Attendees at the recent Women in Print Alliance annual luncheon were treated to much more than a lovely meal (five stars for the Coppa 3 Chocolates dessert!) and a brief respite from the hectic PRINTING United Expo trade show floor. A thought-provoking keynote workshop by Madeline Fetterly, CEO of Be the Brand Collective, was on the menu as well.

Her presentation focused on the topic of personal digital branding. Specifically, using LinkedIn as a strategic tool to promote one’s industry expertise and become recognized as a print industry leader. After engaging attendees in an interactive exercise designed to build a purposeful LinkedIn presence, Fetterly took Q&A from the audience. Below are just a few of the insightful takeaways from that discussion.

• Consider LinkedIn to be your most viewed biography of all time. Ensure it is up-to-date and reflective of your authentic professional and personal identity. Also, pay attention to the first few sentences “above the fold;” this top-line content is your first online brand impression. (And we all know how many times you get to make that impression!)

• Your digital brand is about YOU as an actual living, breathing person – not just your job title. LinkedIn is your biography, not a resume template. (Note: LinkedIn started out as a place to cut & paste your curriculum vitae, but it’s use has evolved beyond that function.) Use it LESS to describe job functions and MORE to highlight unique individual areas of expertise related to your professional and/or personal portfolio.

• A LinkedIn personal digital brand is a key tool for women in every stage of their printing careers. For women just starting out in print, an active LinkedIn profile can show enthusiasm for the industry and a desire to advance. For women at the sunset stage of their print careers, LinkedIn can be a launchpad for post-retirement activities, such as serving on a corporate or charitable board. For all women, LinkedIn can be a platform to share your successes and provide value as a thought leader in the print industry.

• Skip the “spice” on LinkedIn. The goal of defining and promoting your professional digital presence is not to go viral on TikTok. Thoughtful commentary on current events is fine but forgo inflammatory dialogue. If you must, take it off LinkedIn and onto another online platform.

What if you’re not active on LinkedIn? Or aren’t comfortable with the world of social media? Take a baby step and focus on growing incrementally, says Fetterly, even if it’s as basic as making it a goal to set up (or find) your LinkedIn username and password. Aim to re-share an insightful article once per month, and then work your way up to posting an original comment or content 1-2 times per week. By jumpstarting NOW in Q4 (or auditing the past 3-6 months of your existing LinkedIn presence), you can set a smart, deliberate plan to introduce, nurture, and spotlight your personal digital brand in 2024.