Mastering LinkedIn: The Ultimate Guide to Dos and Don'ts for Optimizing Your Profile and Content

For conservation leaders and many other professionals, LinkedIn serves as a valuable tool. However, you may be wondering about the specific ways in which this platform could benefit you and your organization. Here, we share an overview of the platform with top tips on how to use it to network, develop a profile, build your brand, and get your messages heard. 

“Most of the information I get right now - on topics about conservation, human rights, land rights, policy, and indigenous rights - is on LinkedIn, through my peers who are working on these issues all around the world. Reading their commentary and following their work is how I learn about what’s happening. It’s the best way of getting and sharing information with a wider audience.”

- Fred Nelson, CEO, Maliasili

Why LinkedIn?

Networking →

LinkedIn is a professional social networking site that allows conservation leaders and others to connect with professionals in their field and beyond. As Salisha Chandra of Maliasili put it, “LinkedIn allows you to  go beyond the echo chamber - this is so helpful in our work in community conservation in Africa.” It is a powerful tool that helps you to build relationships, establish partnerships, stay connected with peers and colleagues, and break into new circles.

  • TIP: Choose to follow some influential people in your sector or people who inspire you. By following them, you will see what they have to say and share, and this is a great way to get new information and also inspiration for your own posts.


Build your organizational and personal brand →

LinkedIn is a powerful tool for building a brand. Conservation leaders can use the platform to showcase their organization's achievements and share updates about their work and impact. To establish yourself as a thought leader in the conservation industry and build your personal brand, use LinkedIn to showcase your professional accomplishments, expertise, and experience.

  • TIP: Share articles, videos, or other relevant content that highlights your interests, expertise, and insights in conservation. But go beyond just sharing. Take a moment to add your own opinions and insights, as this will not only help others gain more from the resources you share, but also builds your credibility and brand.

  • TIP: People love photos! Use interesting and engaging images to get people’s attention.


Information →

LinkedIn can be a valuable research tool for conservation leaders. You can use the platform to stay up-to-date on industry news and trends; research potential partners; or learn about conferences and gatherings, webinars, and new thinking in the field.

  • TIP: If this is where you get your information, then use it to help others learn about you and your organization. Share updates and announcements, job postings, events, and more.


Attract funding and potential funders →

LinkedIn can be a powerful tool for fundraising. You can use the platform to share updates about your organization's fundraising campaigns, connect with potential donors and funders, and build relationships with supporters. 

  • TIP: Including articles, reports, and other publications to your page or profile can attract more visitors, including donors. 

  • TIP: Invest time developing an attractive profile headline that immediately says what you do. This will help people, like funders, quickly know if they want to learn more (note: the LinkedIn headline is 220 characters, so make it simple and catchy.)

Recruitment →

LinkedIn is a powerful tool for recruiting talent. Consider the platform to post job openings, connect with potential candidates, and learn about the skills and experience of other professionals in the industry.

For even more insights, learn from Maliasili’s Ellen Mdima and Blue Venture’s Randall Mabwa in this video. Watch to gain quick and actionable tips!

So where do you start with LinkedIn?

Set up a great profile → 

People’s attention span is small. You want to grab and keep their attention when they visit your individual or organization’s profile. 

  • Add a great profile picture: 

    • For Individuals: Your photo should take up 60% of the space and avoid distracting backgrounds. Avoid blurry selfies, and instead have a clear and professional-looking image.

    • For Organizations: Use your logo.

  • Add a vibrant banner picture: This photo should be visually appealing and engaging.

  • Add a compelling headline: This is one line that tells people who you are and what you do. Be clear, avoid jargon or too much explanation.

  • Complete your “About” section: This is one of the most underutilized yet most important sections on LinkedIn. It’s where you can describe a little bit more about yourself or your organization on a human level. What drives you? What are your values and interests? What do you want to accomplish? This section can be about 40 - 50 words (which is the length of this bullet point).

    • Avoid generic language and statements (I am highly motivated, a fast learner, etc.).

What to post and how to engage on LinkedIn

The tips below apply to both organizations and individuals → 

  • Post captivating and engaging content: You want to gain people’s trust. Avoid jargon, don’t be too formal, and make sure you clearly have a point. 

  • Be authentic: Speak in your authentic voice and about topics you’re well versed in. Don’t try to be or sound like someone (or an organization) you are not.

  • Post with (enough) frequency: This is an important aspect of maintaining an active presence on LinkedIn. When you post regularly, you stay top of mind with your connections, and they are more likely to engage with your content, which can help you build credibility and expand your network. However, it's important to strike a balance between posting too much and not enough.

  • Use photos, videos, and other multimedia: These allow you to convey information in a more dynamic and compelling way and other LinkedIn users are drawn to this type of content. When you include visuals in your posts, it can capture people's attention and make them more likely to stop scrolling and read what you have to say. 

  • Share content that is aligned with your brand and interests: What you share says a lot about who you - or your organization - are. People who read or view your content are trusting that the resources you share are worth their time. The content should be informative, relevant, and of high quality. It's also essential to ensure that any content you share is accurate and trustworthy, as your audience is relying on you for reliable information. 

  • Comment and share: Content by other like-minded people and organizations.

LinkedIn Do Nots

LinkedIn is first and foremost a professional networking platform. Personal posts are well-received and can even help strengthen your brand, but you need to be careful and thoughtful about what you share.

  • Avoid posting the kind of personal material you might put on Facebook or perhaps Instagram, for example.

  • Avoid spreading information not backed by valid data/be on the lookout for fake news.

  • Always be mindful of what you say about your organization - avoid posting personal opinions about sensitive issues if they might have implications for your organization.

  • When you ask for or make an introduction, do so only if you believe both parties can benefit. 

  • Remember - honesty is the best policy – avoid overselling yourself.

  • Don't just use any random hashtags. Instead, research to identify the currently trending hashtags related to your content. It's also essential to understand that hashtags function as search tools, enabling users to discover content. So find the best and most relevant hashtags that will ensure your content is easy to discover.

Wanjiku KinuthiaComment