Last week in an internal team workshop, I asked the group a question:
“If you’re not creating content on LinkedIn, why not?”
They came up with ten reasons – everything from “I don’t know what to say,” to “I feel awkward putting myself out there,” to “I don’t want to seem like I’m bragging,” or “I’m not sure anyone would even find it interesting.”
Here’s what stood out: Every reason started with “I.” It was all about them – their doubts and discomfort.
So, I offered a small but effective shift that can take the pressure off and make showing up feel a whole lot easier: Make your community the star of your content
What does that actually look like? You can read more here.
Your website builds trust.
Your team’s presence on LinkedIn builds connection.
When someone’s deciding whether to work with you, they don’t just visit your homepage. They check who they’ll be working with.
LinkedIn is a visibility tool, and if you are a corporate business, your team is your strongest presence there.
But often, LinkedIn is treated like a corporate channel.
I recently worked with a business ready to change that and here is just some of what we did:
We shifted from relying solely on their company page to helping their team show up with clarity and confidence.
We stopped asking employees to repost the same post over and over and gave them content they could personalise and make their own.
We stopped treating LinkedIn as a tick-box task and used it strategically to build trust, recognition, and real opportunity.
We moved away from chasing likes and focused on the value of visibility especially from silent decision-makers watching in the background.
Different approach. Different results. More conversations, stronger positioning, better-fit leads.
Because people connect with people.
Your website tells the story. LinkedIn brings it to life.
Elevating your Technical Experts on LinkedIn
I recently worked with a client in the engineering sector – an organisation doing complex, high-value work led by some of the smartest people I have meet.
While their company LinkedIn page was active and well-branded, their technical experts were practically invisible online.
No thought leadership. No insights. No signs of the incredible work being done behind the scenes.
In organisations driven by engineers, scientists, technologists, analysts, and other deep subject-matter experts – the strength of your brand is tied to the expertise inside the business.
But too often, that expertise is locked in internal meetings, reports, or project files.
When prospective clients, partners, or even future employees are doing their research they’re not just looking at your website or your company page.
They’re searching the names behind the brand.
In this case, none of the engineers had updated LinkedIn profiles. Most of them still had CV-style summaries from their graduate roles. Their networks were small, mostly internal or peers from university. And they weren’t sharing anything publicly, despite working on major national projects and presenting at conferences.
The company knew their people were their biggest asset, but their digital presence didn’t reflect it. Here is what we did.
Local Link Networking August Speaker Announcement
Is your business finding it hard to cut through the noise? Are you looking to drive more traffic and boost engagement with your audience?
Meet Chris Hekeik. Founder and Chief Storyteller at Modemedia – Est 1999 and based in Parramatta.
Drawing on over 35 years of business experience, Chris is a respected keynote speaker and presenter with deep expertise in brand strategy, creative design and effective communication.
His engaging style, shaped by decades of agency leadership and business coaching, offers honest insights and actionable strategies that help brands cut through the noise and connect with impact.
Whether you’re looking to boost engagement, sharpen your message, or unlock new growth, this is a session not to be miss! I am super excited to be brining Chris to our community and would love to see you there.
You can learn more and get your tickets here.
You can find more information on our website or email us at hello@mydigitalbrand.com.au.
What is Happening to Content on LinkedIn
I have spoken with a couple of people who have shared with me, “Their reach is down on LinkedIn.” This is often closely followed by, “Has the algorithm changed?”
Has it changed? Maybe. Maybe not.
LinkedIn doesn’t publish every tweak, but yes – like any platform, the algorithm evolves. What worked six months ago might not get the same traction now.
But that’s not the question I’d be asking. You can read more here.
Upcoming Travel & Events
For those in Brisbane, we would love for you to join us at our upcoming Local Link event on the 25th of August. You can learn more and get your tickets here.
I will be in Sydney in August and then Melbourne and Sydney in November so if you would like training for your team during this time let’s connect.