98% of Football Professionals Are Missing Out

Hey guys, 

Last month, I stumbled upon a statistic that changed my approach to sharing knowledge online: only 1-2% of LinkedIn's 1 billion users post content weekly.

This isn't just a number—it's a massive opportunity hiding in plain sight.

For aspiring analysts and scouts, LinkedIn offers something no other platform can match: direct connection to industry insiders who can actually hire you.

The supply-demand equation here is stunning.

There's an abundance of football professionals browsing content, but very few creating it. By posting on LinkedIn your insights aren't disappearing into the void—they're landing directly in front of decision-makers.

The Low-Hanging Fruit Most People Miss

After spending months optimising my own approach, I've noticed several common mistakes that are easy to fix:

1. Profile Optimisation Failures

Your profile is your brand and it's a reflection on you. Yet I see countless football professionals with:

• Poor profile pictures
• Missing banners
• Vague bios that don't clarify expertise or goals
• Taglines that fail to showcase specialisation

2. The AI Content Problem

I'll admit it—I use AI to help with my content. But there's a crucial difference between using AI as a tool and letting it write for you.

Too often, I immediately spot AI-written posts with:

• Unnatural language patterns
• Random emoji placements
• Markdown formatting (those asterisks!)
• Generic phrasing that doesn't match the person's voice

The algorithm penalises these posts, and more importantly, your network can tell - This means they are less likely to interact!

3. Format Mistakes That Kill Reach

LinkedIn's algorithm has specific preferences that many ignore:

• Direct links in posts dramatically reduce reach
• Text-only content performs worse than different types of posts
• Inconsistent posting schedules confuse the algorithm
• Posts without strong hooks rarely get the "Show more" click

A Framework That Actually Works

After testing different approaches, here's what drives real engagement:

1. The Hook (10-12 words maximum) Your first sentence determines if anyone reads further. Make it count.

2. Visual Elements Always include an image, carousel, or video to complement your text.

3. Content Variety Mix up your formats—try reports, carousels, and video analysis.

4. Engagement Focus Growth comes from meaningful comments on others' content, not just creating your own.

5. Consistency Over Volume Three thoughtful posts weekly will outperform sporadic content. You have to stick to a consistent plan.

What This Means For Your Football Career

I've watched colleagues land scouting opportunities, analysis roles, and even coaching positions through strategic LinkedIn presence. The platform isn't just for networking—it's becoming the primary portfolio for football professionals.

Unlike other platforms, LinkedIn connects you directly with decision-makers who are actively looking for talent. Your football expertise is showcased in a professional context, attached to your credentials.

Your LinkedIn Action Plan Checklist:

• Optimise your profile (professional photo, clear bio, football-specific tagline)
• Create a realistic content calendar (consistency trumps frequency)
• Craft posts with strong hooks and visual elements
• Identify and follow key football professionals in your target area
• Comment thoughtfully on industry posts (aim for at least 3 per week)
• Share your best analysis or insights using varied formats
• Respond promptly to all engagement on your content
• Use AI as a tool, never as your voice
• Avoid direct links in posts when possible
• Track which content types perform best for your audience

The opportunity on LinkedIn might not last forever. If I was wanting to build my portfolio again I'd be using LinkedIn whilst it's still uncrowded.

What aspect of the action plan are you going to target this week? Reply to this email and let me know.

Have a great week and go well.

Liam

Whenever you’re ready, there are two ways I can help you:

1. Free 1-2-1 Breakthrough Call - Frustrated trying to break into football recruitment? Tired of rejection after rejection? No idea how to get your first role in professional scouting or analysis? Get your free Football Career breakthrough Call to create a clear pathway to reach your goals in the football industry.
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