LinkedIn Strategies for FTSE 100 Executives

Over the last 6 months at Triangle, we’ve reviewed the performance of dozens of our Executive and Founder LinkedIn posts across all sectors. We pulled together reach, engagement, and story-type metrics, and three consistent patterns emerged. (1) Cultural hooks drive visibility. Posts that lead with a recognisable figure or big event attract high impressions. By tying in to these topics, you get broad distribution and big numbers. Then insert your idea, offer, company within this. Example: A tech leader building in the AI space opened with “Mark Zuckerberg wanted to buy Google.” The post reached 3.2M impressions. (2) Use proof points to build credibility. Executive posts that point to a real outcome (a campaign delivered, a deal closed, a client story) bump engagement rates significantly. Fewer eyeballs, but more meaningful interaction. That’s the kind of peer-recognition that moves you from “someone who talks” to “someone you want to buy from.” Example: A founder of a UK-based speaker bureau shared that they booked an Olympic gold medalist for a client. The post generated 26k impressions with 15 qualified MQLs. (3) Personal narrative and spotlighting others deepen the connection to your readers. When executives share a lived experience, like hardship, change, lessons learnt or they deliberately make someone else the hero, engagement spikes. You build trust at scale and deepen the connection with your audience. Example: A founder reflecting on 8 years of building their company reached 3.7k impressions with 1.57% engagement. Another spotlighting a client’s book launch hit 2.5k impressions and achieved 5.86% engagement. Actions you can take • Use a mix of formats rather than a single style. • Use a cultural hook when you need to amplify reach. • Use proof posts when you want to underpin your capability. • Use personal stories when you want to humanise your brand and deepen trust. • Track not just impressions but meaningful engagement: comments from peers, ICP engagement, follow-ups, profile views, DMs initiated. The difference between executives who get seen or not – is down to having a system in place. At Triangle, we build that system. Turning your ideas, proof points, and stories into a consistent flow of credibility, reach, and opportunity.

A CFO came to me with one question: “Why isn’t LinkedIn bringing me opportunities?” I didn’t need more than 10 seconds to see why. Their profile read like a basic career chronology: past-focused, dense, full of jargon. It didn’t give anyone a reason to reach out today. Don’t approach LinkedIn as just a ‘resume-like’ database. Look at it more like a giant search engine. If you want it to bring you opportunities, your profile must be built for search, connection, and positioning. Start with these 4 checks: 1.     Headline: Does it project your next move, not just your current job title? Most executives leave their headline as “CFO at XYZ Corp.”, which doesn’t help them in searches. Instead, use a value-driven headline with appropriate keywords: Chief Financial Officer | Fortune 100 | $50B P&L Oversight | Drove 18% EBITDA Growth and $4B Free Cash Flow | Global M&A, Capital Markets, Digital Finance Transformation This makes you keyword-rich for search and gives readers a reason to click. 2.     About Section: Does it read like a compelling conversation starter, or like a dull corporate bio? The best About sections: * Lead with a hook that makes people want to read more. * Share the kind of leadership problems you solve. * Spotlight strong impacts and results. * Close with a clear invitation to connect. 3.     Top 5 Skills: These should never be random; instead, they should be strategically selected and aligned with the skills that your future employers are looking for. Choose keywords that match your target roles (e.g., “Mergers & Acquisitions,” “Financial Strategy,” “Organizational Transformation”). 4.     Experience Section: Are your results front and center? Are you providing enough context to appease and interest a reader? Replace generic “responsible for” statements with quantified impact: “Delivered $120M in cost savings through operational restructuring”. People scan profiles, and numbers and specifics stop the scroll. When you treat your LinkedIn profile as an active marketing asset, it begins generating warm leads even when you’re not online. A strong profile isn’t just a biography. It’s your 24/7 business development tool. 🔁 Share this to help someone who is due for a LinkedIn refresh. #LinkedIn #Jobsearch #ExecutiveSearch

Opportunity can't find you if you can't be found. I tell my clients this constantly. Yet most executives are still playing hide-and-seek with their careers—working brilliantly behind closed doors while remaining invisible to the opportunities that could transform their trajectory. In today's market, being excellent isn't enough. You have to be findable. After 25+ years in financial services, I've watched too many talented executives wait for opportunity to somehow discover them. It doesn't work that way, especially today. 𝗧𝗵𝗲 𝗩𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸 𝗧𝗵𝗮𝘁 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗪𝗼𝗿𝗸𝘀: 𝟭. 𝗢𝘄𝗻 𝗬𝗼𝘂𝗿 𝗠𝗶𝗰𝗿𝗼-𝗡𝗶𝗰𝗵𝗲 Stop trying to be known for "leadership" or "strategy." The MD who became the go-to expert on cross-border M&A integration? She gets called for every major deal. Pick your lane: AI in risk management, ESG in private credit, post-merger talent retention. Then dominate it. 𝟮. 𝗧𝘂𝗿𝗻 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗪𝗶𝗻𝘀 𝗜𝗻𝘁𝗼 𝗘𝘅𝘁𝗲𝗿𝗻𝗮𝗹 𝗖𝘂𝗿𝗿𝗲𝗻𝗰𝘆 That transformation that saved $20M? Package it into a case study. Share the framework (not the confidential details) at one industry conference. Write one LinkedIn article about the approach. Now you're not just someone who did something—you're the expert others call. 𝟯. 𝗕𝗲 𝗙𝗶𝗻𝗱𝗮𝗯𝗹𝗲 𝗪𝗵𝗲𝗿𝗲 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗠𝗮𝗸𝗲𝗿𝘀 𝗟𝗼𝗼𝗸 Update your LinkedIn weekly—not with motivational quotes but with insights only someone at your level would know. When headhunters search "TMT restructuring expert NYC," do you appear? When board members ask "who's the best person for this challenge?"—is your name in the mix? 𝟰. 𝗦𝗵𝗮𝗿𝗲 𝗪𝗵𝗮𝘁 𝗢𝗻𝗹𝘆 𝗬𝗼𝘂 𝗞𝗻𝗼𝘄 Skip the generic thought leadership. Share the counterintuitive insight from your last board meeting. The framework that made your CEO pause. The trend you're seeing that others are missing. Make people think "I need to talk to this person." 𝟱. 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 𝗦𝘁𝗮𝗰𝗸 One speaking engagement → One published article → One podcast appearance → One board appointment. Each builds on the last. You're not everywhere—you're strategic about where you show up and what you're known for. 𝟲. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗬𝗼𝘂𝗿 𝗢𝘄𝗻 𝗦𝗲𝗮𝗿𝗰𝗵 𝗧𝗲𝗿𝗺𝘀 When someone needs exactly what you do, what words do they use? Make sure those words are associated with your name. Not through SEO tricks—through consistent, valuable contributions in your domain. The market is full of brilliant executives nobody knows about. Don't be one of them. Because opportunity can't find you if you can't be found. And in today's market, being unfindable is career malpractice. 💭 What's one specific expertise you have that the market doesn't know about yet? ------------ ♻️ Share with that brilliant executive who's been flying under the radar too long ➕ Follow Courtney Intersimone for more strategies on strategic visibility and executive advancement

These words are killing your discoverability by recruiters: "Leader" "Strategist" "Passionate about" "Results-driven" "Innovative" "Expert" "Enthusiast" "Head of" Here's why: When executive recruiters search LinkedIn for candidates, they're not typing "passionate leader" or "innovative strategist." They're typing job titles. "Vice President Operations" "Chief Marketing Officer" "Senior Director Finance" "SVP Supply Chain" Your LinkedIn headline is the highest-weighted field in recruiter search. If it's full of adjectives instead of searchable job titles, you're invisible. I've worked with 500+ executives over 8 years. The ones who get recruited directly through LinkedIn? Their headlines look like this: If you're currently employed: "Vice President, Supply Chain | Fortune 500 Manufacturing | Focused on operational transformation and cost optimization" If you're in transition: "VP Operations | 15 Years Leading Supply Chain & Logistics | Open to Chief Operating Officer roles" If you're targeting a specific next role: "Senior Director, Marketing | B2B SaaS | Next Role: VP Marketing or Chief Marketing Officer" Every one of those headlines includes actual job titles that recruiters are searching for. Here's your strategy: 1) Lead with a job title - either your current title, your most recent title, or the title you're targeting (make that clear) 2) Add context if needed - industry, company type, or key expertise area Include your target role if you're open to opportunities - "Open to VP roles" or "Next role: Chief Revenue Officer" 3) Use titles you've actually held or are qualified for - don't call yourself "Chief Strategy Officer" if you've never been one, but DO include "Targeting CSO roles" if that's your next move The goal isn't to sound impressive. The goal is to be found. When a recruiter searches "VP Supply Chain manufacturing," you want your profile in those results. When they search "Chief Marketing Officer SaaS," you want to show up. Your headline has 220 characters. Use them strategically. I've watched clients get recruited directly by executive search firms because their headlines made them discoverable. The opportunities came to them - they didn't have to apply. That's what happens when you optimize for how recruiters actually search. Go look at your headline right now. Does it include actual job titles, or just descriptors? If it's the latter, fix it today. You're leaving opportunities on the table. Questions? Let me know!

I reviewed 50 LinkedIn DMs from executives this week. 47 of them started the same way: "Hi! I'm looking for new opportunities..." "I saw your company is growing and thought we could chat..." "I'm seeking my next executive role and..." The 3 that were different? Those got meetings. Here's what they did: ❌ Don't lead with: "Exploring opportunities at your company" ✅ Do lead with: "40% revenue increase strategy" ❌ Don't say: "I'd love to discuss how I could contribute" ✅ Do say: "Happy to share the playbook that drove our $2.1M cost reduction" ❌ Don't focus on: What you're looking for ✅ Do focus on: What business problem you solve The formula that works: Impact subject line (5-7 words max) Business observation (show you understand their challenges) Relevant achievement (with specific numbers) Value offer (share insights, not ask for meetings) Example: "Hi [Name], noticed your Q3 call mentioned territory expansion challenges. We faced similar issues at TechFlow and built a framework that increased regional revenue 67% in 8 months. Happy to share the playbook if valuable. Worth a quick call?" Stop asking for opportunities. Start selling solutions. What's the biggest mistake you see in executive outreach? #ExecutiveSearch #LinkedIn #CareerStrategy #Leadership

The best marketing strategy for B2B (and most underrated) in 2025 is not ads or influencer marketing. It’s executive voice paired with brand voice. Most companies don’t realize this until they burn budget. Ads can amplify reach, but reach ≠ credibility. And credibility is what moves buyers, partners, and candidates. I’ve spent five years building LinkedIn strategies for senior leaders across Fortune 500, Nasdaq, Inc. 500, Wall Street, and Silicon Valley. The lesson is consistent: Brand voice = continuity. A stable language set, shared proof, and compliance guardrails. Executive voice = conviction. One defensible idea, lived context, said plainly. This is no longer optional in 2025: - Edelman’s long-running trust barometer keeps showing the same truth: people trust employees and experts more than ads or influencers. - B2B buying is more complex than ever. Gartner reports 6–10 decision makers now shape every enterprise purchase. Turn employees into the right influencers Not swag posts. Give teams a monthly theme, a few approved language blocks, and a simple prompt: “One decision we made this quarter and why.” And you get: • Faster time-to-trust with buying committees (saves + senior threads) • Lower CAC drivers via warm awareness and executive proof, not just spend • Stronger employer brand (candidates quoting leaders, not slogans) • Bias-clean language blocks that expand addressable market and talent • Operational calm (governance written once; no weekly re-litigation) • Attribution that holds up in exec rooms (UTMs→CRM/ATS; clean read-outs) Your best CAC cut this year is credible founder/exec voice, not more budget lines! #B2BMarketing #LinkedInforb2b #enterprisemarketing #linkedin #thoughtleadership

Most senior jobs are never posted. They’re handed off quietly to someone already in the huddle. If your network is thin, you’re playing shorthanded. So here’s the game plan I recommend you use: Treat networking like conditioning. You don’t wait until the 4th quarter to hit the gym. You build strength consistently so you’re ready when the pressure comes. A practical, achievable target: add 100 intentional LinkedIn connections each week. That’s 20 a day, spread across 5 days. Think of each connection as a first down, moving you steadily toward the end zone. And like football, there are rules of the game. LinkedIn enforces a cap on connection requests… a rolling 7-day limit, not a hard Monday reset. To stay out of penalty flags, pace yourself. Kick off each week on Monday with a fresh round of invitations, and track your own “play clock” so you never overextend. (I have it in my calendar & I do it every Monday religiously.) Here are 5 categories of people you should intentionally seek out & connect with on LinkedIn. Think of them as the “positions” on your professional team: Headhunters and recruiters in your sector They’re your scouts. They know which roles are opening, which companies are expanding, and which leaders are quietly looking. Having a few in your network means you’ll hear about opportunities before they’re posted. Prospective bosses and hiring managers If you’re a Director of Marketing, that means CMOs, VPs of Marketing, or even CEOs at companies you admire. These are the coaches who can put you in the starting lineup. Building familiarity now means you’re top of mind later. Peers at your level in target companies Fellow Directors, Senior Managers, or specialists in your discipline. They’re your teammates. They can offer intel on culture, priorities, and openings… and often refer people into their organizations. Industry thought leaders and connectors Authors, podcasters, analysts, and conference speakers in your field. They’re like star quarterbacks who elevate everyone around them. Engaging with their content can raise your own visibility and credibility. Alumni Former colleagues, school alumni, professional association members. These are your “home crowd”… already inclined to root for you. They can open doors with a quick intro or vouch for you when it matters. Once the invitations are accepted, that’s just the opening drive. The real work happens after the handshake. Comment on their posts. Share insights that help them. Offer introductions when you can. In other words, play both offense & defense: move the ball forward by adding value, and protect your credibility by avoiding the rookie mistake of pitching too soon. Over the course of a year, this ritual really adds up. 100 new connections per week means thousands of new relationships in 12 months. That’s not just filling the stands…it’s building a team around you.

We analyzed 200+ executive-led outreach campaigns over the last 45 days at Yess AI 🏈 . Across industries, stages, and deal sizes. one thing quickly became clear: LinkedIn outreach crushes email when executives are the senders, and the gap is wider than most teams realize. If you’re putting execs in front of prospects, look at these findings: 1. LinkedIn replies beat email 3 : 1 Executives who DM on LinkedIn get triple the positive responses. Buyers spot the sender’s title, company, and mutual contacts in one glance, so trust forms instantly. Email drops into a crowded inbox with none of that context. 2. Active exec profiles book 44 % more meetings Executives who post and comment often turn credibility into calendar invites. Their recent activity proves they know the space. Inactive profiles feel cold and see a steep drop in conversions. 3. Time-to-meeting is 2.6× faster on LinkedIn Because the context is clear, buyers move from first touch to meeting in days, not weeks. Email has to rebuild that context from scratch, slowing everything down. 4. LinkedIn delivers silent follow-ups, email does not Even if a prospect ignores the first DM, profile views, likes, and comment threads keep the executive visible. Email offers no second shot—missed once, it’s gone for good. 5. Clarity of credibility makes or breaks results Executives whose profiles spell out their role, wins, and expertise convert 36% higher than peers with vague bios or missing photos. Credibility must leap off the screen, or the outreach stalls. TAKEAWAY: Executive outreach lives or dies on visible credibility. Before you ask leaders to message prospects, make sure their profiles broadcast expertise from miles away. The clearer the credibility, the faster the deal flow. P.S. We built Yess AI 🏈 to turn executive outreach into a scalable, repeatable motion—so every rep can tap leadership credibility at will.

In 2023, Pavilion added $3M ARR from organic Linkedin. Over 50% was directly attributed to my personal profile. Here's our simple 4-step playbook for executives to turn their Linkedin brand into a strategic asset: 1. Optimize Your LinkedIn Profile Whether you want to be a Linkedin "influencer" or not, if you're an executive you need a clean, optimized profile. In B2B, it's the first thing every prospect, customer or potential employer looks at. It should be designed to highlight your credibility, attract your ICP, and convert them into connections and customers. Think of it like a landing page. 2. Purposefully Build Your 1st Degree Network Early on in your LinkedIn journey, sending connection requests to targeted audiences is an important growth strategy. Make a list of customers, prospects and key industry voices and add them to your network. These folks will become your early audience. If you have a fancy title (CEO, VP, Executive) you will see a high acceptance rate even without a note. WARNING: do not use automation. Breaking LinkedIn ToS is a great way to get your account banned. 3. Create Compelling Content Consistently Think of yourself like a journalist. As an active executive, every interaction you have (difficult conversation with an employee, a challenging customer problem, updates from investors, etc) is potential material for content. Then spend 90% of your time on the hook. If you can't get people to stop scrolling and click "See More", the rest of what you wrote doesn't matter. Be consistent and build momentum. Writing is a habit, you need to build the muscle. 4. Engage with Every Comment (aka Community Building) Truthfully, I haven't done a great job of this recently. But during the first 12 months of my LinkedIn growth journey, I posted 2x a day and responded to every single one. If someone takes the time to comment, you owe them a response. Yes, this helps the reach of your posts. But that's not the only reason. Community is built in the comments. TAKEAWAY: Is this all that's required to drive revenue from Linkedin? Of course not. You need to figure out your niche and positioning, you need to understand your metrics, you need to to DM (aka social selling), you need to set up attribution on the backend, but all of that will come… What matters most is getting started. In 2024, building trust and credibility (at scale) with your market should be an integral part of every executives GTM strategy. Spray and pray cold outbound alone isn’t going to cut it. Driving Profitable Efficient Growth means leveraging your expertise and insights to build an audience of customers, prospects and partners. It takes serious time, but it’s worth it. P.S. In two weeks, Pavilion is holding our first ever course on Strategic Brand Building on LinkedIn. If you want to join, DM me.

$776,000 in pipeline this quarter from executive content for two leaders in one organization. When we talk to execs at Linked Revenue, rarely do I hear from them, “I don’t have ideas.” (Plus we ask them questions that get them talking right away). Instead, what I hear from them is: “I don’t have time.” “I don’t want to sound cringe.” “I tried posting and nothing happened.” That’s totally fair, but they’re all excuses. All of these excuses can be addressed, and they should be addressed because founders and execs are holding onto untapped quality content. They’re in customer calls daily. They’re hearing objections in real time. They’re navigating how they’re industry is changing with AI. They’re seeing the market before it shows up in an industry report. That’s all great content right there. That’s why one of the first things we ask execs is: What’s already happening in your week that we can capture? They talk about sales calls, investor updates, and even the hot take they just dropped in Slack. If you’re already saying it, we can shape it. The biggest piece of advice I can give to execs who want to create content on LinkedIn is change your mindset from writing posts to documenting insights. For example, write down in your notes app a moment that happened during the day that you thought was different. Take voice notes on something you just heard in a team meeting or customer call that changed how you think. It's about building the muscle, getting comfortable sharing it, documenting who engages and then sending direct messages to trigger sales conversations. This is the process we run for busy executives.