LinkedIn can feel stiff, impersonal or just... wrong. Especially if you run a business in the cultural and creative industries. But used correctly, the platform can be a powerful tool for visibility, relationships and business - on your terms.

Last week at eXpression we were joined by Hanna Kangassalo, communications strategist, who gave a talk to creatives on how to use LinkedIn in a way that feels both sustainable and authentic. Here are her three key principles, translated into a practical guide.

1. make an active decision about your purpose for being on the platform (or not)

Many people find LinkedIn a bit uncomfortable. This is perfectly normal. Think about why it feels that way for you. Once you understand it, it will be easier to make an active decision: Why should you be on the platform? What do you want to achieve? Do you have any better options?

Once you have a defined purpose, it becomes much easier to set your own guidelines on what to share, how often and with what tone.

2. Cultivate your own style and voice.

We in the cultural sector don't have to, and shouldn't, sound like everyone else. LinkedIn is more fun for both you and your audience when you dare to show who you are.

It can be about:
- a personalised visual style
- a way of writing that stands out
- topics that few others talk about

Be generous with your thoughts, experiences and insights. That's how you build trust and show what you can actually do and stand for. You don't have to have everything in place at once. Try your hand at it.

3. create a routine that works over time.

Brands are not built by one-offs, but by continuity. To make it last, you need to find work routines that are realistic and don't take more time than you have.

The important thing is not perfection, but getting back on. If you fall off the horse - get back on. That's how long-term impact is created.