Learn how to build a powerful LinkedIn profile, create content that gets noticed, and turn digital connections into real sales conversations.

In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron explore how LinkedIn has evolved from optional to essential—especially in a post-pandemic world where it's become the go-to place for creating connections. With over two billion accounts and only 1% of users actually posting content, there's a massive opportunity to stand out if you know what you're doing.

Jo and Debra break down the fundamentals: why your profile picture matters more than you think, how to write connection requests that actually get accepted (hint: make it about them, not you), and whether you should use that green "open to work" circle. They explore the polarising debate about how personal versus professional LinkedIn should be, the mysterious algorithm that rewards engagement 15 minutes before and after you post, and why video content gets 20 times the engagement of written posts—even when you hate the sound of your own voice.

Listener questions come from Liam, who's updating his profile for job hunting, and Maya, who posts regularly but gets barely any engagement. Plus, industry expert Chris Turner-Green (Technology Advice) shares how his team turns LinkedIn connections into real sales conversations by adding value in every message, comment, and opinion—not just pitching.

Whether you're using LinkedIn to land your next role or generate new business, this episode delivers the strategies, tools, and mindset shifts you need to go from zero to hero.

• How LinkedIn went from "what do I need that for?" to impossible to live without
• Why LinkedIn is the only major player in its space—and what that means for users
• The commercial vs. personal debate: finding the right balance for your brand
• Why posts with your photo outperform other content types (even if you hate looking at yourself)
• Social Selling Index (SSI) scores: measuring your LinkedIn proficiency against your sector
• The algorithm mystery: engaging 15 minutes before and after you post for maximum reach
• The green "open to work" circle: why it's a no-brainer if you need a job
• Why only 1% of LinkedIn users actually create content—and how that sets you apart
• Video gets 20x the engagement of written posts (but it takes you out of your comfort zone)
• Connection requests: the art of flattering without full-blown pitching
• The power of "you" in sales communication: flipping the script from me to you
• The LinkedIn police: what happens when you connect with too many third-degree contacts
• Top tips for job hunters: profile pictures, correlating CV dates, skills, achievements, and recommendations

Chris Turner-Green — MD at Technology Advice

Chris explains how his team turns LinkedIn connections into real sales conversations by becoming "LinkedIn warriors" who add value in every message rather than just pitching.

Atomic Habits — James Clear

Debra recommends this Sunday Times bestseller as potentially the most important book for your media sales career. Clear's premise: tiny changes lead to remarkable results. Instead of "I need to completely overhaul my prospecting," you might start with "I'll make three new LinkedIn connections every morning." That's manageable, but over a year, that's 750+ new connections. Her favourite concept is habit stacking—linking new habits to existing ones, like "After I finish my morning coffee, I'll review my pipeline for 10 minutes."

Top takeout: Stop relying on motivation and start building systems. Identify one small habit you can do consistently—prospecting, follow-ups, LinkedIn engagement—and make it automatic. Small habits compound into big results.

More here: https://jamesclear.com/atomic-habits

Send your questions to [email protected]

Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including how to use LinkedIn effectively for business development.

Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/

Follow the show for conversations about building a career in media, and share this episode with someone navigating the recruitment process or looking to sharpen their personal brand.

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It’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.

Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.

Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.

Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.

Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.