LinkedIn Without the Bullshit: How to Build a Personal Brand That Works
By: Slava Denys
Interview with Jesper Holme Jensen, LinkedIn Coach - drives sales on LinkedIn - strategic AI advisor
I’ve known Jesper for a while, and he’s one of those Danes who feels completely international. He’s open-minded, honest, empathetic, and always straight to the point. His advice is practical, and that’s what I love about it. He has this way of sensing what’s modern and instantly turning it into something useful in real life. I asked him for a short interview, and he immediately said yes!
Slava: Jesper, do you think people can succeed in today’s job market without being visible on LinkedIn?
Jesper: I think people can succeed without being visible, but not without having a profile. Those are two different things. Being visible means posting, commenting, and engaging- so people can find you. But I think if you apply for a job, every HR person and recruiter will look you up on LinkedIn. They’ll check your experience, colleagues, and what you’re about. So yes, you need to be there. At the very least, ensure you have an updated profile, a suitable picture, a cover image, and a clear description of who you are. That’s the baseline. Visibility, such as posting and commenting, is optional —but it extends your reach and makes you more noticeable.
Slava: How many followers should you have to look credible as a brand? And how active should you be during the week?
Jesper: Profiles only display up to 500 followers. After that, it just says “500+.” So whether you have 501 or 3000, nobody can see the difference. But having more than 500 followers looks solid.
As for activity, ideally, post once a week and comment three times a week.
Slava: How would you define personal branding today, in one sentence?
Jesper: It starts with asking: who am I, and what do I offer? What makes me different from anyone else? Once you know that, build your brand around it.
But remember - nobody cares about what you want to say. They care about what they want to hear. The key is always: how can I resonate with the people reading, listening, watching?
Slava: And how do you describe your own personal brand?
Jesper: I’m a LinkedIn coach and guide. That’s my personal brand. My company’s brand is an online agency. They’re separate, but close enough to fit together.
Slava: What makes you different from other LinkedIn coaches?
Jesper: Honesty. I’m not good at being overly polite or “kissing ass.” I say what I mean. That’s also why my company is called Undfreunde. I only work with people I can be honest with. Everything I do on LinkedIn is about providing value. Every post, every comment — I aim to give people a tool or insight they can actually use.
Slava: Everyone says “create content.” But how do you make posts interesting?
Jesper: Write about them, not you. Step into their shoes and ask: what would they find interesting? The easiest thing is to talk about yourself, but that’s also the least effective.
Slava: I see so many people praising themselves- “We won this, we achieved that.” What do you think of that type of content?
Jesper: Sharing achievements is fine sometimes- your network should know what you’ve done. I’d say about 10% of your posts can be about you. But remember, LinkedIn is social media. If people engage, the algorithm spreads your post. If nobody reacts, it dies. That’s why most posts go nowhere.
In general, I think there are two types of posts: everyday posts (more businesslike) and weekend posts (more personal). It’s okay to mix them- people enjoy a bit of personality too.
Slava: If someone is job hunting, should they post directly asking for help?
Jesper: Yes- but keep it to about 10% of your content. The rest should bring value in other ways.
Slava: What are three things not to do on LinkedIn?
Jesper:
Don’t leave empty comments. If you comment, add value and make the original post stronger. Not just “Congrats.”
Don’t forget your mobile. Most people use LinkedIn on their phones, so keep texts short and images in the right mobile format.
Don’t talk only about yourself. Focus on what your audience cares about.
Slava: And how can people understand if their personal brand is working?
Jesper: Three signals for success:
More people are visiting your profile (check analytics).
More people are following you.
More people DM’ing you.
If those three things are happening, your brand is working.
Want to connect with Jesper?
https://www.linkedin.com/in/jesperholme/