LinkedIn for founders: start before you feel ready
Brian JY Yoo trains hundreds of students and company teams on LinkedIn every month. His method is small and daily: a clear purpose, one personal connection request, and posts about your plans, not your wins.


01Purpose first
Every month Brian Yoo meets at least 200 university students and 100 people from companies. Even after six hours of training, he says, only about one in five keeps going. The ones who stop have no clear purpose. Decide who you want to reach and why before you write a word.
Founders often wait until they have a success to share. He thinks that is the wrong idea of LinkedIn. It is about the story and the progress. A one month old startup can already say why it started and what went wrong this week.
02Post your plans
His favourite example is a founder who posted, three weeks ahead, that he would attend a large industry conference in Europe. That one post brought 20 meeting requests. Share where you will be, not only where you have been.
If you have ten minutes a day, send one personal connection request. A profile with 45 connections does not look credible. He aims for at least 500 within two months. On a sick day, his minimum is to like posts from people he wants as partners.
- Pick one person who matters to your goal
- Read their profile and recent work
- Send a request with their name and one real compliment
- Like or comment on a post from a future partner
03From connection to meeting
Never open with sir or madam. Use the person's name and show that you studied them. He downloads the profile, looks for something in common, and mentions it. A first message is not for selling your product.
His last word is not to give up. Most of his own partnerships, in several countries, came through LinkedIn.
“Don't give up. LinkedIn will give you value.”
What to take with you
- Know your purpose before you post.
- Share progress and plans, not only wins.
- One personal connection request a day adds up.
- Announce the events you will attend, weeks ahead.
- A first message shows you did your homework. It does not sell.
This feature is an editorial summary of a public conversation hosted by Erdinc Ekinci. Quotes come from the recording and are lightly trimmed. Figures are the speaker's own. Nothing here is investment advice.
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