LinkedIn thought leadership experts

What our LinkedIn thought leadership experts do

LinkedIn thought leadership at Profile starts by settling what a leader is willing to argue in public, then builds a posting plan around those arguments. Drafting follows. Posts are written in the leader's voice, sent for sign-off in monthly calendars, and published on a fixed cadence so the feed carries a position rather than a run of announcements. Photography and video shot by Profile's own team supply the material that shows personality, which text on its own rarely does. Press articles and interviews are then reposted with the leader's own framing, which is how the argument reaches buyers, journalists and candidates outside the existing connection list.

How they work

Thought leadership on LinkedIn is constrained by the form: a few hundred words, read on a phone, by someone who did not come looking. That rewards a single clear claim and punishes throat-clearing, and it means a position has to be broken into instalments rather than published whole. The craft is deciding the order, and holding the line across months so the instalments accumulate into an argument. The failure it is easiest to fall into is posting frequently and saying nothing, which builds a feed rather than a reputation. Profile writes for genuine readership among the commercial audiences and stakeholders that matter, and does not chase engagement figures.

When to bring them in

The usual moment is when a leader's standing inside the business is well ahead of what a journalist or a prospective client finds when they look them up, or when a firm is hiring senior people and is being checked over before anyone replies. Entering a new market is another, since LinkedIn reaches audiences no existing relationship covers.