When it comes to creating a strong LinkedIn personal brand, it's tempting to focus solely on self-promotion. Posting your achievements, pitching your services, and showcasing your work are valid, but there's a powerful yet often overlooked approach that can set you apart—building your brand with empathy and holding space for others on LinkedIn.
During an interview on The Write Space Podcast, Lee Bergman and I explored how empathy can play a critical role in building a personal brand on LinkedIn. More importantly, we unpacked how you can use your platform to champion meaningful conversations, connect authentically, and grow your client base.
Service Before Self: Why Empathy is the Backbone of Personal Branding
At its core, empathy is about genuinely understanding and addressing the needs, emotions, and perspectives of your audience.
When applied to LinkedIn, empathy transforms your profile and activity into something much more than self-promotion. It becomes a platform for meaningful engagement, where you focus on creating value for others while showcasing your expertise.
Bergman highlights how empathy in content marketing is about service before self-interest. In other words, every action you take on LinkedIn should be out of a genuine interest to help your audience and address their needs.
So how do you cultivate empathy on LinkedIn?
Can Empathy Be Developed for Better Networking on LinkedIn?
Absolutely. Empathy isn’t an inherent trait; it’s a skill. Thus, like any other skill, you can acquire and cultivate it. On LinkedIn, empathy comes alive through your words, interactions, and the way you contribute to conversations.
When your primary goal is to provide value and support to your LinkedIn network, rather than just selling, you foster a sense of community and loyalty.
Such an altruistic approach not only enhances your brand's reputation but also creates a ripple effect of positivity. Social entrepreneurs and impact-focused businesses stand to gain greatly from this mindset, as their fundamental values revolve around creating a positive impact.
Lee shares practical tips on how to nurture this desire:
Listen Actively: Pay attention to your connections' posts and comments. Understand what they are looking for and how you can assist.
Offer Solutions: Instead of promoting your product constantly, share insights, resources, and solutions that can genuinely help your audience.
Engage Meaningfully: Comment on posts, share your experiences, and offer support. These small actions can make a big difference in building trust.

How to Hold Space for Others Through Your LinkedIn Presence
One of the most impactful ways to use LinkedIn is by holding space for your audience. Your content is valuable not only when it shares your ideas, but also when it amplifies ideas or voices from people who inspire you.
7 Ways to Start Holding Space for Others on LinkedIn
1. Spotlight Important Conversations
Identify the discussions that align with your audience's values and interests. Share your thoughts on LinkedIn posts or articles on key topics, and be sure to uplift undervalued perspectives. This spotlighting not only adds value to your audience but positions you as a supporter of meaningful dialogues.
2. Champion Voices That Need to Be Heard
Seek out underrepresented voices in your industry and use your platform to amplify their ideas. Share their posts, quote their work, or tag them in your posts discussing their contributions.
3. Ask Open-Ended Questions
Use LinkedIn posts to spark thought and interaction by asking questions that encourage dialogue. For example, “How does empathy shape your approach to leadership in your business?” such questions stimulate meaningful interactions within your network.
4. Curate Empathy-Focused Content
Share educational resources, stories from your network, or your own experiences that highlight the impact of empathy in the workplace or business. It’s less about “me” and more about “we.”
5. Avoid Overly Commercial Tone
While selling your services is a priority, LinkedIn isn’t about hard selling—it’s about soft selling through value-driven content. Establish yourself as someone who serves first and sells second. Empathy-focused branding can naturally lead people to inquire about your offerings.
6. Contribute Thoughtfully to Comments
When interacting on other posts, don’t just leave a generic “great post!” Take the time to engage thoughtfully, offer insight, or share an anecdote that adds value to the conversation.
Practical Steps to Build an Empathy-Driven LinkedIn Personal Brand
1. Start with Self-Reflection
Take time to identify the values and causes you care about. Your authenticity will come across in everything you post, so make sure your content aligns with your beliefs.
2. Craft a Relatable LinkedIn Profile
Write a headline that highlights both your expertise and the value you deliver to others. Use your About section to tell your story authentically, while emphasizing how you’ve made a difference. Include rich media, such as presentations, articles, or videos, to showcase not just what you do, but the impact you’ve created.
3. Create Content with Empathy
Ask yourself, "What does my audience want/need to hear?" Strive for a balance of educational, supportive, and thought-provoking content. You could:
Share actionable tips and advice in your niche.
Use storytelling to connect emotionally.
Post polls to understand the opinions of your network.
4. Engage Consistently
Comment thoughtfully on others' posts, celebrate their achievements, and genuinely support their efforts.

5. Use Empathy to Attract Clients
For B2B consultants, founders, entrepreneurs, and small business owners, your personal brand is your most valuable asset in attracting clients. Focus on showing, not just telling, how you solve your clients' pain points. When potential clients see your empathy, they’ll trust you to understand—and address—their challenges.
6. Evaluate and Iterate
Keep tweaking your strategy based on the responses you get on LinkedIn. Empathy also means being open to feedback and adjusting your approach to better serve your audience.
The Business Benefits of Empathy-Driven Branding
You might wonder, “How does leading with empathy help grow my client base?”
Here’s how an empathy-driven approach to personal branding on LinkedIn directly impacts your bottom line:
Stronger Relationships Mean Longer-Growing Partnerships — People are more inclined to work with brands and individuals they trust and connect with emotionally.
Higher Engagement Boosts Your Visibility — Meaningful content resonates more widely, leading to increased reach and more opportunities.
You Build a Reputation as a Thought Leader — By creating space for others, you position yourself as not just a participant but a champion of your industry’s values.
If you'd like further guidance on personal branding or want to learn how to craft impactful LinkedIn content, schedule a 1-on-1 Clarity Content Strategy Session with me.
Build your brand. Build relationships. Build your business. That’s the power of empathy on LinkedIn.
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