Tony Restell

I get a real buzz from helping B2B firms turn social selling into a growth engine for their businesses. Using LinkedIn in ways that mean the "Feast & Famine cycle" is no longer something that keeps you awake at night. Highly relevant for management consultancies, recruitment agencies and other professional services and SaaS businesses.

If you would like to bring more predictability and consistency to your sales funnel, getting your social selling strategy right is the key to achieving this.

A few examples to help you picture what good looks like:

🔹 For a newly launched consulting business, we grew their prospect audience by 798 people in the first 3 months, generated sales meetings from week 1 and set up a webinar and sales call funnel that resulted in us producing 80% of their revenues in their first years in business.

🔹 For an established consulting business, we grew their prospect audience by 902 people in the first 3 months and transformed their in-person client prospect events from having ~30 attendees to having 100+ attendees (and subsequently being able to run them more frequently, too).

🔹 For an established recruitment business, we helped them launch into a new fast-growth sector in a country they had never worked in before. We grew their prospect audience by 936 people in 3 months and then secured client meetings and speaking engagements from this audience.

🔹 For a new SaaS business, we grew their prospect audience by 954 people in the first 3 months and then secured hundreds of trial users and trialists' feedback to successfully launch the business.

So, my question for you is this: do you have a well-defined B2B audience that your firm wants to win work from?

If you answered "yes", it'd make sense for us to have a chat. I'm happy to share what works.

You're welcome to email me on 📩 tony.restell@social-hire.com 📩 or you can book a call either via my profile here, or via the Social-Hire.com homepage.

Keynote Speaker for University & Business School Careers Services

Engaged by leading MBA schools and universities across Europe to present in-person and via Zoom on subjects relevant to current students and alumni groups:

- How to use social media and LinkedIn to further your career
- How to use LinkedIn to get a career in your desired sector when you graduate
- How business leaders can leverage social media for themselves and their organisations

Have travelled extensively across Europe and presented at schools including Bath University School of Management, Bayes Business School (formerly Cass Business School), Cambridge University (Judge Business School), City University, Durham University, EADA Business School, EDHEC Business School, EM Lyon Business School, Hult International Business School, IESE, Lancaster University Management School, Leeds University, Manchester Business School, SDA Bocconi, SKEMA Business School, Vlerick Business School and WHU – Otto Beisheim School of Management.

If you are looking for a keynote speaker for a forthcoming event, feel free to message me here to discuss further.

💥 This is NEW from LinkedIn - and hugely significant in terms of the recent algorithm changes we've all seen.

I received a new type of email from LinkedIn overnight, one highlighting 5 posts suggested for me. None of which I've seen in the homepage feed before.

❓ What's really interesting about this?

Of the 5 suggested posts, only 1 of them is from a connection. The other 4 were all written by 2nd degree connections.

Here's why this is so significant:

The massive algorithm change that rolled out last year changed who sees the things you post.

Whereas previously your posts were initially shown to a selection of your connections, with the new algorithm your posts are shown to people LinkedIn thinks would have an interest in them (whether they are connections or not).

Hence all the suggested posts / posts from 2nd degree connections / posts from weeks ago that we've all been seeing far more of in our feeds.

This new email looks like LinkedIn doubling down on this way of selecting who sees our posts, doesn't it?

I have the maximum 30k connections allowed on LinkedIn, so this email could easily have been filled with 5 posts from my existing connections. The fact that it's 80% posts from outside my own network is very telling.

Of course, this is a sample size of 1. So I'll be keeping an eye on the next few of these to monitor if that pattern continues.

Has anyone else received this email yet? What was the breakdown of posts in your email?

Helping B2B firms use social selling to end the feast & famine cycle | Founder of Social-Hire.com, a B2B social media agency | Ask me about our guaranteed results and industry-leading client retention rates

New "Suggested posts" email from LinkedIn

Want more visibility on LinkedIn?

Well, I've tested this (again), so you don't have to...

Despite LinkedIn encouraging us to repost other people's posts (adding in our own thoughts), this type of post performs horrendously.

By which, I mean off-the-scale bad!!

✅ So if you repost to build relationships with the people you're reposting, then feel free to continue doing that.

❌ But if you're reposting to actually get your insights seen, you should drop this activity from your 2026 plans. It's torpedo-ing your visibility.

I periodically test this by reposting posts that are closely aligned to what I post about, adding in my own insights as commentary. These reposts consistently get ~5% of the impressions I would expect from a regular post.

These last weeks I really ramped up this testing.

I wanted to have a break from creating original content so I would start 2026 refreshed - and so I have pretty much only shared reposts these last weeks.

This is at a time when I know peers have had some mega successful posts (there've been far fewer posts to compete with in getting people's attention in the run up to Christmas and into the New Year).

While their quality original posts were doing just great, some of my reposts didn't even get 100 impressions.

My best performing reposts didn't hit 500 impressions.

Normally I would expect my best performing posts to get tens of thousands of impressions.

So TL;DR --> reposts destroy your visibility, they are only good for forging relationships with the people you choose to repost.

I assume you've been seeing the same patterns?

The most recent algorithm changes are a massive win for experts who have something real to say, but a nightmare for the 'engagement hackers' out there.

From the patterns I’m seeing across our clients’ posts, alongside various in-depth reports I've read, these are the things to be factoring in:

- The algorithm is no longer just counting clicks and engagement, it's looking for real signs of interest in your post

- That means things like time spent on the post, post saves and the depth of comment discussion being generated are key.

- I suspect that if you’re still ending your posts with "Agree?" or "Comment below!", there's a good chance you’re being penalised for engagement bait.

- The LinkedIn 'Golden Hour' is dead for all but generic content (eg. "we won an award last night").

- Any content with a niche focus, or that's written for a specific profile of person, is no longer being distributed the same way. It's being shown to people who LinkedIn thinks will have an interest in that post.

- Which may mean it takes a day or two to show your post to enough relevant people to form a view on how much interest it's generating  (hence the golden hour approach being redundant)

- LinkedIn now cross-references your content with your profile and posting / commenting history to verify your authority on a topic before it grants your post lots of reach.

All of which explains why we’re seeing specialist, expertise-led posts staying active in the feed for weeks on end...

... and why you're seeing more "suggested posts" in your feed from people outside your network (the ones I'm seeing are really spot-on relevant for me, how about you?)

Meanwhile, generic posts and those relying on engagement pods are seeing their reach plummet after just a few hours.
(think how many fewer of these posts you've been seeing of late...)

So, if you want to win on LinkedIn in 2026, you need to change your approach to content posting.

If your post can’t hold a professional’s attention, or the comments it generates aren't meaningful, the algorithm will likely bury it.

Building on that, I suggest you treat your comments section as a forum. Nurture real discussion there.

A "Great post!" comment is now worth next to nothing. But genuine, multi-reply conversations, show that your posts are being appreciated by the niche you serve.

Are you seeing your more niche posts outlasting your broader content lately? Or are you finding it harder than ever to get the same reach you had a year ago?

Phew! The snow stayed away, and I was able to get to Cambridge to deliver my 6th annual session for the Executive MBA students there yesterday.

Reflecting back on what's changed in those 6 years, I'd say yesterday's group had far more executives who were already invested in using LinkedIn for their careers and had their own first-hand experiences of what had worked / not worked for them.

How the algorithm has changed, and is rewarding niche / expert content now, was one of many topics that really caught their interest.

The importance of profile optimisation, so as to be found by recruiters and decision-makers, was another.

Anyway, thanks for having me Cambridge Judge Business School - and appreciate all the questions from the very engaged group of students. Look forward to hearing about your progress in the coming months!

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Here's a 60-second exercise that's well worth doing...

Ask Google what your company is best known for.

The AI answer that comes back will help unearth how Google's AI currently views your business - and what the key sources are it's pulling that info from (if more than just your website).

You may find, as I have for Social-Hire.com, that your LinkedIn company page is one of the top info sources Google's AI is pulling its information from.

Depending on what you do find, that should spark some ideas about website changes, LinkedIn company page changes, etc., that you ought to prioritise making if you want Google's AI answers to start recommending you for the right specialities.

Hope what you find is a good reflection of your business!

I am currently the Associate Vice President/Chief Communication Officer for national communications at Providence, one of the nation's largest healthcare systems. In that role, my main focus is on developing and executing comprehensive internal and external communication strategies that help improve brand perception, manage crises and foster stakeholder engagement.  Working closely with top-level executives, I ensure Providence's messaging aligns with our Mission, goals and values to deliver impactful results.

In past leadership roles, I've led teams focused on marketing, communications and consumerism. I enjoy bringing together diverse groups to deliver exceptional results. I work well in fast-paced, challenging environments that require advanced skills in strategic thinking and crisp project execution. My process is to ask “why” before “how,” and by doing so I have a proven ability to build plans and implement strategies that have resulted in strong customer engagement. 

In my free time I enjoy cycling, reading, hiking and traveling.

💻 𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲 about me on my blog: www.alanshoebridge.com/blog-1

—————————————————————

📖 𝗧𝗵𝗲 𝗯𝗼𝗼𝗸❗

"Don’t You Forget about Gen X: One Generation's Crucial Role in Healthcare,” published in 2020, combines data, research, pop culture references, and personal anecdotes to explore each generation’s relationship to healthcare and present a strong case for why healthcare organizations cannot ignore Gen X.

You can get it on Amazon. Search for my name or by the book title.
 
—————————————————————

▶️ 𝗦𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗴𝘂𝗶𝗱𝗲𝘀 𝗺𝗲:

"The pessimist complains about the wind; the optimist expects it to change; the realist adjusts the sails." - William Arthur Ward

Alan Shoebridge

Not my typical post ...
I didn't know what to write about on Saturday.
I didn't know what to write about on Sunday.
Not here.

I'm still struggling with what to offer that can have meaning.

I think a lot of you are in the same boat.

My "typical" LinkedIn content doesn't feel quite right today.

All I can really think of is that leaders need to offer those we work with some grace to process what's happening.

Lighten burdens where we can.

Listen to people if they need it.

Have some empathy.

Be thoughtful with our comments.

Show an understanding that everything isn't normal.

Maybe that's going too far for some people and not far enough for others.

But it's what I'm going to do.

Associate Vice President/Chief Communication Officer @ Providence | Award-winning communication, PR and marketing executive | Board member | Industry speaker | Author

😡 WORST email of 2026!
Yesterday, I shared the best email I've received so far this year from a business. 
👇 Here is the opposite of that.

Hi Alan,

Your "4 Ps" framework for personal branding really resonated—especially the idea that being known for something good is never bad. 
 
At [named removed], we apply that same standard to exterior installations for healthcare firms. We reduce project risk for Providence by handling roofing and siding with exacting quality and punctuality ...
 
Would it make sense to have a brief conversation or provide a free estimate for an upcoming project?

[Name removed]

--

And version two from a different company:

Hi Alan,

I really enjoyed your breakdown of the "4 Ps" of personal branding —especially your point on Performance being the ultimate indicator that your platform is working.

At [name removed], we apply that same performance-first mindset to the pet category. We help partners drive revenue by replacing unreliable imports with USA-made, vet-approved toys built for durability. 

Given your focus on strategic communication at Providence, I’m curious if you’re open to a 5-minute chat about how our high-quality chews could fit your retail or gift initiatives?

[Name removed]

--

Email spam has reached a new level!

Finding my LinkedIn content - in this case an article - and using it in the first part of the email.

I'm assuming this is all AI driven and neither of these small company CEOs actually read my article.

And they certainly didn't check out what I do for work.

Because my role has nothing to do with either of their product pitches.

Does this type of terrible email marketing actually work?

Ever?

🚨 NEW ARTICLE:
**Why counsel, not content, will be our greatest asset in 2026**

With leaner budgets, reduced staff and the proliferation of AI tools, many communicators are wondering how to best adapt. 

How can we lean into what really matters to help serve our organizations and clients?

I don’t have all the answers, but I’m confident in one thing: Our counsel as communicators matters now more than ever.

Our counsel as healthcare communicators is valuable, but we need to lean into it. We need to talk about it. 

It must be apparent that we do more than just write press releases or social media posts.

During my career, I’ve found the best way to address uncertainty is to be proactive with what you can control.

In this new article, I share my thoughts and some strategies on how to approach 2026 with this mindset.

👇 Read it here:
https://lnkd.in/g74dZUcX

#communications #publicrelations

Open article: Why counsel, not content, will be our greatest asset in 2026 by alanshoebridge.com

Why counsel, not content, will be our greatest asset in 2026

👏 The BEST email of 2026!
I don't usually rave about emails I get from buying bike parts on eBay.

In fact I've never done that and probably won't ever again.

👇 But how nice is this email?!

--

I shipped the item. I think it will arrive in about 2-6 days.

You are a great buyer to pay for it right away. I am happy to be able to deliver this product to you.

Please contact me if you have any questions.

Please give me your feedback when the item arrives.

I also sell various other Japanese products, so please take a look!

I hope this deal will lead to mutual happiness.

--

The last line is my favorite part, but I also appreciate other aspects of this message:

1. It gave me a status update right up front.

2. It thanked me for being a customer.

3. It closed with a nice - and memorable - line.

An A+ email. 

Some big companies could take notes!

Tomorrow, I will share my least favorite email of 2026.

At least so far!

👍 GOOD news: You've got mail!
👎 BAD news: You've got mail!

The Microsoft outage is over!

Email is again flowing freely from outside email addresses to our work email addresses.

And I'm sure we've all got very mixed emotions about that on a Friday morning!

Is there anything at work we have more of a love/hate relationship with than email?

👇 ICYMI:

Yesterday, thousands of people reported issues with Microsoft Exchange, the tech giant's enterprise messaging and collaboration platform that provides business-class email, calendars, contacts and tasks.

For me, I had a distinct drop in external emails.

And I got a few bounce backs on things I tried to send.

But we're back to status quo.

You've got mail!

And you always will ...

taplio

The Battle

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Alan Shoebridge

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taplio

The Battle

Tony Restell

Alan Shoebridge

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Tony Restell's LinkedIn Performance

Performance ScoreAlan Shoebridge's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreTony Restell's LinkedIn Performance