LinkedIn Lift-off: Co-Founder Jem’s 4 Pillar Method Drives Real Results

Is your LinkedIn profile an active, lead-generating machine or just a digital CV? If you’re putting in the work without seeing results, the fix might be simpler than you think. In fact, LinkedIn’s own data shows that a fully optimised profile can attract up to 30% more weekly views.

The difference between silence and success isn’t luck – it’s strategy.

To demystify the process, our Co-Founder, Jem Bahaijoub, created the “LinkedIn Lift-Off” webinar. She shared the exact 4-Pillar Method we use to generate measurable ROI for clients: a clear, actionable framework designed to build genuine connections and unlock organic growth.

Let’s get into it!

Pillar 1: Profile Optimisation for Impact and Visibility

While a company page is important for brand presence, your member profile is the engine of connection and growth. It’s where the magic happens. Here’s how Jem recommends optimising it for maximum impact.

The banner image

That wide banner image at the top of your profile is the most under-utilised real estate on LinkedIn. Don’t just use a generic stock photo. Treat it like a billboard. It’s your first and best chance to visually communicate your value. Ask yourself: does my banner immediately tell a visitor what I do?

The headshot

Your headshot is crucial for building trust. It should be a high-quality, clear photo of your face. But professional doesn’t have to mean stuffy. Let your personality shine through! Look approachable. Smile. Make eye contact with the camera.

The headliner

If you do one thing after reading this blog, go and rewrite your LinkedIn headline. This is not just your job title. It is a 220-character powerhouse of SEO potential and your core value proposition. When people search for experts on LinkedIn, the headline is one of the key fields the algorithm scans.

Don’t just write “Managing Director at ACME Ltd.” That tells people what you are, but not what you do for them.

Jem’s headline is a masterclass in this. Let’s break it down:

• Who she is: Independent Marketing Strategist, Head of Social Media.
• What she offers: Training, Coaching, Campaigns, Management.
• The result for her clients: Helping Businesses Attract, Nurture & Retain Their Ideal Client.
• A touch of personality: Loves a Kitchen Disco.

This formula is gold. It’s packed with keywords and instantly communicates her value, making her profile magnetic to her ideal clients.

The About section

If the headline is the hook, the About section is where you reel them in. This is your chance to expand on the promise you made in your headline. Don’t just list your skills; weave them into a compelling narrative.

Jem’s approach is to empower businesses by providing:

• Strategic clarity to turn social media into a revenue-driving channel.
• Creative leadership that delivers content to boost engagement and conversions.
• Seamless integration with broader business goals, so you always post with purpose.
• Results-driven education that demystifies social media with actionable strategies.

Her bottom line says it all:

Clear strategy + Creative execution + Measurable results = Profitable marketing that grows your business. That’s a statement that leaves no doubt about the value she delivers.

The Featured section

This section is your portfolio. It’s where you provide the proof.  Instead of just talking about your great work, you can link directly to it.

Showcase your best case studies, link to your website, share a client testimonial video, or direct people to your latest blog post.

Recommendations

Social proof is everything. What others say about you is infinitely greater than what you say about yourself. Actively seek out recommendations from happy clients.

Don’t be shy! If you’ve delivered great work, people are usually happy to shout about it.

Pillar 2: Content Strategy: The Proven Rule of Thirds

With your profile optimised, it’s time to start the conversation. But a successful content strategy isn’t about throwing spaghetti at the wall to see what sticks. It’s about strategically creating content that speaks directly to your ideal audience. To avoid being too salesy or, conversely, too vague, Jem champions the ‘Rule of Thirds’.  This simple framework ensures your content is balanced, valuable, and effective. Imagine your content is divided into three equal categories.

Growth content: Resource content

A third of your content should be dedicated to generously sharing your knowledge. This includes tips, industry news, how-to guides, tool recommendations, and insightful commentary. The purpose here isn’t to sell, but to demonstrate your expertise and knowledge.

Conversion content: Promotional content

Another third of your content should be promotional. This is where you have earned the right to talk about your business. Share testimonials, case studies, client wins, special offers, and information about your services. Because you’ve already been so generous with your resource content, this promotional material feels natural and welcome, not pushy.

Nurture content: Behind-the-scenes content

The final third should give your audience a peek behind the curtain. People connect with people. This content is designed to demonstrate your work culture, values, mission, and philosophy.  Introduce your team members, share a “day in the life” post, talk about your inspirations, or celebrate a company milestone.

Pillar 3: Mastering the 5×5 Framework for Engagement

LinkedIn is social media. Engagement is how you nurture relationships, stay top-of-mind, and signal to the algorithm that you’re an active member of the community. To make this manageable, Jem suggests the 5×5 Engagement Framework as below.

Principle: Spend a little time each day actively and meaningfully engaging with other people’s content.

To do this effectively, you need to:

• Write meaningful comments: Add your own perspective, ask a thoughtful question, or share a related insight. Aim for at least a sentence or two.
• Spark conversations: Your comment should aim to add value to the original post and invite further discussion.
• Be consistent: A little engagement by sending connection requests and liking every day is far more effective than a big push once a week.

Meaningful engagement does two things: it builds genuine relationships with people in your network and shows the LinkedIn algorithm that you provide value, which in turn helps more people see your content.

Pillar 4: Outreach Strategy to Build Genuine Connections

The final pillar is about being proactive. This is where you move from passively attracting people to actively connecting with your ideal clients. The key, as Jem emphasises, is to be personalised and consistent. Quality over quantity.

Know who you’re talking to

Before you connect with anyone, you need absolute clarity on your ideal client. What are their demographics (job title, industry, location) and, just as importantly, their psychographics (their challenges, goals, interests)?

Where to find your people

You can build a high-quality prospect list by looking in several places:

• People you meet at online or in-person events.
• LinkedIn’s own recommendations under the “My Network” tab.
• Relevant LinkedIn Groups.
• Using the advanced search filters to find your ideal client by job title, industry, and more.

The golden rules of outreach

Jem’s top tips for outreach are non-negotiable for success:

• Personalise every request: Never, ever send the default “I’d like to connect” message. Mention a mutual connection, a post of theirs you enjoyed, or a common interest. Make it clear you’ve done your homework.
• Don’t sell straight away: The connection request is not a sales pitch. It’s a handshake. The goal is simply to open the door for a future conversation.
• Warm up your connections: Before you even send a request, follow your ideal prospect. Turn on the notification bell for their profile so you see when they post. Interact with their content for a week or two. When your name pops up in their connection requests, it will already be familiar.
• Connect with engagers: Reach out to people who view your profile or engage with your content. They’ve already shown an interest in you!

Putting It All Together: The Flywheel of Success

These four pillars are a synergistic system; a flywheel that gathers momentum over time. When you get all four pillars working in harmony, you create a powerful, self-sustaining engine for business growth on LinkedIn.

Meet Jem Bahaijoub

Jem brings over two decades of experience in marketing, brand strategy and digital communications across global sectors, from tech to music to purpose-driven organisations. As the Co-Founder of Make Me Social and founder of her own consultancy, she blends deep industry insight with a heartfelt belief in the power of connection.

Jem’s helped build and grow international campaigns, trained global brands in strategic communication, and mentored countless creators in finding their voice.

Ready for Your LinkedIn Lift-Off?

If you’re ready to get started but want an expert guide in your corner, we’re here to help. Whether you need 1-2-1 training, a group workshop for your team, or a full-service campaign where we manage all four pillars for you, we’ve got you covered.

Get in touch with the Make Me Social team today on 0800 654 6505 or hello@makemesocial.co.uk for a free consultation, and let’s start your LinkedIn Lift-Off.