For most of us, a ratio of approximately 4:6 is suitable. What does that mean?
Let's say you publish 10 posts per month. That's a solid strategy for almost everyone. And let's imagine you work in an informal industry and want to come across as an accessible and relaxed professional.
In that case, you'll focus slightly more on the networking side of LinkedIn, which logically means you'll reduce the space for sharing purely professional information a bit.
With four posts, you can focus on building strong professional authority and trust. Game #1.
With the remaining six posts, you can focus on creating a pleasant atmosphere, understanding, and likeability. Game #2.
Of course, depending on your industry, region, and personality, you can choose a different ratio.
But fundamentally, this applies: we won't work with you if we don't perceive you as one of the best in your field. You can be absolutely the best in your field, and yet we might still prefer the second-biggest authority in the market, simply due to personal likeability.
You might also tell me that you prefer to build both professional and personal trust within the same posts. Honestly, though, it's very difficult. It's easier to focus on one specific goal in each post.
Let's now look at the practical side:
Game #1: PROFESSIONAL TRUST is played using carousels and articles that are part of newsletters. Of course, you can use all other post types, but these two formats are very suitable for this game.
You share your professional know-how and information in them. In most cases, you have no rational reason to be emotional about them. Occasionally, of course, you might get excited about some news from your industry, but if you get excited about absolutely everything, you'll start to seem a bit strange.
There's very little room for vulnerability here without weakening your professional authority. But you can be quite controversial fairly easily if you rationally prove that someone else is wrong in their professional opinion.
Example: