We’ve been taught to market ourselves, not to tell the truth
Somewhere along the way, we all picked up the idea that LinkedIn is for showing your best self—your wins, your titles, your growth.
And if you don’t have something shiny to share? You wait.
No one said it out loud. But scroll your feed and you’ll see it: “Grateful to announce…” “Excited to share…” It’s all polish.
And while there’s nothing wrong with celebrating success, when that’s all people see, you start to feel more like a résumé than a human. And eventually, people tune out.
Because success without context doesn’t stick, teach or connect.
But when someone shares a failure, and does it with clarity and purpose, it doesn’t weaken their brand. It builds it.
In this post, we’ll look at why vulnerability works on LinkedIn, how to share it well, and what it can unlock for your brand in the long run.
Why vulnerability works (and what it gets you beyond likes)
You’d think people would scroll past a story about failure, right? Wrong.
Done right, those posts get bookmarked, shared, and remembered. They make people lean in. Why? Failure is familiar. Even if we don’t talk about it much, we all know what it feels like.
And when someone names it—clearly, calmly, without drama—it hits. It makes them feel real. And trustworthy.
There’s research behind this: it’s called the Pratfall Effect. It shows that people who are already seen as competent actually become more likable when they admit a mistake or flaw. Vulnerability, when paired with credibility, earns trust, not pity.
But the impact doesn’t stop at engagement.
When you share honestly, you’re building something deeper: emotional credibility. And that’s the kind of brand equity that sticks. Here’s what that turns into over time:
- Loyalty – People stay in your orbit when they feel a connection.
- Referrals – You’re not just a professional—they remember how your story made them feel.
- Opportunities – Speaking invites, client inquiries, media interest—all drawn to depth, not polish.
- Positioning – You stop sounding like everyone else. You become someone worth following.
In short, the ROI of vulnerability isn’t just attention. It’s trust. And trust is what moves people.
How to share failures without looking like a trainwreck
Vulnerability can go sideways if it’s not handled with care.
If you overshare, it feels like a cry for help; sound bitter, and it turns people off; skip the insight, and it’s just venting.
But done right, it doesn’t just build credibility, it makes people feel seen. Here’s how to do it well:
1. Start with the real moment, not the spin
Skip the temptation to “wrap it in a win” right away.
You don’t have to lead with “I failed—but here’s how I turned it into a 7-figure deal!”
Instead, just say what happened. Give us the human moment:
“Three months of work. A campaign we thought would crush. It launched—and flopped. Hard.”
Specific. Clear. And honest.
2. Show us the messy middle, but don’t make it a meltdown
People want honesty, not chaos. Share the emotional reality (doubt, embarrassment, fear), but don’t unload it all.
You’re guiding, not spiraling.
“At first, I blamed the market. Then I realized: we didn’t validate the idea. At all. That was on me.”
You’re owning it. That builds credibility.
3. Pull out the insight
This is where your post goes from “personal story” to valuable signal.
“Here’s what I’d do differently next time, and why I think a lot of us miss this step when we’re rushing to launch.”
You’ve gone from storyteller to guide. Now we trust you more, not less.
4. Tailor it to your industry
This part matters more than most people think.
- In tech, startups, or creative fields, people expect honesty. Vulnerability is part of your edge.
- In corporate, legal, or financial spaces, you might keep it measured. Self-awareness over self-exposure.
- If you’re job hunting or changing careers, frame setbacks as turning points—“Here’s what I realized” instead of “Here’s what went wrong.”
You don’t have to share everything. But there’s always a version of vulnerability that works in your space.
5. Leave space for others
End with a question or reflection. Invite connection.
“Curious—what’s a moment that changed how you work?”
That’s how you turn a story into a conversation.
Bottom line: vulnerability isn’t the whole post, it’s the entry point. The value comes from the clarity, self-awareness, and generosity that follow it.
When being real goes wrong (and how to recover)
Vulnerability doesn’t always land the way you hope. Sometimes it hits. Sometimes… it doesn’t.
The infamous “Crying CEO” post is the go-to example.
A well-meaning founder posted a tearful selfie after laying off employees. His intent was empathy but the delivery felt performative and self-centered. The internet didn’t hold back.
That’s the risk. When a vulnerable post feels like it’s about you, not for the audience, it backfires.
But here’s the thing: mistakes happen. And if a post goes sideways, here’s how to recover:
- Clarify your intent. A follow-up comment or edit can shift the tone.
- Own the miss. “That didn’t land the way I hoped” goes a long way.
- Keep it moving. Don’t spiral into defensiveness. People notice how you handle criticism more than the post itself.
Best practice:
Share the scar, not the wound. Wait until you’ve processed the moment and turned it into something useful.
Vulnerability doesn’t mean impulsiveness but clarity and the maturity to say, “Here’s what happened, and here’s what I learned.”
Final thoughts on being vulnerable on LinkedIn
People don’t trust perfection. They trust honesty.
So if you want to build a brand that lasts, you don’t need to post your highlight reel. You need to show people you’ve lived through something and learned from it.
That doesn’t mean oversharing. It means being intentional. Sharing with clarity. Saying, “Here’s what happened and here’s what it taught me.”
The right kind of vulnerability doesn’t weaken your brand. It deepens it. It earns trust, opens conversations, and makes people feel like you’re someone worth following.
And if you want to show up as thoughtful, clear, and grounded in something real, that’s exactly what we help with at Column.
We help founders show up authentically on LinkedIn to build influence, grow their network, and drive meaningful outcomes in a way that feels both safe and compelling.
If you’re ready to grow a personal brand rooted in careful vulnerability and deep insight, reach out today.
