The line between professional networking and personal connection on LinkedIn has blurred over recent years. What began as a digital CV and job board has evolved into a platform where thought leadership, brand building, and even glimpses of personal life all coexist. But for corporate communications professionals, the question is: where do you draw the line?
To explore this, we recently ran a poll on LinkedIn asking: How much personal information do you share on LinkedIn? The results were telling:
The overwhelming majority of respondents fell into the middle ground: either keeping things strictly professional or weaving in carefully chosen personal touches. Not a single person opted for the “open book” approach. For communications professionals, this says a lot about how the industry views authenticity, boundaries, and reputation in the digital age.
Five years ago, LinkedIn was still largely a place for job updates, corporate announcements, and the occasional article share. But the pandemic accelerated a cultural shift. Remote work blurred the boundaries between home and office, and suddenly posts about kitchen-table setups, children interrupting Zoom calls, or personal reflections on resilience felt not only acceptable but relatable.
At the same time, the rise of the “LinkedIn influencer” has shown that personality-driven content can drive engagement. Posts that reveal something human – a challenge overcome, a lesson learned, or even a personal anecdote – often outperform dry corporate updates. This presents both an opportunity and a dilemma: how do you balance relatability with professionalism?
The 43% who keep LinkedIn purely professional are making a deliberate choice. For many senior comms leaders, their reputation is built on discretion, credibility, and authority. Sharing personal details may feel unnecessary or even risky. Many comms professionals have told us they don't want to be the story; their role is to shine a light on their company and/or their clients.
There are valid reasons for this approach:
For these professionals, LinkedIn remains a stage for showcasing expertise, not personality. Their posts are likely to focus on industry insights, company news, or thought leadership – and that’s perfectly valid.
The largest group in the poll – 54% – are those who blend professional content with carefully chosen personal touches. This reflects a growing recognition that people connect with people, not just job titles.
Strategic personal sharing can:
The key word here is strategic. These professionals aren’t posting holiday snaps or daily routines. Instead, they’re selecting stories that reinforce their professional brand and values while offering a glimpse of the person behind the role. As personal branding expert Sophie Milliken MBE explained in our recent interview, visibility and credibility are not optional for communications professionals, they’re career essentials.
For example:
This approach strikes a balance: enough personality to feel authentic, but always with a professional lens.
Interestingly, not a single respondent chose the “open book” option. Unlike Instagram or Facebook, LinkedIn is not the place for daily life updates, pet photos, or coffee shop check-ins. For communications professionals, oversharing risks diluting credibility and confusing audiences about your professional identity.
The absence of votes for this option suggests that while authenticity is valued, there’s a clear understanding that LinkedIn is still a professional platform. The audience expects relevance, not reality TV.
Just 2% of respondents admitted to being “mystery people” – present on LinkedIn but never sharing. While lurking may feel safe, it also means missing out on opportunities to shape your professional brand.
For comms professionals, silence can be a missed opportunity. If you’re advising leaders on visibility, influence, and storytelling, your own absence from the conversation can raise questions. Even minimal activity – sharing articles, commenting thoughtfully, or posting occasional updates – helps demonstrate credibility and keeps your network warm. Furthermore, if you’re on LinkedIn, make sure your profile is fully filled out so we can learn more about you. It’s a networking tool, after all! A well-filled profile signals attention to detail, strategic thinking, and pride in your work - blank sections suggest a lack of clarity or confidence.
So, what can we take from these results?
1) Balance is key: The sweet spot lies between being strictly business and strategically personal. Too much of either extreme risks alienating your audience.
2) Authenticity matters: Audiences can spot contrived content. If you share personal touches, make sure they’re genuine and relevant.
3) Context is everything: What works in consumer PR may not work in financial services. Tailor your approach to your industry, audience, and role.
4) Think brand, not diary: Every post should reinforce your professional brand. Ask yourself: does this add value, insight, or relatability?
5) Lead by example: As comms professionals, we’re often advising others on visibility. Our own LinkedIn presence is part of our credibility.
If you’re still unsure where to draw the line, here are some guiding questions:
By applying these filters, you can confidently decide what to share – and what to keep private.
Our poll results highlight a clear trend: corporate communications professionals in the UK are embracing a middle ground on LinkedIn. They recognise the power of personal storytelling but are careful to keep it purposeful and aligned with their professional brand.
LinkedIn may no longer be just a digital CV, but it isn’t Instagram either. For comms professionals, the challenge – and the opportunity – lies in using the platform to demonstrate both expertise and authenticity. Share enough to be human, but not so much that you lose sight of why you’re there: to build influence, credibility, and meaningful professional connections.
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The Works Search: a search consultancy specialising in PR and corporate communications. We have unrivalled matching abilities and are known for finding the top 5% performers in the industry - the ones who deliver and make your reputation great. For more advice or market insights, do get in touch with us on 0207 903 9291 or email: sarah@the-works.co.uk.
