LinkedIn for Accountants: A Strategic Perspective

Welcome to the next in the series, Inside Growing Accountancy Firms. Where I bring together experienced marketing and business minds. To give you practical insights specifically for accountancy firms. 

In this edition, we’re tackling LinkedIn, and why most accountancy firms are getting far less from the platform than they could.

From my experience working with firms, most are consuming content on LinkedIn without ever engaging with it. That’s where the opportunity is being missed. I rarely see firms using the platform strategically and in a way that attracts their ideal clients or builds a genuine reputation online for themselves or the firm.

In this article, I speak with Jen to discuss the themes I see time and time again: the reluctance to engage, the fear of putting people in front of the firm, and why the accountancy firms getting the most from LinkedIn are the ones who’ve stopped hiding behind their logo and started showing up as themselves.

So firstly, let me introduce Jen:

Jen Corcoran is a multi award-winning LinkedIn Strategist and founder of My Super Connector. She helps experts and service-based businesses turn LinkedIn into a genuine source of visibility, meaningful connections and qualified leads without relying on awkward cold outreach or performative marketing.

With more than 700 clients supported since 2017, Jen specialises in helping people translate the expertise they already have into a LinkedIn presence that builds credibility, trust and conversations.

For professional services firms such as accountancies, Jen believes the biggest opportunity is often to put the people and expertise behind the business at the heart of their LinkedIn strategy rather than relying solely on technical updates and company page content.

Jen was voted the #1 Trusted Marketing Advisor in the UK by Enterprise Nation in 2020 and her corporate client list includes Amazon, BT, London South Bank University, London Chamber of Commerce, and the University of Exeter Business School.

Theme’s Jen sees when working with professional service firms:

From my experience working with professional services firms, including lawyers and insurance businesses, I see a similar pattern on LinkedIn: there is often a lot of expertise, but not enough strategic action and human connection behind it.

Accountants in particular can naturally be very fact-focused. But LinkedIn is ultimately a relationship platform, so simply sharing useful information isn’t enough to unlock all the opportunities it can create.

That’s where my PACT® Blueprint comes in.

It gives you four areas to focus on:

✨ PRESENCE — Position your profile to attract the right clients

✨ ACTION — Know who to connect with and when

✨ CONNECT — Build real relationships that lead to opportunities

✨ TRACK — Stay consistent without overwhelm

And the first step is always PRESENCE.

Your personal LinkedIn profile is working for you 24/7, yet I often see much more attention given to the company page than to the individual profiles of the people within the firm.

Profiles are frequently missing the opportunity to clearly communicate who someone helps, what they specialise in, the outcomes they create and why someone should choose to work with them. There can also be a lack of consistency around branding, messaging and positioning.

Then there’s ACTION.

I see many professionals being quite passive on LinkedIn. They might read posts, occasionally like something or share a company update, but they aren’t necessarily being intentional about building their network or engaging with their existing connections.

You don’t need to spend all day on LinkedIn. In fact, I don’t recommend it.

Instead, identify the people you genuinely want to build relationships with such as potential clients, referrers, strategic partners and relevant industry contacts and be intentional about connecting with them.

But ACTION without CONNECT isn’t going to get you very far.

This is where content, comments and conversations all come together.

Content creators + contributors + relationship builders = a strong LinkedIn ecosystem.

You don’t necessarily need to be the person creating lots of content yourself. You can contribute your expertise to someone else’s post, leave a thoughtful comment that adds something to the conversation, share useful insights from your own experience or start a relevant conversation with someone you’ve connected with.

The important thing is that you’re not simply broadcasting information – you’re creating opportunities to build relationships.

The goal isn’t to keep someone chatting endlessly in LinkedIn DMs. The goal is to take the relationship beyond LinkedIn when there is a genuine reason to do so whether that’s a call, email, zoom or another appropriate next step.

Think quality, not quantity.

The important thing is that your people are taking some form of intentional action, using that activity to build genuine relationships, and then TRACKING what’s working.

And this is where I think accountancy firms have a real advantage.

Accountants are naturally good at measuring, reviewing and analysing what is working. I’ve developed a simple tracking system that helps you see where your LinkedIn activity is actually producing results, so you can spend less time on the platform while getting more from it.

LinkedIn isn’t about being on the platform all day or generating huge quantities of content. It’s about using your time strategically to build visibility, credibility and relationships with the right people.

And if you know you need to be more proactive with your LinkedIn conversations but aren’t sure how to start, what to say or how to follow up without it feeling awkward or salesy, that’s exactly the kind of thing I help clients with.

—Back to Sarena—

Accountancy firm content that performs well on LinkedIn:

Technical updates tend to get low engagement from accountancy firm business pages and that is not surprising. A post about the latest HMRC deadline or a corporation tax reminder might be useful, but it won’t stop the scroll.

The content that consistently performs best is people-led. Posts about your team, your firm culture, behind the scenes moments, the humans behind the logo. This makes complete sense when you think about it, accountancy is a service business built on trust, and people buy from people they feel they know.

The data also backs this up. Research has shown that people-led content generates more engagement than brand or company-led posts.

LinkedIn’s own data also supports this:

• Posts from personal profiles consistently outperform company page posts in reach and engagement.
• Content that includes a face or personal story receives significantly higher comment and share rates.
• Employee-shared content reaches further than the same content shared from a brand page.

“For accountancy firms, this is a real opportunity. Your team, your expertise, your story, these are your most powerful marketing assets. The firms I work with who lean into this approach see a noticeable shift in how they are perceived online and the quality of conversations that follow. – Sarena Harwood – Marketing Partner”

If you want to explore why this approach works so well for accountancy firms. I have written about this in more detail:  Why People-Led Marketing Works for Accountancy Firms.

LinkedIn personal profiles vs company pages:

One of the first things I talk to accountancy firms about is the difference between posting from a personal profile versus a company page. The instinct for many firms is to keep everything on the company page. But LinkedIn’s algorithm favours content from personal profiles over company pages. Company pages do not get the same organic reach, and without a paid budget behind them, posts from a faceless logo can disappear into the feed almost entirely.

LinkedIn has acknowledged this shift. As the platform has evolved, it has increasingly prioritised people-to-people connection over brand broadcasting.

Personal profiles can benefit from:

• Higher organic reach: Personal posts are pushed to a wider audience without needing to pay for visibility (You can check the % of who was shown your post which was already a connection or the % of people who saw the post that are not your connections).
• More meaningful engagement: People are far more likely to comment on, like or share a post from a person they recognise than from a company logo.
• Trust & relatability: Seeing the face behind the firm builds familiarity, which builds trust over time.
• Better discoverability: LinkedIn’s search and suggested content features favour active personal profiles over dormant or low-engagement company pages.

This does not mean abandoning the business page, it still has value for credibility, advertising and showcasing the firm. But it should be supported by personal activity and not expected to do all the heavy lifting alone. Which is how traditional firms used to see the platform.

Accountancy firms are built on relationships. Clients choose their accountant based on who they trust, who they like and who they feel understands their business. Your LinkedIn presence should reflect that, and that starts with your people showing up, not just your firm logo.

LinkedIn rewards people, not just pages.

Whether it’s the content that gets the most engagement, the profiles that get seen, or the relationships that convert into new business, the pattern is the same: people connect with people.

For accountancy firms, this is good news. As you already have the expertise, the client results and the team behind the numbers. The opportunity now is to bring that visibility to LinkedIn intentionally, through PRESENCE, ACTION, CONNECTION and TRACKING, rather than leaving it to chance or relying solely on the company page.

You don’t need to be on LinkedIn all day, and you don’t need to become a content machine. What you need is a strategic approach that reflects how the platform works, and how your clients actually make decisions.

1. Start with PRESENCE. 
2. Be intentional with ACTION. 
3. Focus on real CONNECTION. 
4. TRACK what works.

That’s how accountancy firms turn LinkedIn from a broadcasting channel into a genuine growth engine.

Connect with Jen on LinkedIn: https://www.linkedin.com/in/jen-corcoran-mysuperconnector

or via her website: https://mysuperconnector.co.uk/

Special Reader Offer – 20% off her next Profile Roast Workshop on September 11^th 2026 with the code VIP20OFF

https://mysuperconnector.thrivecart.com/profile-roast-masterclass

This article is part of my ongoing Inside Growing Accountancy Firms series, where I bring together industry experts to tackle the topics shaping accountancy firm growth. From digital visibility to the people behind the practice.

So far, we’ve covered the journey from getting found online and building the infrastructure to sustain that growth. Catch up on the series below:

Setting the foundations: What Accountancy Firms Need to Know About SEO. Before you can compete for attention, your website needs the right foundations. From location pages, blogging strategy, Google Business Profiles, site speed, and E-E-A-T trust signals. This sets the stage for everything else. 

Shifting to AI Search: AI Search & Its Impact on Accountancy Firms Once your SEO basics are solid, the next challenge is understanding how search itself is changing. With tools like ChatGPT, Gemini, and Google’s AI Overviews reshaping how clients find accountants, this piece explores how to structure your content and website to stay visible in an AI-driven search landscape. 

Sustaining it for the future: HR & Leadership Alignment Aligning Marketing Growth with HR Infrastructure How getting found is only half the battle. This piece, with insights from Kim Dalton and Emma Franks (Ward Williams HR), looks at what happens once the enquiries start coming in. It covers leadership, recruitment planning, and legislative considerations to make sure your firm’s people infrastructure can handle the growth your marketing generates.