How to build a board network using LinkedIn

Weak ties should be your most valuable asset when it comes to building a board network and gaining a board role. However, many prospective Non-Executive Directors (NEDs) become overwhelmed by overthinking the process or deterred by the fear of networking. It doesn’t have to be that way. LinkedIn is the ideal platform for building a board network, and one that most of you should already be reasonably familiar with.

Why build connections with weak ties?

Unfortunately, many individuals seeking their first independent board appointment spend their time canvassing family members, family connections, trusted colleagues and business associates, friends, and even old-school ties. In theory, this sounds like the perfect way to fast-track your way to the boardroom. You believe that these people know, love, and/or trust you and, like in previous professional and personal scenarios, will help you in any way they can. However, it is the nature of weak tie relationships, ie, the emotional connection, the professional attachment, or the extensive knowledge of you (good and bad), that they may not want to help or vouch for you.

Building a board network that yields results requires focusing on developing weak-tie connections. Based on my extensive experience and research, my findings conclude that 53% of all board appointments are made through personal connections, seen rarely or infrequently – a weak tie. And that is where LinkedIn is invaluable.

LinkedIn gets results

I am always open to or searching for a board appointment. I came across a board role on our site for an organisation with which I had a previous association. I was keen on the board role because it is in an industry that I am passionate about, social housing. It motivated me to take a proactive approach and explore other similar opportunities. My initial goal was to make a list, from there I could start connecting.

Using LinkedIn, I connected with six past NEDs, Committee Members and Executives of all the organisations on my list. By using a straightforward and genuine introduction that accurately represented my board profile, I secured six positive responses, eager to engage in conversations. These conversations, although brief, were terrific. From these conversations, I received multiple offers to introduce me to people who could help, as well as numerous requests for me to help them.

The takeaway here is that, by spending some minimal but focused time using LinkedIn to build my board network, I now have:

• • at least six people who could advocate for me in the future,
  • six new individuals I can introduce to others,
  • and six personal connections that I didn’t have before.

All of this was achieved with just 20 minutes on LinkedIn and another 60 minutes spent on phone calls.

Why is LinkedIn so valuable when building a board network?

As an early adopter, I am a big fan of LinkedIn, with 30,000+ NED connections. However, for most, it is underutilised when it comes to building a board network and developing the sort of connections that will lead to a board appointment, even by those who use LinkedIn regularly.

Formal networking events rely on your ability to work a room, plus they are only as good as the people that attend or have the opportunity to speak with. LinkedIn has none of these restrictions since:

• • LinkedIn is always open.
  • It’s time-efficient and affordable.
  • You can research people before reaching out, thereby avoiding awkward conversations.
  • You can target precisely the people you want to speak with.
  • Reaching out electronically is more comfortable than doing so in person.

Most of you are already familiar with the platform and its features. You now have to reframe your LinkedIn strategies to focus on your Non-Executive goals. Similar to your NED CV and pitch, the frameworks and approaches will vary from your Executive strategy and messaging. I have compiled some tips to get you started.

Tips for using LinkedIn to build a board network

Tip 1: Be clear about why you are connecting
As mentioned earlier, your board network is vital when it comes to gaining a NED appointment. What is even more important is for this network to be filled with weak ties, so connecting with these people is vital.

Weak tie relationships, by nature, are neither formal nor personal, making LinkedIn an ideal tool to establish and nurture these connections. A key tip here is that, on LinkedIn, weak ties can be your contacts (1st degree connections) and connectors (2nd degree connections).

TIP 2: Know who you should be connecting with
LinkedIn has 44+ million members in the UK, so where do you start? First, be clear on what boards you want and can be appointed to. When it comes to developing the right board network connections, you must be familiar with the names of these organisations. From there, you can search LinkedIn to establish a list of those who have associations with those organisations and who should be added to your board network.

Make use of the new AI Job Search feature – https://www.linkedin.com/jobs/search-results/. Type “hiring in my network” into the search bar. Of course, you can refine the search query if you return a list with too many results. Even still, it is unlikely that all the roles are board-related. From here, you can click on any roles, organisations or industries of interest, and you will see a section “People to reach out to”.

Remember that your task here is to build your board network, not to find board roles. So, study the list and first look at those with whom you are connected. Identify any weak ties that you should message to maintain contact. Then review the entire list to identify any potential weak ties and send a Connect request. The more 1st dgree connections you have who are associated with boards, organisations, and industries you are interested in, the more potential roles and weak ties next time you use the same query with the AI Job Search.

TIP 3: Use a 2-step approach
It is not enough to just be connected on LinkedIn. Let’s face it, having thousands of connections with whom you never communicate is unlikely to ever lead to a board appointment. To build a robust board network and achieve results, it’s essential to invest time and strategic efforts in maintaining connections.

I recommend a two-step approach. Initially, reach out seeking a ‘micro yes’ request. Following a successful connection request, respond soon after with a structured message. One that is legitimate, authentic, and customised. My Executive Members learn how to do this with confidence. Using your board profile as a guide should help you write a message that promotes your NED value proposition legitimately and appropriately.

TIP 4: Don’t ask for a job!
When establishing and nurturing LinkedIn connections, never ask for a role or ask them to put you in contact with someone who can offer one. By doing so, you will appear opportunistic and insincere. This advice remains the same, even if you are aware that a board role is available.

TIP 5: Have a Board Fit LinkedIn profile
When reaching out with a connection request or for a follow-up conversation, your LinkedIn profile must be board fit. Your LinkedIn profile must include your board profile, board & committee roles, skills valuable to boards, and governance qualifications. You should also include organisations and causes that you are passionate about.

TIP 6: Use your time wisely
The more time you dedicate to building your board network on LinkedIn, the more valuable your network and your network’s network will become. When done right, your board network will generate board opportunities for you.

Start by scheduling regular time slots to dedicate to the task, even if it is only 10 minutes every weekday morning. Have the app on your phone, as your morning commute or coffee break may suit your schedule. LinkedIn networking is one of those things that requires dedication and consistency to see results. Eventually, this task will become almost second nature.

TIP 7: Just do it
Don’t take the task of board networking and connecting with people too seriously – what is the worst that could happen? LinkedIn is a networking platform, so most members expect connection requests and messages, and are happy to engage and help, particularly when you have something in common. Be bold (but not too bold), introduce yourself, offer to help, be curious, and make the most of the experience.

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