So you want to hire a LinkedIn ghostwriter? Here’s what you need to know
Research shows 82% of consumers are more likely to trust a company whose leaders are on social media.
Chelsea Tobinspan>span]:whitespace-nowrap”>
I’m a LinkedIn
ghostwriter, which means I write personal LinkedIn posts for other
people in their unique voice. Nobody knows I’m the writer behind the
post.
Today, CEOs, executives, entrepreneurs, and consultants are also
building their online presence and vying for attention, particularly on LinkedIn. That’s where the ghostwriter comes in. According to LinkedIn,
82% of consumers are more likely to trust a company whose CEO and
leadership team are active on social media, and 77% are more likely to
buy from such a company. Furthermore, 85% of B2B marketers say LinkedIn is the most valuable social platform to be active on. People love to hear from leaders. The Financial Times
reported that executives can expect four times more engagement than
other LinkedIn users and have even experienced a 39% increase in
followers after posting.
Leaders have so much knowledge and insight to share, and it’s clear
that their network wants to hear from them. However, many lack the time,
writing skills, or consistency required to create and sustain an
influential LinkedIn presence.
Enter the LinkedIn ghostwriter: the C-suite’s new power tool and an
essential addition to their communications team. I started out as a
typical social media manager for brands. LinkedIn content was always for
company pages, usually in the B2B space. Then, in early 2023, I signed
my first ghostwriting client, creating posts for executives’ personal
LinkedIn profiles. Since then, I’ve created hundreds of posts and helped
my clients boost their personal brands and influence on the platform.
Here’s what you need to know if you’re considering hiring your own LinkedIn ghostwriter.
HOW IT WORKS
Ghostwriting isn’t about faking a voice or posting for the sake of
posting. It requires a thorough understanding of the platform and the
ability to adapt to various kinds of voices and personalities. Here’s a
quick look at my process:
Onboarding and research
The first port of call is getting to know a new client’s tone of
voice, goals for their LinkedIn presence and business, and even their
hobbies outside of work. We’re all humans, after all! We have a kick-off
call and an intake form so I can get to know them better, which helps
me create posts that are authentic to the client. From there, I develop
the content strategy, which outlines the overarching topics (or “content
pillars”) that we’ll talk about, the formats (video, carousel, imagery)
that we’ll use, as well as the success metrics that will be measured
each month.
Content creation
Next, I create weekly content aligned to the client’s goals and
strategy. I pull their insights, knowledge, and opinions from various
sources, such as interviews, questionnaires, slide decks, webinars,
industry news, blogs, personal stories, and our regular catch-ups. These
are crafted into engaging, personalized, thought-leadership-style posts
and are sent to the client for review. Once any edits are made, I
schedule the post to their profile, or they post it themselves,
depending on their preference.
Continuous refinement
This isn’t a set-and-forget process. Each month, I review the metrics
to see which types of posts and content topics performed best, and why.
These insights help inform the strategy moving forward.
HOW TO FIND THE BEST LINKEDIN GHOSTWRITER FOR YOU
Partnering with a ghostwriter with whom you mesh well is critical. Here are some tips to get you started on your search:
- Recommendations: A great
place to start is by asking your network on LinkedIn for reputable
contacts. Once you have a shortlist, make sure to read testimonials and
check out their own LinkedIn profiles, too. - Set your expectations early: Do you want daily
posts? Monthly LinkedIn articles? Perhaps a combination of both? If
you’re hesitant about handing over the reins to your profile, see if you
can do a trial period first. - Understand how they work: How regularly do they
have catch-ups? How many rounds of revisions do they include for each
post? What is the preferred method of communication for you both? Some
clients like to message over WhatsApp when an idea arises, while others
prefer a scheduled monthly Zoom call. - Rates: LinkedIn ghostwriters may charge anywhere
from $500 to more than $3,000 per month. It depends on their experience
level and the scope of the work, such as how many posts are created each
month, whether they’re editing video, designing graphics, or engaging
in community management (e.g., responding to direct messages and
commenting on posts on behalf of the client). - Privacy: Clients often expect privacy—they don’t
want the whole world to know they are using a ghostwriter. If required,
check if the ghostwriter is happy to sign an NDA. - Red flags: LinkedIn ghostwriters are custodians of a
client’s personal brand and reputation, so professionalism and
integrity are of the utmost importance. If a ghostwriter communicates
poorly, doesn’t deliver what they promised, forges ahead without a
written agreement, or hasn’t nailed your tone of voice after a couple of
months, these are red flags, and it may be time to find another!
A LinkedIn ghostwriter is more than just a writer. They’re a
strategic communications partner to their clients. The best ones are
undetectable, yet help you increase your reach and influence.
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