Consistency and Engagement Are Key to LinkedIn Success According to Philadelphia Marketing Experts
Philadelphia-area marketing professionals are urging local business owners and job seekers to radically rethink their approach to LinkedIn, emphasizing that the platform’s value now relies almost entirely on active, consistent engagement rather than passive resume hosting. In a recent expert opinion column for The Philadelphia Inquirer, small business expert Gene Marks highlights that while LinkedIn offers vast potential for finding clients and employees, success is reserved for those who “use it properly” by committing to a steady rhythm of interaction.
The Core Strategy: Active Participation Over Static Profiles
The consensus among local experts is that the “set it and forget it” era of LinkedIn is over. Merely maintaining an updated profile with a professional headshot and work history is no longer sufficient to generate business leads or attract top-tier talent. Instead, the algorithm favors users who treat the site as a dynamic networking event rather than a digital filing cabinet.
Experts point to “consistent engagement” as the single most critical factor for visibility. This involves a two-pronged approach:
Regular Content Creation: Posting insights, industry news, or personal business challenges at least a few times a week keeps a profile active in the feeds of connections.
Strategic Commenting: The real growth engine, according to marketing strategists, is engaging with other* people’s content. thoughtful comments on posts by prospects, peers, and industry leaders often generate more visibility than original posts because they expose the user to new networks.
The Objection: The “Cringe” Factor and Time Commitment
Despite the clear benefits, many professionals remain hesitant to fully embrace this strategy. A common objection cited by reluctant users is the “cringe” factor—the perception that LinkedIn has become oversaturated with performative storytelling, toxic positivity, and irrelevant personal updates. Business owners often worry that posting frequently will make them appear desperate or inauthentic.
Furthermore, the time commitment required to “engage consistently” is a significant barrier. Small business owners in the Philadelphia region often cite a lack of bandwidth to curate content or reply to comments daily. Experts counter this by suggesting that even 15 minutes a day of focused interaction can yield results, arguing that the return on investment for B2B relationship building is higher on LinkedIn than on other social platforms, provided the user pushes past the initial discomfort.
Background: The Platform’s Evolution
This advice comes as LinkedIn continues its shift from a static job-search engine to a “professional community” model. Microsoft, which acquired LinkedIn in 2016, has increasingly tweaked the algorithm to prioritize conversations and “knowledge sharing” over simple link-dropping. For Philadelphia’s business community—ranging from tech startups in Center City to service firms in the suburbs—adapting to this content-first reality is becoming a necessary component of modern brand survival. The experts conclude that those who wait for opportunities to come to them will be invisible, while those who consistently show up in the feed will capture the attention of potential clients and hires.
nurse.org
