How to build your sustainable fashion presence on Linkedin
Practical tips to strengthen your voice, improve your content strategy and grow your network in a meaningful way.
One question I get asked a lot in the conversations I have about working in sustainable fashion, is how to build a profile and a following on Linkedin. I was very kindly named a top voice in sustainability on the platform a few years ago, and have tried to live up to that name of “demonstrating thought leadership” in the field ever since. I definitely don't nail it, but I feel as though I have learnt a lot in the process.
Appreciably, Linkedin (as with all other platforms) isn't for everyone. But it is one that has worked for me, including as an outlet to share thoughts, to learn from others, to grow my network and even to find direct work opportunities.
It is my platform of choice as a result, but I also know the reason I have found this to be the case is because I've spent so many years engaging with people there who also work or are deeply engaged in the sustainability space, meaning that my feed is very, very curated to the sort of content that I gain a lot from every day. As with all platforms, what you put in to the algorithm is what you get out.
So here are my top tips for making the most of your LinkedIn to direct it to sustainable fashion (though to be quite honest, you could just as easily change that phrase for any other field and apply many of these same thoughts):
Show up regularly - make it a habit that you always post once a week, or two days a week, or whatever frequency works for you about sustainability and about the industry. Consistency works both on the platform and in terms of your own habit forming. When I'm in a good routine, I spend about an hour at the beginning of the week planning out my content across platforms and getting it ready to go (leaving some margin for news about the industry that will come up and I can react to).
Post simple content - I am of the mind that you don't have to overthink what you post. There is huge benefit in the big posts with big thought behind them about the state of the industry, but there is also currency in sharing an article you enjoyed, a quote that resonated, a new podcast to listen to, insights from an event you've just been to, or other updates on things you’ve been working on. However, if I'm in a rush or I need to up my content for the week, my cheat post is to simply find an article about something happening in sustainable fashion that I've read, and use a quote within it as my commentary - exceedingly simple, but it works.
Be human - LinkedIn isn’t just for buttoned-up corporate content anymore, it's both good and ok to show who you are and why you're doing what you do. I think personal versions of professional stories are winning out in this forum, so share about the challenges you have faced or the wins you are celebrating related to this field. It's those human moments that we all connect with (which in turn then build your visibility too). There’s a lot to be said about taking time to spotlight and celebrate others you admire in this way also.
Avoid AI - I am seeing a LOT in the way of AI content on Linkedin at the moment; either in that which people are posting themselves or they're using to generate comments to reply to others. They are very similar in style (catchy bullet point lists, a caption at the end encouraging that you follow for more), and I find them less informative than many others. While clever sometimes, they're also often too hard on the sales pitch, which no one wants in this area of work. By all means, use AI tools to support your work if it works for you, but perhaps think twice before straight posting in this way. I personally think it's too obvious and I actively don't engage with it.
Work the algorithm - posts with images always do the best, tagging other people to like and comment to help a post spread is useful, and using hashtags should go without saying. A couple of things I know don't work however and you should avoid with your posts: reposting other people's content (the engagement is always small so better to write your own version from scratch); and posting a link to an external article without an image showing (they always seem to flop).
Engage with others - I really, really notice people who frequently comment on my posts. I also find I am more likely to engage with them there than I am in my messages (because I can't keep on top of yet another inbox). So follow more people you respect and enjoy the content of - whether it be sustainability insiders, advocates, founders or otherwise - and don't be afraid to join in and tell them what you think about what they say. Building connection starts with this sort of genuine interaction. Similarly, asking questions in your own posts is a great way to spark some conversation.
Network - ok, so you want to actually connect with specific people who share your values and not just follow them? My biggest tip here is to network also with their existing contacts. In short, you need to spread yourself across the industry to show you are immersed in it. It will take time to build up, but with a strategic approach it is possible to have more and more people in common with those you really want to connect with the most. Why does this matter? If you're like me, you only accept the connections of those who it already looks like you should know as a time saving filter when you get a high number of requests. If you haven't sent me a message saying why we should connect (which you should too), then I look first at how many mutual connections we have. If it's over 100, it's a no brainer. Even if it's over 20 or 30 I will look in more detail at who you are.
Polish your profile - I've left this until last because I hope it's already obvious to you. Make sure you have all of your details filled out and a good picture of yourself in place; put in your bio what you want to be doing even if you're not doing it yet; and use keywords about sustainable fashion and the parts of it you care about. The more specific you are the easier it is to find you, noting that "sustainability" is a vast umbrella now, so be clear about the areas you're focused on directly whether it's regenerative textiles, upcoming policy and legislation, human rights and social justice, circular business models or more. Finally, be sure to have a really strong headline as this is often the only part people will ever see.
Ultimately, I would say it's worth remembering that Linkedin isn't a numbers' game - it's really strong on community and on connection, all of which you can develop to benefit you and your interests with a little time, care and consistency.
What have I missed? Please share your thoughts in the comments and do of course connect with me on Linkedin if you haven't already.