Let’s dive deeper into one of networking’s most debated topics: how do you make genuine connections on LinkedIn?
We aimed to share some real answers by publishing our Get Connected (On LinkedIn) Research Report. And yes, it’s undoubtedly packed with findings and takeaways. To bring these to life, Laura Hannan hosted a LinkedIn Live series featuring three of the UK’s leading LinkedIn experts, who unpacked the nuances behind the numbers.
We welcomed John Esperion, Tracy Bedwell and Nigel Cliffe.
Here are a few key insights from those conversations.
John Espirian, the “relentlessly helpful LinkedIn expert,” reinforced a key finding from the report. While a personalised note might not impact the initial acceptance rate, it is crucial for what comes next.
"I think sending people a note and explaining why you want to connect... has done me good. It started a lot more conversations, and those are the things that actually end up leading to you being remembered and generating business."
John agrees with our report findings about the significance of a Headline for CAR (Connection Acceptance Rate). In fact, he believes that your headline is the most important text you’ll write on LinkedIn. His advice? Be bold and authentic in how you present yourself.
‘‘You've got to try and make the biggest promise that you can keep, right? So, you can't just make stuff up, but you've got to try and set your stall out with being something that is as big and bold and that is true as you can. I use Relentlessly Helpful, and that's done a lot of heavy lifting for me over the years, but I do try to live up to it, and it's a big promise. So, try and think of what your big promise is.’’
For time-poor professionals, John suggests that strategic commenting is often a more effective use of time than creating posts. It enables you to join existing conversations, showcase your expertise, and foster relationships in a more targeted and efficient manner.
Sales training expert Tracy Bedwell views a LinkedIn profile as the most critical element in the connection process. Regardless of any message, a potential connection’s profile reveals if they would be a valuable addition to Tracy’s network.
However, some messages do mean Tracy won’t be viewing a profile anytime soon. Yes- the unwritten rules of real-life networking also apply online!
"If I get a connection request and it has a sales pitch in the note, it's a straight no for me. I don't even look at their profile at that point."
This chimes with our report finding too, so sales people especially, take note-don’t fall into ‘Pitch Slap’ territory.
Here’s some advice from Tracy: she shared a powerful and simple line that has dramatically increased her connection success rate. By ending her personalised note with, “If you’re accepting new connections, I would love to be one of them,” she gives the recipient control and shows herself as genuine and approachable.
For Tracy, this focus on value continues after the connection is made, as she nurtures the new relationship by offering free resources, but only after asking for permission. This approach can help move the conversation from LinkedIn into a real-world business dialogue.
Effective connecting on LinkedIn involves a human-centric approach, prioritising genuine rapport and mutual respect over sales tactics to build authentic, lasting relationships.
For LinkedIn trainer Nigel Cliffe, there’s no one-size-fits-all formula for LinkedIn success. He argues that an effective connection strategy is deeply personal, varying for each individual based on their specific situation and ambitions.
"I think the difference depends on where you are on your LinkedIn journey and what your role and goals are. I always come back to the question, 'What does good look like on LinkedIn?' A strategy will always depend on your ultimate goals."
This strategic groundwork starts long before you hit ‘connect’, with your profile acting as your digital shopfront. And, just as for John Espirion and our research findings, your LinkedIn headline is a big hitter in the game of connection.
Nigel challenges users to move beyond a simple job title and think about the value they offer.
"Why not be more insightful with that headline? Turn it around. What problems can you solve for the people you're trying to connect with?"
He also champions the concept of creating “digital peripheral vision” by warming up a connection before you reach out. By engaging with their content and network, you build familiarity and significantly increase your chances of acceptance when you finally make an approach.
A clear theme emerged from all three sessions: successful networking on LinkedIn is not a numbers game. It’s a strategic, human-centric activity rooted in the value you provide. This starts with crafting what John Espirian calls “the biggest promise that you can keep”, a bold, authentic value proposition that sets you apart.
But how do you ensure that promise lands effectively?
That’s where the science comes in. As the author of Get Connected (On LinkedIn), Alan Boyce explained, the goal was to move beyond opinion and anecdote. “We really wanted to put some of these hypotheses to a more rigorous test… and see if they stood up,”
The result is a report grounded in solid evidence, with Alan noting, “I hope that people can draw strong inferences from them”.
Ultimately, this profile-based marketing approach, where your profile is an optimised resource, your outreach is personalised, and your engagement is authentic, is what turns connections into meaningful conversations.
The experts’ insights confirm what the data suggests: while tactics vary, the strategy of leading with value and humanity is universal. The report provides the data-backed framework to ensure your ‘big promise’ is not just made, but heard and accepted.
For a deeper dive into the data behind these strategies, including the statistics on connection and reply rates, read “Get Connected (On LinkedIn)” report.
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