Hermod Capital — Your LinkedIn Is Leaving Money on the Table
LinkedIn Audit — Confidential

Hermod Capital
LinkedIn Audit

A full audit of your LinkedIn presence — with a clear action plan to transform it into a client acquisition and thought leadership engine.

Hermod Capital
April 2026
36 / 100
76 / 100
Scroll to explore
Current vs Target

Your LinkedIn
Performance Scores

Evaluated across five dimensions that drive LinkedIn ROI for investment firms. Each score reflects current performance against a 90-day achievable target.

36
Overall score today
→
76
90-day target score

The fundamentals are strong — credible managers, genuine performance, FCA-regulated. The LinkedIn presence simply isn't doing justice to any of it. Yet.

Profile Completeness
62
↑ Target: 90
/100
Content Differentiation
35
↑ Target: 75
/100
Thought Leadership
20
↑ Target: 70
/100
Client Acquisition
15
↑ Target: 65
/100
Personal Brand (Henry)
50
↑ Target: 80
/100

Profile Element Checklist

Element Status Notes
Logo✓ GoodClean, recognisable HC mark
Banner / Hero Image⚠ WeakPlain wordmark — no message, no proof points
Tagline✗ MissingNo positioning line under company name
About / Overview⚠ GenericFunctional but not differentiated from any TPD
Custom CTA Button✗ Missing"Contact Us" or "Visit Website" not configured
Featured Section✗ Not usedHigh-value pinned real estate left blank
LinkedIn Newsletter✗ Not activatedBuilds direct subscriber list — major gap
Products Tab✗ Not activatedCould showcase each fund strategy individually
Henry Francklin Headline⚠ Job Title OnlyNo value proposition for allocators
Video Content✗ AbsentGets 3–5× organic reach vs text posts
Original Posts vs Reposts✗ ~80% RepostsShould be 70% original minimum
Charles Empson Profile✗ InactiveCo-founder invisible on LinkedIn
Core Diagnosis

The Four Key Findings

These are the highest-leverage problems to solve. Each finding has a direct impact on client acquisition and brand authority.

Critical Priority

The Repost Problem

The feed is dominated by Coeli content. Hermod is currently acting as a distribution channel for Coeli's marketing — not building its own brand authority. Reposts account for ~80% of visible activity.

"Aim for 70% original content minimum. When reposting Coeli material, always add a meaningful proprietary angle — make Hermod's perspective the reason to read it."
Critical Priority

No Client Acquisition Infrastructure

There is no CTA button, no pinned post, no newsletter, no lead magnet, and no conversion pathway anywhere on the page. Followers are being collected with no mechanism to become clients.

"A LinkedIn Newsletter alone — sent monthly to subscribers — would put Hermod content directly into allocators' inboxes, bypassing the algorithm entirely."
High Priority

Henry's Headline Is a Job Title

7+ years at Brown Advisory as Head of Northern Europe. Prior role in US Institutional Equities at William Blair. This is exceptional institutional pedigree — none of it surfaces in his LinkedIn headline or content voice.

"Recommended: 'Connecting institutional allocators with best-in-class Frontier & Global Small-Cap managers | Co-Founder, Hermod Capital'"
High Priority

Performance Data Is Under-Used

Coeli Frontier Markets: +150% over 5 years (20.1% p.a.). MSCI EM returned 4.2% p.a. over the same period. This is a remarkable proof point. It appears once in the feed rather than anchoring the entire brand narrative.

"The performance story should anchor every piece of content — the banner, the about section, the pinned post, and recur at least twice a month in the content calendar."
Medium Priority

The Banner Communicates Nothing

The banner is the single largest visual asset on the page. Currently: a plain dark green background with the wordmark. A first-time allocator learns nothing about what Hermod does or why they should care.

"Redesign with a performance anchor (e.g. '+150% | 5 years | Frontier Markets') plus the strategy focus areas and a short positioning line."
Medium Priority

Charles Empson Is Invisible

The website features Charles's quote and he's co-founder — but he appears completely absent from LinkedIn activity. A co-founder as a second amplification channel would significantly widen the firm's reach.

"Activating Charles's profile with even 1–2 posts per week would double Hermod's organic reach and provide a complementary voice to Henry's."
Content Framework

A 5-Pillar Content System

Replace the ad-hoc repost feed with a repeatable, differentiated content engine. Each pillar serves a distinct purpose in the allocator decision journey.

01

Performance Proof

Hard numbers. Charts. Track record vs benchmarks. Always with Hermod's contextual commentary — not just a Coeli repost.

2× per month
02

Manager Spotlight

Original posts introducing the teams Hermod represents. Interview-style quotes, investment thesis summaries. Exclusive access is Hermod's unique asset — use it.

2× per month
03

Market Insight

Hermod's own view on the opportunity set. Frontier vs Developed. Small-cap dislocations. Why now. Written in Henry or Charles's voice — builds independent authority.

2× per month
04

Distribution Intelligence

Content positioning Hermod as expert practitioners — not just a middleman. How allocators access frontier exposure. What LPs look for in a distribution partner.

1× per month
05

Social Proof

New partnerships, fund launches, conference appearances, certifications (e.g. BlueMark). Milestones as they happen — these posts consistently outperform.

As they happen
Format Gap — Highest Priority

Video Content Is Missing Entirely

Video gets 3–5× more organic reach than text posts in the financial services feed. A 60–90 second direct-to-camera clip from Henry on why frontier markets are compelling right now would outperform a month of text posts. It doesn't need production value — authentic, direct-to-camera content performs exceptionally well with institutional audiences. This is the single highest-leverage format change available.

Action Plan

90-Day Priority Roadmap

A compressed, sequenced plan to move from a passive repost feed to an active client acquisition system. Each phase builds on the last.

Weeks 1–2 · Foundation
Profile Overhaul
  • New banner design with performance anchor
  • Rewrite About / Overview section
  • Add company tagline
  • Activate CTA button
  • Rewrite Henry's headline
  • Rewrite Henry's About section
  • Activate Charles Empson's profile
  • Pin a welcome post to company page
  • Set up Products tab for each strategy
Weeks 3–4 · Launch
Content Calendar + First Posts
  • Build 30-day content calendar
  • Publish first original thought leadership post
  • First Manager Spotlight post
  • First Market Insight post (Henry's voice)
  • First short-form video clip
  • Establish posting rhythm (Tue / Thu)
Weeks 5–6 · Distribution
LinkedIn Newsletter Launch
  • Create newsletter — "The Hermod Letter"
  • Publish Issue 1 — Frontier Markets Outlook
  • Promote newsletter via Henry's personal profile
  • Target 200+ subscribers in first 30 days
  • Build subscriber base into allocator pipeline
Weeks 7–8 · Engagement
LinkedIn Event
  • Host first quarterly virtual briefing
  • Topic: "The Frontier Markets Opportunity in 2026"
  • Feature James Bannan and/or Hans-Henrik Skov
  • Event registrations = qualified lead list
  • Record and repurpose as content
Weeks 9–10 · Optimise
Analytics Review
  • Review post performance by format and pillar
  • Identify top 3 performing content types
  • Double down on what's working
  • Cut or reformat what isn't
  • Adjust posting cadence based on data
  • Set 60-day targets for followers and reach
Do This Week

8 Quick Wins

These changes require no budget and can be implemented immediately. Each one meaningfully improves how Hermod Capital is perceived by a first-time allocator.

01

Add a company tagline

Include "Frontier Markets | Global Small-Cap" in the subtitle line under the company name.

02

Rewrite the About section

Replace the generic overview with a differentiated narrative that includes proof points and a clear client audience.

03

Commission a new banner

Replace the plain wordmark banner with a performance-anchored visual. This is the most visible single change possible.

04

Activate the CTA button

Set "Visit Website" or "Contact Us" on the company page header. Currently missing entirely.

05

Rewrite Henry's headline

Replace "Director and Co-Founder" with a value proposition for allocators that mentions the strategy areas.

06

Pin a welcome post

Add a pinned post to the top of the company page explaining who Hermod is, what they do, and how to get access.

07

Build a 30-day content calendar

Map out the next month using the 5-pillar framework. Consistency beats volume every time.

08

Record one short video

Henry, direct-to-camera, 60–90 seconds. The topic: why now is an exceptional time in Frontier Markets. No production needed.

Next Step

Ready to Turn LinkedIn Into a
Client Acquisition System?

This audit is the map. We provide the engine. Book a 30-minute call to walk through our full scope solution for investment firms — from content strategy and profile architecture to ongoing management and lead generation.

Book Your Strategy Call

No commitment required. 30 minutes. We'll show you exactly what we'd do and how.

LinkedIn Branding Specialists
Prepared for Hermod Capital · April 2026 · Confidential