Is LinkedIn Really Just a Crock?

5 Strategies on how to use it effectively.

After 25 years in the spirits industry, for my professional and personal life, I needed to… in the words of Ross: PIVOT.

Writing is always something I did easily, and I found myself in positions of hospitality and sales, and that I had been copywriting for years.

I armed myself with certifications in copywriting, SEO, and even AI, yet I felt like I was throwing digital paper airplanes into the void. Slowly gaining experience under my belt with grassroots marketing and here’s what I’ve learned about finding real work in this saturated market.

Photo by Yannick Pulver on Unsplash

The LinkedIn Numbers Game (And Why It’s Rigged)

When I saw 4,000+ applications for a single position, I had the same reaction as finding out how many people auditioned for Friends — pure, unadulterated existential dread.

But here’s the thing: those numbers are designed to discourage you. They’re the professional equivalent of those “You are here” dots on mall maps (ha. Remember those?) — seemingly helpful, actually terrifying.

Strategy 1: Ditch the Mass Application Approach

Instead of being an applicant in the sea of masses, identify 20 companies you genuinely connect with. Research their pain points. Create mini case studies showing how you’d solve their specific problems.

Send these directly to decision-makers, not HR.

Yes, this takes longer than hitting “Easy Apply,” but it’s more effective than your effort and time for naught. In the long run, there is nothing “easy” about it, not in the slightest.

Strategy 2: Leverage Your Industry Network

Here’s what I wish I’d done sooner: Reached out to every contact I’d made over 25 years. Not to sell them copywriting, but to ask who they know in marketing. And, from their professional experience, what advice or connections they could recommend.

The hospitality industry is all about relationships — use them. (I mean, let’s be real- there is a relationship basis in all industries.)

I suppose my first concern was that I didn’t have the numbers on LinkedIn and was trying to look legit and I just willy nilly-ed getting over 500 connections.

Don’t be like me! Make conscious connections and write meaningful notes. I’ve achieved some of my best work from this very tactic.

Your existing network is worth more than any LinkedIn Premium subscription.

Strategy 3: Create a Specialty Niche

Another thing I wish I had done sooner, (that’s in progress) but just couldn’t wrap my head around- Niche’ing was always spoken about, but I couldn’t come from a place of authenticity without exploring more topics and genres myself.

For me, my background is in hospitality- living in a resort town for over 20 years, and being entrenched in the liquor industry for longer; there is so much more “to” me, and I needed to find out what exactly that is.

Photo by Mick Haupt on Unsplash

A huge outdoor lifestyle advocate- loving all things in the Tahoe basin- snowboarding, wakesurfing, SUP, hiking, biking, I could go on… But what part about these activities? The gear? And then more specifically, the shoes? The board? The outerwear?

Instead of competing with 4,000 “general” copywriters, as an example, get really specific about what you do. (This is still a work in progress for me.) Your industry experience combined with your new values creates a unique positioning.

I know my niche will present itself, so I keep working.

Strategy 4: Build Strategic Partnerships

For me, it is connecting with web designers, SEO specialists, and brand strategists who need copywriters for their clients. Offer to be their reliable wordsmith. One solid partnership can provide more consistent work than 100 Upwork proposals. (Upwork- a freelance platform- which I spent a lot of time on, which is a whole other blog.)

Yours will obviously be different if you are not a copywriter, but look into the web or tree and its roots of your industry. What is contingent upon your specific industry? How does you industry work? Who do you need? Who needs you?

Strategy 5: Show, Don’t Tell

Remember that big project you were proud of? Turn it into a detailed case study. Break down your process, show the results, and publish it everywhere.

When potential clients can see exactly how you think and work, you become more than just applicant #4,001 — you become a solution to their problems.

The truth is, just like my decision to leave the liquor industry, finding consistent copywriting work requires alignment with your values and strategic persistence. Stay true to yourself, and make connections with real people.

It’s not about playing the numbers game — it’s about playing your own game, where your experience and authenticity are the winning cards.

I have a meeting with a marketing specialist next week and I will bring these strategies and ask them which ones resonate with their experience.

Sometimes the best opportunities come from having the right conversation with the right person at the right time.

And remember, if all else fails, you can always write a blog post about your job search struggles. (Oh wait…)

. . .

Questions? Comments? Suggestions?

Have you spun out on the “Easy Apply” LinkedIn carousel? Have you found effective ways to use this amazing resource? Let me know what has worked or what didn’t?

Need help with your copywriting needs ———>

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Fact check: I strive for accuracy and fairness… if something is off, please send a shout! Kp@kpcopy.com