Masterclass: LinkedIn Leverage for Brand-Building
The tactics that work on LinkedIn - and the habits killing your reach
ABOUT THIS FREE CLASS
LinkedIn is an under-utilised brand-building tool available to founders and brands right now. It's also one of the most misused (though there shouldn't be so many 'rules').
The same platform that can compound your reputation, drive inbound, and make you the most visible person in your category is being used by most founders to post mediocre content at 5pm on a Tuesday and wonder why nothing is happening.
Gaz has ghostwritten LinkedIn content for funded founders, built followings that punch well above their weight, and watched the platform's algorithm up close long enough to have strong - and occasionally controversial - opinions about what works.
In this lunchtime power session he puts all of it on the table: the mechanics, the mindset, and the specific moves that separate founders who build real brand equity on LinkedIn from the ones who are just making noise.
Post. Emotionally detach. Move on to the next one. The founders who treat LinkedIn like a brand system rather than a vanity project are the ones who compound.
WHAT THE SESSION COVERS
01 - Why commenting delivers more reach than posting - and how to make it do brand work at the same time, not just vanity impressions.
02 - Post timing and cadence - when your audience is actually online, why end-of-day posting is a lazy trap, and the 24-hour rule that most founders ignore.
03 - How to plan and write content that opens with something that makes people stop - including the role of a deliberately provocative take, and when it earns attention versus when it backfires.
04 - Text vs images vs video - an honest breakdown of what format evidence actually supports, and why "I'll just try video" is rarely the answer you think it is.
05 - Coordinating a major launch on LinkedIn - how to use your existing network, an email list, and a clear ask to give a post its best possible chance of traction.
06 - Ghostwriting and delegation - when and how to hand LinkedIn off to someone else without losing your voice, and what a good brief to a content partner actually looks like.
07 - The personal-professional balance - why some founders overshare, when authenticity converts and when it just performs, and how to exercise the restraint that actually makes people want to follow you.
WHO THIS IS FOR
Founders
You know LinkedIn matters for your brand - you're just not doing it consistently or confidently enough to see it compound.
Operators and Marketers
Responsible for a founder's LinkedIn presence, or your own, and want a sharper playbook to work from
YOUR INSTRUCTOR
Gaz Williams
Founder, SEEDS & GROUP GROUP
Gaz is a Melbourne-based marketing, content & comms strategist, and the founder of GROUP GROUP, a storytelling and media agency working with founders, operators, and scaling tech companies.
He has ghostwritten LinkedIn content for scores of funded/bootstrapped founders, built and studied audience growth across Australia's startup and tech ecosystem, and spent time at General Assembly, Melbourne Connect, and as Tractor Ventures 1st team member.
He has a particular interest in what makes brand actually compound - and LinkedIn is one of the places he watches that play out most visibly.