How to find the right people to connect with on LinkedIn

Why finding the right LinkedIn connections matters more than ever

LinkedIn has grown into much more than just an online CV platform. With over one billion users worldwide, it's become the go-to place for professional networking, business development, and lead generation. But here's the thing: simply having a LinkedIn profile isn't enough anymore.

In 2025, LinkedIn's algorithm has become smarter at connecting people with similar interests and business goals. The platform now prioritises quality connections over quantity, which means finding the right people to connect with is more important than ever before.

For small business owners, solo entrepreneurs, and marketing professionals working with limited budgets, LinkedIn offers an incredible opportunity to build meaningful business relationships without the hefty price tag of traditional networking events or expensive marketing campaigns.

The key is knowing how to use LinkedIn's search features effectively. Whether you're looking for potential customers, suppliers, collaborators, or mentors, the right search strategy can help you find exactly who you need to grow your business.

Getting started with LinkedIn's basic search

LinkedIn's search function is located at the top of every page and serves as your gateway to finding the right people. However, many users make the mistake of treating it like Google – typing in broad keywords and hoping for the best.

The smart way to start your search

Instead of searching for generic terms like "marketing" or "business", try these more targeted approaches:

Search by job title: Rather than searching "marketing", try "marketing manager", "digital marketing specialist", or "marketing director". This gives you more specific results and helps you understand exactly what level of seniority you're targeting.

Search by company type: If you're looking to connect with people in similar businesses, search for terms like "small business owner", "independent consultant", or "startup founder".

Search by industry: Use specific industry terms like "construction", "healthcare technology", or "sustainable fashion" to find people in your sector.

Once you've entered your search term, LinkedIn will show you results across different categories: People, Jobs, Companies, Posts, and more. For networking purposes, you'll primarily use the "People" filter, but don't overlook the others – they can provide valuable context about potential connections.

Using LinkedIn's search filters to narrow down your results

This is where LinkedIn's search function becomes truly powerful. The filters help you find people who are most likely to be interested in connecting with you and relevant to your business goals.

Essential filters every small business owner should use

Location: Start local if you're a service-based business or want to build face-to-face relationships. You can search by country, region, or specific cities. Many small businesses find their best connections within a reasonable travelling distance.

Connections: This filter shows you whether people are 1st, 2nd, or 3rd degree connections. Second-degree connections (friends of friends) are often the most valuable – they're close enough to have mutual contacts but new enough to expand your network meaningfully.

Current company: Perfect for targeting specific organisations you'd like to work with or learn from. You might search for people working at companies you admire or potential client organisations.

Industry: LinkedIn's industry categories help you find people in complementary businesses or your target market. For example, if you're a business consultant, you might look for people in "Management Consulting" or "Business Services".

Company size: This often-overlooked filter is brilliant for small business owners. You can filter by company size to find fellow small business owners (1-10 employees), growing companies (11-50 employees), or larger organisations if you're looking for enterprise clients.

Years of experience: Help you find people at the right career stage. Looking for experienced mentors? Filter for 10+ years. Want to connect with emerging professionals who might become future collaborators? Try 2-5 years experience.

Pro tip for better results

Don't use too many filters at once. Start with 2-3 key filters and gradually add more if you're getting too many results. LinkedIn's algorithm works best when you give it some room to suggest relevant connections you might not have thought of.

Advanced search techniques for better results

Once you're comfortable with basic search and filters, these advanced techniques can help you find even more targeted connections.

Boolean search made simple

Don't worry – this isn't as technical as it sounds! Boolean search just means using simple operators to make your searches more precise:

AND: Use this when you want both terms to appear. For example, "marketing AND small business" will show people whose profiles mention both terms.

OR: Use this for alternative terms. "CEO OR founder OR director" will show people with any of these titles.

NOT: Use this to exclude unwanted results. "consultant NOT recruitment" helps you avoid recruitment consultants if you're looking for business consultants.

You can combine these: "marketing AND (consultant OR freelancer) NOT agency" finds marketing consultants and freelancers but excludes agency employees.

Using quotation marks for exact phrases

Put phrases in quotation marks to search for exact matches. "Business development manager" will only show people with that exact title, not just anyone mentioning business, development, and manager separately.

The power of saved searches

LinkedIn allows you to save searches and get weekly alerts when new people matching your criteria join the platform or update their profiles. This is incredibly useful for ongoing networking efforts without having to repeat the same searches constantly.

To save a search, simply perform your search with all the filters you want, then click "Save search" at the top of the results. You'll get notified when new people match your criteria.

LinkedIn's new AI-powered search features in 2025

LinkedIn has introduced several AI-powered features in 2025 that make finding the right connections easier than ever, especially for users who aren't technical experts.

Natural language search

You can now search using plain English instead of trying to figure out the right keywords. Instead of puzzling over search terms, you can simply type: "Find small business owners in Manchester who might need marketing help" or "Show me consultants who work with family businesses".

LinkedIn's AI understands the context and shows relevant results, making it much more accessible for business owners who don't have time to master complex search techniques.

AI-powered connection suggestions

LinkedIn now analyses your profile, your industry, and your existing connections to suggest new people you might want to connect with. These suggestions appear in your "People You May Know" section and are often surprisingly accurate.

Enhanced company insights

When you're researching potential connections, LinkedIn now provides more context about their companies, including recent news, growth indicators, and mutual connections. This helps you understand whether someone might be a good fit for your network before you reach out.

Cross-language networking

LinkedIn's new AI tools can translate and optimise connection requests across different languages. This is particularly valuable for small businesses looking to expand internationally or connect with diverse communities in their local area.

Smart strategies for approaching potential connections

Finding the right people is only half the battle – you also need to approach them in the right way. Here's how to turn your search results into meaningful connections.

The art of the personalised connection request

Generic connection requests get ignored. LinkedIn's data shows that personalised requests are 3x more likely to be accepted. Here's a simple formula that works:

1. Mention how you found them: "I found your profile when searching for marketing consultants in Birmingham..."
2. Find common ground: "I see we both work with small businesses..." or "I noticed we're both members of the Local Business Network group..."
3. Explain the potential value: "I'd love to connect as I think we could share insights about working with family businesses..."
4. Keep it brief: LinkedIn limits connection requests to 300 characters, so be concise.

Good example: "Hi Sarah, I found your profile while searching for HR consultants in Leeds. I see we both work with small manufacturers – I'd love to connect and perhaps share insights about the challenges they're facing with recruitment. Best regards, [Your name]"

Avoid: "I'd like to add you to my professional network" – this is the default LinkedIn message and shows no effort.

Following up after connection

Once someone accepts your connection request, don't immediately pitch your services. Instead, build the relationship:

• Thank them for connecting
• Ask a genuine question about their business or industry
• Share a useful resource (article, tool, or insight) relevant to their work
• Suggest a brief phone call if there's clear mutual benefit

The value-first approach

Before reaching out to anyone, ask yourself: "What value can I provide to this person?" This might be:

• Industry insights from your experience
• Connections to other relevant people in your network
• Recommendations for tools or services they might find useful
• Collaboration opportunities that benefit both parties

Leading with value rather than your own needs creates stronger, more lasting professional relationships.

Common mistakes to avoid when searching for connections

Learning what not to do can be just as valuable as knowing best practices. Here are the most common mistakes small business owners make when searching for LinkedIn connections.

Mistake 1: Focusing on quantity over quality

Many people think success on LinkedIn means having thousands of connections. In reality, 500 highly relevant, engaged connections are far more valuable than 5,000 random contacts. LinkedIn's algorithm now favours meaningful interactions over connection count.

Mistake 2: Being too broad with search terms

Searching for "business owner" might return 50 million results, making it impossible to find the right people. Instead, search for "family business owner", "restaurant owner", or "tech startup founder" depending on your specific needs.

Mistake 3: Ignoring mutual connections

When you see mutual connections, check who they are. These shared contacts can provide valuable context about whether someone would be a good fit for your network and can even provide warm introductions.

Mistake 4: Not checking recent activity

Before connecting with someone, look at their recent posts and activity. This gives you insight into their interests, business challenges, and communication style. It also provides conversation starters for your connection request.

Mistake 5: Forgetting about company pages

Don't just search for individuals – also look at company pages. Following relevant companies and engaging with their content can help you discover key employees and decision-makers you might want to connect with.

Mistake 6: Being impatient with results

Building a valuable professional network takes time. Don't expect immediate results from your connections. Focus on building genuine relationships rather than quick wins.

How to measure your networking success

To improve your LinkedIn networking efforts, you need to track what's working and what isn't. Here are the key metrics small business owners should monitor.

Quality indicators to watch

Connection acceptance rate: If less than 50% of your connection requests are being accepted, your approach needs refinement. Good personalised requests typically see 60-80% acceptance rates.

Message response rate: Track how many people respond when you message them after connecting. A 20-30% response rate is good for initial outreach.

Profile views: Monitor how many people view your profile each week. Growing views indicate that your search and connection activities are raising your visibility.

Engagement on your content: If you're posting content, track likes, comments, and shares from your new connections. High engagement suggests you're building meaningful relationships.

Business impact metrics

Ultimately, LinkedIn networking should drive business results:

• Leads generated through LinkedIn connections
• Referrals received from network contacts
• Collaboration opportunities discovered
• Speaking or business opportunities arising from connections
• Knowledge and insights gained that improved your business

Simple tracking approach

You don't need complex tools. A simple spreadsheet tracking your weekly connection requests, acceptances, meaningful conversations, and business outcomes will help you refine your approach over time.

Making LinkedIn work for your small business

LinkedIn's search functionality has become incredibly sophisticated, but it doesn't have to be intimidating. Whether you're using basic keyword searches or exploring the new AI-powered features, the key is to be intentional about who you're looking for and why.

Remember that successful LinkedIn networking isn't about collecting as many connections as possible – it's about finding the right people who can genuinely help your business grow, and who you can help in return.

Your action plan

Start small and build consistency:

1. Week 1: Optimise your own LinkedIn profile to attract the right people when they search for you
2. Week 2: Practice basic searches using job titles and locations relevant to your business
3. Week 3: Experiment with search filters to narrow down results
4. Week 4: Send 5-10 personalised connection requests to promising contacts
5. Ongoing: Spend 15-20 minutes per day engaging with your network's content and building relationships

LinkedIn's algorithm rewards consistency and genuine engagement. By regularly searching for new connections and actively participating in your network, you'll gradually build a valuable community of professional contacts that can support your business growth for years to come.

The platform's new AI features make it easier than ever for non-technical users to find exactly who they're looking for. Don't be afraid to experiment with natural language searches and let LinkedIn's suggestions guide you to connections you might not have considered.

Most importantly, approach LinkedIn networking with a spirit of genuine interest in others and a willingness to provide value first. This approach not only builds stronger business relationships but also makes the whole process more enjoyable and sustainable for busy small business owners.