LinkedIn Strategy for Founders in 2025: 4 Out-of-the-Box Moves Beyond the Algorithm
- Caroline Warnes
- Sep 22
- 4 min read
If you're a founder, you probably know that LinkedIn is just as critical a channel to nurture as your website. When you're scaling up, your personal credibility matters just as much as your product or service. Investors, talent and customers are all checking your profile before they buy in to what you're selling.
Unfortunately, however, LinkedIn’s algorithm is notoriously opaque. One week it rewards comments, the next it’s carousels, then video. You can burn a lot of time and energy chasing traction, and get very little in return.
If you're a founder, here's my honest advice: stop wastingyour energy by trying to game the LinkedIn algo. That’s not where the leverage is. Right now, the edge is only going to come from doing things differently: building micro-communities, sending the right signals and making every insight work harder than a single post.
Here are four out-of-the-box moves founders could try on LinkedIn right now to improve traction.
From broadcast to signal
Most founders still treat LinkedIn as a broadcast channel, posting updates and hoping for reach. In 2025, impressions matter less than the signals you send. Investors, talent and partners are reading between the lines: Does this founder know their market? Are they worth supporting? Would I want to work with them?
The smarter move is to make every post signal-focused. Instead of writing for the widest audience, write for the people you want closer.
How to do it
Review your last five posts: did they make it clear who you are, what you are building, and who you want in your orbit?
If not, start framing posts as signals, by showing what you're building and why now.
Use calls to action that filter the right people in:
“If you’re building in fintech infra, I’d love to swap notes.”
“We’re hiring in product. If you know someone who thrives in early-stage chaos, send them my way.”
Key insight
For founders, LinkedIn strategy in 2025 is about using every post to show where you are headed, and inviting the right people to come with you.
Build LinkedIn micro-communities
LinkedIn’s feed has gotten very noisy. Even the smartest founder posts get lost after 48 hours. The real traction in 2025 comes from the smaller, curated circles that sit just under the surface.
Think DM groups with five or ten peers swapping insights. Think collaborative posts that create an ongoing comment thread where the same investors, operators or customers keep showing up. Think small, curated niche groups, e.g. “AI infra founders in APAC” or “female SaaS founders under $10M ARR.”
You don't need thousands of likes to make LinkedIn work. You need the right 20 people coming back again and again.
How to do it
Start a recurring DM thread with peers, partners, or customers. Share insights privately once a week.
Use collaborative posts to seed discussions and tag the people you actually want in your circle.
Join or create a niche LinkedIn group, but keep it tight. A hundred relevant voices beats a thousand passive ones.
Key insight
Founder LinkedIn strategy right now is less about building an audience and more about curating a community of the right people.
Make your content compound
The half-life of a LinkedIn post is short. Even high-performing updates fade from view (and memory) within days. The mistake founders make is letting that be the end of it.
A single founder insight can live many lives: in your next investor update, in a deck, in a customer story, even in how you onboard your first hires. The difference right now is that AI makes it easier to repurpose your best pieces of content. However, always remember that it's still your human voice that gives it weight.
How to do it
Take a founder post that resonated and paste it into your next investor update or team email.
Screenshot a strong comment exchange and drop it into pitch decks or onboarding docs as proof of traction.
Use AI to draft repurposed versions (email, internal doc, sales slide), then humanise it before sharing. Read more on this in my recent article, Beyond the Bot: How to Safeguard Trust as AI Content Fatigue Hits.
Key insight
Founders can get more from LinkedIn in 2025 by making one good insight work harder, rather than burning out on constant posting.
Treat authenticity as a moat
AI has made content cheap. Anyone can generate a credible-sounding post in seconds. That’s exactly why founder-authored insight is more valuable than ever. It's because it's rare and uniquely human, in a sea of machine-generated content.
On LinkedIn, you are your own moat. You're what's unique and different, and what can't be replicated elsewhere. Founders who show actual thinking, lessons, or even failures stand out against the algorithmic blur. A post that sounds human, even rough around the edges, cuts through more than another bland platitude.
How to do it
Share one “lesson learned” a week that only you could write. It could be a mistake, a pivot, or a behind-the-scenes decision.
Keep it short, conversational, and specific. Forget corporate polish.
If you draft with AI, run it through a humanising process. If you don't have time to do it yourself, get someone else to do it (shameless plug for Only Good Content's No AI Tells Service goes here).
Key insight
In 2025, your founder voice is the differentiator. Use it.
Stop chasing the algorithm
LinkedIn’s algorithm will keep changing. What doesn’t change is the value of your founder signal, the circles you curate and the way you make your content compound. Play that game, and you won’t need to game the algo at all.
If you’re reading this and thinking, “That’s us - we’ve raised the capital, but our pitch deck, website and sales copy all tell slightly different stories,” you’re not alone. That’s exactly why we built the Founder Marketing Kickstart, a $1,500 ex GST package for founders who aren’t ready for a full-time marketing team.
We’ll review your messaging and collateral, then draw up a clear and achievable 90-day plan to tighten your story and marketing focus. It’s the fastest way to get consistency across your founder brand, investor narrative and go-to-market content.
