LinkedIn Playbook for Employees

JAMES CHEO, is the Chief Investment Officer of a global bank and one of Asia’s most recognised voices on professional branding, career development and investments. With more than two decades of experience in finance, Mr. Cheo brings a rare combination of frontline market expertise and a deep passion for helping professionals navigate their careers with clarity and confidence. He advises on how individuals can build credibility, expand their influence, and future-proof their professional identity in a rapidly changing world. Mr. Cheo is one of Singapore’s most prominent LinkedIn thought leaders, ranked among the Top 3 Most Influential LinkedIn Voices in Singapore and the Top 30 Global Voices in Financial Markets, with his content reaching over 11 million views annually. He is a sought-after speaker at universities where he regularly engages students on topics ranging from strategic networking to owning a professional niche. He is also faculty at the Wealth Management Institute of Singapore. He holds a First Class Honours degree in Finance from Nanyang Technological University and the CFA, CAIA, and FRM designations.

• Foreword: The Email That Nobody Read xiiiI Foundation—Why This matters Now 11 Why LinkedIn Is the Professional Network that Changed Everything 32 The Cost of Invisibility (Why Professional Branding Isn’t Optional) 133 Start Before You’re Ready 23II Your Digital Storefront— Profile and Positioning 314 Building Your LinkedIn Landing Page: The Three- Second Test 335 Define Your Niche, Audience, and Value Proposition 55III Content Strategy— What to Say and How to Say It 696 Building Your Content Pillars: Your Editorial Strategy 717 What to Post (And What Not to Post) 878 The Art of Storytelling for Employees 999 The Psychology of Attention: Writing for the Brain 113IV Technical Excellence— Format, Features, and Optimization 13310 Technical Best Practices: Photos, Videos, Timing, and Algorithm 13511 LinkedIn Features and Tools: Amplify Your Reach 14912 Settings and Security: Protecting Your Brand 165V Community— From Connections to Relationships 17713 The Five Pillars of Trust: How to Build Credibility That Lasts 17914 Networking on LinkedIn: Building Community, Not Just Connections 20115 Social Proof and Credibility: Evidence Over Claims 211VI Conversion— From VIsibility to Opportunity 22716 From Visibility to Opportunity: Turning LinkedIn Presence into Career Outcomes 22917 Measurement and Growth: Tracking Results and Evolving Your Presence 245VII Sustainability— Ethics, Mindset, and Longevity 25318 Ethics and Professional Boundaries: Navigating LinkedIn with Integrity 25519 Mindset, Resilience, and Longevity: Sustaining Your LinkedIn Presence 269Epilogue From Presence to Legacy 283Appendix Quick- Start Resources 285Glossary of LinkedIn Terms 289Bibliography 291About the Author 299Index 303

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