POSTED Tuesday 05-05-26
Building your LinkedIn Brand
For many senior leaders, LinkedIn is present – but not always purposeful.
However, in today’s increasingly digital recruitment landscape, a considered presence on LinkedIn plays a central role in how professionals are identified, assessed, and approached. It’s often the first place recruiters and organisations go to build a picture of your experience, credibility, and trajectory, long before any direct conversation takes place.
At Aspen People, we were delighted to host a recent webinar in partnership with Hanover Talent Solutions, focused on helping leaders take a more strategic approach to LinkedIn. The session explored how to move beyond a static profile, and use the platform to actively support visibility, influence, and opportunity.
The webinar was led by Victoria McLean, CEO of Hanover Talent Solutions and a recognised expert in executive careers. Drawing on her experience supporting senior professionals across a range of sectors, Victoria shared practical insight on how to build a LinkedIn presence that reflects both your individuality and your value.
A key theme throughout the session was intentionality.
This means being thoughtful about how your experience is presented, how your profile is structured, and how your activity contributes to a broader professional narrative. Leaders who approach LinkedIn in this way are better placed to shape perception, rather than leaving it to be formed passively. This includes optimising key elements such as your headline and profile content through the considered use of keywords – ensuring your profile aligns with how recruiters actively search.
Importantly, an effective LinkedIn profile should do more than mirror a CV. It should clearly communicate what you stand for, where you add value, and how you operate, combining clarity with authenticity. The strongest profiles create a sense of coherence between experience, perspective, and ambition, offering a more complete view of your professional identity.
Alongside this, the session highlighted the importance of understanding how visibility is created.
- LinkedIn’s algorithm plays a defining role in what is seen and by whom, and recent shifts have placed greater emphasis on the quality and relevance of content over volume alone.
- Insightful, value-led contributions are more likely to drive meaningful engagement, while consistency over time helps to build and sustain visibility.
- Using supporting content such as case studies, testimonials, and visual media are proven to not only bring your experience to life, but also significantly enhance engagement.
- Even small, considered actions can significantly strengthen presence when they are aligned to a clear narrative and audience.
In summary, leaders who use LinkedIn strategically are better equipped to shape how they are perceived, extend their reach, and create opportunities that might otherwise remain out of view.
Thank you to everyone who joined us, asked thoughtful questions, and contributed to the discussion. We host a new session each month and would be delighted to have you join us for an upcoming webinar. You can find details of future sessions on our LinkedIn page: https://www.linkedin.com/company/aspenpeopleltd