Once upon a LinkedIn time (read: 2003…), we were told to only connect with people we’d physically met. Handshakes first, connection requests second.

That advice? Cute. Quaint. And now, sadly outdated.

Back then, LinkedIn was like a digital Rolodex—a tool for logging the names of people you already knew. But in 2025? LinkedIn has evolved into a dynamic space to build meaningful relationships, expand your influence, and grow your personal brand with people you haven’t met yet—but should.

I, alongside legions of LinkedIn early adopters, used to live by the handshake rule. But these days? My connection strategy is a whole lot broader—and smarter.

The New (and Better) Way to Grow Your LinkedIn Network

Now, I connect with:

• People I will meet at upcoming events (nothing like a pre-introduction to warm things up!)
• People I’ve met, and/or heard speak, at conferences, trade shows, and virtual summits
• Industry rockstars gaining recognition for thought leadership (read – The Top 40 Under 40, The “Changemakers List of 2025”, etc)
• Professionals in the same circles as me—for me, these are folks that love marketing, or hospitality experts, or fellow introverts building quiet-but-mighty brands

If we share values, a mission, or a niche? I’m hitting that Connect button.

Why? Because every like-minded connection on LinkedIn is an opportunity to:

✅ Show up in their home feed with content that builds trust and top-of-mind awareness
✅ Message them freely and invite them to events (without needing to pay for InMail!)
✅ Tap into their network—even if they’re not your ideal client, they might know someone who is

Why has this pivot changed everything?  Because our next referral, collaboration, or workshop attendee might just be one connection request away.

7 Tips to Grow Your LinkedIn Network (Without Feeling Icky)

Yes, there is a right way to build your network—without sounding robotic, desperate, or overly salesy. Here’s how:

1. Personalize Your Connection Request

Always, always send a custom message. It’s like showing up with a virtual handshake (the evolved kind). Mention why you want to connect, reference a shared interest, or point to something they’ve posted recently.  Tip for mobile – you CAN send a personalized invite via your mobile device –> instead of hitting “Connect”, choose “Personalize Invite” under the 3 dots menu.

2. Reference Where You Found Them

Did you hear them on a podcast? See their post blow up in a LinkedIn group? Catch them speaking at an event? Let them know. It shows you’re intentional—not just playing a numbers game.

3. Highlight Common Connections or Interests

If you share mutual friends or professional circles, say so. Same goes for groups—especially if it’s a niche one, like “Introverted Marketers Unite” or the like. It builds instant rapport.

4. Offer Value Without Expecting Anything

Have a helpful article, template, or tool that might benefit them? Share it freely, with zero strings attached. It’s the ultimate trust-builder (and no, it doesn’t have to be fancy).

5. Skip the Sales Pitch

Please don’t slide into someone’s DMs with a hard sell the second they accept (especially my DMs, its wasted effort my friend.)  LinkedIn is where you build relationships, not push products. Focus on you first—your values, your mission, your vibe.

6. Engage Before You Connect

Drop thoughtful comments on their posts. Share their content with your spin. By the time you send a connection request, they’ll already recognize your name.

7. Connect With Those Engaging With You

If someone’s been liking or commenting on your posts, they’re already part of your orbit. Don’t let them float around in “2nd-degree” limbo—invite them in.

Want to Grow Your Network and Your Confidence on LinkedIn?

Building a meaningful LinkedIn network doesn’t have to feel like cold calling with a digital twist. When done right, it becomes an authentic extension of your personal brand—and a gateway to referrals, collaborations, and new opportunities.

Want to be notified when registration opens for my upcoming LinkedIn Workshop on June 10th, 2025?  – I’ll be diving even deeper into strategies like these—plus what’s working right now to grow on LinkedIn without being “always on.”   Click here to get notified

To your success,
Leanne

Follow Leanne on LinkedIn

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