From Student to Standout: What German Students Taught Me About LinkedIn (and What You Can Learn Too) – Ignite your audience with our social strategies

This week, I had the opportunity to speak in person to a group of marketing students in Chemnitz, Germany, about how to use LinkedIn to build a meaningful professional presence. Being there in the room made all the difference—especially because my daughters were with me, taking photos and hearing me speak. Watching them see what I do and experience another culture’s enthusiasm for digital connection reminded me exactly why I teach what I teach. (I asked ChatGPT to help me craft this post based on my powerpoint presentation because hello jet lag).

This session wasn’t just about optimizing a social media profile; it was about helping the next generation understand how to show up authentically in the professional world. And as I shared strategies with these students, I realized the lessons applied just as much to entrepreneurs, coaches, and aspiring authors (in the Allentown, Bethlehem, and Easton, PA) as they did to them. LinkedIn isn’t a résumé—it’s your digital reputation.

1. Your LinkedIn Profile Is Your Digital Business Card

From Student to Standout: What German Students Taught Me About LinkedIn (and What You Can Learn Too) M Valentina Escobar-Gonzalez, Beyond Engagement Social Media Solutions based out of Allentown, PA

In my presentation, I shared that 80 percent of recruiters in Germany use LinkedIn to find talent. The same is true for clients, publishers, and partners who want to work with you. Before anyone schedules a call, they often search your name—and LinkedIn is one of the first results they see.

So what story does your profile tell?
Here’s what we walked through together:

Start with a headline that sells your value, not your title. Instead of “Owner at Beyond Engagement,” try “Helping Businesses Grow Through Social Media Strategy and AI Education.”
Use your About section as your brand story. Tell people what drives you, what problems you solve, and what transformation you help clients achieve.
Show your work. The students showcased their class projects; you can do the same by highlighting workshops, speaking engagements, or client case studies.
Visuals matter. A professional photo and branded banner with your logo or tagline signal that you take your work seriously.

LinkedIn is your first impression, so make it count.

2. Engagement Equals Visibility

With Professor Erik Maier from TU Chemnitz with The Most Amazing Marketing Book Ever (where I am a co-author)

One of the most engaging moments during my talk came when we discussed how LinkedIn’s algorithm rewards connection and conversation, not perfection. Many people think posting once a week is enough, but I told them the truth: you grow faster by commenting than by posting.

Here’s the challenge I gave them—and one you can try too:
Comment on three people’s posts, three times a day, for five days.
This simple routine can increase your profile views by 300 to 500 percent.

When you comment thoughtfully—not just “Great post!” but something meaningful—your name appears in other people’s feeds. You become visible to new audiences without paying for ads.

Engagement is not about shouting louder; it is about joining the right conversations. Follow company pages, respond to posts in your niche, and tag others who should see the discussion. Whether you are an author sharing your creative process or a business owner reflecting on leadership, consistent engagement builds credibility and community.

3. Consistency Beats Perfection

M Valentina Escobar-Gonzalez, Beyond Engagement Social Media Solutions based out of Allentown, PA with room’s schedule

My closing message to the students—and one I’ll share with you—is that your LinkedIn profile isn’t just a résumé; it’s a conversation starter (another great line that came from ChatGPT). You don’t need to post daily or aim for viral reach. You just need to show up authentically and consistently.

Here are three ways to stay consistent:

Post once a week. Share something that made you think, such as a client win, a book excerpt, or an industry insight.
Keep an idea list. Jot down inspiration from client calls, articles, or conversations so you always have content ready.
Engage intentionally. Choose five to ten people in your network whose content you genuinely appreciate and support them regularly.

Growth on LinkedIn doesn’t come from algorithms; it comes from people. The more authentic and visible you are, the more opportunities you attract.

The Takeaway

Speaking to those students in Chemnitz—and having my daughters there to witness it—was a full-circle moment. It reminded me that LinkedIn success doesn’t depend on age, title, or location. It depends on intention. Whether you are writing your next book, scaling your business, or guiding others as a coach, your digital presence is already shaping the conversations happening about you.

M Valentina Escobar-Gonzalez, Beyond Engagement Social Media Solutions based out of Allentown, PA – line from ChatGPT

So the question is: Are you showing up strategically or simply existing online?
Start today by updating one section of your profile, then comment on three posts that inspire you. Small, consistent actions create big visibility—and sometimes, that’s all it takes to move from student to standout.

Now that have you steps. Don’t forget to be consistent. Need an accountability partner and marketing consultant? If you want help making your brand more visible in AI-driven search tools like ChatGPT, let’s chat!