Build our founder LinkedIn growth system, not just content, a full working machine

We're the founding team behind Ethos One, a bootstrapped B2B SaaS platform that gives leadership teams real-time visibility into how their people are actually feeling, thinking and working together. Not another HR dashboard. We've seen this exact model work. A bootstrapped agency built to $3 million in annual recurring revenue on the back of one documented, repeatable LinkedIn system: profile mechanics, content pillars, a design approach, a copywriting playbook, a repurposing engine and a lead capture loop, all working together. No paid ads, no big team. We want that system rebuilt for us, adapted to workplace culture and leadership, not GTM services. Right now, none of our three founder profiles are performing the way they should. Visibility and engagement are weak across the board. We want this fixed as part of the same project, starting with our CMO's profile first since it carries the largest existing following, then our CFO's and CEO's. But we can start with the CMO as a template. This is a one-off, fixed-price project. Not a monthly retainer, not ongoing management. You build the system, document it properly, train us on it, and hand it over in a state we can run ourselves. If you've built a working LinkedIn system like this before, audited underperforming founder profiles and turned them around, and can show us real results, we want to hear from you. About Ethos One: Ethos One is an AI-powered workplace, pulse, feedback and action platform. We call it a workplace dynamics engine, not an HR tool. Four pillars sit underneath it: Mood, Perception, Action and Team Dynamics, tied together by our AI layer, Ethos AI. The pitch to leaders is simple: stop finding out how your people feel from a survey that's three months out of date, and start seeing it in real time. We're bootstrapped, founder-funded, in open beta. Our companion content brand, The Work Life Reporter, already does a lot of our top-of-funnel work through a weekly LinkedIn Live show and small newsletter. This project sits alongside that. It's about turning our own profiles into a working growth engine. The problem right now: Three founder profiles, three underperforming accounts. Low visibility, weak engagement, no coordinated system behind any of them. That's the starting point for this project, and it needs fixing, not just filled with new content. Start the audit and fix with the CMO's profile first (largest existing following, so the highest leverage), then move to the CFO's and CEO's (this could be a follow up project separate to this one or added as a new milestone). All three need to end the project in a genuinely better state, not just the first one. Why this approach: We're not after a content calendar. We're after a system: the mechanics of a strong profile, a content strategy that actually maps to how we sell, a design language that looks intentional, a copywriting approach that's consistent across three different voices, a way to repurpose one good idea into several posts, and a clear path from engagement to pipeline. Content is one part of that. The system underneath it is the real deliverable. We've seen this work at real scale for a bootstrapped agency that built to $3 million ARR almost entirely through LinkedIn. We want that same discipline and structure, rebuilt from scratch for our niche. Who this is for Three founder profiles, no more: Joshua Odigie - Co-Founder and CMO. Largest existing following. Start here first. Primary voice for founder story, leadership philosophy and category conviction. Pardeep Chera - Co-Founder and CFO. Commercial and operational voice, translates the culture conversation into business logic, cost and risk. Charlie Bloome - Co-Founder and CEO. Overall category vision and business authority, the face a lot of prospects and partners will encounter first. Scope of work Seven parts to this. Each one needs to produce something we can actually use and run ourselves, not a strategy deck. Phase 1: Audit and profile optimisation - Start with a proper audit of all three profiles: what's actively hurting visibility and engagement right now, not just a generic checklist. - Fix Joshua's profile first. Then next we’ll move on to Pardeep's. Then Charlie's. - Banner design: logo, one clear tagline, credible proof if we have it, space to breathe. - Headline rebuild for each: role at Ethos One, then a category-language tagline that's actually tested, not assumed. - About section: one clear opening line, credibility specific to each founder, a short problem and solution passage, a mission statement, a CTA. Keep emoji minimal, a light touch to aid scanning is fine, nothing heavier. - Featured section: one gated resource, one strong post once we have one, one CTA pointing toward The Work Life Reporter rather than straight at a demo. - Experience section: tight, not padded. The role should speak for itself. Phase 2: Content strategy, built from scratch - Write a clear positioning statement for our LinkedIn presence as a whole. What we're known for, why we're different from standard HR tech noise. - Build 3 to 5 content pillars specifically for Ethos One. We're not handing you an existing pillar list to adapt, that's the work. - Use the following post format rotation: an awareness post, a personal story post, an educational post, a how we do it post, and a conversion post and map our pillars onto those formats. - Set the funnel mix: roughly half the content built for reach, a quarter building authority, a quarter driving real conversions. Phase 3: Content ideation system - Build a lightweight capture system using automation and AI, the system needs a simple, fast way to turn captured topic into logged, ready-to-develop post ideas. Phase 4: Design system - Define which post types should look deliberately raw and real, and which should be fully designed. - Build reusable designed templates for our core formats: quote and stat cards, simple workflow diagrams, comparisons. We use Canva, keep templates something we can maintain ourselves without needing a dedicated designer on call. Phase 5: Copywriting playbook - Hook rules: short, one idea per hook, line breaks tested on mobile before anything ships, a genuine curiosity gap rather than a rhetorical question. - A short reference sheet of hook types: alluding to a resource, credibility, storytelling, trend, numbers, social proof. - Readability rules: short lines, broken up text, write from "we" and "here's what we did" rather than "you should", lead with the most interesting point first. - All copy follows our house style: British English, numerals for figures, no em dashes, no hashtags in post body copy, and our banned word list, which we'll provide. - Core principle: give real value away in the post itself. Sell the platform through the strength of the thinking, not through a pitch in the copy. Phase 6: Repurposing system - Show us, with real examples, how one idea becomes three or four different posts across formats and founders without repeating itself. - Document a simple, repeatable process for this that doesn't require you to keep running it. Phase 7: Lead capture handoff - Document how profile changes and post CTAs should connect into what we already use for CRM and outreach. - You're not required to build or run the retargeting automation itself, that may sit with a separate ongoing hire. What we need from you is a clear, written handoff: what to capture, where it should go, how it plugs into our pipeline. What we'll provide - Our brand voice and visual style guide - A snapshot of who we're targeting and why - Access to our existing profiles and post history for the audit - Access to our CRM and outreach tools, for context, not for you to operate Deliverables checklist - [ ] Full audit of all three profiles, prioritised Josh, then Pardeep, then Charlie - [ ] Three rebuilt LinkedIn profiles: banner, headline, about, featured, experience - [ ] A written positioning statement for the Ethos One LinkedIn presence - [ ] 3 to 5 content pillars built from scratch, mapped to founder roles and product themes - [ ] A documented format rotation mapped to pillars and funnel stage - [ ] A simple content ideation and capture workflow - [ ] A design system with reusable templates for our core formats - [ ] A copywriting playbook: hook formulas, readability rules, house style checklist - [ ] A repurposing SOP with worked examples - [ ] A written lead capture and CRM handoff document - [ ] A training session or recorded walkthrough for all three founders - [ ] An initial content bank proving the system works before handoff (scope this with the candidate) Non-negotiables - No invented statistics, no invented case studies, no fabricated quotes. - No naming specific beta clients. Any testimonial content stays anonymous, descriptor only, no names, no logos, until we say otherwise. - Follow the house style and banned word list exactly. We'll share both at kickoff. Our Ideal candidate - Has built or run a founder-led LinkedIn content system before, ideally for a B2B SaaS or founder brand, not just general social media management. - Has experience specifically auditing and turning around underperforming profiles, not just building from a blank slate. - Can show us real before and after examples with results. - Comfortable in Canva. Treats hook writing, line breaks and mobile formatting as a discipline. - Workplace, HR or leadership niche knowledge is a bonus, not a requirement. We'll brief the niche, we need someone who already knows how to build the system. Budget and structure Fixed price, paid in milestones through Upwork. Suggested split, adjust based on proposals: 1. Audit and profile optimisation for Joshua Odigie with a clear analysis of why his engagement is so low and a content-based plan on addressing it rapidly going forward. 2. Content strategy and pillar system built from scratch for Joshua Odigie 3. Design system and templates 4. Copywriting playbook and repurposing SOP 5. Lead capture handoff, training session and initial content bank Timeline Three to four weeks from kickoff to full handover, with a check-in at the end of each milestone. How to apply Send us: 1. Two or three examples of LinkedIn content systems or profile rebuilds you've done, ideally including an underperforming profile you turned around. 2. A short teardown of one of our current profiles (Search: Joshua Odigie - Ethos One on LI), what's hurting it and what you'd change first. 3. Three sample hooks for a post about why quarterly engagement surveys are too slow to catch real problems. We'll shortlist based on the work, not the pitch.