Is it worth a founder posting on LinkedIn, and how do you keep it up?
For a founder-led B2B firm, usually yes. Buyers look up the founder before a call, after a cold email and during a tender, and an empty profile tells them nothing. What works is specific opinions and lessons from real work, not motivational content. Keeping it up needs a system: one recorded conversation a month yields several weeks of posts.
Why it keeps not happening.
You dislike what LinkedIn rewards
Much of the feed is self-congratulation, and you do not want to be that person. Reasonable. But the alternative to bad posting is not silence. It is saying something useful about your trade in your normal voice.
A blank box at nine in the evening
Posting fails at the moment of writing. You have opinions all day in meetings, then sit down at night with nothing to say. The ideas were never captured, so every post starts from zero.
No deadline and no visible return
Nobody chases you for a post. The first ten get a few likes from staff and your mum. Without a number that matters, such as profile views from buyers, it quietly stops by week three.
What it is costing you.
LinkedIn shows how many people viewed your profile in the last 90 days. Each was deciding something about you: a prospect after your email, a buyer before a meeting, a candidate. For example, if 300 people looked last quarter and found a job title and a post from 2019, that is 300 first impressions spent on nothing. Multiply by four for the year.
Check it yourself in ten minutes.
Do this on your phone, where buyers will look at you.
- 1
Read your headline and About section as a stranger would. Do they say who you help, or only your job title?
- 2
Open your profile views for the last 90 days. Count how many viewers look like buyers.
- 3
Note the date of your last post and whether a client would have found it useful.
- 4
Find two competitors who post regularly. Note which posts drew comments from likely clients.
What we would do in the first 90 days.
Your part is one conversation a month. The opinions stay yours. The admin does not.
- Week 1
We rewrite your profile so it says who you help and what you know. Then the first interview: 30 minutes on what you see in your market and what annoys you about it.
- Weeks 2 to 4
That interview becomes six to eight posts for the month, in your voice, which you approve. Comments and replies are handled by a person, not software.
- Weeks 5 to 12
Two more interviews, two more months of posts. We watch which subjects bring conversations with the right people, and drop what does not.
Founder LinkedIn on its own is from £1,500 a month, and it is included in Reputation That Wins from £1,999 a month, both excluding VAT.
How Reputation That Wins works ↗The short answers.
It would be if we invented the opinions. Every post starts from something you said in the interview, and you approve each one. Chief executives have used speechwriters for a century. What matters is whether the views are yours, and they are.
Expect a quiet first two months. The early signs are profile views from buyers, connection requests, and clients mentioning a post. Enquiries come later and irregularly, and we will not promise a number. It works best alongside outreach, because people look you up after an email.
Possibly, if they can interview you properly and write in your voice, not the company's. The usual failure is posts drifting into brand announcements, which nobody reads. Give them 30 minutes and see whether the drafts sound like you on a good day.
Founders who said this also said these.
Our best thinking is in our heads.
Stop asking experts to write. Interview them. Thirty minutes of a specialist answering real client questions, recorded and transcribed, holds enough material for several articles. A writer who understands the subject shapes it, and the expert corrects the draft in ten minutes. The expert's job is to know things. Writing was never the scarce skill. Their knowledge is.
Reputation That WinsI delete twenty LinkedIn pitches a week. I'm not going to send them.
Yes, if the volume is low enough for each message to be researched and written by a person. Outreach becomes spam when the same words go to hundreds of people. A message that names something true about the recipient's firm, gives a reason to talk now, and could not have been sent to anyone else reads as a business letter.
Pipeline That Fills
Bring this one to the call.
Thirty minutes with a founder. We look at your site, two competitors and what Google and ChatGPT say about all three beforehand. You leave with three fixes in writing.