Unlurk Your LinkedIn. When your executive voice shows up with intent, the right people respond.

Our strategist Mallory Campbell took a CEO from “I post when I remember” to a credible presence that sparked real conversations … in 30 days. He wasn’t interested in “going viral” – but definitely wanted to be findable, useful, and in-dialogue with the exact leaders he wanted to reach.

Week 0: Set the baseline (and the bar)

Before a single post went live, Mallory connected the account to Shield. “The earlier you set up Shield, the earlier you can compare to past content and see what’s actually pulling,” she said. That simple step gave us a baseline: Format, posting time, topic tags. More importantly, it gave us a way to learn fast.

One early insight paid off all month: posts that named the audience (“CEO,” “leaders”) consistently outperformed softer, personal updates. “It doesn’t even compare to the others,” Mallory noted. Speak to the decision-maker, and the decision-maker shows up.

Week 1: Capture the voice

Good LinkedIn work starts with sound: as in, sounding like the leader. We comb through call notes, pull a few voice memos, and run a POV interview. Monthly client calls are gold: “That’s when they’re just being them,” Mallory said. The result is a quick voice card (phrases, tone, recurring themes) that keeps every draft grounded.

With our new client’s voice in hand, Mallory mapped a 30-day storyline: operator lessons, buyer Q&A, myth-busting, and short decision frameworks. No corporate mumbles. One idea per post. Plain language.

Weeks 2–3: Publish with purpose

We shipped 8–10 posts in the leader’s voice. The standouts had pointed openers and practical takeaways. One line in particular cut through a crowded feed:

“Who are you when you’re not wearing your title?”

It was a sharp hit: human, direct, and intriguing enough to slow the scroll. Other winners turned real FAQs into public answers and shared short, “we tried X → what broke → what changed” stories. We found that posts that were “personal” without a lesson underperformed; personal context + useful point landed.

The UnLurk Routine (10 minutes a day)

Content isn’t the whole game. Participation is. Mallory paired publishing with a light daily habit:

• Comment meaningfully on 2–3 industry posts
  
• Reply to every comment within 24 hours
  
• Send 3–5 thoughtful connection notes tied to today’s thread(s)
  
• Reconnect with recent event contacts or past clients
  
• Repost sparingly, with context about why it matters to your audience
  

“This is where content turns into conversations,” Mallory said. When leaders outsource posting but skip engagement, opportunities get left on the table. 

What we learned (and used)

• Name the room. Posts that addressed CEOs/leaders directly drew more of the right engagement.
  
• Clarity > format. Crisp hooks, one idea, and concrete takeaways beat cleverness and production value.
  
• Consistency is compound interest. Posting + engaging, steadily, moved the profile up in front of the right people week over week.
  

Day 30: What changed

By the end of the sprint, the account looked—and performed—different:

• 8–10 on-point posts approved and published
• A sharper profile and clearer POV that speaks to CEOs
• More meaningful comments from peer leaders
• DMs and warm intros that opened calendars
• A repeatable cadence the exec can keep, or we can run
  

Presence with a point of view.

Stop lurking. Start leading.

Run the LinkedIn Leadership Capsule—a 30-day, done-with-you sprint that ships posts in your voice and a 10-minute/day plan that turns views into conversations.

Next step: Book a 20-minute intro.