4 tips to supercharge your LinkedIn presence

LinkedIn is more than a digital résumé. It is where finance professionals can turn expertise into opportunity.

With over 1 billion members in 200 countries and territories worldwide, it offers a global stage for visibility, credibility and connection — from CFOs pursuing board roles to early career graduates building their reputations.

Keynote speaker and bestselling author of Unforgettable Presence, Lorraine K. Lee has seen firsthand how powerful LinkedIn can be. 

“Some of my most meaningful professional opportunities and relationships, speaking invitations, partnerships and even friendships, started with a LinkedIn post,” she says. 

“It is so important for CFOs and executives to be on LinkedIn. Often the first place someone goes to learn about a company, or you, is a LinkedIn profile.”

Lee recalls a striking example of a CEO who impressed at a live event, but whose sparse LinkedIn profile told a very different story. 

“The two identities didn’t align,” she says. “People will turn to LinkedIn to assess credibility and learn more about you — sometimes before even meeting you.”

Here are four tips to supercharge your LinkedIn presence for maximum impact.

1. Show the person behind the role

Erin Adams FCPA, product compliance manager at Xero and director of Digital Service Providers Australia New Zealand, sees LinkedIn as a space for context, not just credentials. 

“LinkedIn hasn’t gotten me roles on its own,” she says, “but it has made me visible and knowable.”

By consistently sharing updates on her work, lessons she has learned and industry reflections, Adams has turned cold introductions into warm conversations.

“People who only knew my name could see what I focus on, how I think and the kind of work I do,” she says. 

“By sharing relevant updates for the committees and roles I’m involved in and being honest about both wins and lessons, I’ve lowered the barrier for others to approach me with the right questions or opportunities.”

 

"My approach is to keep posts human and relatable, focusing on significance rather than a call to action."

 

Lee agrees that sharing your perspective is powerful. 

“Posting is a chance to find your voice, and that carries with you whether you’re working for a company or building your own business,” she says. “Don’t worry about being ‘unique’.”

For early career accountants, visibility can be a differentiator. 

“Most people don’t expect younger professionals to have a strong online presence, so it is a great way to stand out,” Lee says. She recommends starting with thoughtful comments, which is a low-pressure way to build confidence, contribute meaningfully and connect with others in the field.

2. Focus on impact, not engagement

The value of a LinkedIn post is not always shown in the likes and comments it receives, Adams says. 

“I often hear privately from people who found something valuable, even if they never interacted publicly.” Reflections and stories, especially with authentic photos, tend to stay relevant long after they are shared, she continues. 

“My approach is to keep posts human and relatable, focusing on significance rather than a call to action.”

Lee agrees, noting that “posts with personal stories typically do best because people connect with people”. 

She suggests focusing on three main types of content: personal, educational and professional, and suggests that a balance of all three keeps a profile credible, relatable and worth following.

3. Optimise your profile for your next professional goal

LinkedIn trainer and coach Kate Merryweather recommends that accountants and finance professionals start with the basics of searchability and profile optimisation.

“Think of the phrase someone might search for on LinkedIn. Put that term in your Headline, Experience and About sections,” she says.

Then, tailor the profile to your next professional goal. 

“I worked with a client who wanted to secure more board positions,” she says. “We rewrote her profile with that goal in mind, and she later landed a non-executive director role with a leading retailer.”

 

"People will turn to LinkedIn to assess credibility and learn more about you, sometimes before even meeting you."

 

That sense of purpose should guide every section in a profile, Lee adds. 

“Include relevant keywords as they impact discoverability. I remember adding ‘Speaker’ to my headline before I felt ready, but it was an important signal that shaped how others perceived me,” she says.

For finance and accounting professionals, this might mean highlighting keywords such as ESG expertise, cross-border advisory experience or artificial intelligence (AI) and data analytics. 

4. Keep consistent with comments, content and connection

The LinkedIn algorithm influences how widely content appears in others’ feeds. However, it changes often and varies between countries, so it is hard to be definitive about how it works, explains Merryweather.

Regardless of the back-end processes, grabbing attention with a strong opening line is key. 

“If people click your post, that signals quality to the algorithm, which will then amplify it further,” she says.

While tools like Buffer suggest posting six to ten times per week to accelerate reach and engagement, Lee notes that consistency matters more than volume. 

“It is one of the hardest things to do — especially if you’re not seeing much engagement at first. Keep commenting to stay top of mind and get your insights into the world.”

Merryweather agrees. “The best way to stay visible is to be consistent and keep showing up with comments, content and connection.”