Writing for Thought Leadership on LinkedIn

Written By Alicia Vial

LinkedIn is a platform built on professional networking and thought leadership. Engaging on the platform is essential for growth and visibility. Whether you are an industry veteran or a new professional, knowing how to craft compelling content for the platform can set you apart.

Being a thought leader on LinkedIn is important because it enhances the visibility of you as a professional and your company or organization, it builds your credibility as a professional, and it can provide influence in your industry – others may seek you out if they are affected by your posts or insights.

So how do you write to become a thought leader? Decide on an area of expertise. It is easy to treat LinkedIn like other platforms and write about anything and everything, but if you want to establish yourself in a specific industry, find a niche to post about. Understanding who your audience is by identifying them is also crucial – if you are an emerging professional, maybe your audience is potential mentors. If you are a seasoned veteran, maybe it is colleagues who you are looking to follow you.

Once you’ve decided what you want to focus on, now is the time to decide how often you will post. The beauty of LinkedIn is that content performs pretty evenly over time so there is no need to post everyday – you can easily do Wisdom Wednesday, Friday Tidbits, etc.

It’s important to be authentic. Authenticity is a word we talk about a lot because IT MATTERS! Share genuine insights and reflections that are relevant to you and your area of focus. Being authentic means engaging with your network through stories, challenges and achievements – be truthful, honest and transparent in your posts, and your audience will notice.

Don’t expect things in return or immediate establishment as a thought leader. With LinkedIn, you have to focus on the long game. True thought leaders share their insights and value and expect nothing direct in return. Yes, you will see likes and comments – and you should interact with them, but don’t expect an offer from your dream job just because you are sharing insights of your industry.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

Previous

Meta Outage and How It Is Okay to Take a Break from Social Media
Next

Social Media and Modern Dating