You do important things. Yet you’re invisible. Fix it.
You do important things. Yet on LinkedIn, we have no idea what. You’re invisible.
I know it’s hot in Brussels, so use this time to slow down with a drink in the garden and think about your positioning. ☀️
This will help you fix that. Here we go:
First of all: To make your post help people and sound human, turn your audience into one person, and write for them. Mine is Anna.
This post is for Anna.
Here we go:
1. Anna, pick a niche.
Something people can remember in one line:
* media strategy for EU agencies,
* LinkedIn for policy experts,
* storytelling for complex programs,
* internal comms for Fortune 500 organizations.
2. Anna, make that niche show up everywhere on your profile:
* banner, headline, about, featured, posts, comments.
3. Everything is content, dear Anna: Briefings, speech angles, Q&A prep, crisis simulations, stakeholder mapping, content plans.
* Experiences that were super annoying but made you realize something or made you laugh in hindsight
* Turn those into short posts that teach one clear thing someone in your audience can use.
4. Anna, are you still with me? My next tip for you is to mix deep, “save this” posts with lighter, very human snapshots from your Brussels reality:
* a line from a corridor conversation,
* Something you notice in internal emails,
* A slide that you keep showing and would benefit you, Anna
5. Make it yours, Anna.
* The way you talk about institutions, power, politics, and people.
* The way you use examples from EU life: trilogues, comitology, delegations, cabinets, agencies.
* Create your own terminology and methodology, and share it.
6. And now the most important part, my dear Anna.
* Protect one hour per day to comment with substance on posts from MEPs, officials, think tanks, associations, journalists, or whomever you wish to connect with.
* Add context, nuance, and clear language under the usual jargon.
* Use that same hour to draft posts and hooks, save ideas, stack screenshots for later.
7. Anna, don’t obsess over the performance of singular posts. Impressions will vary. That’s normal.
* Once a month, read your analytics.
* Notice which topics and angles give you followers.
* Review which posts were saved a lot.
* Reuse what worked well with a fresh hook or image.
* Do the same with posts you believe in that didn't work.
8. Please Anna, use AI for the right things:
* Check how others frame the same topic.
* Draft alternative hooks.
* Turn your ideas into infographics.
But never outsource your voice.
Anna, you do a lot of invisible work.
It's time to show it on LinkedIn.
Then influence and invites will follow.
Be like Anna.
Save this. 💾
So you can implement it when it’s raining.
