Building a Genuine Personal Brand on LinkedIn
Raquel Borras shares how she built a genuine, high-engagement LinkedIn presence without polishing or curating her content — including dancing to Milli Vanilli. She covers how to start on video, train your eye for content opportunities, and use authenticity to attract the right audience. Best for LOs who feel they need to be 'professional' before they can post.
You don't need polish to win on LinkedIn — you need to be genuinely yourself, and that authenticity is exactly what makes people follow you.
Takeaways you can run this week
- Post your first video and say out loud that it's your first video — Raquel reports that debut posts consistently earn the most supportive comments and momentum-building engagement.
- Download InShot (paid version) for mobile video editing: use the split-video feature to cut dead air and speed up your editing workflow without a desktop or editor.
- Before your next open house, broker preview, or agent Zoom, take a quick behind-the-scenes photo or 15-second clip — caption it 'prepping for...' and post it in real time to train the algorithm that you're active.
- If you've been in the mortgage industry 10+ years, frame your content around a duty to educate: tell prospects and first-time buyers what's real versus what they've seen online. Use that framing to finally commit to consistent posting.
- When transitioning to LinkedIn from Instagram or TikTok, spend 30–60 days sharing who you are through in-the-moment text posts or simple talking-head videos before introducing humor or goofy content — earn trust with the audience before you subvert expectations.
- Identify one recurring 'content capture' location in your weekly routine (a job site visit, a coffee meeting, a rate update in your car) and commit to filming there every week to build consistency without added effort.
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GET FREE ACCESSThe playbook
- 1. Announce your start: post a short video stating it's your first, to invite encouragement and signal authenticity.
- 2. Post in real time, not scheduled: share content the moment it happens so followers sense immediacy and rawness.
- 3. Use InShot on mobile to edit: split clips, add captions, and layer music without a desktop setup.
- 4. Build trust before being goofy: let the audience learn who you are through genuine posts before introducing humor or off-topic personality.
- 5. Train your eye: walk through every client meeting, event, or location asking 'what here is content?' until it becomes automatic.
- 6. Honor the platform: LinkedIn audiences differ from TikTok — match energy to context while still being fully yourself.
Worth quoting
“It would be a disservice to people if I wasn't showing that side of me.”
“You have a responsibility to put yourself out there and put out the right information.”
Best for
LOs who feel they must appear polished and professional before posting — and have been using that as a reason to stay off video entirely.