Should you put a link in your post or not?
The advantage of linking to a blog or article from your own website is that it is informative and helpful to the reader. And it attracts visitors to your own site, who may stick around to read more.
The downside is that it requires an extra action from the reader, as they have to choose to click on the link instead of scrolling further.
Another disadvantage is that when you place a link in your post, LinkedIn automatically ads this image to your post, with a photo and text from your blog. While this image looks nice, it is also quite small.
Some say that placing a link is also disadvantageous, in terms of the algorithm. LinkedIn would give posts with links in them less reach, because LinkedIn likes to keep everyone on LinkedIn. But nobody knows for sure how the algorithm works.
My advice:
1) First, add a nice image to your post. This can be a PDF you created, a photo or a screenshot from your blog, on your office website. This image will then appear much larger in the timeline, than an image created by LinkedIn.
2) If you put a link in your post after adding this image, LinkedIn will not turn it into their standardd image. Your chosen image will still appear (large) in the timeline.
3) Don’t use a post on LinkedIn as a means to get people to your website, but as a means to build a reputation on LinkedIn. When people start recognising you, they will at one point look at your profile or click to visit your website.
4) Make sure your post is interesting enough on its own (even if the reader doesn’t click on the link) and adds something to your online reputation.
5) if you want people to click on the link, you will have to really sell your blog: what is it about? Why is it interesting? For whom? Readers want to be well aware of what they will find: is it informative? Is it very complicated or suitable for every reader? What questions will be answered?
Good luck!