Mastering LinkedIn Connections: A Guide for Business Leaders

Let me get this straight from the start: I am not an expert on LinkedIn! However, I decided to write this article after discussing sending and receiving LinkedIn connections in a client session recently. I want to share my observations and a few tips I've learned over the last twelve months of running my own business and as I've shifted away from my old LinkedIn habits.

Understanding LinkedIn Connections

Every morning, you likely see your LinkedIn notifications. There they are: people you've never met, asking to enter your professional world. Let's be honest—most of us don’t have a clear system for handling these requests.

We either accept out of habit, curiosity, or politeness, or we leave the request hanging unanswered. I used to believe that a bigger network was inherently better. I accepted connections from anyone who looked vaguely relevant. It felt good to connect! But my LinkedIn feed became a bit of a mess.

I realised that it’s not just about numbers anymore. It’s about intentional connection.

The Many Faces of LinkedIn Users

The reasons we accept or decline connection requests are heavily influenced by how we use LinkedIn ourselves. One reason connection requests vary so much is that people use LinkedIn for completely different purposes.

Understanding these motivations helps us decide if someone is worth connecting with. For example, someone selling a service will connect differently than someone seeking mentorship. Both are valid, as long as the intent is transparent.

After hundreds of connection requests, both incoming and outgoing, I’ve noticed some patterns. Most people fall into a few distinct LinkedIn personas and ‘connection request’ types. Here’s what I’ve observed:

• The Thought Leader/Creator:

Uses the platform to share unique perspectives, build personal brand equity, and generate discussion. They seek connections that offer high-quality engagement and varied perspectives.

• The Social Seller:

Primarily uses it for lead generation and nurturing potential clients. Their selection criteria focus on job titles and company size—people who can buy.

• The Learner:

Uses it as an industry news feed and a source of knowledge. They connect with experts and industry figures to curate their feed.

• The Celebrator/Lifer:

Primarily announces big career milestones, congratulates colleagues, and maintains a historical professional record. They often rely on familiarity.

• The Job Seeker:

Researches companies, signals openness to new roles, and connects with people at target firms. They cast a wide net based on location and company.

• The Recruiter/Talent Sourcer:

Uses it as a database for potential hires. They connect with anyone in their target industry, relying on volume and direct messaging.

Crafting the Perfect Connection Message

There are various messaging techniques people use when sending connection requests. How you approach this depends on your motivations and the type of LinkedIn user you fit into:

1. The No-Message Default:

   This is the most common approach. No note, no context—just the default “I’d like to add you to my professional network.” While this can be fine if you know the person, most hesitate when it’s a stranger with no context. Many ignore this type of request.

   
   

2. The Sales Pitch (“Straight to the Sell”):

   We’ve all received this one. You accept a request and, within seconds, get hit with a long sales message. This approach can quickly lose credibility. People don’t log into LinkedIn to be sold to—they log in to connect, learn, and explore opportunities.

   
   

3. The Generic Template:

   This is the “Hi [First Name], I came across your profile and would love to connect” approach. It’s polite but forgettable. If your message could have been sent to 100 people with no changes, it probably doesn’t stand out.

   
   

4. The Mutual Connection Mention:

   These tend to perform well. Mentioning a mutual contact creates instant familiarity and lowers the guard. People naturally trust mutual connections, leading to more dialogue.

   
   

5. The Personalized, Value-Focused Message:

   This is where things start working well. A message like: “Hi [Name], I read your post about [topic]. It resonated with me because [reason]. I’d love to connect.” It’s short, specific, and human. These messages usually get accepted quickly because they show effort and interest.

   
   

6. The Simple, Direct Approach:

   Some of my most successful outreach has been straightforward yet relevant. For example: “Hi [Name], I have worked with many NFPs and am a member of the Fundraising Institute of Australia. I've noticed you on LinkedIn recently through our shared connections and thought it would be great to be part of your network.” This approach is clean and easy to read, giving the recipient a reason to say yes.

   
   

Building a Valuable Network

LinkedIn isn’t a one-size-fits-all platform. It’s an ecosystem, and how you use it depends on your career stage, goals, and personality.

Building a valuable network on LinkedIn starts with being intentional and authentic. It requires a strategic shift from connection collection to relationship cultivation. This means intentionally seeking out individuals who align with your professional goals—whether for mutual learning, specific expertise, or business synergy.

Personalise your connection requests, engage genuinely with others’ content, and contribute your insights to stay visible and credible. Over time, this consistent, intentional approach turns your network into a community of mutual support, opportunity, and shared learning.

What I’ve learned is this: the best connections start with clarity and curiosity. If you know why you’re connecting and can express that clearly—even in one sentence—you’ll stand out. Your network will feel so much stronger.

Final Thoughts

Since launching my business, I’ve stopped treating LinkedIn like a numbers game. I’ve become more thoughtful about who I connect with and why. In return, I believe I have built a far more valuable network than I ever had.

It’s full of people I can learn from, collaborate with, and genuinely help. That’s worth far more than another +1 on a connection count.

If you approach people with genuine curiosity instead of a pitch, you’ll get engagement. Then, if you follow through with a little consistency over time, you’ll build relationships that matter for both sides of the connection.

Stay tuned for Part 2 of this piece, where I’ll share my observations and learnings on what to do once you’ve connected!

Whether you are looking for a lasting partnership with a marketing agency that gets you, a rewarding relationship with a fractional expert that is committed, or an introduction to the perfect client that you've been dying to meet, drop us a line for a chat. We offer a complimentary 30-minute consultation where we'll provide practical advice tailored to your specific situation.

CONTACT US