Case Studies

Building a personal brand on LinkedIn – how to get across to customers

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Personal branding is something that everyone should undertake, regardless of the industry or position they hold. There are tons of articles, blog posts, books, and podcasts on this topic. But how many case studies on personal branding have you read?

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There are now more than 630 million users on LinkedIn! How do you stand out from the crowd and grab the interest of potential customers? In contrast to articles on  “how to become a LinkedIn ninja”, this text is a real-life case study. The description of steps and results will give you a reference point for your own and your team’s branding activities.

This case study is radically different in its form from other case studies on our website. The first difference is the lack of the number of sprints in the project. It is because it is a subscription-based collaboration, and the equivalent of sprints are months.

I promise you will not regret reading to the end since:

  • you will review the analysis of specific results,
  • you will learn how we work in subscription mode,
  • you will look behind the scenes of such collaboration and discover the scope of personal branding activities,
  • you will verify the scope of your activities on LinkedIn against the scope of our project.

Objective:

increase the recognition of one’s personal brand

Collaboration period:

from 04.2021 to date

Number of people in the project:

2

Project context:

To outline the context of this collaboration, it is worth explaining the client’s situation in more detail. The client approached us because he had started to build a new division in the technology company. A change of position is the perfect time to start new personal branding activities. Notifying your network of contacts on LinkedIn about such activities is greatly rewarded by the platform’s algorithm.

Our plan was simple, and simple plans are often the best!

  • mapping out needs and expectations,
  • getting to know each other – discussing personas and the marketing funnel,
  • “redesign” of LinkedIn account,
  • publishing a consistent number of posts each month,
  • measuring results and drawing conclusions,
  • experimenting.

Kick-off meeting


The pluralization of kick-off meetings has become an inherent part of personal branding projects. Instead of one meeting, we held two.

The first one was quite standard as we discussed the project and its context. During the second meeting, we focused on the person we were supporting in creating a personal brand.

Team Canvas personal branding

To make the most of the first kick-off, we used Team Canvas. For a better understanding of Nadia’s business situation and company’s strategy, we discussed the scope of marketing activities conducted so far and defined the proto-persona.

Proto-persona personal branding
Proto-persona personal branding

Personal Branding Canvas


“- Hello, who are you?

– I’m your ghost.”

These are the words that start the acquaintance of the characters played by Ewan McGregor and Pierce Brosnan in Roman Polanski’s movie “The Ghost Writer”.

Personal branding projects are exceptional. They are about wrapping a person’s personality, values and emotions in words. If you remove the criminal element, you get to feel like Polanski’s ghostwriter.

Personal Branding Canvas

Personal Branding Canvas

This tool played the first fiddle during the next business concert. Note by note, sound by sound, the client opened up and talked about her professional experience, difficulties he encountered, personal situation, values, and mottoes. It’s the basis for creating truly authentic personal branding, not one-size-fits-all posts.

Recommendations concerning LI account


As I have already mentioned, it was the perfect time to implement additional personal branding measures on LinkedIn. The client had started a new professional chapter, so we focused on updating and increasing her profile scoring, or account visibility, before publishing her first posts. The LinkedIn algorithm verified the account as reliable and valuable. The following image shows the Social Selling Index score in LinkedIn. A high score allows you to use the platform more effectively.

Social Selling Index LinkedIn
LinkedIn Algorytms

We divided the activities into the following phases:

1. LinkedIn account audit

  1. Copywriting
  2. Copy review
  3. Translation
  4. Implementation on LinkedIn

We focused on several goals:

  • Language diversification (account run in 3 languages: Polish, English, and German)
  • Updating the position and completing descriptions
  • Adding keywords

Definition of success

At this stage, we have already defined the scope of work, developed a plan, and made changes to the profile. In the meantime, we also came up with the first proposals for the posts. We also had to find answers to two important questions:

How to recognize that this collaboration brings the intended results? What is our goal?


The answers were not obvious, so we took a lean approach. The first KPIs we selected were:

  • reach per post – KPI: average reach of all posts min. 1500 (achieved)
  • a varied form of posts (photos, dedicated graphics, screenshots, videos, TikTok, surveys, etc.) 
  • KPI: each post in a given month was supposed to have a different form (changed after time) 

In addition to these metrics, we monitor:

  • which regions the people who viewed the post are from
  • the number of comments under each post
  • what companies the people who viewed each post work for the number of new contacts added to the network
KPI for personal branding

Cyclical meetings


A weekly meeting is attended by the client, Project Manager and Marketing Consultant. The purpose of the meeting is to summarize the previous week’s results. Since Project: People is all about feedback culture, we also conduct monthly Retrospectives.

The Retrospectives provide an opportunity to discuss what went well, what needs to be improved, and what actions or processes we can implement to make our collaboration even more valuable. It is a moment for all of us to reflect and draw conclusions.

It is worth mentioning that these are not the only meetings that have a recurring character. I also have a 1:1 meeting with the client every week. 

It is time to deepen the relationship and, more importantly, to brainstorm new topics for posts. Regular meetings keep us updated about all the changes in the client’s professional (and sometimes also personal) life. After all, we bet on good relationships! 🙂

Summary


Subscription-based projects are unique. Continuity of collaboration allows for a profound understanding of the client’s needs and resources, which is mutually beneficial.  

As Nadia’s example proves, this form of collaboration is a way to ensure the regularity of branding activities and excellent results. 

A subscription service focused on building a personal brand on LinkedIn is a surefire choice. It’s worth pursuing, especially if you are a CEO, CTO, department manager, recruiter, or salesperson. You don’t have to worry about what will happen if the collaboration ends. The published posts will not disappear, and the transferred know-how will stay in your company 🙂 

Project in numbers

  • 2

    times more posts since the beginning of cooperation

  • 2

    times higher post reach

  • 5

    retrospectives

  • 40

    posts on LinkedIn

  • 140

    comments on posts

Tools used in the project

Personal Branding Canvas
Kanban
Retrospective
Miro

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