Writing Viral LinkedIn Posts
Ever wondered how some LinkedIn posts hit millions of views while others disappear into a black hole?
The truth is, there’s a formula for writing LinkedIn posts that actually get people talking. I’m not saying every post will blow up, but once you figure out what works, you’ll start to see real results.
I’ve had posts hit 4 million views, 1 million views, and countless others in the hundreds of thousands.
Here’s how I do it:
Nail the Hook
If you don’t hook people in the first sentence, they’re gone. Your hook is the most important part of the post. It needs to be bold, punchy, and make people curious.
Take my post:
“Don’t use LinkedIn’s ‘Open to Work’ banner.”
No build-up, no fluff—just straight into the point. That post hit 4.2 million impressions because it stopped people in their tracks. Recruiters, job seekers, and hiring managers all had opinions, and they weren’t shy about sharing them.
A strong hook makes people stop scrolling. It doesn’t have to be controversial, but it does need to make them think “Wait… what’s this about?”
It needs to be strong enough for people to click the ‘Read more’ link and expand the post to see the rest of the content.
Start A Good Debate Or Expose Flawed Logic
There’s nothing LinkedIn loves more than a good debate. If everyone agrees with your post, it’ll fall flat. But if you make people question something they thought was true, they’ll start commenting.
One of my favourite posts was about recruiters headhunting candidates and then asking, “Why do you want to work here?” It hit 956,000 impressions because it called out a common but ridiculous practice.
People love posts that expose flawed logic or highlight industry nonsense. You don’t need to pick a fight—just be honest and back it up with your experience.
Tell a Story
Stories always win. People don’t remember bullet points or stats, but they remember a good story. It doesn’t have to be some life-changing event—simple, relatable stories work best.
I once wrote a satirical post about rejecting someone’s CV 173 times before finally hiring them as a CEO. It was obviously a joke, but it took off because it tapped into a trend everyone recognised: those over-the-top “never give up” LinkedIn stories.
Stories draw people in and make them want to stick around. Keep them short, relatable, and real.
Add Emotion (Humour, Frustration, or Validation)
Posts that trigger an emotional response perform best. Think about how your post will make people feel—angry, inspired, validated? Use that to your advantage.
Some of my top posts tapped into frustration:
“Job search advice you should 100% ignore” (861,000 impressions)
“Recruitment is broken” (1.1 million impressions)
People saw those and thought, “Finally, someone said it!”
Whether it’s humour, frustration, or inspiration, make them feel something. That’s what gets people to comment and share.
Ask Open-Ended Questions
Want more engagement? Ask a question at the end of your post. Not just any question—make it specific and personal, something that invites people to share their experiences.
Here’s one that worked for me:
“Is it unethical to accept two job offers and drop one at the last minute?” (303,000 impressions)
The comments section exploded. People love debating ethical dilemmas or sharing their own stories. It’s like fuel for LinkedIn’s algorithm.
Keep It Short
No one’s here for an essay. LinkedIn posts that go viral are easy to read and quick to skim. Use short paragraphs, line breaks, and avoid big blocks of text.
Think conversation, not conference speech.
The best posts feel like you’re chatting with a mate, not delivering a TED Talk.
Give It A Go
Going viral on LinkedIn isn’t about chasing likes. It’s about starting conversations and sharing ideas that people actually care about. If you combine a killer hook, a relatable story, and an open-ended question, you’ll start seeing those numbers climb.
It’s not about luck—it’s about creating posts that make people stop, think, and want to get involved.
So, next time you’re writing a post, remember: start with a hook, tell a story, and give people a reason to care.
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