BACKGROUND
This project was for clients in the finance and HR industries, both writing under their personal LinkedIn profiles. The goal was to build individual authority and attract inbound from the right professional audience.
For the fractional CFO, I wrote a long-form post built around a real founder situation that reframes a common problem, cash flow, as actually a visibility problem, with a concrete offer at the end to make the insight actionable. The result was a post designed to earn the "see more" click through a counterintuitive hook and reward it with something genuinely useful.
For the Head of People, I wrote a post that names a common HR practice and signals it's about to be challenged, then follows through with a specific alternative approach and real outcomes rather than abstract advice. The result was a post built to attract peer conversation from other People professionals who've experienced the same frustration with exit interviews.
