How to Write Better LinkedIn Posts With the "Jobs to Be Done" Framework

Q: Won't this approach make my posts sound too similar to each other?

Actually, the opposite happens. When you focus on the job (the client’s specific goal), your content becomes wildly diverse because you start writing about the client's world rather than your own service menu. You stop repeating "Here is what I do" and start reflecting the vast, complex challenges your clients face across different stages of their growth.

Elesha Piper
Jul 19
3 min read

There’s a beautiful moment that happens when you truly click with a client. It’s not just that they understand your service—it’s that they feel seen. They feel like you’ve been standing exactly where they are, looking at the same mountain they’re trying to climb.

However, translating that deep, lived experience into a LinkedIn post? That’s where many of us get stuck. We want to be helpful, but we’re not always sure how to bridge the gap between our expertise and our audience’s daily reality.

If you’re looking to add a little more "soul" and strategy to your feed, there is a brilliant, time-tested framework that can help. It’s called "Jobs to Be Done" (JTBD), popularised by the late Harvard Business School professor Clayton Christensen.

What is "Jobs to Be Done" and how can it help you write better LinkedIn posts?

Christensen had a famous way of explaining this: “People don’t want to buy a quarter-inch drill; they want a quarter-inch hole.”

In the context of your consulting work, your clients aren't necessarily looking for "a strategy plan" or "a financial audit." They are "hiring" you to help them make progress in their lives—to move from a place of friction to a place of ease, or from a state of confusion to clarity.

When we use the JTBD framework to write our content, we shift the spotlight. Instead of talking about the "drill" (your services, your processes, your credentials), we talk about the "hole" (the specific progress your client is craving).

It’s an incredibly empowering way to connect because it focuses on your client’s aspirations rather than just your offerings.

The "Authority-First" AI Prompt

To help you put this into practice, I’ve designed a prompt that helps you tap into that JTBD perspective. It’s designed to help you write with authority, empathy, and that distinct human touch.

The prompt

Use this two-part structure to get an output that helps you write better LinkedIn posts and sounds like you.

Copy and paste this into your AI tool:

PART 1: VOICE REFERENCE BLOCK

I am going to provide three samples of my previous writing. Analyse these for:

Sentence length and cadence.
The balance between personal insight and professional data.
The ratio of warmth to critical authority.
Vocabulary choices (e.g., preference for plain English vs. industry terminology).

[PASTE 3 PARAGRAPHS OF YOUR BEST WRITING HERE]

PART 2: THE JTBD TASK

Using the voice and cadence identified above, act as a strategic advisor to write a LinkedIn post targeting [Target Client Role/Persona] who is currently trying to [Describe the 'Job' to be done].

Follow these strict creative constraints:

The Hook: Open with an observation about the specific 'job' the client is trying to accomplish.

The Friction: Acknowledge the struggle of that goal using empathy.

The Intellectual Leverage: Provide a high-level, counter-intuitive insight that re-frames the problem.

The Call To Intellect: End with a provocative statement or question that invites reflection.

CRITICAL STYLE RULES:

Do not use generic LinkedIn bridge phrases (e.g., 'In today’s world,' 'Let's dive in,' 'Unlock your potential').
If you wouldn't say this to a colleague over coffee, rewrite it.
End with a point of view, not a generic call to engagement.
Total word count: under 200 words.

Frequently asked questions

What if I don't have a specific "Job to Be Done" identified?

Start by listening to your client meetings. What is the specific, recurring problem that keeps your best clients up at night? If they aren't complaining about it, it’s not a "job." Focus on the tension they feel between their current state and their desired outcome.

Won't this approach make my posts sound too similar to each other?

Actually, the opposite happens. When you focus on the job (the client’s specific goal), your content becomes wildly diverse because you start writing about the client's world rather than your own service menu. You stop repeating "Here is what I do" and start reflecting the vast, complex challenges your clients face across different stages of their growth.

Can I use this framework if I'm not a consultant?

While this is designed for advisors and consultants, the JTBD framework is universal. If you are an expert in any professional service, whether you’re in tech, design, or specialised coaching, your clients are always "hiring" you for progress. If your client has a goal and a barrier, this framework will work.