Visibility Without Algorithms: The Human Approach
If you’ve noticed your LinkedIn posts receiving fewer views, you’re not imagining it. Reach has fallen dramatically across the platform. Add to that a surge in fake profiles, AI-generated content filling feeds, and engagement pods manufacturing attention, and it’s no surprise that trust is eroding.
Some professionals have already moved to other platforms like Substack, searching for more authentic engagement. But for those who want to stay and make LinkedIn work, chasing the algorithm is not the answer. No matter how much we optimise or second-guess it, the system will always shift. Building visibility on borrowed ground is not a strategy – it’s a gamble.
The only sustainable way forward is through relationships.
What Offline Networking Can Teach Us
In-person networking has always been about trust. As branding expert and long-time BNI member Roy Kowarski shared in a recent livestream, the goal is not to collect dozens of business cards but to have fewer, deeper conversations. He puts it simply: “Show people how interested you are in them before telling them how interesting you are.”
That principle translates directly to LinkedIn. Instead of chasing numbers, find like-minded professionals, start meaningful conversations, and follow up in ways that show genuine care. For Roy, that includes personalised video messages to new connections – something memorable in an era of automated invites.
The Power of Online Communities
Networking strategist Sigrid de Kaste emphasised that visibility doesn’t come from one-off appearances. Her fast-growing online networking group demonstrates the value of consistency and commitment. Members who show up regularly build stronger ties, leading to collaboration and referrals.
On LinkedIn, the same principle applies. Visibility is not just about publishing content; it’s about turning up for others. Sharing someone’s work, commenting thoughtfully, or sending a supportive message all contribute to building a reputation that lasts longer than any algorithmic boost.
LinkedIn relationship building Lessons from Recruitment and Job Search
Executive recruiter Felipe Cofino reminded us that relationships drive opportunities more than algorithms ever will. In recruitment, the most effective source of hires remains employee referrals – a direct result of trusted networks.
His advice to jobseekers: don’t wait until you need a role to start building relationships. Comment on posts, ask meaningful questions, and thank people for what you’ve learned. These small, consistent actions make you memorable. And in a world where AI can generate thousands of generic messages, personalisation is what stands out.
Redefining Success on LinkedIn
If reach and views are unreliable, how do we measure success? The panel agreed: look beyond vanity metrics.
- Success is the direct messages that lead to real conversations
- Success is being remembered when opportunities arise – even years later
- Success is referrals, collaborations, and invitations that come from trust
One client reached out to Roy after following him silently for seven years. That kind of visibility doesn’t show up in analytics, but it demonstrates the long-term power of consistency.
The Leadership Opportunity
For leaders, this shift is especially significant. Visibility built on relationships requires patience, empathy, and generosity – qualities that define trusted leadership. When others see you showing up consistently, contributing without expectation, and building people-first networks, they are more likely to view you as credible and trustworthy.
This is the moment to move away from chasing algorithms and towards leading with authenticity. As platforms evolve and AI reshapes digital spaces, human connection is the differentiator no machine can replicate.
Takeaway
LinkedIn is at a crossroads. Low reach, fake engagement, and AI-driven noise have created frustration for many. But visibility is still possible – not through tricks or pods, but through genuine LinkedIn relationship building.
The professionals who thrive will be those who invest in trust, generosity, and connection. That’s how you stay visible, relevant, and credible in the long run.