When it launched in 2003, LinkedIn offered a new approach to professional networking: Instead of meeting at conferences or office lobbies, people from across the business world could connect on the internet.

Today, LinkedIn is no longer just a professional directory. With over 1 billion users and owned by Microsoft, it has become one of the world’s largest job posting sites and a full-blown social media platform for business. It also has an enormous suite of educational offerings.

Mastering this unique platform has become a near necessity for finance professionals.

“I’ve been saying for over a decade that CFOs and CPAs and CGMAs can’t afford to sit on the sidelines of social media. For me, it’s a platform to learn and stay on top of what’s in the zeitgeist,” said Tom Hood, CPA/CITP, CGMA, executive vice president—Business Growth & Engagement at the Association of International Certified Professional Accountants.

“Some of my most valuable professional opportunities, whether partnerships, speaking engagements, or new client relationships, have started with a simple LinkedIn connection,” said Alice Osei Okrah, ACMA, CGMA, a partner at EY Parthenon in Ghana.

“For me, my network is very important,” said Vinit Mishra, FCMA, CGMA, head of treasury, Nutrisco (ETG Group) in Dubai. “I feel that if I am more visible on a platform like LinkedIn, my stakeholders … will gain a virtual impression of me.”

“From a treasury perspective in the UAE, [LinkedIn] is not just a networking site — it’s a credibility platform,” he said. “For finance and treasury professionals, being present and sharing insights helps build trust with stakeholders, banks, and partners.”

So, how can you make the most of LinkedIn? Here are hidden features and big-picture strategies for growing your network.

THE POWER OF LINKEDIN SEARCH TOOLS

LinkedIn’s robust search function makes those 1 billion members more accessible.

“What’s important to know is, first of all, there is a search feature,” said Brenda Meller, founder of Meller Marketing, which helps professionals make the most of the platform. “A lot of people don’t know it exists.”

The search engine’s “People” filters include the following:

• Job titles.
• Employers, current and past.
• Locations.
• Places of education.
• Industries.
• Degree of connectivity to the user.

The search engine also can identify the mutual LinkedIn connections users share with other people. And for paid LinkedIn Premium members, there is a filter for users “actively hiring” — helpful for anyone on the job market.

“You’re more likely to find a job through someone in your network than you are applying blindly to an [applicant tracking system] or a job board,” Meller said.

LinkedIn Premium also includes other networking perks for subscribers:

• Seeing who has viewed their profile, so long as the other users haven’t chosen to limit their visibility.
• Messaging people across the network, even if they aren’t connected.
• Allowing others, both Premium and non-Premium users, to message them more easily with an “Open Profile.”

MAKE CONNECTIONS ON LINKEDIN

There are a few ways to convince new professional or business contacts to connect on LinkedIn.

For online contacts

If you’re approaching someone new, look for commonalities. Meller suggested extending an invitation to connect that highlights shared experiences, acquaintances, or backgrounds: “We haven’t met yet, but …”

“Immediately,” she explained, “I’ve created an affiliation with you. You’re more likely to accept that invitation.”

From there, keep the conversation going with a question.

Conference connections

Mishra looks to make business connections at conferences, introducing himself and using a QR code to share his contact information, including his LinkedIn profile link.

“That has become a game changer,” he said. “I often have seen people going and clicking and following up also. And because they do that, [our conversation] remains also at the top of their mind.”

Hood suggests sending out LinkedIn connection invites before a conference to speakers and other guests.

MAKE THE MOST OF THE SOCIAL ELEMENT

LinkedIn launched its own social media feed in 2014. Today, it’s filled with long articles, short posts, and vertical videos — covering everything from job postings to viral rants. As on other platforms, users can comment, leave reactions, and share others’ posts with their own followers.

LinkedIn also offers a host of useful formats for posts, including:

• “Find an expert” requests to solicit recommendations for people in certain fields and locations.
• Polls to survey readers.
• A special job-posting format.
• Ways to celebrate milestones.
• Event invitations.

POST OFTEN, BUT DON’T OVERSHARE

Staying active on LinkedIn’s social feed can bring new connections and prompt old acquaintances to reconnect. (See the sidebar, “Should You Create LinkedIn Videos?” at the end of this article.)

Here’s what the experts interviewed for this article recommended:

• Post regularly. Meller suggested posting at least once a week to stay visible, even if you’re just sharing others’ posts.
• Tag other users if your post is related to them. This may prompt them to react and broaden your post’s reach.
• Comment on others’ posts. Sharing your thoughts can spark a relationship with the original poster and other commenters. Engaging also can tune the site’s algorithm, delivering more relevant content in the future.
• Post photos of yourself. “A selfie will beat a staged group photo every day of the week,” Hood said. “They just are much more in the moment and authentic.”

“You just have to keep being present,” said Sophie Wright, ACMA, CGMA, a UK-based fractional CFO.

Okrah agreed: “Focus on consistency and share insights regularly so your network begins to associate your profile with expertise in your field. Over time, this builds both credibility and community.”

“Authentic, consistent posting (not automated AI engagement) can strengthen professional reputation and deepen industry relationships,” Mishra said. “In a fast-moving market like ours, staying visible and contributing real knowledge makes a measurable difference.”

PERFECT YOUR PROFILE

The profile page remains the singular place to describe your mission, goals, and qualifications. Users can find guidance on profile and other features through LinkedIn’s Help center.

Open to work? LinkedIn allows users to designate themselves as “open to” being recruited and to specify the jobs they’re looking for.

Users can choose to mark their profile as “Open to Work,” signaling to all visitors that they’re job hunting. But you also can display the “Open to Work” flag only to people using a “recruiter” account. (Of course, word can get around, so this is not a guarantee of secrecy.)

The “open to” function also allows users to designate just how eager (“actively” or “casually”) they are seeking a new job.

The headline: Headlines are the short descriptions that appear beneath users’ names.

For those who are not job seeking, the summary statement “should be describing yourself to your ideal audience in your current role,” Meller said. Her own profile, for example, describes her as a “LinkedIn & Marketing Coach for the Self-Employed, Executives & Corporate Teams.”

Those who are looking for a new job can describe their overall mission and ideal role.

The history: As with a résumé, a LinkedIn profile should tell the story of a person’s career — focused on impact and skills demonstrated at each job, with no need to include every last detail or job.

The headshot: An updated and well-composed headshot establishes trust and draws attention. “Anytime your company offers a headshot, you should get it done,” Meller said. “That signals you’re current and staying updated as a company leader.”

The banner: The banner image is another place to get a message across or show support for an employer or other organization.

The extras: LinkedIn profiles also include space for numerous other details, such as alma maters and awards received. Additionally, users can add badges for educational courses completed within the LinkedIn Learning service for paid subscribers.

The URL: By default, LinkedIn profiles are assigned a URL ending with random numbers. The “Public profile & URL” setting, found at the top right corner of users’ profile page, allows users to create a custom URL, which can benefit search-engine optimisation and be easier to remember.

CAN AI TOOLS HELP?

LinkedIn Premium offers generative AI tools for drafting messages, posts, and content for profiles within the platform.

These options also are available from third-party tools. Users can simply ask a platform like ChatGPT or Google Gemini to write and review content.

However, Meller advised using generative AI judiciously — being sure not to overwhelm your own voice with generic AI content. “Does it sound like something you would say?” she asked.

Meanwhile, more-complex third-party services claim to boost users to superstardom on LinkedIn.

Some attempt to craft better content or track the user’s engagement metrics. Others are more aggressive — offering to game the platform’s algorithms, automatically post AI-generated comments, and network on the user’s behalf.

Users should approach these growth-oriented services with caution and avoid some altogether, Meller said.

“Make sure it’s not violating LinkedIn’s terms of service,” she warned.

LinkedIn bans the use of third-party software to “scrape, modify the appearance of, or automate activity” on the website, as well as the use of “fake accounts or fake engagement,” including any attempt to “manipulate LinkedIn’s content algorithms.”

Attempts to automate growth on the network can result in anything from a temporary suspension to a permanent ban, Meller said.

STAY UPDATED AND CONNECT

Many people now expect their peers to have an updated and relevant profile on LinkedIn.

“Whether you are active or not, people will review your profile and make judgments on you,” Meller explained.

But more than an obligation, she and others see an opportunity that’s hard to find amid the vitriol of other online platforms.

“It’s a safe place. It’s a place where you can connect with people,” she said.

Building up a professional network, Mishra said, “gives you a kind of professional recognition but also the confidence that what you’re doing is going in the right direction.”

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Should you create LinkedIn videos?

LinkedIn wants to become the latest social media platform for viral videos, said LinkedIn and marketing coach Brenda Meller.

That offers an opportunity for finance professionals who are willing to turn on the camera. As on other platforms, a short video can rack up thousands — or occasionally millions — of views.

“Because LinkedIn is leaning into video as a platform, that means they’re giving videos more love and attention in the homepage feed,” Meller said.

Here’s what she and others advised:

• Keep it short. Videos of less than a minute do the best.
• Keep it simple. It’s OK to just talk to the camera in a well-lit room. “You don’t have to have a fancy studio. If you’re not happy with it, delete it, and you can do it again.”
• Introduce yourself. Especially for beginners, start by talking about yourself. “It just helps to humanise you,” Meller said. Share insights, facts, and opinions on timely news and topics you know. See what works.
• Use another app to edit. LinkedIn has only rudimentary video tools in its mobile app. More advanced compositions can be produced in a third-party app like CapCut, TikTok, or Instagram and exported to LinkedIn.
• Do multiple takes. Don’t just stumble through one long take. And if you’re struggling to nail the whole thing, try recording shorter sections and stitching them together.
• Include captions. Not everyone watches with the sound on. Use a third-party app to “burn in” captions — making them appear in the video itself rather than relying on LinkedIn’s automated captioning.

It’s not a necessity, but posting videos to LinkedIn can “help to differentiate yourself from the competition”, Meller said. It also can demonstrate public-speaking skills, a major boost for leadership roles.

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About the author

Andrew Kenney is a freelance writer based in Colorado. To comment on this article or to suggest an idea for another article, contact Jeff Drew at Jeff.Drew@aicpa-cima.com.

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MEMBER RESOURCES

Articles

“How to Land a Finance Job in the Age of AI-Enabled Hiring,” FM magazine, 27 October 2025

“How and Why to Add Video to Your CV,” FM magazine, 9 July 2025

“Building Executive Presence: Tips and Strategies,” FM magazine, 22 May 2025

“AI Concerns Are More Complex Than Technology Replacing People,” FM magazine, 16 April 2025

“8 Ways to Create a Professional LinkedIn Narrative“, FM magazine, 24 July 2024

“Top Tips for Successfully Seeking Opportunities Through Social,” AICPA and CIMA, 30 September 2023

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