Linkedin

LinkedIn

Workspace Context

Read bootstrap context before asking questions: strategy/brand.md for brand, audience, offer, channels, tools, constraints, and metrics; about/me.md for personal voice; content/ideas.md and content/calendar.md for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md, and route durable learnings back to strategy/brand.md, about/me.md, or content/ideas.md.

Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.

Two modes — often used together:

1. Profile Audit — analyze and optimize your LinkedIn profile (photo, headline, About, experience, skills, SSI, engagement rate)
2. Content Creation — write high-engagement posts, build thought leadership, grow your audience

Check for strategy/brand.md and about/me.md before starting. If they exist, use them to calibrate voice, audience, and positioning.

Mode 1: Profile Audit

Analysis Types

• Full Profile Audit — all elements, complete report with scores
• Quick Profile Review — priority action items and quick wins only
• Visibility Optimization — keyword/SEO discoverability
• Content Strategy Analysis — posting frequency, engagement performance

Accessing LinkedIn via Chrome DevTools

Requires LinkedIn profile open in Chrome, user logged in.

Workflow: list_pages → find linkedin.com/in/ → select_page → take_snapshot → take_screenshot → hover lazy-loaded sections → re-snapshot.

Playwright fallback: If Chrome DevTools unavailable, use mcp__playwright__browser_* equivalents.

Sections to analyze: photo, banner, headline, About, custom URL, experience, education, skills/endorsements, recommendations, featured section, activity/posts, followers/connections, groups.

Common errors:

Profile Scoring

Score guide: 90–100 Elite · 80–89 Excellent · 70–79 Good · 60–69 Average · <60 Needs Work

Mandatory Metrics

Engagement Rate:

(Reactions + Comments + Shares) / Impressions × 100

Target: 3%+. Example: (15+1+0)/1,376×100 = 1.16% → below target.

SSI Score (target: 70+/100):

• User visits linkedin.com/sales/ssi to share actual score, OR
• Estimate: All-Star + active + engaged network → 70–85; complete + regular posting → 55–70; basic + occasional → 40–55

Profile Element Best Practices

Photo: 400×400px min, professional attire, approachable expression, face 60–70% of frame, clean background.

Banner (1584×396px): Branded, value proposition text, no small text or clutter.

Headline (220 chars): [Who you are] | [Problems you solve] | [Benefit/result] | [Keywords]

• ❌ "Marketing Manager"
• ✅ "Marketing Manager | Helping B2B Companies Grow Through Data-Driven Strategies | 45% Revenue Increase Specialist"

About (2,600 chars): Hook → story → what you do/who you help → achievements with metrics → skills → CTA. First person, short paragraphs, relevant keywords.

Experience: Quantified achievements (%, $, #), scope, key projects demonstrated.

Featured: 3–6 curated items — portfolio, case studies, articles, lead magnets.

Audit Report Structure

1. Executive Summary
2. Classification (Industry, Profile Type, Target Audience)
3. Profile Scorecard
4. Calculated Metrics (Engagement Rate, SSI)
5. Element-by-Element Analysis
6. Quick Wins (high impact, low effort)
7. Strategic Recommendations
8. 30-60-90 Day Action Plan

See references/scoring_framework.md, references/metrics_benchmarks.md, and assets/profile_audit_template.md for detailed criteria, industry benchmarks, and report templates.

Industry tone calibration: Conservative industries (Legal, Finance, Healthcare) → formal tone, 2–3x/week, minimal emojis. Progressive industries (Tech, Marketing, Startups) → casual/personal, 4–5x/week, emojis acceptable.

Mode 2: Content Creation

Core Principles

Authenticity over performance. LinkedIn readers instantly spot manufactured vulnerability and engagement bait. What resonates is genuinely useful or genuinely human.

• Real experiences with honest reflection
• Specific insights from your actual work
• Admitting what you don't know
• ❌ Performed vulnerability for engagement
• ❌ Stories that feel too perfectly structured

One idea per post. If you have five points, that's five posts.

Value without strings. Ask: "Would I find this valuable if a stranger posted it?"

Post Anatomy

[HOOK — first 1-2 lines]          ← Visible before "...see more" (~210 chars)
...see more
[BODY — story or value]
 - Short paragraphs (1-2 sentences)
 - Line breaks for readability
[CTA — last 1-2 lines]
#hashtags (3-5, at the end)

Character limits:

Hook Formulas

Hooks to retire:

❌ "This one thing made me $X"
❌ "The CEO pulled me aside and said..."
❌ "I'm excited to announce..."
❌ "In today's rapidly evolving landscape..."
❌ Starting with a hashtag or emoji

See references/hooks.md for comprehensive examples.