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Lessons from Barbie’s LinkedIn Profile

By Aleksandra Sagan | 2 months ago | Strategy | No Comments

She may have already worked up on the International Space Station, walked the Hollywood red carpet and danced en pointe in front of a packed house, but it’s Barbie’s newest career that prompted her to join LinkedIn.

Entrepreneur Barbie, whose official job title is Dream Incubator, only joined the professional social network a few weeks ago. But she already has more than 5,000 humans following her profile, which is actually a Mattel showcase page.

Clearly, the pink-shift clad Barbie is doing something right. So, what can we learn from her bustling LinkedIn profile?

A sense of purpose

You know that pesky summary section that asks you to succinctly outline your career goals?  Barbie has distilled her extensive experience (after all, this is the woman who has bounced around through more than 150 jobs since 1959) down to one point: “my true calling remains—encourage generations of girls to place no limitations on their ambitions.” Once you know what you’re doing and why, it’s much easier to present yourself accordingly.

Community participation

Barbie’s summary makes it crystal clear what LinkedIn community she most belongs to: women entrepreneurs. She’s ingratiating herself with the group by sharing success stories of others from her community—remember, in building online relationships, sharing is caring. In her premiere post, Barbie highlights the ladies behind One Kings Lane, a successful home decor blog. She follows that up with a shout-out to Girls Who Code.

Barbie also offers career advice, like finding a mentor, and is thankful to other female entrepreneurs who—quite literally—made her into the doll she is today, such as the original Barbie designer, Ruth Handler.

Her rapid acceptance into the niche women entrepreneurs clique on LinkedIn even led the social network to promote Barbie’s profile.

Work spotlight

Despite focusing much of her page on the success of others, Barbie doesn’t shy away from promoting her work. Her resume is front and centre on the page—with all 150 careers outlined, from teen model to dream incubator. She showcases her media coverage (who doesn’t want to show off a New York Times Square billboard about them?). Barbie also highlights her company updates, like a recent hiring spree of ten female Chief Inspiration Officers, who are all meant to serve as positive role models for young entrepreneur wannabes.

Multi-platform strategy

But Barbie doesn’t just stick to LinkedIn. She uses the platform to connect followers to her larger social media game, like her website. She’s also a frequent tweeter, and even has a bespoke hashtag. Barbie’s #unapologetic about her success.

Granted, the doll also has name power, and perhaps that has led to her massive LinkedIn following. Some critics point out that Barbie is joining a community that few of the girls she says she wants to inspire don’t frequent. How many preteen girls do you know with a LinkedIn profile?

But, no matter what critics say, Barbie’s already breaking new ground. She’s one of few fictional characters to have an active LinkedIn page—most others just stick to Twitter and Facebook. Sure, she’s no Sheryl Sandberg, but Barbie’s breaking that glass ceiling for fictional characters everywhere.

Are you following Hootsuite on LinkedIn? Check out our profile for more information, tricks, tips and social media tactics. 

3 comments
Adesoji
Adesoji

Good work on this article Aleksandra.


I learned from this what to do to improve my personal linkedin profile.


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Lindseydaebaker
Lindseydaebaker

Great article. What a creative way to showcase how to market your brand on LinkedIn.