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social

Founder LinkedIn engine

  • social
  • linkedin

Turn the founder's account into distribution, build their avatar, mine calls & Slack for real insights, draft in their voice, review at draft and final sign-off, then schedule and report through one API.

Get access See how it runs
10 Steps in the flow
3 Tools orchestrated
3 Human checkpoints
Weekly Run cadence
12 / month LinkedIn posts

The objective

What this system is built to do

In an early category, the founder’s account out-converts the brand’s, people follow a person with a point of view, not a logo.

In an early category the founder's voice out-converts the brand's. Audit the LinkedIn presence you're inheriting, build the avatar from off-page research + a founder interview, then mine the founder's real work, call recordings, Slack, and a short content interview, for specific, dated material; draft in their literal tone of voice; a human reviews at two gates (briefs in the workspace, final sign-off in the monthly Content Plan doc); schedule and report through one API. Everything lives in the client's workspace knowledge base, no spreadsheets, with an always-current Upcoming-content doc, a weekly results pulse in Slack, and a monthly report as the client's window in. Runnable by the client themselves or by an account manager. Not doing: generic AI think-pieces, scheduled corporate updates, or manual copy-paste scheduling and reporting.

How it runs

The steps your team follows

The workflow, exactly as it runs inside . It plays through step by step, or pick any node on the map.

1Audit the LinkedIn presence
2Off-page research & founder interview
3Mine calls & Slack for insights
4Research trends & content interview
5Build & approve briefs
6Write the posts
7Final review & sign-off
8Schedule, post & engage
9Triage inbound
10Report & experiment
Start
1

Audit the LinkedIn presence

Weekly
  1. Set up the client's knowledge base in the workspace: a Resources doc (links to profiles, blogs, podcasts, the call-recordings folder, Slack channels), an Onboarding Q\&A doc (access, review preferences, logistics), and an Upcoming content doc (linked to this system).
  2. Connect the founder's LinkedIn, and the company page, granted during the Outstand OAuth to unlock page-level analytics.
  3. Pull as many past posts as reasonable: import via the Outstand API once the account is connected, or through the browser where permissions allow. Baseline the numbers, followers, typical impressions and engagement per post.
  4. Study the presence you're inheriting: what they post about, formats and cadence, what landed vs flopped, how the voice reads in-feed, write it up as the on-page half of the avatar.
  5. Recommend profile optimisations (headline, About, featured section, banner) and any worthwhile automations, logged as a checklist for the founder.
2

Off-page research & founder interview

Quarterly
  1. Research the founder off-page, working from the Resources doc: blogs, podcasts, interviews, talks, newsletters, pull recurring stories, strong opinions, and phrases in their literal voice.
  2. Draft the Founder avatar & pillars doc: tone of voice, stories, opinions and an initial 3–5 content pillars, grounded in the LinkedIn audit + off-page research.
  3. Interview the founder (call or async voice notes) with the best-practice questions: how would you describe the tone you want to convey · what could you talk about for hours · what hot takes do you hold about your industry · which stories come up again and again · who exactly are you trying to reach and what should they think or do · any no-go topics, words or styles · 2–3 posts (yours or others') whose style you'd emulate · what's happening next quarter we should build content around.
  4. Fold the answers in; agree the objective, brand awareness vs lead generation, set the tiered OKRs on the scoreboard (outcomes first: conversations started, attributed demos/leads; then engagement rate ≥3%, impressions, followers), and seed the Experiment bank doc.
  5. Human approval, the founder answers the open questions and signs off the summary of what we've learned: avatar, pillars, objective. Refresh quarterly.
3

Mine calls & Slack for insights

Weekly
  1. Sync external-facing call recordings, sales, customer, partner calls, into a shared folder via the call recorder (e.g. Granola); make recording a standing requirement at onboarding.
  2. Run a pass over the period's transcripts: pull specific numbers, customer stories, objections, and strong opinions that match the pillars.
  3. Sweep for the founder's messages and team updates that would make posts.
  4. Score each insight against the pillars and append the best to the Idea bank doc with source quotes, tagged by pillar, aim for 30–50% of the month's ideas from here. Run monthly; weekly once the flow is smooth.
4

Research trends & content interview

Weekly
  1. Research what's live in the founder's space, popular topics, formats, conversations worth a take (~25% of ideas).
  2. Prepare interview questions from the avatar and this month's mined insights, questions, not pre-baked themes.
  3. Run a short content call (or async voice notes): the founder talks, you ask; the transcript is the raw material and carries their literal tone of voice (~25% of ideas).
  4. Append the strongest angles to the Idea bank doc.
5

Build & approve briefs

Monthly
  1. Compile the Idea bank into a Monthly brief doc: 10–15 post briefs, each with pillar, topic, insight/inspo, source quote, and asset idea; mirror them into the Upcoming content doc as awaiting review.
  2. Where a brief needs depth, ask the founder 2–3 targeted questions in , text or voice note, answered whenever suits them, and fold the answers in.
  3. Human approval, draft review: the reviewer (account manager or the client themselves) checks the briefs against the pillars, cuts anything off-strategy, and the founder confirms the topics, in the workspace, or share the brief doc to Google Docs if the client prefers commenting there.
6

Write the posts

Monthly
  1. Draft each post in the founder's voice from the avatar + brief + source quotes: specific hook, one idea per post, short, end with a take or a question, not a CTA.
  2. Write like a person, not a brand; keep the real numbers and stories from the mined calls.
  3. Write the posts into the monthly Content Plan doc, duplicate the [Google Doc template](https://docs.google.com/document/d/1d6dFb0tiGZcDxDidS-ZzvQwCTlM76Bot6UM-Ilp67gk/edit), one doc per profile, one numbered section per post (topic → Approved? → post copy → asset brief), and prepare assets and the schedule plan (3×/week at a consistent time).
7

Final review & sign-off

Weekly
  1. Human pass on every post in the Content Plan doc: tone check against the avatar, fact-check numbers and named clients, strategy alignment.
  2. Human approval, final review: send the Content Plan Google Doc to the founder (or the account manager reviews on their behalf), they comment inline and mark "Approved? yes" per post; link the signed-off doc to this step.
  3. escalate anything sensitive, confidential client detail, legal exposure, controversial takes.
8

Schedule, post & engage

Weekly
  1. Schedule the approved posts from the signed-off Content Plan doc through Outstand across LinkedIn (plus Instagram/X where in scope) at the agreed times, Outstand's queue is the schedule of record (max ~30 days ahead; the month plan lives in the workspace and posts enqueue as they come into window). Move them to "scheduled" in the Upcoming content doc with dates.
  2. Reply to every comment in the first hour, replies pull the algorithm.
  3. Turn the best comment thread into a next-post idea for the Idea bank.
9

Triage inbound

Weekly
  1. Sort DMs and connection notes: prospect / hire / noise.
  2. Move real prospects to a quick call, tag the source in the CRM, and log every conversation started, it's the primary outcome metric and no API exposes it.
  3. escalate anything sensitive.
10

Report & experiment

Weekly
  1. Pull post-level analytics through Outstand, likes, comments, shares, impressions, reach, engagement rate per post, plus account-level followers (and page clicks/engagement where the company page is connected), log them as measurements on the scoreboard; no manual copying. Profile views: monthly screenshot from the founder's native analytics.
  2. Post the weekly pulse to Slack: what published, early numbers, what's queued, anything blocked. Refresh the Upcoming content doc (published → recently published).
  3. Monthly: write the report in the workspace, outcomes first (conversations, attributed pipeline), then engagement, then reach, rolled up to the OKRs; note which formats and topics worked.
  4. Grade last month's experiment in the Experiment bank doc and pick 1–2 for next month; feed winners back into insight mining and the quarterly avatar refresh.
1 / 10

Setup

The stack

The tools this system drives, and the context you bring once. Connect your own accounts, or swap in your team's equivalent.

Tools to connect

Outstand$19 / mo · 3,000 posts, unlimited accounts Powers Audit the LinkedIn presence Or Postiz, Ayrshare, Postproxy
Granola Powers Mine calls & Slack for insights
SlackFree – $7 / mo Powers Mine calls & Slack for insights Or Discord, MS Teams

Context to bring

Your documents 5 files
  • Tone-of-voice inputs Content questionnaire, past posts, blogs, interviews, podcasts
  • Call recordings access External-facing calls (sales, customer, partner) synced to a shared folder
  • Slack access Channels where the founder posts updates and wins — also where the weekly pulse lands
  • Profile objective & OKRs Brand awareness vs lead generation; tiered metrics — outcomes → engagement → reach → inputs
  • Content Plan doc template Google Doc used for client review at final sign-off; all working docs (resources, avatar, idea bank, briefs, experiments, upcoming content) live in the workspace knowledge base

Proven in market

Run by 113 teams, verified on real accounts

Founder LinkedIn engine is built and verified by Growth Division, the GTM team behind 150+ companies. Here is what the same play has produced for their clients.

Higher conversion across the journey

SeedLegals · Legal Tech

£160k ARR over 15 months

Unlock · SaaS

+£48k ARR after rebrand + ABM

Maji · B2B

Built & verified by Growth Division

What we've learned running it hundreds of times

The small, hard-won details that decide whether it works, from every run.

4.1% avg engagement rate
12 inbound demos / month
3×/wk consistency beat virality
engagement
Before 1.6%
After 4.0%

Specific numbers beat evergreen think-pieces

Specific beats polished. A real number from last week earns more than an evergreen essay, and it’s faster to write.

12 inbound demos / month
12 inbound demos / month

Consistency beat chasing virality

Consistency compounds reach more than any single viral post. The algorithm rewards showing up and the audience learns when to expect you; every skipped week reset the momentum. (No single chart captures this, it’s the absence of gaps over a quarter.)

The full lab notebook Every experiment charted, with the raw before/after and the decision rules behind each call. Unlock free

Get started

How to run this system

Live in an afternoon. Clone it, connect your tools, set your inputs, and turn it on.

  1. 1

    Add to

    Clone the Founder LinkedIn engine into your workspace, wired end to end.

  2. 2

    Connect your tools

    Outstand, Granola, Slack.

  3. 3

    Set your inputs

    Your ICP, targets and brand rules, once.

  4. 4

    Turn it on

    It runs weekly on autopilot, checking in with you only where it matters.

1–2 hrs / month your time on autopilot · vs 8–10 hrs / month by hand
12 / month LinkedIn posts, produced for you

Early access

Run the Founder LinkedIn engine in your workspace.

is in stealth with a first cohort of scaleups. Join the waitlist and we’ll open this system, and the full library, to you first.

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