Why LinkedIn is critical to securing your next board role

From visibility to discoverability

LinkedIn has grown into a global platform with over 1.3 billion users, including more than 17 million Australians. What began as a digital CV repository and jobs board is now a sophisticated ecosystem for networking, publishing and professional discovery.

For aspiring directors, this shift is critical, but Ellson said the real value lies in being discoverable beyond LinkedIn.

AI tools are increasingly compiling data from multiple online sources to build a picture of your expertise. If your digital footprint is limited or inconsistent, you are less likely to appear in these results. To improve your AI discoverability, Ellson said you should:

• Ensure every online profile is complete and keyword-rich
• Maintain consistency across platforms (photos and text)
• Publish or share content regularly (monthly or weekly)
• Be prepared to engage with content (reactions, comments, recommendations)

What a credible digital board profile looks like

A well‑optimised LinkedIn profile acts as a dynamic, credible online CV that showcases your expertise, achievements and professional narrative in real time.

To ensure your LinkedIn profile is optimised, Ellson recommends that you:

1. Use primary and secondary keywords strategically
   Effective LinkedIn profiles use clear, board‑relevant keywords. These should reflect board aspirations and expertise, such as governance, risk or compliance, as well as industry specialisation, and appear consistently across your headline, role titles, about section and skills.
2. Ensure your profile is complete and detailed
   Many professionals underuse LinkedIn by leaving sections incomplete, but a fully populated profile improves visibility and credibility. Focus on completing all relevant sections, highlighting achievements, and adding links or supporting content where possible.
3. Build social proof and verification
   Decision-makers will validate your credibility online. Strong profiles include evidence of expertise and reputation. You can build social proof through giving and receiving recommendations, skill endorsements (aim for 20+ for each skill), list post nominals, credentials and qualifications, and link to external references (publications, media, websites).
    

Stay active and engage strategically

But a static profile is not enough. LinkedIn rewards active use, and, according to Ellson, you should treat it as an ongoing investment in visibility, supported by regular content, consistent messaging, profile refinement and compliance with LinkedIn’s policies.

This looks like commenting meaningfully (and regularly) on others’ posts, sharing and curating relevant content, posting insights or commentary, writing articles or newsletters.

Importantly, engagement should be purposeful and aligned with your board aspirations.

Expand your network

You should also network strategically. This will help you build long‑term relationships, attract aligned opportunities, and engage with relevant decision‑makers. LinkedIn amplifies this by making it easier to build and maintain connections aligned with your board goals.

Consistent engagement, like following up with those who view your profile and signing up to notifications, helps keep these connections active over time.

Measure your progress

LinkedIn provides analytics to help track engagement. Key metrics to monitor include:

• Profile views
• Search appearances
• Connection growth
• Engagement levels

Finally, Ellson suggested setting achievable targets to help maintain momentum. For example:

• Build to 500+ connections
• Achieve 100+ profile views every 90 days
• Achieve 50+ search appearances every seven days
• Maintain regular weekly activity

Together, these digital touchpoints build credibility and connection, turning a strong LinkedIn profile into a digital reputation that will help you find and secure relevant board opportunities over time.