Inspired by a survey Jessica Walrack did for copywriters, I wanted to bring the same clarity to LinkedIn ghostwriting — especially because so many of us might be undercharging without even realizing it.

What surprised me in the process was how many people said the questions themselves gave them value — a moment to reflect on their work and positioning.

I started with a small but trusted group: 10 ghostwriters from Israel where I live. All specialize in startups and enterprise clients across Israel, the US, and Europe. These were people I know personally — all experienced professionals with strong portfolios.

Then I expanded.

Using LinkedIn, I searched for second-degree connections with the phrase “LinkedIn Ghostwriter” in their profiles. My thinking was simple:

So while this isn’t a randomized study, it’s based on real working professionals — active LinkedIn ghostwriters from a variety of backgrounds.

I assembled a team of three editors, and together we:

• Optimized employee profiles to appear in LinkedIn Recommendations and Searches.
• Developed individual content strategies for each business developer’s goals.
• Established a regular posting schedule to ensure the company and its products consistently appeared in the feeds of the target audience.
• Familiarized employees with platform nuances and taught them how to maximize their potential.

Thanks to the project, half of the participant profiles received Top Professional Voice badges in a month, further increasing trust among new connections.

Now, our profiles appear in the search results by role and attract organic traffic. This is important to us because partners' business developers are searching for new contacts with just the same objectives and for the same reasons as ours.

Moreover, LinkedIn suggests high-quality profiles in various Recommendations and boosts their content in its algorithmic feed.

We analyzed our competitors, and, pleased with the results, enhanced our strategy. Using the LinkedIn Sales Navigator, we collected all active pages of business developers and salespeople from 32 companies with similar target audiences. With a custom-written bot, we studied their activity.

We gained several ideas for future content and a comprehensive overview of our target audience’s information landscape. It became clear that only few competitors take their LinkedIn presence seriously.

We've set up regular content production. During the initial calls, I gather information for the profile and ideas for content. Subsequently, the details for posts are collected in whatever way is most convenient for the expert: via Telegram chat or regular Zoom calls.

We aim at four posts per month for each profile. The main limitation here is the experts' availability. Since the posts are based on their real-life experience and are published on their pages, we cannot publish anything without their input and approval.

And anyway, if employees start posting every day like some Instagram course sellers, people begin to doubt their actual profession. We don’t want to come off as "all talk and no action."

Some of the experts write the posts themselves, and this number is increasing. This is a particular source of pride for us because almost no one wrote anything before the project started.

A post by one of the project participants about a trip to Beijing attracted five invitations from potential partners for office visits and coffee. Four people from target companies reached out to connect after reading another post about hiring an employee for a complex product.

Posts about product updates bring in new partners and messages from existing ones: "Wow, we had no idea! It’s great that you shared this!"

We inspired experts to engage in the game and earn Top Voice badges for their profiles. LinkedIn has this feature — collective articles. The platform’s editorial team invites experts to comment on various professional topics.

If your contribution gains the top 5% of likes, you get the Top Voice badge. Friend requests from profiles with this badge are accepted 5−10% more frequently.

We are constantly expanding the audience of our pages by helping the bizdevs send connection requests. We compile lists of relevant contacts based on advanced searches through events, companies, roles, and other factors.

We have enabled automatic friend requests for several profiles with a broader audience. However, this approach is impractical for most business developers in our project, as their audiences are very niche and require manual engagement.

In late December, six HR professionals and a top manager with their team joined the project. In January, we will start developing promotion strategies for them.

Now, our list of goals looks like this:

• Attract new business partners (leads).
• Promote the company’s brand in the target countries.
• Enhance the HR brand among the world’s top AdTech specialists