In a recent LinkedIn post, Laurie Ruettimann offers a satirical and unconventional guide to navigating the professional social media platform, particularly for executives. Rather than adhering to conventional wisdom, Ruettimann proposes a strategy centered on disruption, personal disclosure, and aggressive engagement, framed as a deliberate departure from typical, often ineffective, posting habits.
Ruettimann begins by criticizing the common approach to LinkedIn, stating:
Most executives post with no plan. No message. No results.
From this critique, the author outlines a series of provocative steps designed to shake up the status quo. The first recommendation involves creating video content that analyzes complex social issues through a highly specific and unexpected lens.
Analyzing Toxic Masculinity with Wrestling Icons
Ruettimann suggests a unique content angle: dissecting toxic masculinity by comparing wrestling figures Macho Man Randy Savage and Rowdy Roddy Piper. This approach, according to Ruettimann, should also acknowledge their supposed “late-stage subversive feminist growth arc.” The author advises against seeking validation or asking “who should find you here,” instead posing a radical question for content creators: “What problems can I cause?” This framing challenges users to think about impact and disruption over passive audience building.
The Power of Unconventional Commenting
The post then pivots to engagement strategies, emphasizing a peculiar method for commenting on others’ posts. Ruettimann advocates for using “lowercase only” to signal urgency and bizarrely suggests bringing up personal “birth trauma” and mentioning “how you saw the canal.” The rationale provided for these unconventional tactics is that they “build trust” and “land.” This advice subverts typical professional communication norms, implying that radical honesty, even in its most unusual forms, can foster connection.
Comment on every post. Lowercase only. It signals urgency. Bring up your birth trauma. Mention how you saw the canal. This builds trust. It lands.
Profile Optimization for Maximum Intrigue
Profile optimization is another key area addressed, with Ruettimann proposing a profile that prioritizes intrigue and potential conflict over conventional professionalism. The suggested headline is “grievances + enemies,” the banner should adopt a “ChatGPT trash zine aesthetic,” and the “About section” should be exclusively in Portuguese. Ruettimann posits that users “check your profile before they follow to make sure you’re attractive,” suggesting a need for a profile that sparks curiosity and perhaps even a bit of controversy.
Aggressive Daily Posting and Engagement
Ruettimann recommends a high-volume posting schedule of “3-5 times every day.” The content mix suggested is equally unconventional, including “One hot take on politics,” “One hit job on a former client,” and “One mistake and why you’ll never learn to love the bomb.” Furthermore, the author advocates for a persistent sales approach in direct messages, urging users to “Message everyone who engages with you. Pitch your friend’s mastermind. Every comment. Every reaction. Every new follower. Pitch it like Orel Hershiser.” This strategy emphasizes relentless outreach and immediate monetization of engagement.
The post concludes with a cryptic statement about inbound marketing on LinkedIn, asserting that it “starts with one thing: Show me photos.” This final point adds another layer of absurdity to the overall strategy, leaving the interpretation open to the reader.
Ultimately, Ruettimann’s post serves as a satirical commentary on the often formulaic and ineffective ways professionals use LinkedIn. By proposing extreme and unconventional tactics, the author encourages a re-evaluation of what truly captures attention and builds a unique professional brand in a crowded digital space.
📝 About This Content
This article is based on insights shared by Laurie Ruettimann on LinkedIn.
📅 Originally posted on March 6, 2026 | View original post on LinkedIn →