How Built Environment Professionals Can Use LinkedIn Better: A Practical Guide

If you work in architecture, planning, design or construction, you probably didn’t choose your profession because you love social media. But here’s the thing: LinkedIn isn’t social media in the traditional sense. It’s a professional tool that, when used well, can help you raise your profile, build trust and win better projects.

And if your sales cycle is long — as it often is in the built environment — LinkedIn can be one of the most effective ways to stay visible to future clients, collaborators and referrers.

This blog brings together the most useful, real-world advice from our recent Make LinkedIn Work (for you) webinar, with specific tips for professionals in the built environment sector.

Whether you're an architect, planner, developer or engineer, here's how to make LinkedIn work for you.

Why LinkedIn Matters for the Built Environment

Let’s start with why this matters.

In the built environment sector, the decision to hire a planning consultant, appoint an architect or choose a construction partner isn’t made overnight. It often involves long lead times, complex decisions and high levels of trust.

LinkedIn is uniquely suited to that kind of process. Here's why:

• It builds familiarity over time – Regular posts, comments and updates help people get to know you before they ever send an enquiry.

• It positions you as a credible expert – By sharing your knowledge, you become known as someone who’s generous, professional and worth working with.

• It attracts the right kind of work – When you’re visible for the right reasons, people come to you because of how you think, not just what you do.

  
  

“I don’t know what to post on LinkedIn”

This was one of the most common concerns raised during our webinar — and it’s completely normal.

Here’s the fix: start with what your clients already ask you.

Are you often asked:

• Do we need a pre-app meeting with the council?

• What drawings are required at planning stage?

• How do we maximise the value of a site?

• What materials are best for retrofit projects?

These questions are your content. If your clients are asking them in meetings, chances are others are wondering too.

✅ Practical tip:Keep a notebook or a notes app where you jot down client questions. Once a week, turn one into a short LinkedIn post. That’s your content sorted.

“I’m worried I’ll look stupid”

This was another big fear shared in the session. Whether you're a sole practitioner or director of a larger firm, putting yourself out there can feel daunting.

But as June Hogan shared in the webinar:

“If they don’t like it, they’ll just scroll on by. The people who matter will stay.”

You’re not trying to impress everyone. You're trying to connect with the people who matter in your world — planners, developers, architects, contractors, design teams.

✅ Practical tip:Write your next post as if you’re replying to one of your ideal clients. Not a crowd. Just one person you’d love to work with. It’ll feel more natural — and more relevant.

“I’m not consistent on LinkedIn”

Consistency is where most professionals fall down. You post in a burst, then go quiet for weeks. But in the built environment, visibility is a long game — and people only remember you if you show up regularly.

David Maddox from Maddox Planning tackled this by treating LinkedIn like any other work task.

“If it’s not in my calendar, it doesn’t happen. So I put time for LinkedIn into my diary. It’s part of the job.”

✅ Practical tip: Block two 15-minute slots per week in your diary — one for commenting, one for writing. Treat it like a meeting with future clients.

“I don’t get much engagement — is it even working?”

This one came up more than once — but here’s the thing: engagement doesn’t always look like likes or comments.

In fact, many opportunities come from people who never engage publicly at all.

June shared how she landed a long-term client who had never once liked or commented on her posts. They’d been silently following her for months. When they needed outplacement support, she was the obvious choice.

We call these people lurkers — and you should love them.

✅ Practical tip: Focus on consistency and usefulness, not likes. Every post is building visibility, even if you can’t see it happening.

Commenting Is Just as Powerful as Posting

If posting still feels like a stretch, start by commenting. It’s one of the easiest ways to build relationships and stay visible without having to create new content.

David uses a “5–1” rhythm:

“Five comments a week, one post. That’s enough to build momentum without it taking over.”

✅ Practical tip: Choose five people in your sector whose work you respect — developers, architects, planning consultants, design peers. Comment thoughtfully on their posts. It builds visibility and goodwill.

Build a Simple Structure That Works for You

You don’t need a complex content strategy. Start with a few easy formats you can repeat:

• Teach: Share something useful. What’s one thing clients often get wrong?

• Show: Behind-the-scenes of a project, a process, a lesson learned.

• Share: A quick win from your week, a recent challenge, a testimonial.

• Give: A checklist, resource or download. Even just a helpful link.

✅ Practical tip:Use this “Teach, Show, Share, Give” framework to plan your month of content — one post a week is plenty to build momentum.

Define Success for You (Not for the Algorithm)

LinkedIn doesn’t work the same way for everyone — and that’s fine. For some, success means warm leads. For others, it’s raising your employer brand, attracting team members or being known in your niche.

David’s team now hears from candidates who say,

“I’ve seen what you’re doing on LinkedIn. I’d love to work with you.”

That’s visibility at work — not just for clients, but for talent too.

✅ Practical tip:Ask yourself: Why am I on LinkedIn? Write down your answer and refer back to it when you feel like it’s not working.

Final Thoughts: LinkedIn Works When You Work It

If you're in the built environment, LinkedIn isn’t just a nice-to-have — it’s a low-cost, high-impact way to stay visible in a sector where decisions take time and trust is everything.

You don’t need to go viral. You just need to show up, consistently, helpfully and in a way that reflects your expertise.

Start small. Stick with it. You never know who’s watching.

Ready to improve your LinkedIn presence? Download our free resource:📄 Click here for The Anatomy of a Great Post — a practical guide to creating content that connects.👉

Or book a Power Hour with our team for tailored LinkedIn support for architects, planners and consultants.