Founder-led LinkedIn: a 90-day plan that fits into 30 minutes a week

Founders know they should post on LinkedIn. Most start strong, run out of ideas in three weeks and quietly stop. A 90-day plan with a light weekly routine fixes that, and it takes about 30 minutes of the founder’s time each week.

Days 1 to 14: set the foundation

Rewrite the profile first. The headline should say who the founder helps and how, not just their title. The About section should read like a short story with a clear point of view. Pin two or three posts or documents to Featured that show expertise.

Then agree on three content pillars. For a SaaS founder these might be the problem their product solves, lessons from building the company and opinions on where the industry is going.

Days 15 to 60: build the rhythm

Three posts a week is a sustainable starting point. I run a weekly 30 minute interview with the founder, ask about recent wins, mistakes, customer conversations and opinions, then turn the recording into drafts.

A simple weekly mix

• One story post from the founder’s own experience.
• One practical post that teaches something useful.
• One opinion post that takes a clear position on an industry debate.

Engagement matters as much as posting

Twenty minutes a day commenting thoughtfully on posts from ideal customers, partners and peers often does more for reach than the posts themselves. The goal is to be visible in the right conversations, not everywhere.

Days 61 to 90: learn and double down

By now there is enough data to see which pillars and formats work. Keep the posts that start conversations with the right people, cut the ones that only get polite likes, and try one new format such as a carousel or a short video.

What success looks like

Followers are a weak signal. Better signals are comments from target buyers, connection requests from relevant people, inbound messages and the number of times prospects mention a post on a sales call.