When founders think about building their personal brand or growing their company’s online presence, many immediately jump into posting content and chasing engagement. But as Marketing and Communications Mentor Ellyn Winters-Robinson reminds us, true thought leadership starts with something much simpler and often overlooked: your LinkedIn profile.
At the Accelerator Centre, we see early-stage founders eager to share their insights, promote their products, and connect with their networks. LinkedIn can be one of the most powerful tools for doing all of that — if used strategically.
Choosing the Right Platform
Ellyn encourages founders to think carefully about where their audiences “live” online. There are countless social media platforms to choose from, but each serves a different purpose and audience. For most professionals, especially in the tech and innovation sectors, LinkedIn remains one of the most effective platforms for building thought leadership.
It’s no longer just a place for resumes or company updates. LinkedIn has become a content-rich environment where you can share ideas, post videos, and engage with peers, investors, and customers. It is also a potent feed for search engines.
The Foundation of Thought Leadership: Your Profile
Before you start sharing posts or publishing articles, Ellyn emphasizes the importance of looking inward at your own LinkedIn profile.
Says Ellyn, “I often ask a founder, ‘have you Googled your name? Does your LinkedIn profile come up on page one of that search? Have you looked at your LinkedIn profile through the lens of a prospective customer or investor?’ Because if you haven’t, you should”
If you want people to view you as a credible leader or expert in your space, your profile should reflect that. When someone clicks on your name or your company page, they should immediately see who you are, what you stand for, who you are connected with, and what value you bring.
A weak or incomplete profile can undermine your credibility before your content ever reaches your audience. On the other hand, a robust, well-built profile, backed by thought leadership and a well curated set of connections, strengthens your thought leadership presence by:
- Clearly communicating your mission, expertise, and impact
- Offering up an engaging headline and professional summary
- Showcasing up-to-date experience, visuals, and relevant links
- Demonstrating you are “part” of an industry and a relevant conversation
Says Ellyn, “Your LinkedIn profile is your calling card. For founders building their reputation online, it’s where thought leadership begins, and an accessible and low-cost way to get your message out to those who matter.”
From Profile to Presence
Once your profile represents you and your company with confidence, you can begin using LinkedIn more strategically. Post insights, share lessons from your founder journey, engage with others in your ecosystem or target market, and explore content formats like video that bring your story to life.
The foundation of great thought leadership isn’t about posting more; it’s about being intentional and credible in everything you share.
“This isn’t about staying within your own founder ecosystem,” Ellyn notes. “For many startups, it is where your customers are spending their time. It is a fantastic place to understand their “why,” and to show you have a clear understanding of the issues they face.”
Build Your Thought Leadership Strategy with the Accelerator Centre
At the AC we help founders learn how to use tools like LinkedIn to strengthen both personal and company brands. Through mentorship from experts like Ellyn Winters-Robinson, founders gain the confidence and strategy to communicate their expertise effectively and grow as visible, trusted leaders.
Apply to AC:Incubate and start building your thought leadership strategy today.
