You've been thinking Linkedin is not for your industry? Let me change that!

Not long ago, LinkedIn was considered the digital version of a formal handshake. Polished. Safe. All suits, polished corporate news and resumes.

But that’s no longer the case.

Today, the platform is shifting. It is becoming more authentic, casual and storytelling-driven. And with this change, new industries are stepping into the spotlight: from salon owners to Airbnb hosts, interior designers to restaurateurs, and even educators and academic professionals.

So, the big question: Is LinkedIn “the right place” for these visual, lifestyle-focused or non-corporate sectors? My answer: Absolutely yes. If you use it the right way.

The “LinkedIn is Not for Me...” Myth

The usual phrases that I hear: “My clients are on Instagram”, “I’m not looking for a job”, “I’m not corporate enough for LinkedIn.” But here’s the fact you should think of: People don’t follow companies. They follow people. Currently, LinkedIn is the only platform designed for business conversations between people. People no longer want to read LinkedIn posts that sound like job applications or cold emails. They want real stories. Real faces. Real lessons.

You’ll notice that some of the most engaging posts today:

• Start with a casual moment or photo (lunchbreak in park, messy desk, quiet reflection)

• Share a personal insight or experience

• Connect that story to a professional truth (e.g., mindset, resilience, leadership, growth)

• Invite interaction - not just impressions

LinkedIn is still professional, but it’s no longer impersonal.

What about beauty, wellness, hospitality industries or academic field?

It’s true: customer-facing businesses - such as beauty, wellness, health, hospitality, skilled professionals - catch their audience's eye best in Instagram, TikTok or Facebook. These platforms are visual, immediate and discovery-driven. Yet LinkedIn offers something different and I would say even deeper when it comes to growing your business. I have listed three aspects how non-corporate businesses can win on LinkedIn:

1. Share the story behind the brand

People aren’t just buying a haircut, a meal or a room to stay - they’re buying the experience, the values and the person behind it. In Linkedin, you can talk about what inspired your business, the challenges of growing it, how you lead your team, manage customer care or balance creativity with strategy. This builds emotional connection and authority even among people who may never be your customer but might refer you to others or want to collaborate.

2. Attract the right partners, clients or press

LinkedIn is full of: event organizers, corporate wellness program leads, real estate firms, journalists, coaches and consultants. By positioning your brand not just as a service provider but as a strategic, value-driven business you open doors to: partnerships, media, joint ventures, speaking or workshop invites.

3. Find people who want to work for you

Many salon owners, designers, chefs, educators and boutique hosts share a common challenge: hiring the right people. Showcase your values, highlight your team and demonstrate your company culture. Potential employees will check your page - and if they see energy, vision and leadership, they’ll want to be part of it.