Kicking things off at Novicell’s Business Online, Barney O’Kelly (AlixPartners) reminded us that before anyone meets you, they’ve already met your Google results. Like it or not, you’ve got a personal brand, even if your LinkedIn’s been untouched since 2019. In professional services, that brand often decides whether you’re invited in or ignored. We don’t just sell expertise; we sell reputation and relationships.

Barney's advice was to start simple. Ask yourself three simple questions:

• Who are you? (What do you care about? What is your angle?
• What do you actually do? (In client language.)
• Why you? (Proof and a point of view.)

Those answers become your headline, your “About”, and the thread that runs through everything you share.

So, here’s what this looks like when it’s human and practical, not cringe.

1) The “It’s been ages” DM
Barney runs a tiny daily habit: one warm, helpful message. No pitch or deck, just “Saw X and thought it might help with Y.” He gave a recent example of this, with a client who came back with “Great to hear from you, it’s been ages”, which ultimately turned into a coffee, then into a small piece of work. The system is as simple as micro-touch → conversation → value. You don’t need a viral post; instead you need momentum with the right people.

2) Professional, not confessional
A colleague interacted with a post Barney had made about parenting a neurodivergent teenager, plus the systems they use to do great work. No oversharing. Just clarity, empathy, and craft. This resulted in real trust, both internally and with clients, plus thoughtful 1:1s from leaders dealing with similar challenges on their teams. Specific, human stories cut through the corporate noise.

3) The PE partner who sings
A private-equity specialist posted a slice of life outside work, involving a short clip and a line about why music helps him think. Not your typical “content strategy,” yet senior contacts who rarely comment slid into his DMs. It humanised him and made the next conversation easier. Credibility + personality beats generic “capabilities” every time.

A few principles sit underneath these wins:

• Be an insider, not a commentator: Share field notes from real work, the patterns you’re seeing, the trade-offs smart teams make, the potholes to avoid next quarter.
• Use AI to outline, not to impersonate you: The internet has enough mush. Your voice is the differentiator.
• Optimise for conversations, not vanity metrics: Impressions feel good, but replies change your quarter.

Barney emphasised that whilst this may seem big, you should start small:

1. Daily (10 mins): Leave three thoughtful comments in your niche. Send one “Saw X → might help with Y” DM. Jot one story or idea from your day.
2. Weekly (45 mins): Post something useful with a clear takeaway. Re-open three quiet threads with a helpful note or link.
3. Monthly (60–90 mins): Write a deeper explainer or mini-case. Host a tiny coffee/roundtable: just five invites, zero pressure.

To see the fruits of your labour, it is important to measure its effectiveness: conversations started, intros made, meetings booked, warm pipeline nudged. Do this for 30 days and you’ll start seeing results: being seen → being useful → being invited in.

So, my key takeaway from Barney's insightful session is: Be seen. Make friends. Do good work, and the selling tends to take care of itself.