“Put yourself out there. Be bold, be visible… make mistakes publicly and keep going.”
120 women came together for our sold-out Women on Top: LinkedIn Edition at the beautiful Balmoral Hotel in Edinburgh and from the moment the doors opened, it was clear this was going to be a lively one.
We had women who had never been to an egg event, women at their very first networking experience, OG egg members, founders who had just launched and others who had just moved to the Scottish capital. The icebreaker was possibly the best we’ve ever had.
People moving from table to table just to chat, swap stories, laugh and yes, grow their LinkedIn networks. Before a single tip had been shared, the tone was set. This wasn’t going to be a stiff networking morning about ‘boring’ business affairs. It was going to be real, a little messy, fun and full of genuine connection.
The main event
The highlight of the morning was a conversation between egg head Kylie and Alicia Teltz, former Global Client Executive at LinkedIn and a long-time B2B tech sales leader. Alicia now runs The Hype Department, helping founders, sales teams and senior leaders turn LinkedIn visibility into real commercial results.
Let’s just say, there was a LOT of note-taking. Alicia shared what it’s really like behind the scenes at LinkedIn, and more importantly, the practical habits that actually drive results: what to post, how to build trust, why “salesy” launches fall flat and how to optimise your profile so strangers understand what you do in seconds.
Her message was simple: visibility isn’t a hack. It’s consistency, clarity and relationships. Build a profile that actually says what you do, share ideas that are genuinely useful and spend time engaging with the people you want to reach. By the end of the morning, the room felt properly fired up. Everyone ready to give LinkedIn a go and, most likely, already mentally drafting their next post on the way out the door. We know we were!
The Visibility Playbook: 12 tips from a LinkedIn insider
1. Visibility creates opportunity. The more consistently you show up, the more opportunities start to appear - podcasts, partnerships, speaking gigs and clients. Climb the cringe mountain. Fake it until you make it!
2. Don’t lead with the sell. Posts that say “I’ve won this award” or “my book is coming out” rarely perform unless people already know and trust you. Most people are sharing bottom-of-funnel content with a cold audience. Build the relationship first. People don’t care that you went to an event, they care about your expertise.
So, post smarter. Instead of talking about how great an event was, turn it into something useful. For example: “I went to this brilliant event and here are three things I learned about supporting...”
Now you’re not just talking about where you were, you’re sharing insight your audience can actually use. You’re combining your experience with your expertise and building a story around it. But it also gives people something valuable to take away. That kind of post is top-of-funnel. It’s designed to get eyeballs on you, build trust and position you as someone worth listening to.
3. Milestone posts get reach but not revenue. Career-focused posts, promotions, and big announcements often get boosted to your existing network. That’s why they attract lots of likes. But that engagement doesn’t automatically turn into clients. Treat them as visibility moments, not your core business strategy.
4. Don't do too many personal posts. It’s easy to engage with a selfie but they’re not going to get business. Only weave personal stories occasionally and use them to support a bigger point. Balance them with useful advice and subject-matter expertise.
5. LinkedIn still has a human editorial layer. Behind the algorithm, regional editorial teams look for credible, relevant stories. They can manually “push” posts into wider feeds or feature them in newsletters. Relationships matter here. Connect with people on the editorial team, engage with their content, and make your expertise clear on your profile.
6. Your profile must land in seconds. Try to make your profile very, very clear. People decide very quickly whether to keep scrolling. Your headline should clearly say who you help, how you help and what to do next. Use a colourful, smiling, camera facing close up profile picture too. It’s the first thing people see so make it count.
A simple structure: “I help X achieve Y by doing Z.”
7. Your banner is free advertising space. Most people waste it. Add positioning, proof (like a speaking photo) and a simple call to action.
8. Engagement is half the strategy. Posting isn’t enough. Alicia recommended a 50/50 split between creating content and engaging with others. Engage with the people you actually want as clients or collaborators. Comment thoughtfully. Before publishing a post, block out one hour using the 20/20/20 rule:
- 20 minutes: comment on posts from ideal clients (warm up your feed).
- 20 minutes: send targeted connection requests with a short message.
- 20 minutes: reply to DMs or start conversations.
9. Use the right tools but only if they fit your goals. LinkedIn Premium has far more search functionality, up to 150 connection requests per week and direct messaging. Sales Navigator is more expensive but powerful for targeting specific audiences, filtering leads and building a focused engagement strategy.
10. Be consistent. It’s better to post three strong posts a week than seven rushed ones. Commit to a focused month of consistency, build momentum and then adjust to a pace you can sustain.
11. Use AI for ideas, not your voice. AI is great for brainstorming angles, pain points, and content ideas. But write the post yourself. Most people can spot overly AI-written content. It reduces credibility.
12. Be confident. Put yourself out there. Be bold. Be visible and don’t give a shit. Make mistakes publicly. Just go with it. The rewards that come from showing up consistently far outweigh anything else. It makes you real. It makes you human. Authenticity stands out far more than trying to sound like a bot.
A year can change everything
We were also joined on stage by Rachel Lawrence, author of Confident As F**k, 9 Bold Moves For Midlife Women To Rewrite The Rules. She shared a refreshingly honest take on confidence, midlife reinvention and imposter feelings.
And her story resonated. Just a year ago, she said, she wouldn’t have walked into a networking event at all. The idea of showing up, talking about her work or putting herself out there felt completely out of reach. Then in November, she pushed herself to go to just one event. She spoke about her idea out loud and once she’d said it, she knew she had to follow through. So, she did.
Since then, she’s been publishing, speaking and stepping into a whole new chapter, what she called her “main character energy.” Her top tips for everyone?
- Stop negotiating your life.
- Know your worth.
- Your price is your price.
- Name and challenge your inner critic, be vulnerable in your storytelling and recognise the value of your lived experience.
- Step forward and trust that the right clients and opportunities will follow.
Thank you
A huge thank you to everyone who joined us and to our sponsors and friends at FreeAgent, the award-winning accounting software for UK small businesses and landlords. egg members can enjoy a 30-day free trial, 50% off the first six months, and 10% off for life.
And of course, thank you to the wonderful team at The Balmoral Hotel for hosting us – the coffee and pastries were fabulous too!
