Somebody sees your comment on a post, taps your name, and reads your profile top to bottom. That is the sequence. So the profile is not a CV waiting for a recruiter who is not coming. It is the landing page every post you write sends traffic to.
The profile, section by section
The headline
The default is a job title, and a job title is the weakest thing you can put there. "Founder, ABC Consulting" tells a reader nothing the logo does not already say. Write who you help and what you take off their desk: the sector, the problem, the kind of work. This line follows your name into the feed, into search results, into every comment you leave.
The About section
First person, written the way you speak. Most read like a brochure paragraph lifted off a website, third person, no verbs that mean anything. The platform truncates the block after two lines, so those two lines carry it. Then what you do, who for, how a conversation starts. Put a contact line at the bottom.
Featured
The section almost everyone skips. It sits high and takes anything: an article, a recorded talk, a page from the site on your own name. Whatever you most want a stranger to open goes here.
Experience
Write work, not duties. "Responsible for client servicing" is CV language and reads as filler. Say what the role involves, which problems come to you, which kinds of client. Each entry is indexed separately.
Recommendations
Ask narrowly. A recommendation that names the specific problem someone brought you reads true. "A pleasure to work with" reads like a favour, because it was one. Ask a few people who can each speak to a different kind of engagement, and tell them which.
The post shapes that hold a feed
Three formats survive a thumb moving at speed.
The observation. Something you noticed in your own week, stated plainly, with the conclusion you drew. Small beats grand.
The walkthrough. How a thing is actually done, in order, at a level of detail a competitor would find uncomfortable. This builds authority fastest, and it is the one people withhold out of a fear that nobody acts on.
The correction. A common mistake in your field, named, with what to do instead. It travels furthest because it disagrees with something, and disagreement is what makes a reader stop.
The two lines before "see more" do all the work. Write them as a hook, keep paragraphs short, assume a phone.
The link problem
A post whose body is mostly an outbound link is distributed worse than one that keeps the reader in place. LinkedIn wants readers to stay on LinkedIn, which is a commercial interest rather than a mystery. So write the post to stand alone and put the link in the first comment, or add it after the post has run. Most people who read a walkthrough will never click anything. They will remember who wrote it.
Comments are the distribution
Comments on your own posts extend their life. A post still producing replies on day two outlives one that collects likes and dies by lunch. Answer properly, in sentences, not with a thank-you emoji.
The part people resist: commenting on other people's posts builds more reach than posting does, particularly in the first months. A considered comment on a post that already has an audience puts you in front of that audience at no cost. Ten minutes a day in the feeds your buyers read does more than the same time spent publishing into silence. It feels like working on somebody else's account, which is why almost nobody sustains it.
A cadence a working professional can hold
Twice a week, permanently, beats daily for a fortnight. The usual pattern is a burst of enthusiasm, then a month of nothing, then an apology post about being away.
Split the work. Capture raw notes as things happen, badly, in whatever app is nearest. Once a week, turn two of them into posts in one sitting. Commenting is the only part that has to be near-daily, and it fits in the gaps of a day. If you cannot find twenty minutes a week of your own time, this channel is not for you.
Newsletters and articles
A LinkedIn newsletter notifies subscribers, which is real distribution and rare. The catch is that the archive sits on a domain you do not own and cannot move. So publish the substantial pieces on your own site and run a version through the newsletter, so the same writing works for the name search as well as the feed.
Founder account against company page
Company page reach is thin, and budget does not change the shape of it. A person publishing in the first person will out-reach the same organisation's page comfortably, because the feed is built around people. Keep the page for facts: what the firm does, vacancies, the address. Keep the opinion on the person.
An institution is a different animal. A body whose office changes hands each term cannot hand its voice to one individual, because the institution outlives whoever holds the post. There the pattern inverts: the page is the constant, and office-bearers publish under their own names inside whatever the institution permits.
Mamta Binani is the opposite shape, a name-led practice. She is an advocate in Kolkata, and there the individual's account is the whole asset; a company page may not be worth running at all. What that account may say is a separate question, and it belongs with her own professional body rather than with us.
Inbound messages, and where the account stops being yours
Cold pitches in your inbox get deleted, and so do yours. When a genuine enquiry arrives, move it to email or a call, because the inbox is not a record system and nothing in it is findable next year.
An account that becomes a sales channel loses the thing that made it work. If every post ends in a pitch, people stop reading, and the ones who stay were never going to buy. Sell in the reply after somebody asks. Not in the feed before.
What never goes in a post
Client details. Deal specifics. Anything under an NDA. The specific story is always the better story, which is why this goes wrong. Anonymise properly or not at all: change the sector, the size and the geography, and check that nobody in the industry can decode it in one guess. When in doubt, ask the client. Anyone in a regulated profession has their own body's rules on solicitation sitting above all of this.
Getting the order right
Fix the profile before you post, since posting drives traffic to it. Then commenting, then publishing, then the newsletter. Wider context sits on the personal branding hub, and for a practitioner selling to consumers, Instagram is the harder-working channel. We take the filming, editing and scheduling as social media work, inside a programme where the site and search side move together.
Digi Kydo, 17R Dover Terrace, Ballygunge, Kolkata, West Bengal 700029. Call +91 98305 45687 or write to [email protected].