Using LinkedIn to build a Spanish network

Key rules

• Profile language: Use Spanish for Spanish employers and English or bilingual for international roles, and add a second-language version if you target both.
• Tone: Use tú with peers and in younger industries, usted with clearly senior or official contacts, and follow their lead.
• First message: Keep it short, make one small request and do not attach your CV unless asked.
• Sector fit: In hospitality, trades and small local firms, phone and WhatsApp often work better than LinkedIn.

Why LinkedIn matters in Spain

LinkedIn is the main professional network in Spain, and it costs nothing to use. Recruiters use it a lot, especially in corporate and office jobs, tech, consulting, finance and international firms.

It matters less in hospitality, retail, construction, the trades, agriculture and small local businesses. There, people find work by phone, WhatsApp, word of mouth or national job boards. Public-sector jobs are advertised in official bulletins, not on LinkedIn. Creative freelancers often add a portfolio or a photo-sharing profile as well.

Choose your profile language

Match the language to the employers you are targeting.

• Spanish profile: the default for Spanish companies, small and medium firms, the public sector, or any role that needs Spanish.
• English or bilingual profile: better for multinationals, startups, tech, and international or remote roles, where English is often the working language.
• Both: LinkedIn lets you add a second-language version of your profile. Set one language as primary and add the other.

Write your headline and summary in the language of the employer you want to reach. Keep the language of your CV consistent with the job advert. If your Spanish is limited, use English and be honest about your level.

Pick the right tone: tú or usted

Tú (the informal "you") is now the norm in most Spanish workplaces, including emails and LinkedIn messages. It is especially common in startups, tech, creative work, marketing and media.

Usted (the formal "you") is for much older people, formal sectors such as law, banking, public administration and the courts, and senior figures in traditional firms. It is also more common in southern Spain.

For a first contact, be polite and neutral. Use tú with peers and in younger industries. Use usted with clearly senior, older or official contacts. Switch to tú if they do, or if they say "tutéame". If your contact is from Latin America, habits may differ.

Build your network

Join a few active communities: sector groups, city or regional business groups, expat professional groups, alumni groups of Spanish business schools, and groups run by bilateral chambers of commerce. Many older groups are quiet, so also follow company pages and hashtags, and go to events. Startup and tech communities and meetup groups are often more active than LinkedIn groups.

Write your first message

Keep it short, warm and semi-formal. Open with a greeting, say who you are, give the reason you are writing, and make one small request. Thank them and close politely. Leave your CV out unless they ask. The checklist and message examples below give the wording.

Choosing between options

Which language and tone should you use on LinkedIn for Spain?

• Spanish profile, tú: You target Spanish companies, SMEs, the public sector or roles needing Spanish, and you write to peers or people in younger or informal industries like tech, startups, creative, marketing or media.

• English or bilingual profile: You target multinationals, startups, tech, or international or remote roles where English is the working language. Add a Spanish version, or the reverse, to cover both.

• Spanish with usted: You write to clearly senior, older or official contacts, or in law, banking or public administration, or when they address you that way first.

Write the headline and summary in the language of your target employer. Use tú by default with peers and switch to it if the other person does or says "tutéame". If your Spanish is limited, use English and say so honestly.

Checklist

• Follow company pages and relevant hashtags, and go to events, since many older groups are inactive.

• Open your first message with a greeting such as "Hola María," or "Estimado/a..." for senior or formal contacts.

• Say who you are in one sentence and give the reason for writing, such as a mutual contact, an event or an article.

• Make one specific, small request, such as a brief call or coffee, and keep the message to about 80-150 words.

• Close with thanks and a flexible sign-off such as "Un saludo" or "Gracias de antemano".

• Leave your CV out of the first message unless the person asks for it.

• Check whether LinkedIn is the right channel for your sector, and use phone, WhatsApp or job boards if you work in hospitality, retail, construction or the trades.

Check which groups are still active and how much LinkedIn is used in your sector.

Messages for approaching a new professional contact

Choose your language and tone first

Write in Spanish if your level is good enough, if the person works in a local company, a public body, a law firm or a small business, or if you are asking for a favour. It shows effort. English is fine for international companies, tech, start-ups, universities, or when the person writes to you in English first. If your Spanish is weak, write simple Spanish and add one line in English. In Catalonia, the Basque Country and Galicia, Spanish is accepted in business, and a greeting in the local language is appreciated.

Use "tú" with peers and in younger or creative industries. Use "usted" with clearly senior, older or official contacts, and in law, banking or public administration. Switch to "tú" if they do, or if they say "tutéame". The messages below use "tú". For a formal contact, change the verbs and open with "Estimado/a".

Keep each first message to about 80 to 150 words. Do not attach a CV unless asked.

First message (Spanish)

Hola [Nombre],

Me llamo [tu nombre] y trabajo en [tu campo]. Te escribo porque [te conocí en / me habló de ti / leí tu artículo sobre...].

Me estoy instalando en [ciudad] y me gustaría conocer mejor el sector aquí. ¿Tendrías 15 minutos para una llamada o un café en las próximas semanas?

Gracias de antemano. Un saludo, [tu nombre]

First message (English)

Hello [Name],

My name is [your name] and I work in [your field]. I am writing because [we have a mutual contact / I saw your talk at... / I read your article on...].

I am moving to [city] and would like to understand the sector here. Would you have 15 minutes for a call or a coffee in the next few weeks?

Thank you in advance. Best regards, [your name]

Thank-you after meeting (Spanish)

Send it within one or two days. Mention something specific from your conversation, and the item you promised.

Hola [Nombre],

Muchas gracias por tu tiempo [ayer / el martes]. Me resultó muy útil lo que me contaste sobre [tema concreto]. Como quedamos, te envío [enlace / documento / presentación].

Si en algún momento puedo ayudarte en algo, dímelo.

Un saludo, [tu nombre]

Thank-you after meeting (English)

Hello [Name],

Thank you for your time [yesterday / on Tuesday]. What you told me about [specific topic] was very useful. As agreed, here is [link / document / presentation].

If I can help you with anything, please tell me.

Best regards, [your name]

Reminder if there is no reply (Spanish)

Send one reminder after one to two weeks. Keep it friendly and short. Avoid August and holiday periods.

Hola [Nombre],

Te escribo por si se te pasó mi mensaje. Entiendo que estarás ocupado/a. Si te viene bien, me encantaría hablar unos minutos; y si no es un buen momento, no te preocupes.

Gracias y un saludo, [tu nombre]

Reminder if there is no reply (English)

Hello [Name],

I am writing in case my message slipped through. I know you are busy. If it suits you, I would be glad to talk for a few minutes, and if now is not a good time, no problem.

Thank you and best regards, [your name]

Staying in touch

After the first exchange, write lightly every few months. Share a useful article, congratulate them on news, or tell them how their advice helped.

Frequently asked questions

Should I attach my CV to a first LinkedIn message?

No, do not attach your CV to a first LinkedIn message unless the person asks for it.

Are Spanish LinkedIn groups worth joining?

Some are, but many older groups are inactive, so company pages, events and hashtags often work better. Groups tied to Spanish business schools such as IE, ESADE and IESE, or to bilateral chambers of commerce, are a good place to start.

Is LinkedIn useful for jobs in hospitality or the trades in Spain?

No, LinkedIn is less useful for hospitality, retail, construction, trades and agriculture jobs in Spain, where contact is by phone, WhatsApp or word of mouth. Job boards such as InfoJobs, Indeed and Infoempleo work better there. Public-sector jobs go through official bulletins.