6 LinkedIn tips for financial professionals

LinkedIn is generally regarded as a go-to social network for individuals, organizations and financial professionals who want to connect with clients, prospects and peers. It’s also a way to demonstrate thought leadership, share industry insights and get a pulse on the latest trends and professional development opportunities.

That said, there are professional boundaries among LinkedIn users. So, what are the do’s and don’ts for financial professionals who use LinkedIn? There aren’t necessarily hard rules, but the following tips may serve as a guide. 

Tip #1 — Focus on others

Your LinkedIn profile can display your credentials, education, certifications and experience, and a high-quality headshot can help demonstrate your professionalism. You may also want to include links to non-profit organizations where you serve on the board or contribute in other ways. 

It’s understood that prospects and clients can learn about your qualifications and interests when they visit your profile. When it comes to posting content that appears in a news feed, however, be cautious about self-promotion. Instead, focus on what’s in it for other users.

For example, did you write a blog article? Instead of posting “Read my latest blog about COLA increases for next year,” think about how you can resonate with readers’ needs. An alternative might look something like this: “Are you worried that the 3.2% cost-of-living adjustment for 2024 doesn’t reflect the real world?¹ What are you seeing?”

Tip #2 — Keep it professional

Unlike social media platforms like Facebook or Instagram, you likely won’t find many personal family photos or vacation videos while scrolling through a LinkedIn feed. If you do, you’ll likely get a sense that they feel out of place.

That’s because LinkedIn is intended for professional conversations. Aside from your involvement in community events, fundraisers or the occasional office celebration, save those highly personal posts for other social profiles. That also goes for sharing about divisive issues like politics or religious beliefs. 

Tip #3 — Deliver quality vs. quantity

The last thing you want is for your audience to tune out. But that’s what can happen when a newsfeed is dominated by irrelevant content from an individual. Posting too frequently has the potential to diminish your reputation and could feel like spam. Likewise, frequent posts throughout the day could suggest you spend too much time online and not enough time serving clients. Find a balance, and consider taking a cue from other professionals you admire.

Also, determine how many followers you want to connect with. It’s okay to have hundreds of followers as long as you truly have some kind of connection with them, but asking to network with strangers can breed mistrust. If there’s a shared colleague and a reason for reaching out, personalize your request with a message explaining why you’d like to connect.

Tip #4 — Make it a two-way conversation

It’s important to not overwhelm audiences with too much information, yet it’s easy to err on the side of caution and not participate at all. This type of user is sometimes referred to as a social media “lurker” — someone who only scrolls through their newsfeed or consumes information without engaging with others.

It’s important to embrace the social aspect of social media if you want to leverage its potential. Contribute thought-provoking posts, share about relevant community events and add to the conversations of others. It might be as simple as giving a “like” to an interesting insight or adding a “congratulations” to a colleague's post about their promotion. 

Avoid excessive financial jargon and “industry-speak,” and shy away from acronyms and complex financial terms to help spur conversation. Also, avoid language that may come across as a sales pitch. Instead, focus on helping others and creating two-way conversations.

Tip #5 — Be consistent

Whether contributing to a retirement fund, building a book of business or learning a new sport, it doesn’t happen overnight. The chances of success are greatly influenced by the time, energy and investment you put into it.

The same goes for LinkedIn. If you want to leverage its potential, incorporate it into your daily routine, just as you set aside time to check email or make phone calls. Going dark for weeks and then suddenly posting multiple times will do little to engage others or earn their trust.

Schedule a few minutes on your calendar each day to review your newsfeed and engage with what others have to say. As you read through online news articles or other LinkedIn posts, save items that you feel might be appropriate to share with your audience in the future.

Showing consistency through your online engagement may offer prospects insights into the level of engagement and professionalism you demonstrate in your working relationships.

Tip #6 — Check with compliance

Your firm or organization may have social media policies that restrict or regulate certain online activities linked to their business. Check with your compliance department about any rules or restrictions to avoid any missteps. 

LinkedIn may be a practical and easy way to connect with clients, prospects and other financial professionals while also sharing your knowledge. You might even learn a thing or two and find network connections that help further your career.

SOURCES

¹ Social Security Administration, Cost-of-Living Adjustment (COLA) Information for 2024, Accessed 2023, December 28

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