Reading a LinkedIn post by security professional Tyler Schmoker is like reading an e.e. cummings poem. The Poetry Foundation describes cummings’ work as “spare and precise, employing a few key words eccentrically placed on the page,” grammar and punctuation sprinkled idiosyncratically. Now take that, add some emojis, generous use of the “return” key, lots of ellipses and a breadcrumb-like progression down the page, and you approximate a Schmoker original.
Then there’s the subject matter, which relates to his passions such as the great outdoors and endurance races as much as it does to security.
It felt fitting to interview him via the LinkedIn chat feature (especially since I was on a plane at the time), and I asked him about what his LinkedIn communication style says about his leadership style. He described his posts as “visual, emotional and literal.” His word and emoji choice, spacing, flow and tempo emerge from his understanding of human nature and what appeals to people psychologically and sociologically.”
As for the long and narrow format, he indicates that it “helps with reader retention after the initial hook line.” At the bottom of each post is consistent language containing Schmoker’s bona fides that balances out his “clowning around” in the post, as he puts it.
And how does that translate into his leadership style? “I’m pragmatically fluid & I allow it from my people too,” he writes. “Less constrained by industry norms, more focused on progress, disruption, and innovation.” His novel approach, including reaching well beyond the security field, has turbocharged his LinkedIn presence and performance metrics — though his nonconformist approach has also drawn some detractors.
Contrast his style with that of the ebullient and irrepressible Carlos “the Corporate Security Translator” Francisco, whose LinkedIn account pumps out videos of him discussing transitioning to a corporate security career and promoting his podcast on the same topic. The frame can barely contain his verve and animated gestures.
“Animated” is the appropriate word. Francisco draws his communications style from the world of Disney. “Drawing from Disney’s vibrant spirit, I infuse my posts, podcasts and relationships… with enthusiasm, creating what I hope to be a contagious energy that reflects my commitment to inspiring and motivating my team and others alike,” he explains. He “engages followers with bright narratives, fostering a sense of connection to the human that I am,” he continues. Empathy and vulnerability thread through his messages.
For every bit as Francisco is outgoing, Soveiga Jaskunas Kazlauskaite is soft-spoken and learning to navigate the spotlight that comes with posting on LinkedIn. Almost all of her posts thank mentors, promote others’ podcasts or books, or otherwise uplift her colleagues. Fittingly, she describes herself as a servant leader.
Lithuanian by birth but a permanent U.S. resident, Kazlauskaite is an HR professional who recently rebranded herself as the “Immigrant Voice in HR.” “I want to encourage other immigrants because I know what the experience is like,” pointing out that she’s one of the few HR practitioners who speaks about those issues.
She adds that people misperceive her often because of her omnipresent smile and pleasant demeanor. Underneath is someone who asks the hard questions and challenges conventional wisdom.
Still, she’s still uncomfortable when people call her a leader. “I love putting others in the center of attention, helping them with their careers, mentoring them, seeing the value they can bring to others, standing for them and with them,” she says. “But I don’t like putting myself so much in the center of attention.” Her passion for helping others has led her to volunteer at organizations that assist homeless children, immigrants, and refugees. “That's why I feel so passionate about what the future brings, as I love to make a difference in others' lives,” she says
Three leaders, three distinct and emblematic communication styles and personas on LinkedIn. Do you have an intentional style or approach on LinkedIn that communicates your professional leadership philosophy to the world? If not, it’s worth considering.
