When people think about social media and personal branding, they often picture entrepreneurs, fractional CFOs, or accounting firms promoting their services. It’s easy to assume that if you're part of an in-house finance team — whether as a Financial Controller, Group Finance Manager, or CFO — platforms like LinkedIn don't really apply to you.
But that’s no longer the case.
Finance is evolving. In today’s business world, finance leaders are not just responsible for the numbers; they are strategic voices, internal influencers, and external representatives of their companies. Building a strong presence on social media isn’t about self-promotion — it’s about positioning yourself as a trusted expert, expanding your professional opportunities, and future-proofing your career.
That’s why we're launching Beyond the Numbers — a new CFO Techstack series focused on how in-house finance professionals can smartly use social media platforms like LinkedIn to grow their influence, strengthen their network, and stay ahead.
Why social media matters for in-house finance professionals
Social media, particularly LinkedIn, has become one of the most valuable career tools available to finance professionals today — regardless of whether you're selling a service or not.
Here's why:
- Credibility and Visibility:
By sharing insights, engaging with industry discussions, and highlighting your expertise, you build a reputation as someone who understands both the financial and strategic side of business. This can elevate your standing inside your organization and position you for future leadership roles.
- Professional Development:
LinkedIn isn't just a broadcast platform — it's a learning platform. Following thought leaders, joining relevant groups, and staying on top of new trends like AI in finance, ESG reporting, and regulatory changes can sharpen your skills and broaden your perspective.
- Career Mobility:
Opportunities often come from visibility. A strong presence on LinkedIn can lead to invitations to speak at events, chances to collaborate across industries, and even open doors to future career moves — all while you’re still focused on excelling in your current role.
- Community and Connection:
Finance can sometimes feel isolating, especially at the leadership level. Engaging with a broader professional community provides a space to share ideas, challenges, and solutions, making you part of a bigger conversation about the future of finance.
Curating your feed for growth
For in-house finance professionals, how you consume content on social media is just as important as what you consume. Platforms like LinkedIn offer a constant stream of insights, market updates, regulatory changes, emerging technologies, and peer experiences — but only if you approach it intentionally. By actively curating your feed to follow relevant voices, industry experts, and leading finance communities, you can turn social media into a powerful tool for continuous learning and professional development.
Thoughtful consumption helps you stay ahead of shifts in the finance landscape, sharpen your strategic thinking, and deepen your understanding of where the industry is heading. In a role where decisions increasingly require both technical expertise and broader business awareness, building smart social media habits is an essential part of being an effective and future-ready finance leader.
What the Beyond the Numbers series will cover
Throughout this series, we’ll take a practical, finance-specific look at how to use social media as an in-house professional — without feeling like you're turning yourself into a "brand" or spending hours crafting posts.
We'll explore two core aspects of using platforms like LinkedIn effectively:
- Reactive social media use:
How to consume content strategically. We'll cover how to follow the right people, join conversations that matter, stay informed without feeling overwhelmed, and build a curated feed that supports your professional growth.
- Proactive social media use:
How to engage thoughtfully and consistently. We'll share simple strategies for commenting, posting, and participating in ways that feel authentic — and don't require you to constantly "be online."
Along the way, we’ll also tackle common challenges, like:
- Curate your feed intentionally
- How to engage with industry trends and thought leaders
- Create a sustainable daily or weekly routine for continuous learning
- How to find your voice as a finance professional.
- How to sustainably build a presence without it becoming a burden.
- How to deal with imposter syndrome or fear of saying the “wrong” thing online.
Real-world insights from finance leaders
Finally, to make this series even more actionable, we’ll hear directly from finance leaders who have embraced social media as part of their professional toolkit. They’ll share how they started, what’s worked (and what hasn’t), and their advice for others looking to step beyond the numbers and into the broader business conversation.
Whether you're looking to sharpen your skills, curate your feed to fuel your growth, grow your influence, or simply future-proof your career, Beyond the Numbers will give you the tools and confidence to leverage social media in a way that feels right for you.
The future of finance leadership isn’t just about technical expertise — it’s about communication, connection, and visibility.
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