LinkedIn is no longer just a platform to showcase your resume. It’s a powerful tool for building connections, personal branding, and driving business growth. During a recent webinar, our managing partner, Sia Papageorgiou FRSA, FCSCE, SCMP had the privilege of hosting Fady Ramzy, a global media influencer and LinkedIn expert. Fady shared his invaluable insights on navigating LinkedIn effectively, addressing questions from our audience and some we couldn’t cover live.
Here’s a comprehensive look at the strategies and actionable tips Fady shared for maximising LinkedIn’s potential.
The evolution of LinkedIn
What’s the most significant shift you’ve seen on LinkedIn in recent years, and how should professionals adapt?
Fady: The biggest shift came with Microsoft’s acquisition of LinkedIn in 2016, transforming it from a CV platform to a business growth and learning hub. Over the last five years, LinkedIn has focused heavily on personal profiles rather than company pages—because people connect with people.
To adapt, create an audience-centric profile and focus on authentic engagement. Your profile should clearly communicate how you solve problems for your audience.
Pro tip: For a deeper dive into how to define your unique value proposition, check out Fady’s guide on the IKIGAI model.
Building a winning LinkedIn profile
What are the three most common mistakes people make on LinkedIn, and how can they correct them?
Fady:
- Imposter syndrome: Many people hesitate to share their expertise, asking, “Who am I to post this?” But your unique perspective is valuable.
- Comparison: Constantly measuring your profile against others can be demotivating. Focus on your own progress.
- Self-centric profiles: Most profiles focus on the individual rather than their target audience. Make your headline and summary about how you solve problems for others.
How can professionals write a LinkedIn profile that brings in business?
Fady: Clarity is key. Your profile should address three specifics:
- A specific solution
- For a specific problem
- For a specific audience
For example, my humble headline on LinkedIn reads, “Empowering personal brands of founders and coaches on LinkedIn to scale their business.” It tells people exactly what I do, who I help, and the value I bring.”
For more tips, see Fady’s step-by-step guide, LinkedIn for Business Boosting: The 3 Essential Steps!
What should the About section of your profile include?
Fady: Start with a story that gives visitors insight into who you are as a person—your values, ethics, and journey. Then, add a paragraph about your technical skills and services. Avoid just repeating your resume here. Here’s a detailed guide to help you Craft a Magnetic “About” section on LinkedIn.
Content and engagement
What types of LinkedIn posts are getting the best results right now?
Fady: Educational, motivational, and entertaining content work best. In terms of format, reels (90-second vertical videos) are the most effective, followed by horizontal videos, carousel posts, and polls.
The key is to create content that’s relevant and relatable to your audience—what I call the ‘RR principle.’ Learn more about storytelling techniques in this recent article.
How important is it to post on a regular basis?
Fady: Consistency is crucial. Posting weekly at the same time builds loyalty and positions you as a reliable voice. It’s not just about being visible; it’s about being predictably valuable.
Should communication and other business professionals comment on controversial social issues?
Fady: Yes, but only if it aligns with your values and adds value to your audience. If it doesn’t align or risks alienating your audience, avoid it.
Networking and building connections
How do you recommend building meaningful connections on LinkedIn?
Fady: Focus on quality over quantity. Send personalised connection requests, engage with people’s content meaningfully, and join conversations that align with your expertise.
How do you turn LinkedIn conversations into genuine connections?
Fady: Ask questions that show genuine interest in the other person. Avoid pitching too early—build trust first. Relationships take time, even online.
LinkedIn for business growth
What’s one high-impact action new LinkedIn users can take to build their presence effectively?
Fady: Create an audience-centric profile that clearly communicates who you are, who you help, and how you help them. First impressions matter.
What are the top strategies for turning LinkedIn conversations into business opportunities?
Fady: Consistency is key. Share educational content to position yourself as a trustworthy expert, showcase testimonials to build social proof, and highlight success stories to inspire confidence. When your audience trusts you, they will be happy to do business with you, and not anyone else.
Advanced strategies
What is the LinkedIn Social Selling Index, and how can professionals use it?
Fady: The Social Selling Index (SSI) measures your LinkedIn performance across four areas: profile completeness, finding the right people, content quality, and network relevance. It’s scored out of 100 and can help you identify areas for improvement.
A good SSI score depends on your goals, but typically:
- Below 40: You have a LinkedIn “profile”, that’s it – a basic presence.
- 40–60: You’re building good presence and engagement.
- 60 – 85: You’re active on the platform, with a powerful profile and content.
- 85+: You’re excelling as a LinkedIn power user, with strong connections, impactful content, and an optimised profile. You’re a celebrity!
Use your SSI score as a benchmark to track progress, but don’t obsess over perfection. Instead, focus on steady improvement in areas like content creation, networking, and audience engagement.
How can professionals prepare for LinkedIn’s future with AI and other changes?
Fady: Stay adaptable. Leverage new content formats like reels, monitor algorithm updates, and ensure your profile communicates value clearly. Consistent learning and adaptability are your best strategies.
Final takeaway
If there’s one quick change we could make for immediate results on LinkedIn, what would you recommend?
Fady: Make your LinkedIn presence “audience-centric”. Starting with your profile. From your cover image to your headline, it should be immediately clear how you can help someone visiting your profile. Your content should be consistent, and should be educational and inspiring to a specific target audience.
Fady’s strategies remind us that LinkedIn is more than a platform—it’s a space to connect, inspire, and grow. Whether you’re refining your profile, crafting content, or building meaningful connections, the key is to stay authentic, audience-focused, and consistent.
Ready to take your LinkedIn presence to the next level? Watch the full webinar recording and start implementing these insights today.
