linkedin

What this skill does

# LinkedIn

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.



Two modes — often used together:

1. **Profile Audit** — analyze and optimize your LinkedIn profile (photo, headline, About, experience, skills, SSI, engagement rate)
2. **Content Creation** — write high-engagement posts, build thought leadership, grow your audience

Check for `strategy/brand.md` and `about/me.md` before starting. If they exist, use them to calibrate voice, audience, and positioning.

---

## Mode 1: Profile Audit

### Analysis Types

- **Full Profile Audit** — all elements, complete report with scores
- **Quick Profile Review** — priority action items and quick wins only
- **Visibility Optimization** — keyword/SEO discoverability
- **Content Strategy Analysis** — posting frequency, engagement performance

### Accessing LinkedIn via Chrome DevTools

Requires LinkedIn profile open in Chrome, user logged in.

| Tool | MCP Name | Use For |
|------|----------|---------|
| List Pages | `mcp__chrome-devtools__list_pages` | Find LinkedIn tab |
| Select Page | `mcp__chrome-devtools__select_page` | Focus tab |
| Snapshot | `mcp__chrome-devtools__take_snapshot` | Accessibility tree with UIDs |
| Screenshot | `mcp__chrome-devtools__take_screenshot` | Photo and banner analysis |
| Navigate | `mcp__chrome-devtools__navigate_page` | Go to URLs |
| Click/Hover | `mcp__chrome-devtools__click` / `hover` | Interact with elements |

**Workflow:** `list_pages` → find `linkedin.com/in/` → `select_page` → `take_snapshot` → `take_screenshot` → hover lazy-loaded sections → re-snapshot.

**Playwright fallback:** If Chrome DevTools unavailable, use `mcp__playwright__browser_*` equivalents.

**Sections to analyze:** photo, banner, headline, About, custom URL, experience, education, skills/endorsements, recommendations, featured section, activity/posts, followers/connections, groups.

**Common errors:**

| Error | Recovery |
|-------|----------|
| LinkedIn tab not found | Ask user to open LinkedIn in Chrome |
| Content not loading | Scroll, increase timeout, refresh |
| Rate limited/CAPTCHA | Pause 30+ seconds, proceed slowly |
| SSI requires Sales Navigator | Note unavailable, provide estimation |

### Profile Scoring

| Category | Weight | Key Factors |
|----------|--------|-------------|
| Visual Identity | 15% | Photo quality, banner, consistency |
| Headline | 15% | Value proposition, keywords, memorability |
| About Section | 15% | Story, keywords, CTA |
| Experience | 20% | Completeness, achievements, metrics |
| Skills & Endorsements | 10% | Relevance, count, endorsements |
| Recommendations | 10% | Quality, diversity, recency |
| Activity & Content | 15% | Posting frequency, engagement rate |

**Score guide:** 90–100 Elite · 80–89 Excellent · 70–79 Good · 60–69 Average · <60 Needs Work

### Mandatory Metrics

**Engagement Rate:**
```
(Reactions + Comments + Shares) / Impressions × 100
```
Target: 3%+. Example: (15+1+0)/1,376×100 = 1.16% → below target.

**SSI Score (target: 70+/100):**
- User visits `linkedin.com/sales/ssi` to share actual score, OR
- Estimate: All-Star + active + engaged network → 70–85; complete + regular posting → 55–70; basic + occasional → 40–55

### Profile Element Best Practices

**Photo:** 400×400px min, professional attire, approachable expression, face 60–70% of frame, clean background.

**Banner (1584×396px):** Branded, value proposition text, no small text or clutter.

**Headline (220 chars):** `[Who you are] | [Problems you solve] | [Benefit/result] | [Keywords]`
- ❌ "Marketing Manager"
- ✅ "Marketing Manager | Helping B2B Companies Grow Through Data-Driven Strategies | 45% Revenue Increase Specialist"

**About (2,600 chars):** Hook → story → what you do/who you help → achievements with metrics → skills → CTA. First person, short paragraphs, relevant keywords.

**Experience:** Quantified achievements (%, $, #), scope, key projects demonstrated.

**Featured:** 3–6 curated items — portfolio, case studies, articles, lead magnets.

### Audit Report Structure

1. Executive Summary
2. Classification (Industry, Profile Type, Target Audience)
3. Profile Scorecard
4. Calculated Metrics (Engagement Rate, SSI)
5. Element-by-Element Analysis
6. Quick Wins (high impact, low effort)
7. Strategic Recommendations
8. 30-60-90 Day Action Plan

See `references/scoring_framework.md`, `references/metrics_benchmarks.md`, and `assets/profile_audit_template.md` for detailed criteria, industry benchmarks, and report templates.

**Industry tone calibration:** Conservative industries (Legal, Finance, Healthcare) → formal tone, 2–3x/week, minimal emojis. Progressive industries (Tech, Marketing, Startups) → casual/personal, 4–5x/week, emojis acceptable.

---

## Mode 2: Content Creation

### Core Principles

**Authenticity over performance.** LinkedIn readers instantly spot manufactured vulnerability and engagement bait. What resonates is genuinely useful or genuinely human.

- Real experiences with honest reflection
- Specific insights from your actual work
- Admitting what you don't know
- ❌ Performed vulnerability for engagement
- ❌ Stories that feel too perfectly structured

**One idea per post.** If you have five points, that's five posts.

**Value without strings.** Ask: "Would I find this valuable if a stranger posted it?"

### Post Anatomy

```
[HOOK — first 1-2 lines]          ← Visible before "...see more" (~210 chars)
...see more
[BODY — story or value]
 - Short paragraphs (1-2 sentences)
 - Line breaks for readability
[CTA — last 1-2 lines]
#hashtags (3-5, at the end)
```

**Character limits:**

| Element | Limit |
|---------|-------|
| Post text | 3,000 chars |
| Visible before "see more" | ~210 chars |
| Comment | 1,250 chars |
| Headline | 220 chars |
| About section | 2,600 chars |

### Hook Formulas

| Type | Example |
|------|---------|
| Honest admission | "I've been wrong about remote work." |
| Specific observation | "I've noticed something in every founder who scaled past $10M." |
| Direct challenge | "Most career advice optimizes for the wrong thing." |
| Unexpected angle | "The best hire I made had the worst resume." |
| Contrarian opinion | "Unpopular opinion: code reviews are a waste of time." |
| Personal story | "I got fired on a Tuesday. Best thing that ever happened." |
| List promise | "I've hired 200+ engineers. Here are 5 red flags I look for." |

**Hooks to retire:**
```
❌ "This one thing made me $X"
❌ "The CEO pulled me aside and said..."
❌ "I'm excited to announce..."
❌ "In today's rapidly evolving landscape..."
❌ Starting with a hashtag or emoji
```

See `references/hooks.md` for comprehensive examples.

### Formatting

```
❌ Dense paragraph: "I learned something about leadership last week. My team was
struggling and instead of pushing harder, I removed scope. The result was incredible."

✅ LinkedIn formatted:
"I learned something about leadership last week.

My team was struggling with a deadline.

Instead of pushing harder, I removed scope.

The result?

We shipped faster.
And the quality was BETTER."
```

Rules: one sentence per line, blank lines between paragraphs, numbered lists for tips, 3–5 hashtags at the very end (never inline), one emoji max.

### Post Formats

**Story Po