some stats on the income and buying power of link. I know we're all over the place, but 50% of US LinkedIn users earn over 100K annually. Listen, I know that everyone says 100k isn't the money that it used to be. We get that, right? I understand that. But it's still in the top. I think earning 100k, and I'll check this in a second, but is still in the top 15 to 20% of the US population. So it's no small no, no, no.

SPEAKER_01 19:54

I I actually I think it's yeah, it's not the top 10% for sure. Um, if you're a 100k earner. So that's definitely where you want to be when you want to talk to people about your product. I mean, you know. Or you can just keep doing what you were doing before and you know, rely on Google SEO and spend lots of money on AdWords.

SPEAKER_00 20:16

Yeah, it's 18% of US adults, which is you know, still a a very small number, you know, considering, you know, and that number, you know, that's 50%, that's half of the US LinkedIn users, you know, and that's it's a big deal. LinkedIn members possess, like you said, two times the buying power of the average social media audience. Um and then you know, forty percent of all LinkedIn users have incomes over 75,000 plus. So I mean the numbers are there. There's a reason to to go on that platform, and then talk to me a little bit about why building a brand on LinkedIn ranks you higher in search and Google, because you have this down path.

SPEAKER_01 20:59

Yeah, it's well it's LinkedIn invests heavily in in Google SEO with AdWords, but one of the things that's brilliant, it's just the natural byproduct of it, is Google goes out also. One of their metrics is you know how many hits can they find with the name LinkedIn, you know, and or your with your name. If you're on LinkedIn and so much traffic around LinkedIn or on the internet, it boosts the search as well. So there's all kinds of different components to it. But mostly LinkedIn invests heavily to make sure if you co Google somebody's name, LinkedIn is usually one of the first ones that comes up with your profile. One of your profiles. Or I'm sorry, your profile, and and or you know, it's it's not you know your TikTok dancing ability, for sure.

SPEAKER_00 21:52

For sure. So everybody get started. You know, if you're not getting if you're not if you're starting to share a Little bit. Reach out, we can help. Keep go, you know, keep going. Reach out. We can help. We have a bunch of free you know tools or point you in the right direction. And of course we have more, you know, white glove services as well.

SPEAKER_01 22:13

So yeah, absolutely. Yeah, but uh please uh please go out and and today if you're not just make the promise to yourself that you'll start. Because I'm gonna get I'm gonna tell you I said it before, you don't want to be invisible, not in this day and age. You don't have to be. And it's free. Free. Free. So I guess on that note, another podcast is in the books.

SPEAKER_00 22:44

Another day we survived AI from killing us all.

SPEAKER_01 22:49

Tune in to make sure that we made it.

SPEAKER_00 22:51

Alright, let's see ya.

SPEAKER_01 22:53

Talk you later.