Effective Use of Social Media in Tech

Everyone in Silicon Valley is hiring. Very few are hiring well. Every day on Instagram, I get DMs from candidates frustrated by how broken the job market feels. And on LinkedIn? Recruiters are just as overwhelmed. So over the last three weeks, I’ve been meeting with recruiters and marketers in my network to understand where things are actually breaking down. The takeaway: it’s not a talent shortage - it’s signal overload. If you’re a recruiter drowning in resumes, intro calls, and “on paper they looked great,” here are three ways to make your life easier and attract better talent:  1. 𝗛𝗶𝗿𝗲 𝗶𝗻 𝗽𝘂𝗯𝗹𝗶𝗰: Not a generic “We’re hiring a Marketing Lead - apply here.”I mean showing the process. Post a video explaining what you’re actually looking for. Share anonymized examples of what moves candidates forward (and what doesn’t). Talk about the good, the bad, and the messy. It creates social buzz, builds trust, and teaches candidates how to stand out before they apply.  2. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 𝗵𝗶𝗴𝗵𝗲𝗿-𝘀𝗶𝗴𝗻𝗮𝗹 𝘀𝗰𝗿𝗲𝗲𝗻𝗶𝗻𝗴 𝘀𝘁𝗲𝗽: Instead of endless intro calls, give candidates a short, async exercise tied to the real job - a Loom walkthrough, mini case, or 30-minute prompt. High-intent candidates lean in, low-intent ones opt out. You get a real signal before the first call. Candidates save time, and interviews become conversations, not auditions. I’ve been exploring tools like The Aurora Co. (www.theauroraco.com) which let recruiters create role-specific, AI-scored case exercises with structured feedback and analytics.  3. 𝗣𝘂𝗯𝗹𝗶𝘀𝗵 𝗮 “𝗪𝗵𝘆 𝗬𝗼𝘂 𝗪𝗼𝘂𝗹𝗱 𝗛𝗮𝘁𝗲 𝗧𝗵𝗶𝘀 𝗝𝗼𝗯” 𝗽𝗼𝘀𝘁: Instead of overselling the role, be radically honest. Share what’s messy, what’s unclear, and what kind of person will struggle in this job. Is it scrappy? Under-resourced? Fast-changing? Say that. The wrong candidates will self-select out immediately, and the right ones will lean in harder. Recruiters waste less time on misaligned interviews, and candidates walk in with eyes wide open - which makes every conversation higher quality.

At my last job, I wanted to leverage founder-led marketing. But I went about it the wrong way. I wanted to position my CEO as a thought leader by getting him on podcasts, securing speaking engagements, and establishing him as an authority. It should have worked. He was one of the founders of Africa's largest recruitment platform, a former government advisor on employment, and a startup operations expert. His credentials were perfect on paper. So I talked him up in a few communities and applied on his behalf for some media features. But despite all this, my efforts fell flat. We didn't get a single speaking engagement. All because I forgot one key thing. People need proof of expertise from the expert themselves. My CEO wasn’t active on LinkedIn or Twitter. He wasn’t sharing insights or showcasing his experience. To the outside world, he was just another founder. No one could take my word about his depth of knowledge, no matter how glowing my recommendations were. If I were to do it all over again, I’d focus first on helping him build a public presence through consistent content sharing and engaging with relevant audiences. By showcasing his expertise online, he would have built trust and credibility. Speaking engagements would have come naturally after that. If you’re working to position your founder as a thought leader, learn from my mistake. Start with content. Help them share their knowledge publicly and consistently. Give them post ideas. If they're not great writers, ask them questions and have AI turn their responses into posts. Have them engage with others in their niche. If you do this, everything else (the audience, authority, and opportunities) will follow.

Is Using AI to Write LinkedIn Posts Right or Wrong? Let’s discuss.... Yesterday, I interviewed candidates for a role in my company. Part of the process involved a case study exercise. Imagine my surprise when 90% of the responses were eerily similar—some even word-for-word. It didn’t take long to realize they’d lifted content directly from ChatGPT, with no added thought, context, or originality. It got me thinking: in a world where AI tools like ChatGPT are so easily accessible, how do we maintain authenticity and originality, especially on platforms like LinkedIn where personal branding is everything? Let me tell you about a client I worked with recently. She wanted help building her thought leadership on LinkedIn. She’d been experimenting with AI to draft her posts. While the articles were technically sound, they didn’t carry her voice. There was no story, no spark, nothing that showed the uniqueness of her expertise. They read like well-polished reports, but they didn’t connect. And without connection, visibility and influence are hard to build. So, is it “wrong” to use AI? Absolutely not! But the key is how you use it. Here are some tips for Executives who want to use AI to create Thought Leadership content on LinkedIn that stands out while staying authentic: Overcome the Fear of the Blank Page: Many times the biggest hurdle is starting- AI can help. Use tools like ChatGPT to brainstorm ideas, draft outlines, or suggest titles. Think of it as your creative collaborator, not your replacement. Fact-Check Everything: A while ago I crosschecked some stats given by chat GPT and found some inaccuracies, especially in the interpretation. AI doesn’t always get it right. Always double check quotes, stats or industry-specific terms to ensure accuracy. Your expertise should always guide the narrative. Not the other way round Add Your Story: This is the special sauce- when you include your personal stories, anecdotes, experiences, insights, and voice onto the draft. A story only you can tell is what sets your thought leadership content apart. Refine for Your Voice: It can be tempting to let Chap GPT’s polished tone, takeover, but the magic is you. How do you want to sound? How do you want to show up? Do you want to be witty with a dash of professionalism? Tailor drafts so your voice and style runs through. While AI is a useful tool, it doesn't replace your years of experience and professional value- use it to refine your thoughts or drive creativity, but let your insights lead the way. Remember thought leadership is about sharing your unique perspective and connecting with others authentically. No AI tool can replace that. What do you think? Are you using AI for LinkedIn posts? How do you navigate authenticity in the age of AI? Let me know in the comments—I’d love to hear your thoughts! #Thoughtleadership #Executivevisibility #womeninleadership #AI

Follow these steps to master B2B video marketing: ☑ Set clear goals for your video marketing efforts: 1. Raise brand awareness 2. Generate leads 3. Drive conversions ☑ Define your target audience. Understand: 1. Pain points 2. Content preferences 3. Decision-making processes ☑ Develop a comprehensive video marketing strategy: 1. Types of videos 2. Distribution channels 3. Marketing funnel integration ☑ Choose the right types of videos: 1. Product demonstrations 2. Customer testimonials 3. Explainer videos 4. Thought leadership content 5. Webinars 6. Case studies ☑ Align your video content with the appropriate channels and funnel stages: 1. Different types of videos for different stages 2. Platform-specific strategies ☑ Create a budget for video production: 1. In-house production vs. vendor collaboration 2. Resource allocation ☑ Optimize your videos for search engines: 1. SEO best practices 2. Descriptive metadata ☑ Incorporate calls-to-action (CTAs) in your videos: 1. Guide viewers to the next step 2. Encourage downloads, trials, or demos ☑ Distribute your videos across multiple channels: 1. LinkedIn 2. YouTube 3. TikTok 4. Your website 5. Email marketing ☑ Measure and analyse your video performance: 1. Key performance indicators (KPIs) 2. Views, engagement rates, conversion rates, watch time ☑ Personalise your video content: 1. Customised videos for high-value prospects 2. Account-based marketing (ABM) strategy ☑ Focus on educating and providing value: 1. Informative content for decision-making 2. Address pain points and demonstrate expertise ☑ Ensure your videos are mobile-friendly: 1. Optimise for various devices 2. Increase mobile engagement Save and apply this guide today, repost if you find it useful.

After ghostwriting 2000+ posts for executives, I can tell you exactly how to build thought leadership that drives revenue. Most CEOs think it starts with posting on LinkedIn. Wrong. Great executive thought leadership is built on four steps that most people never see: 1. Strategy First Before we write a single word, we define your "category of one" positioning. What conversation do you own that nobody else can claim? We dig deep into your expertise, market dynamics, and contrarian viewpoints to find that unique intersection where you become the only voice that matters. 2. Profile as a Conversion Tool Your profile needs to be set up to polarise everyone who lands on your profile. Attract those who are target persona & good fit, push away everyone who isn’t. The result - it should make the right people want to work with you before they even send a message. 3. The Process Nobody Talks About Posting only works if you can stay consistent and volume of activity. Our process that in 1 hour of time = 12 pieces of content is: - Podcast-style interviews that extract your best ideas & insights  - Journalist-trained writers (not "LinkedIn writers") to create authentic & compelling opinion pieces - We layer in data and research to back up content - We leverage our own data in what works for clients on LinkedIn - 3 rounds of edits to ensure every post advances your industry 4. Results That Count We track all the data and bring that into the following Strategic Content Sessions. You need to ensure your content is attracting, engaging the right target decision-makers. - Decision-maker engagement (VPs, C-suite at target accounts) - Qualified conversations started - Pipeline influenced Recent client results: - Tech CEO: $2.4M in closed deals - B2B SaaS CRO: 18 qualified SQLs in pipeline - Agency CEO: First inbound deal in 1 hour The executives winning on LinkedIn aren't just hitting post with some AI-generated surface-level copy. They're investing in intellectual rigour that is showcased through their quality of content they’re the expert in their field. Ready to build thought leadership that drives real business results?

Why Reddit Marketing is No Longer Optional for Marketers? #Reddit has evolved beyond just a forum; it's now a critical hub influencing search, AI, and buyer trust. Ignoring it means missing a massive opportunity to connect with your audience authentically. Here's why Reddit is essential and how to approach it effectively, inspired by insights from Backlinko: 1. Google & AI Love Reddit: Reddit content is now a major factor in #Google search results and AI answers. This means engaging on Reddit can directly improve your brand's online presence and authority. 2. Build Real Trust: People on Reddit value authenticity. They're looking for honest opinions and real conversations, not sales pitches. Earn their trust, and you'll gain credibility that traditional ads can't buy. 3. Be a Community Member First: The golden rule of Reddit marketing is to be a Redditor, not just a marketer. Focus on contributing value, engaging in discussions, and understanding the community's vibe before you even think about promotion. 4. Master Strategic Engagement: - Know Your Subreddits: Each community is unique. Do your homework, understand their rules, and participate where your insights truly add value. - The E.A.R.S. Framework: Engage, Add Value, Relate, and Solve Problems. This is how you build karma and become a respected voice. - The 90/10 Rule: Dedicate 90% of your effort to genuine engagement and only 10% (if allowed) to subtle self-promotion. 5. Post Smart, Not Hard: Once you've established credibility, share valuable content like original insights, AMAs, or thought-provoking questions. Always be transparent and focus on helping the community. Reddit marketing is a long game, but the rewards of genuine connection and earned trust are immense. It's about belonging, not just broadcasting. 🎯

Reddit, has 52 million daily active users. Hence, is an untapped goldmine for marketers— but Only if approached authentically. Unlike traditional platforms, Reddit prioritizes community-first engagement. Making genuine interaction essential. Why Reddit matters for marketers? 1. Engaged communities:  → Users spend significant time on niche subreddits tailored to specific interests. 2. User-driven ecosystem:  → Unlike algorithm-heavy platforms, Reddit thrives on organic, user-generated discussions. 3. Influence on buying decisions:  → Many users turn to Reddit for honest product recommendations & reviews. But what are the best practices for Reddit marketing? 1. Know your audience:  → Identify relevant subreddits that align with your target demographic. → Tools like Reddit Insight can help map subreddit activity. 2. Engage authentically:  → Avoid blatant self-promotion. → Instead, provide value—offer advice, answer questions & share insights. 3. Leverage Reddit ads:  → Use native ad formats like Promoted Posts or Display Ads for unobtrusive yet targeted reach. 4. Run AMA sessions:  → Host “Ask Me Anything” events to connect directly with your audience & showcase expertise. 5. Track trends:  → Subreddits often surface emerging topics before they hit mainstream platforms. What to avoid? 1. Spamming subreddits:  → Users are quick to call out promotional behavior that adds no value. 2. Ignoring rules:  → Each subreddit has strict posting guidelines—respect them. But is there a big payoff? Brands that focus on transparency and value-driven interaction see lasting results. Whether it’s building brand trust, conducting market research, or driving traffic, Reddit can be a game-changer for marketers willing to adapt to its unique culture. Reddit marketing isn’t about selling— it’s about earning your place in the conversation.

I recently worked with a client in the engineering sector - an organisation doing complex, high-value work led by some of the smartest people I have meet. While their company LinkedIn page was active and well-branded, their technical experts were practically invisible online. No thought leadership. No insights. No signs of the incredible work being done behind the scenes. In organisations driven by engineers, scientists, technologists, analysts, and other deep subject-matter experts - the strength of your brand is tied to the expertise inside the business. But too often, that expertise is locked in internal meetings, reports, or project files. When prospective clients, partners, or even future employees are doing their research they’re not just looking at your website or your company page. 👩💻 They’re searching the names behind the brand. In this case, none of the engineers had updated LinkedIn profiles. Most of them still had CV-style summaries from their graduate roles. Their networks were small, mostly internal or peers from university. And they weren’t sharing anything publicly, despite working on major national projects and presenting at conferences. The company knew their people were their biggest asset, but their digital presence didn’t reflect it. Here is what we did: ✅ Profile - We started by rewriting LinkedIn profiles for the leadership team and senior engineers. The goal was to translate what they were doing into something more accessible and credible for people outside their world. ✅ Content - This isn't about posting every day or doing video, it's about showing what they are already doing. We supported them to: ➡️ Share one-paragraph reflections after speaking at events or conferences ➡️ Break down why a specific approach or methodology was used in a project ➡️ Add context to industry news or innovations and link back to their real-world experience ➡️Comment meaningfully on relevant conversations happening in their field ✅ Connection: Finally, we helped them to expand their networks. Most had connections limited to their immediate teams or university classmates. We helped them connect intentionally. As a result, the business’s credibility increased. Not just through a logo but through the people delivering the work. 💬 Technical experts don’t need to become influencers or marketers. They don't need to post daily. They don't need to create videos. But they do need to show up with clarity and credibility. If your team of engineers, technologists, analysts, and other deep subject-matter experts are still invisible on LinkedIn, I’d love to help bring their expertise forward because in today's digital-first world, being findable and understood is part of being trusted. #linkedin #tech #marketing

Here's a perfect example of why you let your experts lead the conversation on LinkedIn. Marc Loebekken, Head of Legal at Proton, posted about a new product last week, but look at how he does it... He opens by reframing the problem. Privacy isn't just about keeping strangers out of your photos — it's about protecting your family from systems designed to shape how they think. Then he makes it personal. He and his wife had to have a real conversation about how they share photos of their son. The pull to share, the risks that aren't obvious, the solution they landed on. It's honest and specific in a way that's impossible to replicate. From there, he makes the case for a better way: parents shouldn't have to work that hard just to share a photo safely. And only then does he introduce the solution. A private email address for your child, sealed for 15 years. The product lands as the answer to a problem he just made you feel. That's the structure that builds trust and empathy: Expert → Problem → Personal experience → Better way → Solution A company page can't do this. A logo can't share uncertainty or a conversation from the dinner table. That human texture is exactly what builds trust, and what turns a product announcement into something worth 588 likes and 74 comments (and counting). This is what thought leadership actually looks like. Get your experts in the conversation. Give them room to be real. The rest will follow. Next week in my newsletter, I'm breaking down the exact framework we use to help clients go deeper in every post. Don't miss it: https://lnkd.in/eDP_-QsC

Stop Making Videos No One Watches We all know video is king, but let's be real—most of our content gets scrolled past faster than free food disappears at networking events. The stats don't lie: Videos with visual hooks get 27% higher completion rates and drive 41% more engagement than standard content. That's not just marginal gains—that's the difference between wasted effort and actual results. Try these 5 visual hooks that might look silly but are proven attention-grabbers: ✅The Falling Hook – Real estate agents using falling house keys or price tags saw 34% higher engagement (Coldwell Banker saw inquiries jump after implementing this in listing videos) ✅The Tapping Hook – Financial advisors using finger taps to reveal investment returns captured 29% longer watch time (Fidelity's retirement calculators use this brilliantly) ✅The Color Change Tap – Healthcare providers switching colors when highlighting critical services increased click-through rates by 38% (Mayo Clinic's symptom videos are masterclasses in this) ✅The Appearing Text – Tech companies revealing key stats with pop-up text improved information retention by 43% (Microsoft's product launches leverage this perfectly) ✅The Magic Hook – E-commerce brands using disappearing/reappearing product features saw 52% higher conversion rates (Nike's product reveals are legendary here) Is it sometimes goofy? Yes. Does it work? Absolutely. What visual hook will you try in your next post? #ContentStrategy #VideoMarketing #VisualHooks #LinkedInTips