Tell us about your current role and what it entails?
I’m the Finance Editor for LinkedIn News Australia and I lead the business and finance news coverage for LinkedIn Australia. In practical terms, I find the best finance news and analyses to feature on LinkedIn News and curate them in editorial channels such as a newsletter. I distribute the content to make sure it reaches the relevant audience. 

On top of developing content for LinkedIn, I spend my time discovering finance content creators and experts, building relationships with them and making sure they have the right support and tools to drive conversations on the platform. 

What is LinkedIn's Australian news arm, and what sets it apart in the market?
LinkedIn News Australia is a team of journalists who create, curate, cultivate and circulate the news and insights professionals need to know. Our mission is to build the voice of the global workforce through news, ideas and community. All of us come from a strong news background and within our team we have editors who specialise in covering technology, jobs and careers, finance, diversity and inclusion, mobility and ESG.

We’re different from other news sources in that we’re an audience-led platform and our news coverage often involves crowdsourcing opinions and insights from experts in their industries. Our members have the opportunity to interact with the experts, ask them relevant questions and share their learnings and feedback. 

What type of stories are your readers most interested in?
Our members come from a wide range of professions, with many interested in developing their careers and discussing big ideas and trends - this can be anything from the latest in Generative AI or the rise in the trend of 'Loud Leaving'. 

In finance, our readers are typically most interested in the big picture. Think macroeconomic trends, cost of living issues and global news events such as the current banking crisis. 

Congratulations on the recent launch of Finance Wrap-Up Australia. What do you hope your audience takes away from reading the newsletter's content?
Thank you! We’re so excited to launch the newsletter at a time when finance news is so relevant in our lives. The newsletter had 30k+ subscribers within the first week of the launch, which is a sign there is a huge appetite for finance news and analysis at the moment. The content at the newsletter will cover everything from fintech trends to careers in finance. 

I really hope our members take advantage of the newsletter’s comments section and use it as a tool to contribute to the big conversations in finance and connect with the experts featured in the newsletter. We also encourage finance professionals at all stages of their career to get involved.

Are there any other editorial projects the team is looking ahead to this year?
We have our annual Top Companies list launch coming up, where jobseekers can discover the best places to grow their careers in Australia or New Zealand. We also have the launch of Top Voices Next Gen, a gen Z-focused initiative, exploring what it takes to succeed in the next generation of jobs.

Any top tips for PR professionals who might want to make a pitch to you?
We are an audience-led news service and we’re here to help our readers discover leading and emerging voices in finance. So we are interested in featuring members who are passionate about knowledge sharing and have put in a bit of thought into how LinkedIn fits in with their long-term content / personal brand / business strategy.

We’re not so much focused on one particular pitch, but interested in building and cultivating long-term relationships with professionals or business leaders who want to build their profile and share their insights on LinkedIn. So when you’re thinking about who is the best person to post on LinkedIn on the company’s behalf, it may not necessarily be the most senior person but could be another person within the organisation who is invested in that long-term relationship.

For PRs, thinking about how to use LinkedIn as a thought leadership channel is a good place to start.