When guiding leaders and founders through the complex process of building a personal narrative online, I’ve repeatedly encountered three key questions that can slow down even the most experienced individuals who want to build their personal brand on LinkedIn.
These three questions have resonated with a wide range of professionals and business owners, some with over two decades of experience and about to start their entrepreneurial journey.
Others are at a crossroads, unsure how to articulate their transitions. And some with diverse backgrounds, which makes it challenging to find a clear path forward.
“There’s so much content out there already. What do I talk about?”
I always return to a fundamental truth: only you have your unique combination of upbringing, education, professional milestones, and current life stage. This unique perspective is what sets you apart and makes your story worth sharing.
Think about your geographic focus—it can deeply resonate with your audience. Reflect on recent conversations that sparked new insights. Share highlights from events you’ve attended, accompanied by vivid photos. Or draw on a story from something you’ve recently read, heard, or watched, weaving it into your narrative.
And then there’s the personal touch—a story only you can tell. Maybe you’re a banker from France now living in Singapore, sharing the thrill of completing your first triathlon. These are the stories that humanise your personal brand (and can reflect positively on your company brand), making it relatable and compelling.
I believe in quality over quantity—a weekly commitment to meaningful conversations rather than just churning out posts. It’s about fostering connections that resonate and endure.
“Do I really need to post online to build my brand?”
While digital visibility is crucial, there are many other avenues: mentorship, speaking engagements, supporting causes, or creating impactful work like a book, report, article, or podcast.
If your contribution is valuable, it will resonate and foster growth organically. Consider industry leaders like Jeff Bezos or Sheryl Sandberg—they may not be active on LinkedIn, but their influence is felt through other channels.
For the rest of us, platforms like LinkedIn can amplify our reach and impact.
“How will I come across?”
Perception is a common concern. Metrics like likes and comments offer some insight, but they’re just the beginning.
If you get three likes on your first post, that’s a start—it means three people liked it. In-person or on Zoom, you get instant feedback and can adjust quickly. On LinkedIn, it just takes a little more time.
Think of LinkedIn as a large conference with many competitors vying for the same clients, mentees, and speaking engagements. Your voice, tone, content, and visuals—whether images or videos—shape how you’re perceived.
Also Read: Beyond the pitch deck: How founders can leverage personal branding for startup success
Consistency is key—it builds trust through steady, authentic engagement. It’s easier to know, like, and trust someone who is consistent.
Why should you invest in answering and acting on these three questions?
How is your effort quantified on LinkedIn?
Enter — LinkedIn’s Social Selling Index: Your digital reputation score
LinkedIn has its own ‘Profile Score,’ similar to your ‘Credit Score,’ and just as important in some ways. It’s called the ‘Social Selling Index’ (SSI), launched in 2014 alongside the ‘Sales Navigator’ product. The Social Selling Index evaluates your LinkedIn presence across four key areas:
Your professional brand
- Completeness of your profile
- Use of multimedia
- Endorsements and followers gained through content
Your engagement with your network
- Effective use of advanced search and direct messages
- How often you view other profiles
- Consistency of activity and engagement with potential leads
Your network’s engagement with you
- Interaction metrics: comments, likes, shares
- Engagement on long-form posts and InMail response rate
- Active participation in groups and research views
Your overall relationships
- Size and quality of your network
- Connections with business leaders and internal connections
Why it matters
Your SSI reflects how compelling your profile is, how trustworthy your shared content appears, and how likely your network is to engage with you. Whether you’re in sales, a CEO, or just starting your career, a higher SSI indicates you’re excelling in these areas.
Just because it has ‘sell’ in the name doesn’t mean the score is relevant only if you run an e-commerce business.
Also Read: Why community building has replaced lean startup approach to lurk investors?
It’s a great metric to gauge where you stand compared to your peers in your industry and your direct network as well as within your direct network for these parameters:
- Would people be drawn to your profile?
- How likely are people to trust what you share?
- How likely are they to engage with you through what you share?
What’s the real-world impact?
The higher your score, the more likely you’re doing well in these areas. All three points above help whether you’re in sales, a CEO, or at the very start of your career.
In essence, your LinkedIn Social Selling Index isn’t just a number—it’s a reflection of your digital reputation and influence on LinkedIn. By strategically improving your SSI, you’re not only enhancing your online presence but also opening doors to valuable professional connections and opportunities.
Given much of our work now happens online, prioritising your digital presence can make a significant difference—even directly impacting your financial success. According to a study by LinkedIn and Edelman, 58 per cent of business leaders are willing to buy from an industry expert and inclined to pay more because they feel they’ll receive a premium service.
My advice overall is simple: start today.
If your impressions and likes increase, great! If they decrease, adjust your approach. Keep going. Building a brand is an evolving process—a puzzle that becomes clearer as you navigate its complexities. It may seem daunting at first, but each engagement and interaction shapes the narrative of your brand.
—
Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic
Join our e27 Telegram group, FB community, or like the e27 Facebook page
Image credit: rawpixel.com on Freepik
The post Mastering LinkedIn: Strategies for building a compelling personal brand appeared first on e27.