25-06-2025
The Reciprocity Gap: Why Mutual Engagement On LinkedIn Matters
Erick Grau, former sound engineer-turned-tech exec. Founder of Chibitek. Passionate about people-first IT and scaling AI with purpose.
LinkedIn is full of professionals sharing wins, insights and ideas, but have the relationships you build there ever felt one-sided?
I've noticed that many entrepreneurs and people building their presence from the ground up are actively supporting others—liking, commenting, even reposting content—but then they don't receive the same support in return.
This is not just about feeling overlooked; this lack of reciprocity can weaken the greater business community, make social interactions feel transactional and have a real impact on the visibility and performance of content.
The Consequences Of Engagement
According to HootSuite's analysis, when a post is published on LinkedIn, it's initially shown to a small segment of the user's network. If this group engages within a short timeframe through likes, comments or shares, the platform deems the content valuable and extends its reach to a broader audience. That early response can make or break your post's reach.
As LinkedIn strategist Carol Kaemmerer puts it, "Early interaction prompts the algorithm to show your content to a wider audience.' This means that early engagement is crucial for your content to gain traction.
As the Hubspot analysis explains, posts that receive meaningful interactions within the first hour are more likely to reach a broader audience. And not all interactions are created equal: Comments, especially those the algorithm considers thoughtful, carry more weight than likes for boosting a post's visibility.
When someone takes the time to engage with a post, it's a sign they see value in that content and the person behind it. But if that support isn't returned, the relationship becomes one-sided—and the opportunity to build a genuine community is lost.
When members of a network consistently engage with each other's content, on the other hand, everyone gains greater visibility. This kind of mutual engagement is especially powerful for entrepreneurs and professionals with smaller audiences. By actively lifting one another up, we can build stronger networks and a healthier professional community. We also create more opportunities for ourselves and others.
The Value Of Reciprocity
While there is a lot of advice about algorithms and content hacks out there, more needs to be said about one of the simplest growth strategies: supporting your actual community. Many guides on online networking focus on content creation and personal branding but overlook the fundamental principle of mutual support.
A Forbes Communications Council article puts it well: 'These go-givers are no longer focusing on a transactional approach, but rather investing time and energy into mastering the art of social reciprocity.' As the article notes, not supporting others in your industry perpetuates a cycle where engagement becomes transactional rather than relational.
With LinkedIn surpassing one billion users nearly two years ago, the competition for attention is more intense than ever. The average engagement rate across industries remains low, as well—hovering around 0.41% for the median brand, according to the LinkedIn Benchmark Report by Rival IQ. These numbers reinforce just how critical mutual support can be in helping valuable content from people in your network and your business community cut through the noise.
How To Change The Culture
Let's shift the paradigm. Here are actionable steps to foster a culture of reciprocity:
1. Engage authentically. Take the time to read and thoughtfully comment on your connections' posts. Genuine engagement fosters deeper relationships.
2. Share the spotlight. Repost content from your network, giving credit where it's due. This not only supports others but also diversifies your content.
3. Educate and encourage. Share insights about online networking best practices with your network. Awareness can lead to more intentional engagement.
4. Lead by example. Consistently practice reciprocity. Your actions can inspire others to do the same.
Reciprocity shouldn't be an afterthought; it should be the cornerstone of our interactions. Actively supporting each other not only enhances individual visibility but also strengthens the professional community. Committing to a culture of mutual engagement also ensures everyone has the opportunity to thrive.
It's simple: Lift up those who lift you. Because when we rise together, everyone wins.
Building each other up and showing up for those who show up for us are the best ways to create a community where engagement is meaningful, not just metrics-driven.
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