Training
LinkedIn training,
built from
what actually works.
We've worked with LinkedIn since 2010. More usefully, we've watched where people get stuck.
Training
Most LinkedIn advice tells you what works. We can do that too — but after years of building brands on this platform, for ourselves and for clients from wealth management to professional services, what's actually shaped our training is the other half: watching individuals and organisations hit the same wall, over and over. Confidence. Discipline. Engagement. The profile that doesn't reflect the person. The posting habit that dies in week three. The algorithm changes nobody kept up with.
Our training is built from that experience. Every session is shaped around where your team actually is, and where the gaps really sit, rather than a template we roll out unchanged.
Every profile is different
Bespoke, because your profile isn't generic
Before anyone sits down for a workshop, we look at the profiles of everyone taking part. That means an actual read of each person's headline, positioning, network and content history, and it's what shapes the session. Two people in the same room, in the same business, can need entirely different things. One might have the network but a profile that undersells them. Another might post often but say nothing that lands. The curriculum follows what we find, person by person.
Psychology, algorithm, and what actually gets people talking
LinkedIn's ranking model has changed shape — it's no longer a handful of separate signals like likes and hashtags, but a single system reading your content, your profile and your engagement pattern together. We stay close to that. But the algorithm is only half the picture. The other half is human: why some content makes someone stop scrolling and others don't, why a comment carries more weight than a hundred quiet likes, why relatable beats polished.
We blend the two — the mechanics of distribution and the psychology of attention — because knowing one without the other only gets you halfway.
Building a culture, not just a habit
A handful of confident posters doesn't move the needle for an organisation. What does is a team that understands why their personal profile matters — that their voice, individually, now reaches further and is trusted more than any company page ever will.
We don't want people posting because they've been told to. We want them to understand the logic well enough to keep going without being reminded. That's the difference between a training session and a culture shift.
The work doesn't stop when the workshop ends
LinkedIn will keep changing. So we don't hand over a slide deck and disappear. Every session includes a follow-up checklist, and we build in regular refreshers so your team stays current as the platform, and the wider digital landscape, evolves.
We treat this as an ongoing relationship, because that's what actually keeps the results going.
Who it's for
This training is designed for any professional, or any organisation, looking to build a genuine brand on LinkedIn — from a founder building visibility from scratch, to a leadership team in a relationship-driven industry like wealth management or investment, to a company wanting every voice on the team working in the same direction.
We've done this work with businesses ranging from boutique advisory firms to teams with hundreds of connections between them, and the same principle holds regardless of size: the profile is the strongest channel you have.
Who delivers the workshops
Petra Smith
Every session is led personally by Petra Smith, founder and CEO of Squirrels & Bears. Petra has worked with LinkedIn since 2010, and brings over 18 years of experience in corporate, agency, and B2B/B2C global marketing strategy to every workshop.
Her specialism sits at the intersection of marketing psychology, PR strategy, and commercial thinking — which is exactly the blend this training is built on: the mechanics of the platform, and the psychology of what actually gets people talking.
Connect on LinkedInThe session
Per person: £250 + VAT
Sessions can be run for individuals or teams, in person or remotely, and are shaped around your industry and your goals before we start.
Each place includes
The Workshop
- A personal profile analysis ahead of the session
- A two-hour, hands-on workshop, working directly on each person's own profile
- A checklist to take away, so the momentum doesn't stop when the session does
Let's build
your session.
Tell us about your team and your industry, and we'll shape a session around it.