Most founders quit creating content too early. They get frustrated when posts flop, blame the algorithm, and let ego get in the way. The truth? Building a personal brand takes patience, self-awareness, and the willingness to look bad before you get good.

Today, I sit down with Jared Gibson, co-founder of Outworks, to unpack the reality of building on LinkedIn in 2024. From why video content still matters even if reach is down, to how to send DMs that don’t make prospects roll their eyes, Jared shares the no-fluff playbook for building trust and winning clients online.

We dive into why executives are still scared to get on camera, how thought leader ads really work, and why the comparison game destroys more founders than it helps. Jared also shares what it’s like scaling Outworks, hitting plateaus, and pushing through the mental challenges every entrepreneur faces.

You’ll learn:
✅ Why ego is the enemy of building your personal brand
✅ How to create content that enters the conversation in your buyer’s head
✅ Why video is still the fastest way to build trust (even if reach is down)
✅ The right way to use DMs without sounding like a spam bot
✅ How to survive the inevitable plateaus of entrepreneurship

If you’ve been searching “how to build a personal brand on LinkedIn,” “why my LinkedIn content isn’t working,” or “authentic LinkedIn strategy for founders,” this episode delivers the raw truth.

Connect with Jared
Guest LinkedIn: https://www.linkedin.com/in/jaredoutworks
Guest Website: https://www.outworks.io/

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Timecodes
00:00 Introduction to Jaron Gibson and His Journey
00:18 Transition to Entrepreneurship
00:34 Building a Personal Brand on LinkedIn
01:08 Founding Outworks and Its Mission
01:44 Challenges and Strategies in Sales
04:19 The Importance of Personal Branding
05:08 LinkedIn's Changing Landscape
06:40 Effective Content Strategies for LinkedIn
10:03 The Role of Video in Personal Branding
27:50 LinkedIn Outreach and DM Strategies
37:12 LinkedIn Thought Leader Ads
40:01 The Power of Paid and Organic Marketing
40:57 Leveraging Thought Leader Ads
41:12 Creating Specific Content for Target Audiences
41:38 The Benefits of Profile Views and Connection Requests
41:58 Building a Network with Thought Leader Ads
42:12 The Value of Organic Content
43:09 Being the Content: Authenticity in Marketing
43:39 Repurposing Content for Multiple Platforms
44:51 Coaching Clients on Content Creation
45:37 Balancing Personal and Professional Content
48:36 Overcoming the Fear of Video Content
49:29 The Importance of Authenticity in Content
59:47 The Scarcity Mentality in Social Media
01:01:02 Taking Time Off from Social Media
01:04:41 The Journey of Entrepreneurship
01:12:31 In-House Marketing vs. Outsourcing
01:17:17 Conclusion and Final Thoughts