What Works on LinkedIn Now for Staffing Firms

LinkedIn is an online platform where professionals connect, share insights, and build their careers. It serves as a digital meeting place for people to showcase their work experiences and network with others. Aside from individuals, companies use the site to build their personal brand and sell their services. 

There’s no doubt that using LinkedIn can generate leads, but with so many accounts and posts, how can your company stand out? This article will delve into effective engagement strategies and worthwhile LinkedIn content types. 

Why does content type matter? 

Any website or social platform can be boring if all users post only one content type. Even on a well-known picture-sharing platform like Instagram, people still use texts and videos to share content. 

Content type matters. They directly influence how visible your posts become and how people engage with your message. Different formats trigger unique algorithm responses and user behaviors. This makes some content types better suited for specific goals than others. 

Read More: Win LinkedIn: What You Need to Know About LinkedIn Premium Company Pages 

Content Types that Perform Well 

The right content type can dramatically boost your reach and spark more meaningful conversations. A variety in your content also keeps your audience on your posts longer. Understanding different formats and how they are best used can help you stand out in crowded feeds. They can also make your LinkedIn account more effective at generating leads. 

1. Newsletters

Newsletters on LinkedIn are regular, subscription-based pieces that deliver valuable insights directly to your followers’ inboxes.  

Recent research conducted proved this type of content to be incredibly effective at engaging audiences, with data showing a 49.3 percent median open rate for the first quarter of 2025.¹ This result showed across 9,000 email campaigns and resulted in around 255 million opens.  

Many professionals prefer newsletters because they provide in-depth, consistent value without requiring them to search through feeds. They create a direct line of communication between you and potential clients that can contribute to building trust or partnerships. Moreover, newsletters position your company as a thought leader within your industry. 

Read more: Stop Guessing, Start Knowing: How B2B Marketers Use Data to Predict Campaign Success 

2. Carousel Posts

A carousel post is a swipeable multi-image post that allows users to tell a complete story through a series of connected images or graphics.  

This type of post generates the highest engagement on LinkedIn with an impressive average engagement rate of 6.60 percent per post.² 

One of the possible reasons why users favor this type of post is they break down complex information into digestible slides. It takes advantage of the natural curiosity of users and compels them to swipe through the entire sequence. This increases dwell time and interaction while delivering value in a visually appealing and easy-to-consume format. 

3. Polls

Another type of content on LinkedIn that you can explore is polls. These are interactive posts that ask followers to vote on specific questions or topics with predefined answer options. This content type is found to generate the highest number of impressions on the platform. It tends to be seen most often on feeds or profiles compared to other content. 

Polls require minimal effort from users to engage. This makes it a LinkedIn post that can quickly generate more views or interactions. It makes users feel involved in the conversation. Moreover, it gives them insights into the thoughts and opinions of other professionals. This can satisfy their curiosity about how their opinions compare to others’ without taking up too much of their time. 

4. Videos

Videos shared directly on LinkedIn are native content that automatically play in the feed as users scroll. They perform strongly with a 5.60 percent engagement rate per post. This content type captures attention in a busy feed thanks to movement and sound compared to static pictures or plain text posts. 

LinkedIn users usually appreciate videos because they communicate complex messages quickly. Instead of reading paragraphs, a video can simplify an idea using the right combination of words and images. It also adds a personal touch that builds connections and engages potential leads. 

5. Native Documents

Have you ever uploaded documents directly to your LinkedIn feed? These are referred to as native documents. They are PDFs, presentations, and other files included in LinkedIn posts. Instead of pasting links to external sources, this content allows users to view files without leaving the platform. 

Native documents are found to generate a 5.85 percent engagement rate per post. They keep users on the platform while providing substantial information that can establish your expertise.  

They offer deeper insights than standard posts and can be professionally formatted to enhance credibility. 

Pro Tips for Creating Different Content Types 

Your content can ultimately dictate the success of your marketing campaigns. No matter what type you create, you need to make sure it’s optimized to perform positively on your chosen platform. 

Focusing on LinkedIn, the following are specific advice and strategies you can use for each high-performing content type: 

For Newsletters: 

Structuring an Effective Newsletter 

LinkedIn newsletters require a specific structure to be effective because readers have limited attention spans and countless other content competing for their time. A well-structured newsletter guides readers through your content smoothly and keeps them engaged from start to finish. Here is one way you can structure your LinkedIn newsletter. 

• Attention-Grabbing Headline: Your headline is what makes people stop scrolling and actually click on your newsletter. Craft headlines that make readers curious or clearly show them what valuable information they’ll get. Pose questions that directly address what your audience is wondering about. Consider incorporating specific numbers, impactful words like “proven” or “secret,” and be upfront about the benefits readers will receive when they take the time to read your content. 
• Hook-Value-Call to Action: This structure creates a logical flow that captures attention and guides readers toward the next step. Achieve this by starting with a strong hook that connects to current events, personal experiences, or surprising statistics that make readers want to continue. Follow with substantial value through actionable insights or unique perspectives that they cannot find elsewhere. End with a clear call to action that tells readers exactly what to do next, whether that is commenting, connecting, or visiting your profile. 

Content Themes to Consider 

• C-Suite bites focus on leadership insights, decision-making frameworks, and executive perspectives that help professionals understand how successful leaders think and operate. This content theme performs exceptionally well because it gives readers access to high-level strategic thinking they might not encounter in their daily roles. 
• Industry predictions involve sharing your expert analysis about future trends, market shifts, and emerging opportunities within your field. This type of content generates strong engagement because professionals want to stay ahead of changes that could impact their careers or businesses. Remember to base your predictions on current data, trends, and professional experiences. 
• Behind-the-scenes content offers authentic glimpses into your company culture. It gives an idea about your daily work life or the real challenges and successes happening in your organization. This theme works well because it humanizes your professional brand. It gives readers valuable insights into how your business actually operates. 

For Polls: 

Questions and Options: What to Include? 

Poll questions themselves are the foundation of successful LinkedIn engagement. They determine whether people feel compelled to participate and share their opinions. Here are some question frameworks you can try including in your LinkedIn poll. 

• The Preference framework asks users to choose between different tools, strategies, or approaches they favor in their professional work. Use questions like, “Which project management tool do you prefer?” or “What’s your go-to strategy for team meetings?” to generate meaningful discussions about practical workplace decisions. 
• The Prediction framework encourages users to share their thoughts about future trends, industry changes, or upcoming developments in their field. This type of question generates engagement because professionals enjoy demonstrating their industry knowledge and strategic thinking abilities. Use questions like, “What workplace trend will be most important in 2025?” to spark forward-looking discussions. 
• The Priority framework asks users to identify the most important factor or focus area from a list of valuable options. This type of question generates engagement because it encourages people to think and defend their opinions. For this, ask questions like, “If you could only focus on one marketing channel, which would it be?” or “What’s the most important quality in a team leader?” 

For Carousels: 

Creating effective LinkedIn carousels requires following specific design best practices that ensure your content looks professional. Whether you’re sharing how-to guides, list-based content, or useable templates, it’s necessary to do the following: 

• Use a 1080×1080 pixel aspect ratio for optimal display in LinkedIn feeds. 
• Choose clean sans-serif fonts like Arial or Helvetica for maximum readability. 
• Implement your brand colors with high contrast text to maintain visual consistency while ensuring accessibility. 
• Leave 20-30% white space on each slide to prevent overcrowding. 
• Always design with a mobile-first approach since most LinkedIn users will view your carousel on their phones rather than desktop computers. 

Let Allied Insight build you an effective content strategy. 

Regardless of the post type you prefer, the key to generating leads is to connect with your audience. Leverage LinkedIn and create top-notch content ideas with the help of Allied Insight. With us as your partner, you can build a network using the best marketing strategies. 

References 

1. “What’s a Normal Open Rate for Newsletters in 2025?” GlueLetter, 2025, glueletter.com/newsletter-open-rate-benchmark-2025/?trk=public_post_comment-text 
2. Varga, Sabina. “LinkedIn Metrics: The Essential Guide to Analytics That Drive Business Results.” Social Insider, 13 May 2025, www.socialinsider.io/blog/linkedin-metrics/.