7 Ways You Can Master LinkedIn

You've spent years mastering complex models and risk calculations. But is your expertise visible to the people who matter most?

That’s why your presence on LinkedIn matters. Success isn’t measured by likes or profile views alone. While views signal early interest, real impact shows up through meaningful professional conversations, inbound opportunities, and career momentum.

A recent masterclass led by the Institute's Marketing and Communications team members, Haylee Kerans and Leona Spencer, explored why some actuaries build influential careers while others remain behind the scenes, despite equal ability.

You’ve got seven seconds

Potential employers and industry leaders form first impressions in just seven seconds — often before reading a single post. That’s why visual cues matter.

• Your close-up: Profile photos should be professional yet approachable. The ideal size? 400 x 400 pixels.
• Banner image: Don’t forget your banner image (1584 x 396 pixels). This is prime real estate to visually reinforce your story — whether it’s a speaking engagement, an industry theme, or a skyline aligned to your field.
• Headline: Many actuaries leave their headline on autopilot, defaulting to a format like “Senior Manager at Insurance Company.” LinkedIn’s algorithm and human readers respond better to keyword-rich, value-focused headlines, such as “Senior Risk Manager | Climate & Cyber Risk Expert | Helping Organisations Navigate Uncertainty with Data-Driven Solutions”.

The content strategy that works

One of the biggest hurdles professionals face on LinkedIn is content paralysis; being unsure what to say or how often to say it. That’s where the 3-2-1 framework comes in; a simple monthly strategy to stay visible without being overwhelmed.

• 3 reposts: Share others' posts with your own insights. Instead of simply writing “Great insights on climate risk,” try: Great insights on climate risk. In my experience modelling extreme weather events, the key factor most overlooked is… This small shift turns passive sharing into real thought leadership.
• 2 meaningful comments: Thoughtful engagement builds relationships and boosts visibility. Ask a question, add a personal insight, or respectfully challenge an idea.
• 1 original post: Just one post a month is enough if you stay consistent. The best content often repurposes what you already have — conference presentations, industry commentary, or regulatory explainers. Bonus tip: posts with visuals (images, infographics, or video clips) see significantly higher engagement.

Strategic networking

Not all connections are created equal. Generic requests like “Please add me to your network” see poor acceptance rates but a thoughtful, strategic approach can change that. The key? The Who–Why–How method.

Who: Focus on people who can help you grow, depending on where you’re at in your career journey:

• Senior professionals: Board members, C-suite leaders, and executive recruiters
• Mid-career: Influential leaders in adjacent fields, collaborators, potential employers
• Early career: Senior actuaries, mentors, and alumni in roles you admire

Aim for 10–15 high-value connections per month.

Why: Personalise your invitation. Mention a recent post, shared interest, or professional overlap. Showing you’ve paid attention signals authenticity.

How: Value first, connection second. Engage with their content before reaching out. Then send a short, specific message, e.g.:
Hi [Name], I really appreciated your post on ESG disclosure frameworks. I’m working in climate risk too and would love to stay connected as these conversations evolve.

That simple shift boosts acceptance rates from just 15% for generic messages to 45% . ^[1]

Staying authentic with AI

One of the biggest challenges in today’s digital landscape is staying authentic, especially as AI-generated content becomes more common. Tools like ChatGPT have made content creation easier, but they’ve also introduced a “sameness” problem: everyone is starting to sound alike.

Telltale signs of AI overuse? Too many emojis, overly enthusiastic language that doesn’t suit the context, and — yes — an abundance of em-dashes.

The smartest professionals use AI for brainstorming or drafting, but always bring it back to their own voice. A simple test: read your post out loud. Does it sound like something you’d say to a colleague? If not, revise. In a world of polished algorithms, your authentic professional tone is your competitive edge.

Career-stage strategies

Your LinkedIn strategy should evolve alongside your career. As Haylee shared during the masterclass, “different goals require different approaches.”

Early-career professionals can build credibility by sharing their journey, from exam milestones to fellowship reflections. Try posting about a concept that surprised you, or something valuable you learned on the job. It not only positions you as a learner but also invites connection.

Mid-career professionals should show how their actuarial foundation translates to new contexts. Reflect on the application of pricing models in fintech, or the actuarial lens on a sustainability report. These kinds of insights help bridge disciplines and signal readiness for transition.

Senior professionals should step into thought leadership. Share perspectives on industry trends, ESG shifts, or regulatory changes. One tip from the session: don’t shy away from commenting on an article you disagree with — explaining why demonstrates both confidence and strategic thinking.

Whatever your stage, be intentional, authentic and forward-looking. As Leona puts it: “Showcase who you are, what you know, and where you want to go.”

Common mistakes to avoid

Even experienced professionals fall into common traps on LinkedIn. Here’s what to avoid — and a few fast wins to optimise your presence:

• Jargon overload: If a CEO or policymaker wouldn’t understand your post, simplify it. Clear beats clever.
• External links: LinkedIn’s algorithm deprioritises posts that send people off-platform. Share native content when possible.
• Inconsistency: Posting infrequently isn’t the issue, posting irregularly is. A steady rhythm matters more than volume.
• Excessive modesty: It’s not bragging to share legitimate achievements. Let your work speak and include others who contributed by tagging them.

Quick wins:

• Rewrite your headline using a role–specialty–value format
• Start your “About” section with a strong opening and industry keywords
• Add qualifications that display respected logos
• Customise your LinkedIn URL to reflect your name or profession

Why this matters

Society faces complex challenges that require serious expertise to solve. While social media amplifies uninformed opinions, professionals with genuine expertise often remain overlooked. LinkedIn provides the platform to elevate evidence-based insights.

Your expertise is valuable and needed. LinkedIn isn't about becoming someone different. It's about ensuring your existing expertise receives appropriate recognition and opportunities. In today's professional landscape, building your LinkedIn presence isn't optional.

Interested to learn more?

Catch-up on the session recording below!

References

^[1] Emailsearch.io. (2024, December 17). LinkedIn Connection Request Acceptance Rates: What 500,000 Requests Tell Us. https://emailsearch.io/p/linkedin-connection-request-acceptance-rates