More schools and multi academy trusts (MATs) are now active on LinkedIn, and that is a positive development. We know education organisations are growing in confidence when it comes to sharing their story, connecting with peers, and engaging with wider professional networks. But as with any platform, success on LinkedIn is not just about showing up. How you use it, and why, makes all the difference.
LinkedIn is a professional network. It is not just another space to broadcast every update. Its users are there to build relationships, explore ideas, and discover career opportunities, and content should reflect that. What works here is content that is thoughtful, relevant, and tailored for a professional audience.
A standout example of this in action is Liverpool Football Club. During matches, its X and Instagram feeds are full of real-time updates, behind-the-scenes footage and fan-focused content. But on LinkedIn, its tone shifts. There, it focuses on professional milestones, such as staff and player appointments, strategic partnerships, sustainability initiatives, and organisational achievements. Even player transfers are positioned as career developments, not headline-grabbing announcements. It is a smart and intentional use of the platform that respects both the audience and the space.
For schools and trusts, the takeaway is clear:
Crucially, content takes time, and time is a resource. Whether you are posting as a headteacher or asking someone else to do it, there is a cost involved. That is why it is important to ask: Why are we doing this? Are you hoping to improve recruitment, raise leadership visibility, build external partnerships, or something else entirely?
You might also be looking to strengthen alumni engagement. LinkedIn is where many former students are active, and with the right approach, they could return to school to share their career journeys, support careers education, or inspire current students with stories that started in the same classrooms.
Effective use of LinkedIn is not just about posting content; it is equally about listening and engaging thoughtfully. The platform thrives on meaningful conversations, and following the “two ears, one mouth” rule is a good guide, spend more time absorbing others’ insights than broadcasting your own. When commenting or joining discussions, authenticity is key: contribute genuinely, add value, and avoid generic responses. This approach not only builds trust but also positions LinkedIn as a powerful source of professional knowledge and networking.
Used well, LinkedIn can be a powerful tool for building credibility and community. But without clear objectives and a way to measure success, it risks becoming just another task on an already full plate.