Nowadays, we are expected to create our own professional narratives. Once, it was enough to have a CV as a Word document. Then this went online with LinkedIn, and our CVs became tied up with networking. But now, via LinkedIn and X (formerly known as Twitter), it has become the norm to offer an ongoing commentary about our work and industries. We’re expected to be professional influencers.
For some professions this change has been relatively easy. If you’re in the media or advertising, for example, telling stories is what you do. Journalists, novelists, and TV producers have found that moving aspects of their work persona onto social media comes naturally.
Similarly, providing incisive commentary is what many lawyers do. David Allen Green, famously, was the Birmingham, UK, lawyer who spotted the importance of Article 50 of the Treaty on European Union — the Lisbon Treaty — and became one of the best-known commentators on the Brexit processes. More recently, Dan Neidle has become a must-follow expert on UK tax matters. Both are on X, and both have well over a hundred thousand followers.
For most professionals, though, LinkedIn is the place to be (and is less combative than X). But even so, putting yourself out there and becoming part of a big conversation can feel quite challenging for many professionals (not least, perhaps, as they went into these fields because they weren’t self-promoters). So where to start? How do you begin your professional story?
Brush up your profile
Chances are you’re on LinkedIn already (if not, join — it takes ten minutes), but you may not be particularly active. Look at your profile. Is it up to date? Make sure you have a professional-looking photo. Think about the overall image you’re projecting — everything from the background photo to your skills to the headline — and make sure you stand out.
Next, turn to your network. Are you connected to as many people as you should be? If you’re looking to build your network, focus on people you know or have worked with and people who will likely share your professional interests. But also look to connect with some “aspirational” people — those who are leaders in your field or related fields and those you admire more generally. Broadly, this also applies to other platforms such as internal social networks, X, and Instagram.
Observe before you post
There’s nothing worse than blurting out something gauche when you’re new to the party. So rather than jumping straight in, look at what people in your industry — everyone from colleagues to superstars — post. Get a feeling for what works and what doesn’t. Notice what successful people are talking about, who is standing out at your company, and what content does well. You can also participate in LinkedIn Groups centred around your areas of interest. Leave a window open on your desktop so that you can absorb the feed in the background. If you enjoy a post, like it. If you’ve really engaged with it, comment on it. Commenting is a great, easy way to build your confidence until you’re ready to start posting.
Start posting
Of course, you’ll be nervous the first time you do it. Pick something easy that people are likely to be positive about. Write about a new product or service your company launched or an award the company has won. Tell followers about a work milestone you’ve reached. Write something short — say 60–100 words — then hit post. If people comment on it, engage with them by liking or replying.
Post what you know
The point of being on a professional social network is to build credibility and authority, establish yourself as an expert, and improve your profile. So, start off in areas you know well. Once you’re more confident, you can broaden your reach beyond your comfort zone or drill down deeper into areas that interest you.
Be strategic
Think about your audience. What do they want to hear? Tailor your posts to be pithy and engaging. Ask questions and solicit feedback — this can be as obvious as “What do you think?” Be timely about posting, too. Better a good post now (when an industry topic is hot) than a perfect post in two days when the story is fading from people’s minds.
Posts needn’t be long. A few paragraphs are often enough (and people are unlikely to read much beyond 500 words). Think, too, about when you post. Between the start of the working day and 2pm is widely thought to be the best time. After 6pm you may as well be shouting into the void. If you are on more than one platform, you can often adapt a single post to work on all of them. Look at your LinkedIn analytics, too. What’s worked and what hasn’t? Why?
Be authentic (and positive)
“Authentic” is an overused word, but it’s overused for a reason. What you post about should be what you really think. Be honest, sincere, useful, and helpful. If you can, be positive and recognise the achievements of others. Doing so means they are likely to reciprocate. Try not to get pulled into silly spats. This is more of a risk on X than on LinkedIn, but no matter the platform, if things start to escalate, step away. That said, a discussion where you are disagreeing courteously and with expertise is fine.
Find your groove
Practise. Practise. Practise. The more you post, the easier it will get and the more you’ll have a feel for what you’re comfortable with. You should aim to post on LinkedIn at least a couple of times a week. Make it a habit — if you commute by rail, take that time to write a post (you might, of course, post it later when people are more likely to read it). The idea is to have a running commentary on work. You’ll soon get the hang of it — and regular repetition is the key to building engagement. You want to be someone people go back to. Twice a week is a good start, but more often is better.
Create other content
Chances are you’ll notice that some of the posts that really stand out are the ones that offer visual content as well as text. LinkedIn allows both photos and short videos, so add them when you can. But, equally, if you’ve spoken at an event and it’s on YouTube, link to it. Or create longer content. Perhaps you want to write a 1,500-word essay about an issue in your industry. Consider starting a Substack or Medium account and linking to posts.
The sky is the limit. You can, if you want to, create an entire ecosystem of influence and media around your job. This can significantly boost your profile, create new connections (sometimes far beyond your normal sphere), and bring opportunities your way. It is rare, but some people become so good at this combination of networking and industry commentating that they scale back or give up their day job.
Visit the Global Career Hub from AICPA & CIMA for help with finding a job or recruiting.
— Rhymer Rigby is an FM magazine contributor and author of The Careerist: Over 100 Ways to Get Ahead at Work. To comment on this article or to suggest an idea for another article, contact Oliver Rowe at Oliver.Rowe@aicpa-cima.com.
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Articles
“5 Ways to Reconnect With Old Contacts“, Journal of Accountancy, 9 February 2023
“4 Ways to Think Outside the Career Development Box“, FM magazine, 6 September 2022
