EP 53 – The Two Types of LinkedIn Content You’re Ignoring (That Make the Most Money) w/ Sam Rasdall

Are you posting the wrong stuff on LinkedIn?
In this episode of The 1% Better Recruitment Podcast, I’m joined by Sam Rasdall, founder of Potent Positioning, former MD at Bold Identities, and branding/marketing strategist for the recruitment industry.

Sam breaks down the four LinkedIn content types, including the two that generate the most revenue but rarely get used, and shows how to turn branding and marketing into real business development results.

We unpack how to build personal and employer brands that command higher fees, create inbound leads, and win retained work, plus Sam’s simple DM framework that actually gets replies.

We explore:
✅ The three types of brand every recruiter should know
✅ How brand perception impacts the fees you can charge
✅ The four LinkedIn content types & the two that make you the most money
✅ “Invite offers”, the small call-to-action that turns lurkers into leads
✅ Why proof, testimonials & case studies are your strongest sales asset
✅ How to use marketing assets to open BD conversations
✅ DM strategies that sound human (and get responses)
✅ How to overcome the fear of posting & embrace failing early
✅ Why founder visibility is key to employer brand strength

Whether you’re a rookie recruiter or a seasoned founder, this episode will help you move from vanity branding to marketing that directly impacts your bottom line.

⏱ Timestamps:
(00:00) – Intro & welcome to the episode
(01:54) – Sam’s background: recruiter to branding specialist
(03:57) – Why brand matters & how it makes you money
(06:13) – Employer brand, personal brand & ROI
(08:26) – Building a warm market through consistent posting
(10:28) – Why most recruitment marketing fails
(12:38) – Content that resonates beyond “hot jobs”
(14:26) – Overcoming fear & lack of confidence in posting
(17:29) – Embracing failure to grow your brand
(19:29) – Never running out of content ideas
(21:22) – The four types of LinkedIn content explained
(23:35) – Adding “invite offers” to posts for inbound leads
(24:04) – Using proof & evidence to sell without selling
(26:56) – Why you must showcase testimonials & case studies
(29:12) – Overcoming the cringe factor in self-promotion
(31:14) – Writing content for your ideal client
(33:20) – Being authentic vs. chasing likes
(34:52) – Should recruiters be on TikTok?
(37:58) – Avoiding burnout with your content creation
(39:44) – Handling trolls & negativity on social platforms
(41:19) – Marketing as a BD tool
(43:47) – Giving recruiters reasons to reach out
(45:32) – Why marketers should speak directly to clients
(47:28) – How marketing & sales should work together
(49:28) – The role of personality types in communication
(53:10) – DM strategies that feel human
(56:44) – Why “hope you’re well” kills your outreach
(58:53) – Writing LinkedIn messages like a WhatsApp
(1:02:20) – Moving the conversation to a personal level
(1:03:59) – Automation & AI in outreach: what works
(1:06:22) – When automation kills trust
(1:08:17) – Safe ways to automate without risking your account
(1:10:18) – Charles’ light-touch automation approach
(1:12:03) – Sam’s 1% Better tip: embrace fear & be consistent

🔗 Connect with Sam Rasdall
LinkedIn: http://linkedin.com/in/sam-rasdall-501863108/

🔗 Connect with Charles Kyriakou
LinkedIn: https://www.linkedin.com/in/charleskyriakou1/
TikTok: https://www.tiktok.com/@charles.kyriakou
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-1-better-recruitment-podcast/id1673161288
YouTube: https://www.youtube.com/@1PercentBetterRecPod
LinkedIn Newsletter: https://www.linkedin.com/newsletters/the-1-better-recruitment-podcast-7027606689657085952