Scroll through LinkedIn for five minutes, and you’ll spot the pattern:

• “I’m so excited to attend [conference]…”
• “So proud of my team for [insert accomplishment]…”
• “Thrilled to share that I was part of [event]…”

The problem isn’t pride or excitement. Those are good things. The problem is that these posts have become a formula — one that’s spreading across LinkedIn as if it were a best practice. At best, the unfortunate byproduct is infectious, syndicating the practice of a muted leadership voice to other aspiring leaders. At worst, the leadership voice that might be needed one day when a need is acute won’t have the benefit of well-honed muscle to articulate a complex nuanced message.

These “I’m excited” posts don’t tell us anything meaningful. They don’t invite engagement. And they certainly don’t demonstrate the memorable thought leadership that professionals — especially in healthcare — should be offering. Instead, they’re the unfortunate result of an era marked by trends set by celebrities and their derivatives affectionately referred to as “influencers” whose profiles have half-life that are much shorter than the 15 minutes once famously predicted by artist Andy Warhol.

So what’s missing? Good writing.

 The 5 Ws Are Still the Backbone

Every piece of good communication starts with the basics: who, what, when, where, and why.

• Who: Who is involved? A specific person, a team, an organization?
• What: What happened? A launch, a partnership, a patient win?
• When: When did it take place? Timeliness makes it relevant.
• Where: Where did it occur? A location can anchor a story.
• Why: Why does it matter? This is the heart — the lesson or insight.

The “I’m excited” post skips all of this. It puts the writer at the center of the story and offers no real value to the reader.

Start With a Strong Lead, Not a Selfie

Leaders can learn from the principles taught to journalism students. These practices hold true for business communicators who deal with complex issues and have to engage fellow leaders and staff throughout their organizations and industries. Journalists are trained to write leads that pull the reader in and answer the most important questions immediately. A strong lead is not about you. It’s about the insight you’re offering. This practice does not come naturally. The best writers, as students, get beaten into submission on their content with professors testing the intention of their students’ words.

Weak LinkedIn Lead:
“I’m so excited I got to attend the National Rural Health Conference this week!”

Stronger Lead:
“At the National Rural Health Conference, one speaker asked a question that stuck with me: How can hospitals prepare today for the workforce they’ll need in ten years? That question reframed the way I think about leadership and planning.”

Notice the difference: the first post is about the writer’s excitement. The second post is about the reader’s potential insight. The stronger lead demonstrates how the writer thinks and how they approach their work and leadership.

Core Skills for Better LinkedIn Writing

Good LinkedIn posts — like good writing anywhere — are built on core competencies:

1. Observation. What did you notice at the event that others might miss? A powerful quote, a surprising statistic, or a theme that kept resurfacing?
2. Synthesis. Can you connect what you saw to broader challenges in your field? This is where thought leadership lives.
3. Clarity. Simple sentences beat jargon every time. If you can’t say it clearly, you probably don’t understand it well enough.
4. Structure. Strong leads, supporting details, and a close that calls the reader to reflect or act.
5. Audience Awareness. Remember: you’re writing for the reader, not for yourself.

A Better LinkedIn Post Formula

Here’s a practical framework for healthcare leaders and professionals who want to stand out:

1. Lead with insight, not emotion.
   Instead of “I’m excited,” share the lesson: “At this conference, I learned…”
2. Include a quote or key takeaway.
   Highlight something memorable, like: “As one panelist said, ‘Transparency isn’t compliance — it’s a chance to build trust.’”
3. Connect to your field.
   Show why it matters: “For hospital leaders, this is a reminder that influence is built on trust, not just visibility.”
4. Close with a call to reflection or conversation.
   End by inviting others in: “How is your team approaching this challenge?”

The Bottom Line

LinkedIn has become a noisy place, and the posts that cut through aren’t the ones that begin with “I’m proud” or “I’m excited.” They’re the ones that give readers something of value — an idea, a lesson, or a perspective that sticks.

The 5 Ws of writing and the discipline of a strong lead paragraph may feel old school, but they are timeless tools. Use them well, and your content will not only stand out in the LinkedIn scroll, it will position you as a credible voice worth following.

In healthcare like other industries with a high degree of expertise, leadership isn’t just about showing up at events. It’s about showing up with ideas that matter.