My most recent guest on the show was Chris Morrison – Managing Partner at executive recruitment and leadership advisory firm Meritos. Chris has helped hundreds of leaders prepare for and then transition into executive roles. So he has a strong grasp of the sorts of challenges and opportunities they face when they step into a new C-suite role, whether that’s for the very first, fifth or fifteenth time.
What I wanted to pick his brain on in our conversation was where he saw LinkedIn popping up and playing a strategic role on that journey. So the question I asked Chris was: What is the value – and role – of LinkedIn for new CEOs?
It’s episode number 35 in the Your Digital Reputation catalogue, so please go back and have a listen to Chris’ stories and advice for leaders, ideally before you dive into this short practical reflection. Because, as you’ll discover, LinkedIn has a much bigger role to play than simply saying ‘I’m thrilled to announce I’ve started with XYZ’ once the move is done.
Used strategically, LinkedIn has the potential to help leaders find the opportunities they want, build trust and rapport with hiring influencers – like boards, build a rich understanding of key audiences and their attitudes towards the business – fast, and provide an invaluable mechanism through which to share your vision, connect, and gain the support of the people that matter most to you in your new role.
It’s a wonderful conversation full of great advice and practical examples that show the power of LinkedIn for new leaders. The very high bar Chris set in our conversation is something I’m keen to meet in this Your Digital Reputation practical reflection, because I do think there’s an opportunity to really hit the reset button on wasted time and effort on LinkedIn for leaders, or to even see the platform in a new light for those who use it sparingly.
So whether you’re stepping into a new C-suite role for the first time, you’ve done it many times but are about to transition again, or you might even be an aspiring C-level executive and wanting to set yourself up for success. Whatever your circumstances, today’s episode will provide practical steps you can implement immediately and I know you’ll see the benefits.
Below are my five steps you can take on LinkedIn to prepare for, secure, announce and succeed in that new leadership role you’re after. Let’s dive in.
CREATE A PROFILE IN THE DIRECTION YOU'RE HEADING.
It makes perfect sense to fill your network with people connected to the future you’re keen to access. But, to do that most effectively, you must first clean up your profile. Otherwise, when you send out any connection requests and those precious contacts come back to your profile to see who you are and what you stand for, if they find someone who works in a different industry with a different set of skills and a different set of values, they’re only more likely to ignore you. Your LinkedIn profile is your source of digital first impressions, and we all know first impressions count.
So before you do anything else, make time to consider what your key goals or ambitions are in terms of that future role, who you are most keen to reach and influence to get there, and then what to include in your profile so that – when they see it – they are compelled to connect. I harp on about this resource all the time, but my Purpose Pyramid framework is the very best thing to use to help you answer these questions, and craft a profile you’re proud of. I’ve included the overview below but do drop me a note via LinkedIn if you’d like to know how it works. I also have a profile optimisation checklist I’d be happy to share.
GROW YOUR NETWORK IN THE DIRECTION YOU'RE HEADING.
So often I see executives who have LinkedIn networks filled with people they knew or worked with decades ago. Their networks are filled with people from their past, not necessarily people for their future. Now this doesn’t mean you should clean out anyone you haven’t worked with in the past 12 months, but it does mean it’s worthwhile looking at the thousands of connections you may have and working out which people from your past will help you reach your future goals.
As Chris suggested in our podcast (#35), think about key people who are already playing in the space you want to be. They might be leaders of organisations, industry influencers or subject matter experts, or people who rub shoulders with those sorts of people. Find them on LinkedIn, and choose the most appropriate method of engagement so you can immerse yourself in their knowledge and networks. If you don’t know them at all, that might simply be clicking the ‘Follow’ button on their profile, and even hitting the bell icon so you don’t miss a post of theirs.
If you want to go one step further and you see a post or comment of theirs you strongly agree with, react or comment on their post yourself, letting them know your perspective, even if short and sweet for now. It’s about getting on their radar and building those connections. And if you already have a mutual connection, or feel there’s a valid reason to connect, tailor your connection request and drop them a note. Having people like this in your network means you’ll be surrounded by the very ideas and conversations you want to be part of in the future, and the best way to learn, get informed and get considered at that time is to be part of those conversations today.
IMMERSE YOURSELF IN YOUR FUTURE NETWORKS.
LinkedIn provides this wonderfully rare opportunity to digitally eavesdrop on the best and brightest minds from any industry. Where else can you access global expertise, examples, insights and everyday conversations from people who matter on the topics that matter to you as you either prepare for or make your first steps into your new role.
My advice to leaders is to always be intentional with your engagement on LinkedIn to ensure you’re accessing the full benefits. Because the algorithm is always watching your every move on LinkedIn and any social platform. And while that might sound a little odd to start, it’s actually an enormous opportunity when you understand how the system works.
So if you want to see more content from a select group of individuals, open their profiles, follow them, react to their posts, comment on them even, and connect when the time is right if you haven’t already. All these intentional signals to the LinkedIn algorithm will help you ensure your feed is full of the right people sharing the right intel that you can use to get a head start in your new role.
ANNOUNCE YOUR ARRIVAL.
Now, I don’t want you to feel uncomfortable or egotistical here. I’m not suggesting any leader say how lucky the company is to have them. But what I am acknowledging is the importance of letting your network know you’ve moved and what you’re focused on. It does require some important prep, and to get things done in the right order, but please don’t skim past your appointment announcement on LinkedIn as it is a powerful market signal.
Your first step is to go to LinkedIn, click on your ‘Me’ profile photo up the top, and select Settings & Privacy from the drop down menu. Navigate your way to Visibility on the LHS, then go down to ‘Visibility of your LinkedIn activity’ and select ‘Share profile updates with your network’. My advice to every leader is to turn this off (click here for instructions). Why? You want to be in control of the messages you’re sending to your network, not leaving it in the hands of LinkedIn’s automated system.
Once you’ve turned that off, you now control when you tell your audience what you’re up to and any major moves. Like this one. So the next step is to head back to your profile and update your role in Experience with your new position. Once your profile and headline have been updated, NOW is the best time to make that all important announcement. You may well be working with your comms teams on this, or you may prefer to do it yourself. But my advice is always to try and personalise the message rather than copy and pasting from the media release. We all know the quote in the release was written by someone else anyway. The very best thing you can do is to share a little about why you’re stepping into the role, and to flag with those key audiences of yours – if appropriate – what you’ll be focusing on in the short term.
Remember to include any key people you’ll be working alongside by tagging them, as this is a great way to drive engagement and broaden the reach of your post. The final step for your announcement is simply not to disappear. You’ve done all the hard work now, so stick around and respond to comments, say thank you and that you’re really looking forward to the opportunity.
Why does this matter? No, again it has nothing to do with ego and back patting. In fact, it’s a critical part of gaining traction on any message you share on LinkedIn. Every comment and reaction and engagement you have on your post drives that message further. So when people are wishing you the best under your post, take a moment – even do it all in one go in a ten minute window – to react and or say thank you. And if your really key individuals engage with your post, make sure you react, comment and even send them a private message to say thanks – the algorithm is watching and using that information to serve up the content you AND they will see next.
LISTEN & CONTRIBUTE & REPEAT.
I said the work wasn’t done and I do mean it. But don’t view this as hard work – it’s valuable work. Where else can you share a simple comment with one person that 14 million other professional Australians might just see? Where else can you get a curated feed of real-time updates on the people who matter most to you, who they’re talking to and what’s keeping them up at night – in the palm of your hand? Where else can you get a sense of any issues or opportunities from key audiences before you step into your next meeting or offline engagement?
LinkedIn provides ongoing value to new CEOs who are savvy enough to both recognise and capitalise its power to help them get a head start in their new role. Be a savvy CEO – stay connected with and visible to those audiences who matter most to you. Make sure you carve time – even 15 minutes a day – to listen, contribute to conversations, and ensure those audiences know you’re there.
So there you are – five practical tips for any leader transitioning into a new role that I genuinely hope give you a huge leg up as you prepare for, start and continue in your next role. As always, you can find relevant links and resources in the show notes to help you with your next steps.
And whether you’re a leader or an adviser listening to this episode, if the advice I’ve run through today is particularly relevant for you and your challenges, drop me a note. I’m happy to help with an audit of your LinkedIn presence to ensure you capitalise on this important opportunity. The best way to reach me is – of course – by connecting on LinkedIn, and we can have a chat about your best next steps.
Until next time, I hope this advice has given you more clarity, confidence and competence for your own use of LinkedIn. Take care.
