Make the Connection by Future-Proofing Your Career on LinkedIn? Vol. 27

"You cannot live forever, but what you create and build in your lifetime can" - Jay Samit

Key Takeaways in this Newsletter:

1. Developing a strong personal brand on LinkedIn is crucial to staying relevant and securing opportunities, even during times of uncertainty.
2. The key is to show up consistently, share valuable insights, and engage authentically with your network to build relationships and position yourself as a thought leader.
3. Think of LinkedIn as a form of career insurance. By actively building your presence and expanding your network before you need it, you'll have a safety net in place if unexpected career shifts or challenges arise.

Introduction

In 2020, like many professionals, I found myself without a personal digital presence. Despite being the VP of Marketing at a multi-business organization, I wasn’t focusing on building my own brand. LinkedIn? I have had an account since 2013, but I was mostly reposting company content. The pandemic changed everything.

With 95% of my company laid off, I realized something terrifying: if I lost my job, I had no network of my own to rely on. That’s when I decided to take LinkedIn seriously, not just for the company I worked for, but for myself.

Fast forward to today—I’ve built a personal brand on LinkedIn that’s not just a digital presence; it’s a career safety net. And the best part? You can do the same. Whether you’re a seasoned executive, a board member, or just looking to future-proof your career, building a personal brand on LinkedIn is the key to staying relevant and securing opportunities—even when the world turns upside down.

In this blog, I’m going to walk you through how to go from zero digital presence to becoming a LinkedIn powerhouse. And trust me, if I can do it, so can you.

Why Every Executive Needs a Personal Brand on LinkedIn

Here’s a hard truth: It doesn’t matter how high up you are in your career or how secure your job feels. If you’re not actively building your personal brand, you’re leaving opportunities on the table—and possibly putting your future at risk.

Think of your personal brand as your career "rainy day fund." I learned this the hard way in 2020. When my company went through mass layoffs, I had the stark realization that if I had been one of those people let go, I wouldn’t have had a strong network to fall back on. Sure, people in my industry knew me, but I wasn’t leveraging a larger digital audience that could help me find new opportunities quickly.

LinkedIn is more than just another social media platform—it’s your professional safety net. It’s a place where you can build relationships, showcase your expertise, and position yourself as a thought leader in your field. Whether you’re actively seeking a new job or simply trying to create opportunities for the future, having a personal brand on LinkedIn gives you control over how you’re perceived and the direction your career takes.

And here’s the kicker: it doesn’t matter if you’re a C-suite executive, a founder, or an industry leader—your LinkedIn presence matters just as much as anyone else's. By building your brand, you’re not only opening doors for new opportunities, but you’re also safeguarding your future. It’s about being proactive, not reactive.

The Numbers Don’t Lie

Let’s talk about data for a second. According to LinkedIn, over 61 million senior-level influencers and 65 million decision-makers are active on the platform. If you're not engaging with them, you're missing out on a massive opportunity. In fact, during the pandemic, LinkedIn saw a 50% increase in conversations among connections and a 60% increase in content creation . Professionals are turning to LinkedIn to connect, learn, and grow their networks. If you're not part of that conversation, you're being left behind.

The sooner you start building your LinkedIn presence, the better prepared you'll be for any career changes or market shifts. Trust me—your future self will thank you for it.

From Zero to Hero—My Journey to a LinkedIn Powerhouse

Let me take you back to 2020. As the VP of Marketing for an organization overseeing multiple businesses—including six automotive retail brands, a coffee shop, a real estate development company, and a radio show—I was responsible for both the CEO's personal brand and running in-house marketing efforts across all these ventures. Despite all this experience, I had zero digital presence. Yes, you heard that right—zero.

Sure, I had Facebook and Instagram, but they were private accounts. LinkedIn? I had been on the platform since 2013, but I wasn’t using it. My profile was nothing more than a digital résumé, and all I did was occasionally repost company updates or content about the CEO.

Then, the pandemic happened. Suddenly, everything shifted. The CEO laid off 95% of the company’s workforce. Thankfully, I wasn’t among those let go, but it was a wake-up call. I realized that if I had lost my job, I had no personal network to fall back on. Despite all my success offline, I hadn’t built any sort of personal brand that could support me if I needed to pivot.

That’s when I made the decision to show up—not just for my team or my company, but for myself. I took everything I knew about marketing and brand building and applied it to my own LinkedIn presence.

How I Started Building My Personal Brand

I began documenting everything I was doing. I showed up consistently, posted content that mattered to my industry, and shared my knowledge. My posts weren’t flashy or gimmicky—they were authentic. I talked about what I knew, and more importantly, I shared my journey as I learned. I wasn’t trying to be perfect. In fact, embracing imperfection was one of the most freeing parts of the process.

Within months, things started to change. People began to notice. I wasn’t just a VP of Marketing—I was becoming a thought leader in my field. My network grew exponentially, and so did the opportunities. Speaking engagements, podcast appearances, consulting work—it all started to come my way.

And here’s the thing: I wasn’t doing anything extraordinary. I was simply showing up and engaging in conversations that mattered. The more I contributed, the more LinkedIn became a treasure trove of opportunities, connections, and growth for me.

Lessons Learned: How You Can Do the Same

• Start Where You Are: You don’t need to be an expert or have thousands of followers to begin. Start by showing up consistently, sharing your expertise, and being authentic. People resonate with real, not perfect.
• Leverage What You Already Know: Like me, you probably already have a wealth of knowledge in your field. Use that to position yourself as a resource to others. Your experiences are valuable.
• Build Relationships, Not Just Followers: This was key for me. Rather than focusing on follower counts, I concentrated on building meaningful relationships. I engaged with others, commented on their posts, and added value wherever I could.

My journey from having zero digital presence to becoming a LinkedIn powerhouse didn’t happen overnight, but it happened faster than I ever expected because I stayed committed to the process. Today, I have over 180,000 followers and a personal brand that opens doors I didn’t even know existed.

If I can do it, so can you.

Step-by-Step Guide to Building Your LinkedIn Personal Brand

If you’re ready to start building a LinkedIn presence that will elevate your career, don’t worry—you don’t have to be a digital marketing expert to get results. Whether you’re starting from scratch or simply need to refine your profile, these steps will help you transform your LinkedIn into a powerful tool for personal branding and career growth.

Step 1: Optimize Your Profile for Immediate Impact

Your LinkedIn profile is more than just a résumé—it’s your personal landing page. Think of it as the first impression you make on anyone who visits. To maximize its impact, you’ll want to focus on these key areas:

• Profile Photo: This might seem basic, but a professional, clear profile photo can make all the difference. LinkedIn data shows that profiles with photos receive 21x more views and 36x more messages than those without (SocialPilot). Ensure your photo represents who you are and speaks to your industry. Pro tip: Use color strategically—having a vibrant background or wearing colors that pop can help you stand out in a sea of profiles.
• Banner Image: Don’t overlook your banner. This is prime visual real estate that you can use to showcase your expertise. For example, if you’ve been featured in media outlets or at speaking engagements, incorporate that into your banner. Alternatively, include a call-to-action (CTA) like “Book me as a speaker” or “Schedule a consultation.”
• Headline: Your headline is the most visible part of your profile besides your photo. Use this space to clearly articulate what you do, who you do it for, and the value you provide. For example, instead of simply listing your title (“VP of Marketing”), go for something like, “Helping executives build powerful personal brands and marketing systems that drive growth.” This approach not only gives insight into what you do but also speaks directly to the people who could benefit from working with you.

Step 2: Content is King, but Consistency is Queen

You don’t need to post every day to have an impact on LinkedIn. But what you do need is consistency. Whether you decide to post once a week or biweekly, stick to that schedule. Here’s what to focus on:

• Thought Leadership: Share posts that highlight your expertise in a specific area. This could be industry insights, lessons learned from your own experiences, or thoughtful commentary on current trends. Remember, you’re not just sharing content—you’re positioning yourself as a leader in your field.
• Engaging Stories: People connect with stories, not just data. Take time to share personal anecdotes or case studies from your work. For instance, you might share a challenge you overcame and the steps you took to solve it. This shows both your expertise and your human side, which is what sets LinkedIn apart from other platforms.
• Repurposing Content: Don’t feel like you always need to reinvent the wheel. Repurpose content you’ve already created, like taking snippets from a presentation or podcast you’ve done. This saves you time while keeping your feed active and valuable.

Step 3: Engage and Build Relationships

Building a LinkedIn network is about more than just collecting connections—it’s about building relationships. Here’s how to make meaningful connections that matter:

• Engage with Others: Comment thoughtfully on others’ posts. It’s not enough to simply “like” posts—engage in the conversation. Share insights, ask questions, or provide a fresh perspective. This not only helps you build relationships but also increases your visibility on the platform.
• Personalized Connection Requests: When reaching out to connect, personalize your message. Mention why you’re interested in connecting, and show genuine interest in their work. This small effort can make a big difference in how people perceive you.
• Leverage LinkedIn Groups: Joining and participating in relevant LinkedIn groups is a great way to expand your network beyond your current connections. Groups allow you to engage with like-minded professionals, learn from others, and showcase your expertise in a targeted community.

Bonus Tip: Embrace LinkedIn’s New Features

LinkedIn is constantly evolving, offering new tools that can help you amplify your brand. Here are a couple of features you should take advantage of:

• Collaborative Articles: Collaborative Articles feature is an excellent way to get involved in meaningful conversations and establish yourself as a thought leader. These articles are crowd-sourced, meaning experts across various industries contribute insights and advice.
• LinkedIn Audio Events: Audio events allow you to connect with your audience without the pressure of going live on video. It’s a powerful way to share insights, host discussions, or even run Q&A sessions in a format that’s less formal but still impactful.

By following these steps, you’ll not only grow your LinkedIn presence, but you’ll also start to see your personal brand take shape. Remember, it’s not about perfection—it’s about showing up consistently, engaging authentically, and positioning yourself as someone who adds value.

Why LinkedIn is the Ultimate "Rainy Day Fund" for Your Career

Let’s be honest—careers are unpredictable. No matter how secure your current role feels, the market can shift, businesses can downsize, and entire industries can be upended. This is where having a strong LinkedIn presence becomes invaluable. It’s your career "rainy day fund"—something you can build now to support you when you need it most.

Just like saving money for unexpected expenses, investing in your LinkedIn presence today ensures you have a network, visibility, and credibility to tap into when circumstances change.

LinkedIn Gives You Career Insurance

Whether you're actively job-seeking or not, maintaining a vibrant and engaged LinkedIn profile is like having career insurance. Here’s why:

• Visibility to Key Decision-Makers: LinkedIn hosts over 65 million decision-makers globally(SocialPilot). This means that even if you're not looking for a new job, recruiters, potential clients, and future employers are constantly scouting for talent. A strong profile increases your chances of being found and approached for opportunities that can boost or safeguard your career.
• Expanding Your Network Before You Need It: Building relationships when you don’t need them ensures that when you do, your network is already in place. Waiting until you need help to grow your network can feel transactional and forced. Start nurturing relationships now, and when the time comes, your LinkedIn connections can provide leads, advice, and referrals without hesitation.
• Personal Branding as Protection: A robust personal brand doesn’t just open doors—it keeps them open. A well-developed LinkedIn presence allows you to showcase your expertise, stay top of mind, and demonstrate your thought leadership consistently. As I always say, “You don't want to start building your network when you need it; you want it to be there when the need arises.”

Long-Term Benefits for Professionals at Any Career Stage

Whether you're nearing retirement, pivoting to a new industry, or looking to secure a board seat, LinkedIn works as a long-term career tool. It’s not just for immediate job hunting—it’s for future-proofing your professional journey.

For example:

• Executives and Leaders: A strong LinkedIn profile helps senior professionals stay relevant in their industry, build their influence, and attract board or consulting opportunities.
• Mid-Career Professionals: For those at a pivotal stage in their careers, LinkedIn can showcase your experience while helping you stay ahead of the curve through learning and connections.
• Early-Career Individuals: Even those fresh out of college can benefit by making a strong first impression on LinkedIn and building a network that will be vital as they progress in their careers.

The bottom line? LinkedIn isn’t just a social network. It’s a professional safety net, a career builder, and the ultimate rainy day fund. Start building today, and you’ll be prepared for whatever comes tomorrow.

It’s Never Too Late to Start Building Your LinkedIn Legacy

Whether you’re an executive, a mid-career professional, or just starting out, one thing is clear: LinkedIn is the place to be if you want to build a personal brand that lasts. It’s not just about today—it’s about future-proofing your career and creating hi opportunities that can carry you through uncertain times.

From optimizing your profile and posting engaging content to building meaningful connections and contributing to collaborative articles, LinkedIn offers a wealth of tools that can help you secure your professional future. The best part? You don’t have to be perfect—you just have to show up, be consistent, and be authentic.

So, the question is: What’s holding you back from taking control of your career on LinkedIn? Start small, stay consistent, and watch as the doors begin to open.

Enjoyed this blog post? It was crafted with the help of AI, polished by a human, and inspired by my guest appearance on Jess Ekstrom’s Amplify podcast.

Need help getting started? The Borden Group is ready to partner with you. All we work on is personal brands!

Personal Brand Coaching, Managed Personal Brands for LinkedIn?, Personal Brand Content, Personal Brand Strategies, Personal Brand Workshops, Personal Brand Websites, re/Brands, and more!! We work with individuals and teams. I also consult companies and work directly with their internal or external marketing or comms teams. Here are just a few of my testimonials . We have data, case stories, written testimonials/recommendations, and clients who will speak with you to verify their success working with us, and we are always accepting new clients!

Thank you for taking the time to read my newsletter today!

If you want to learn more about working with The Borden Group, you can?visit our website , message me directly on LinkedIn, or schedule a discovery call with me here !

Your Executive Advisor,

Melanie