How Much Time Should Employees Spend on LinkedIn™?
How much time should employees spend on email conversations? Now, replace “email” with LinkedIn™. The answer becomes less clear.
There’s an old Aztec proverb: “The fuller the inbox, the shorter my replies.” While managers rarely worry about their teams spending too much time on email, failing to reply within 24 hours can feel like ghosting in 2025.
LinkedIn™, however, plays by different rules. Notifications don’t carry the same urgency. Checking messages once a week and speed-liking updates feels manageable in five minutes. But this casual approach often fails to deliver results. Why? Because LinkedIn™ is not just a platform—it’s a professional ecosystem where visibility, engagement, and consistency create opportunities.
The LinkedIn™ Spectrum: From Casuals to Thought Leaders
Not every employee interacts with LinkedIn™ the same way. Some have never logged in, while others build thriving communities and close deals directly on the platform. Your team’s LinkedIn™ presence likely falls across a spectrum, requiring different levels of time investment:
- Employees with no account: 0 minutes/week
These employees are missing out on the value LinkedIn™ can bring. Inspire them by demonstrating the platform’s benefits, such as networking opportunities, industry insights, and career growth. Start small—show them how LinkedIn™ can help them stay informed about their field or connect with peers. - Employees with inactive accounts: 0 minutes/week
Inactive profiles can still contribute by supporting active colleagues. Teach them to like, share, or comment on posts that align with your company’s goals. A little engagement can amplify visibility for others. - Casual sharers: 5 minutes/week
Casual users need minimal time but targeted guidance. Provide pre-crafted updates, such as sharing company news or celebrating achievements. For example, “Congratulate our team for winning the industry award!” These small actions make them part of the LinkedIn™ conversation without demanding much effort. - Corporate influencers: 30 minutes/day
Corporate influencers actively engage on LinkedIn™, building relationships and creating valuable content. Encourage them to spend their time strategically. For example:- Spend 10 minutes engaging with their network: liking posts, leaving thoughtful comments, and reacting to news.
- Dedicate 10 minutes to crafting and posting original content: sharing insights, industry trends, or personal experiences.
- Reserve 10 minutes for direct messages: following up on leads, thanking connections, or starting meaningful conversations.
Support them with analytics tools or templates to measure their impact and improve their results.
- Thought leaders: 60+ minutes/day
Thought leaders are the powerhouses of your LinkedIn™ strategy. They create original formats like LinkedIn™ articles, webinars, or video series that establish them as industry experts. Their schedule might include:- 30 minutes for content creation: from crafting engaging posts to shooting professional videos.
- 15 minutes for research: staying up-to-date with industry news, competitor activity, or trending topics.
- 15 minutes for engagement: responding to comments, participating in discussions, and networking.
Equip them with resources like content calendars, editing tools, or training to maintain quality and consistency.
Why Time on LinkedIn™ Matters
Casual users may not harm your brand, but they also won’t drive impact. The real value comes from corporate influencers and thought leaders who actively contribute to your company’s visibility and credibility. LinkedIn™ success requires time and strategy. With activity comes dialogue—fuller inboxes, growing networks, and potential leads.
However, too much time spent inefficiently can hurt productivity. The key is to match the time investment to the employee’s role, goals, and skills while ensuring their activity aligns with your company’s broader objectives.
Training for Every LinkedIn™ Profile
To maximize LinkedIn™’s potential, your team needs guidance tailored to their engagement level. I offer bespoke training for all five user types:
- Inspiration sessions for beginners: Introduce LinkedIn™ to new users, showcasing its benefits and best practices.
- Fundamental workshops for casual users: Teach them to share posts effectively, engage with content, and support their team.
- Sales coaching for corporate influencers: Equip them with strategies to turn connections into opportunities.
- 1:1 support for thought leaders: Provide personalized guidance on content creation, personal branding, and analytics.
- Strategic consulting for management: Align your company’s LinkedIn™ strategy with business goals and track ROI.
LinkedIn™ is a team sport. With the right training and strategy, every employee can contribute to your company’s success.