We recently spent the morning with the Trinity Harper team delivering our LinkedIn as a Team Sport workshop.
The focus wasn’t algorithms, hacks or content tricks.
It was something much simpler: how a small team can use LinkedIn together in a way that feels natural, sustainable and commercially useful.
For service-led businesses, visibility builds trust. And trust builds conversations. The strongest company pages aren’t powered by one “marketing person” posting constantly. They’re strengthened by a team that shows up consistently around the work they’re already doing.
Start with clarity, not content
Instead of asking, “What should we post?”, we worked through a more important question:
“What do we want to be known for?”
We helped the team define a handful of shared content pillars. The problems they solve repeatedly. The standards they hold. The values clients experience.
When those pillars are clear, posting becomes easier. If something doesn’t sit within them, it probably doesn’t need to be shared.
We also created an “avoid list”. Polarising debates, trend-led content that doesn’t fit the brand, reactive posts that don’t serve the business. Knowing what not to say is often what gives teams confidence to speak.
Make profiles make sense
We then looked at personal profiles. Not a full rewrite. Not corporate scripts.
Just alignment.
If someone lands on your profile, can they understand how you connect to the business in ten seconds? That clarity matters more than clever wording.
The power of commenting
The biggest shift, as always, was around commenting.
Thoughtful team comments amplify company posts far more than likes ever will. A short, human perspective from your own role builds credibility and extends reach without creating more content.
Five meaningful comments can outperform one extra post.
Keep it simple
Our recommendation to Trinity Harper was deliberately realistic:
- 1–2 company posts per week
- Each team member commenting on 1–2 posts
- Always reply to comments
- Add context when resharing
Consistency beats enthusiasm. This isn’t about becoming influencers. It’s about reflecting the quality of your work in a visible way.
LinkedIn doesn’t need to feel performative. When done well, it simply mirrors how the team already operates.
And that’s where momentum starts.