• Personal vs Company Brand Framework:

  • Separate your personal brand from your employer’s brand
  • Aim for 3 days recruiting content, 2 days broader professional content
  • Personal stories and experiences build authenticity
  • Benefits both individual and company through increased visibility

• Content Creation Methodology:

  • Start by commenting on others’ posts to generate ideas
  • Batch write content in 60-90 minute blocks
  • Pre-schedule posts using LinkedIn’s native scheduler
  • Focus on creating white space and scannable content
  • Use one-liners with spaces between for mobile readability

• Audience Growth Strategy:

  • Connect broadly beyond just in-person contacts
  • Focus on relevant professional connections
  • Leverage second-degree connections for opportunities
  • Build trust at scale through consistent posting
  • Aim for reaching thousands of impressions weekly

• Content Performance Framework:

  • Avoid direct links in posts (hurts algorithm reach)
  • Share links in comments after engagement
  • Mix content types (text, video, images)
  • Don’t focus solely on vanity metrics
  • Track performance using analytics tools like Shield

• Audience Research Process:

  • Send voice DMs asking for content ideas
  • Use LinkedIn polls to test content topics
  • Get direct feedback from connections
  • Analyze which posts drive actual conversions
  • Adjust content mix based on audience preferences

• Content Repurposing Strategy:

  • Review high-performing past content
  • Repost successful content after 6 months
  • Update and refresh old topics
  • Mix educational and motivational content
  • Focus on evergreen professional insights

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