How I Ran End-to-End LinkedIn Content for an HR Tech Founder
StaffCircle wanted consistent LinkedIn content that reflected their founder’s thinking on HR, AI, and people management. I managed the entire workflow for the founder’s personal profile and the company newsletter, handling writing, custom graphics, and publishing so their team didn’t need to be involved in the day-to-day.
Background
My collaboration with StaffCircle started with ebook and whitepaper writing for their marketing team, which eventually grew into full LinkedIn content management for the founder’s personal profile and the company newsletter.
About StaffCircle
StaffCircle is an AI-powered performance and development platform built for mid-sized organizations. It brings reviews, objectives, skills tracking, succession planning, and employee development into one integrated system.
Their customers include UK Government Investments, Harvey Nichols, Radnor, and Simpson Millar. The platform is built in Leicester, England, and led by founder and CEO Mark Seemann.
The Challenge
- No consistent LinkedIn presence for the founder. Mark had strong opinions about HR, AI, and people management but no time to write, design graphics, or manage a publishing schedule.
- A company newsletter. The Inner Circle, StaffCircle’s LinkedIn newsletter for HR leaders, needed someone who could research, write, and publish biweekly editions on complex topics.
- Long-form content that required deep research. They wanted ebooks and whitepapers that could generate leads, but the topics were technical enough that they needed a writer who could simplify concepts and help them drive qualified inbound leads and demo requests.
- No end-to-end workflow. They needed one person who could handle ideation, writing, design, and publishing without requiring daily management from their team.
My Approach
LinkedIn Ghostwriting for the Founder
I wrote weekly LinkedIn posts for Mark Seemann’s personal profile. Every post reflected his actual voice, opinions, and perspective on HR, management, and AI, so the content read like it came from him.
- Interviewed the founder regularly to capture ideas, opinions, and stories in his own voice.
- Wrote each post independently based on a specific idea or opinion Mark shared.
- Designed custom graphics for every post, including infographics, frameworks, and visual breakdowns tailored to the topic.
- Handled the full publishing workflow from uploading and scheduling to confirming timing and hitting publish, so Mark never had to spend extra time on LinkedIn himself.
- The founder’s only involvement was a conversation. I handled everything from that point forward.
Example posts I wrote and published for the founder’s profile
- Post on why people decisions need better data. Created a thought leadership post where I highlighted that organizations still make promotion and succession decisions using data that is 6-12 months old, while finance teams would never do the same. Included a custom infographic comparing outdated data decisions with real-time insights.
- Post on why great strategy needs great managers. Made the case that the quality of your managers determines how well the business grows. Included a detailed visual mapping manager responsibilities to business outcomes.
Newsletter Writing (The Inner Circle)
I wrote biweekly editions for The Inner Circle, StaffCircle’s LinkedIn newsletter with 2,400+ subscribers, all HR professionals and people leaders.
- Two editions per month covering topics HR leaders actually care about, like AI in talent management, operational excellence, performance frameworks, and workforce development
- Research-backed, educational content that went deep on each topic instead of recycling surface-level takes or turning every edition into a product pitch
- Full ownership of the workflow. I researched, outlined, wrote, and published each edition.
Examples of newsletter editions I wrote for them:
- Driving Operational Excellence with AI. Covered how AI helps organizations turn high-level strategy into clear, actionable objectives across teams.
- AI in Talent Management. Broke down where AI genuinely helps with skills tracking and succession planning, and where it falls short.
Ebooks and Whitepapers
This is where the engagement started. I wrote long-form gated assets that StaffCircle used for lead generation.
- Research-heavy content aimed at HR leaders and people operations teams
- Turned complex topics into actionable content. Subjects like AI in HR, performance management, and workforce development written so a non-technical buyer could read it and know exactly what to do next.
- Worked directly with the founder to align every piece with StaffCircle’s positioning and the real questions their audience was asking
- Built for lead capture. Each asset sat behind a form on StaffCircle’s website, generating leads and demo requests
Example whitepaper ebook:
The most notable piece was The Definitive Guide to Using AI Tools in HR, a gated ebook covering where AI genuinely adds value across the employee lifecycle. It went live on StaffCircle’s resources page behind a lead capture form and has been generating leads and demo requests since.
The Results
LinkedIn Post Performance
- 8,318 impressions on the people data post, with 30 reactions and a repost
- 86 likes and 5 comments on the great managers LinkedIn post
- Every post included a custom graphic designed specifically for the topic, which consistently outperformed text-only content
Founder’s LinkedIn Growth (28-Day Snapshot)
- 166,850 cumulative impressions across the founder’s content in a single 28-day period
- 259% increase in impressions compared to the prior 28 days
- 400+ new followers gained in the same period
- 25,044 total followers on the founder’s profile
Newsletter Reach
- 2,428 subscribers on The Inner Circle, all HR professionals and people leaders
- 14,037 impressions on the operational excellence edition, reaching 10,616 members with 98% out-of-network discovery
- 33% email open rate on the talent management edition, well above the industry average
- Biweekly publishing maintained consistently without gaps
Lead Generation
- Ebook generating leads and demo requests through a gated landing page on StaffCircle’s website
- Whitepaper assets updated and aligned with the latest industry trends and research
- Content directly connected to the sales pipeline through lead capture forms and demo request options
What Made This Easy for the Client
- Minimal founder time. Mark had to spend just 10-15 minutes once each month answering my interview questions and a few minutes approving my final content drafts.
- No daily management needed. I handled the content calendar, writing, graphics, and publishing independently.
- One person across all channels. LinkedIn posts, newsletters, and long-form content all managed by me, so the team didn’t coordinate with multiple writers or agencies.
- High-quality first draft. Because I interviewed the founder directly and understood his voice, content rarely needed revision.
Final Thoughts
StaffCircle’s founder went from having no consistent LinkedIn presence to publishing weekly thought leadership posts with custom graphics, biweekly newsletters reaching thousands of HR leaders, and a gated ebook generating leads for the business. The entire content operation ran without him spending time on drafting, editing, designing, or scheduling.
If you need someone to take over LinkedIn content for a founder or executive and run it end-to-end without daily oversight, then we could be a great fit because that’s exactly the type of work I do.