Founder & LinkedIn Strategist | I help founders and executives turn deep expertise into an unmissable personal brand | 10 years at L’Oréal & J&J | Book a free strategy session (offer ends 20/02)

Most founders and executives have more expertise than visibility. I help turn that expertise into visible authority, inbound opportunities, and leverage – without turning you into a full‑time content creator.

Hi, I’m Alec, I went from global consumer marketing at L'Oreal and Johnson and Johnson, tp Founder of We Grow. Here's more about me:

🟢 In 2015, I joined L'Oreal on the most competitive marketing grad scheme in the UK.
🟢 From 2017 to 2024, I was promoted 6 times from Assistant manager to Global Group Manager.
🟢 In 2024, I grew my LinkedIn from 3,000 to 60,000 with daily posts on career growth.
🟢 In 2025, I quit to be a Career Coach and helped 150+ people get promoted to 6-figure roles.
🟢 I also helped others grow on LinkedIn, building a 6-figure personal branding service in 9 months.

Now in 2026, I am relaunching that business as WE GROW.

WE GROW helps partners and executives with deep expertise, go from invisible to unmissable online.

Our done-for-you marketing services help you create a distinct and ownable brand and grow your reputation and influence at scale. 

So WE can attract new opportunities and clients, while YOU focus on what you do best: building relationships and delivering great work.

🟢 To connect and learn how I can help book at: https://calendly.com/we-grow/wegrowintro
🔵 To partner with me as a content creator or public speaker, please email: enquiries@alecrickard.com

Alec Rickard

You’re allowed to outgrow what you’re known for.

Your job.
Your resume.
Even your reputation.

Where you start doesn’t have to limit where you finish.

At some point, growth feels uncomfortable.

You walk into work and something feels off.

The role that used to stretch you now feels small.
The problems feel repetitive.
The praise feels routine.

That discomfort is not random.

It is information.

It is pointing you toward your next move.

Most people ignore it.

They tell themselves they should be grateful.
They remind themselves the pay is good.
They stay because it is familiar.

But growth rarely feels comfortable.

It feels risky.
It feels uncertain.
It feels like you might disappoint people who only know you one way.

You are allowed to grow beyond your current identity.

If you are known as the operations person, you can build strategy skills.

If you are known as the quiet executor, you can become the one who leads meetings.

If you are known for one function, you can start learning the next one before you are given the title.

Reinvention does not start with a new job.

It starts with a decision.

A decision to stop settling for being good at what is easy.

Look at the skills you already have.

Communication.
Project ownership.
Data analysis.
Client management.

Ask yourself where those same skills could create a bigger impact.

Then start acting in that direction before anyone gives you permission.

Volunteer for a cross functional project.

Ask to present the update instead of sending the email.

Have the conversation about the role you want next.

Build proof in small ways.

That is how your identity shifts in real time.

What you are known for today is based on your past actions.

What you build tomorrow is based on the actions you choose now.

A growth mindset is not a quote on a wall.

It is choosing expansion over comfort.

Again and again.

So be honest with yourself:

Are you staying loyal to an old version of you,
Or are you building the next one? 👇

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Founder & LinkedIn Strategist | I help founders and executives turn deep expertise into an unmissable personal brand | 10 years at L’Oréal & J&J | Book an intro call below

Your potential is far higher than you think.

Don’t limit it by building your own ceilings.

Most people hold themselves back with beliefs like…

🚫 “I’m not qualified enough”
🚫 “I’m not ready yet”
🚫 “What if I fail in front of everyone”

But here’s the truth: you don’t need to feel ready.

You just need to start. 

4 Actions to Go After What You Want:

1️⃣ Apply before you feel qualified
↳ Most people learn on the job.
↳ Confidence comes from action, not waiting.
↳ The worst they can say is no.

2️⃣ Say yes before you feel ready
↳ Courage shows up before confidence.
↳ Growth comes from uncomfortable reps.
↳ You’ll figure it out faster than you think.

3️⃣ Ask even if it scares you
↳ Promotions, raises, opportunities… they go to people who ask.
↳ Closed mouths don’t get fed.
↳ The ask is often the difference-maker.

4️⃣ Try again after you fail
↳ Everyone stumbles.
↳ The winners are simply the ones who get back up.
↳ Each failure is training for your next attempt.

You’ll never feel 100% prepared.
Do it anyway.

What’s one thing you’ve been holding back from? 
Drop in the comments 👇

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High-performers stand out for 2 things:

1. They execute the brief.
2. They support others along the way.

I used to believe high performers win by beating others.

Be first.
Be faster.
Be louder.

But the opposite is true.

The best performers I’ve seen don’t compete with their peers.

They work with them.
They act as a role model.
They help drive higher standards.
             
It's the fastest way to build trust
And make an impact on the whole team.

And trust changes everything.

When people trust you, 
They back you.
They want you on bigger projects.
They speak your name when you’re not in the room.

That’s how careers really move.

None of this slows you down.
It speeds you up.

Because leaders don’t promote the person who steps on others.
They promote the person who makes the whole team stronger.

The goal isn’t to win alone.
It’s to rise by helping others rise too.

So ask yourself this:

Are you trying to win, or build something people want you to lead?
Share your thoughts 👇

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Your boss will never say these out loud.

But they’re expecting them. Always.

There’s nothing more frustrating than:

 → Doing solid work
 → Delivering results
 → Still being overlooked

If that’s you, this is why:

Your boss has expectations they’ll never tell you.
They’re watching what you do when no one’s watching them.

Here are 8 unspoken expectations your boss has from you: 

1️⃣ Take initiative
↳ Doing what’s asked is the bare minimum.
↳ Leaders anticipate, not wait.

2️⃣ Bring solutions, not problems
↳ Pointing out issues doesn’t move the business forward.
↳ Showing initiative does.

3️⃣ Understand the bigger picture
↳ You’re not just doing tasks, you’re driving results.
↳ Know what success looks like for the team.

4️⃣ Make their job easier
↳ They notice who helps them breathe easier.
↳ Manage your work without constant check-ins.

5️⃣ Act like the next level up
↳ Promotions go to people already performing at that level.
↳ Show leadership before it’s official.

6️⃣ Take feedback like a pro
↳ Feedback isn’t criticism, it’s direction.
↳ Curiosity beats defensiveness every time.

7️⃣ Be consistent daily
↳ Your habits build your reputation.
↳ Reliability is remembered long after results.

8️⃣ Invest in your own growth
↳ Your boss won’t map your development plan.
↳ They expect you to own it.

They may not say it, but they’ll always reward it.

Which of these do you think most people overlook? 👇

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Nobody cares about your job title.

They care about what you actually do.

You can have the most impressive title in the building.

But if you're not delivering? 
It means nothing.

Titles don't get you promoted. 
Work ethic does.

Showing up earlier. Staying later. Solving problems nobody asked you to solve.

That's what separates the people who rise from the people who stall.

Here's what nobody tells you about work ethic: 

1. It's visible even when you think it's not 
↳ People notice who follows up without being asked. 
↳ That reputation gets built before any title does.

2. It compounds faster than skill 
↳ Skill takes years. Trust takes months. 
↳ Consistency beats talent every single time.

3. It follows you when you leave 
↳ Titles stay behind when you walk out the door. 
↳ Habits don't. They carry you through every restart.

4. It attracts the right people 
↳ Nobody reaches out because of a title on your profile. 
↳ They reach out because someone saw how you work.

A title tells people where you sit in the org chart.

Work ethic tells people whether you're worth betting on.

One of those matters in a meeting. 
The other matters in a career.

♻ Repost this if you believe in earning it, not just naming it
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Hard work got you here.

It won't get you to the next level.

Beyond a point, effort stops adding up.
If you run your career like a system, you make cleaner decisions and protect your time.

Most people stay stuck in reactive work and chasing the wrong numbers.

Here are the 9 laws high performers use, and how to put them to work:

1) North Star Principle
↳ A long-term goal that guides every career decision.
➟ Keeps you focused and on track over the years.
➟ Check it weekly and ask if your tasks are serving that goal.
➟ Use before planning your quarter or saying yes to something.

2) Law of Inversion
↳ Avoid failure first, then chase the win.
➟ Fewer mistakes, more consistent results.
➟ Before big moves, write down what could go wrong and block it now.
➟ Use on strategy, hires, deals, and launches.

3) Parkinson's Law
↳ Work grows to fill whatever time you give it.
➟ Tighter timelines and faster results.
➟ Cut your deadline in half and add a midpoint check.
➟ Use for projects, presentations, and decisions.

4) Law of Diminishing Returns
↳ After a certain point, more effort gives you less back.
➟ Save time and stop over-polishing.
➟ Stop at 80 percent and get real feedback next week.
➟ Use on decks, features, content, and analysis.

5) Peter Principle
↳ People get promoted until they reach a role they struggle in.
➟ Stay sharp after every promotion.
➟ Within 30 days, plan skill sprints and get coaching.
➟ Use after promotions or big jumps in responsibility.

6) Goodhart's Law
↳ When a number becomes the goal, it stops telling the truth.
➟ Better behaviour and fewer hollow wins.
➟ Track a mix every month: quality, speed, impact, satisfaction.
➟ Use for KPIs and personal scorecards.

7) Principle of Least Effort
↳ People always take the easiest path available.
➟ More gets done when the right action is also the simplest one.
➟ Remove friction and make the good habit the default today.
➟ Use on workflows, templates, and routines.

8) Pareto Principle (80/20 Rule)
↳ A small number of actions drive most of your results.
➟ More impact with less wasted effort.
➟ Every week, find your top 20 percent and spend more time there.
➟ Use during planning, reviews, and prioritisation.

9) Gall's Law
↳ Big systems that work always started as small systems that worked.
➟ Fewer failed projects and faster learning.
➟ Start small and test with one case this week.
➟ Use before building new processes or products.

Why this matters: at senior levels, good judgment beats hard effort.
Use these to protect your energy, raise your standards, and grow without burning out.

How to use this: scan it before big decisions.

Each week, pick one law and apply it to one choice.
Review monthly and add another.

Save this and come back to it before your next planning cycle or promotion conversation.

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Your logo doesn't matter if no one knows what you stand for.

What people think personal branding is:

→ Nice logo
→ Viral posts
→ Quote graphics
→ Paid ads
→ Fancy website
→ Catchy tagline
→ Cold outreach

What personal branding actually is:

→ Clear identity
→ Sharp positioning
→ Real relationships
→ Useful content
→ Two-way conversations
→ Strong values
→ Shared growth

Personal branding is clarity.

Clarity on:

Why do you care?
Who will you help?
Why are you different?

What problem do you solve?

When people know exactly what you stand for,
decisions get easier.

Introductions happen faster.
Opportunities feel aligned.
Trust builds naturally.

You stop chasing.

People start coming to you.

And here’s the hard truth…

If I asked 10 people in your network what you’re known for
Would they give the same answer?

Or 10 different ones?

So ask yourself:
What do people actually know you for? 

If that answer isn’t clear,
your personal brand isn’t either.

If you want help getting clear on your positioning:

Book your FREE strategy session
Link at top of my profile 👆👆

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Your personal brand is either working for you or against you.

There is no in between.

If buyers don’t feel influenced, they won’t inquire.
Influence drives inbound, pricing power, and deal velocity.

After a decade in global marketing,
here are the 6 hidden rules behind brands that consistently convert:

1/ Reciprocity
→ Give value before you ask for anything.

↳ Publish how-tos, templates, checklists people can use today
↳ Answer questions in comments; be useful in public
↳ Builds goodwill that turns lurkers into warm leads.

2/ Consistency
→ Repetition creates trust and recall.

↳ One clear positioning and promise
↳ Weekly cadence across 2-3 content pillars
↳ Makes you predictable and memorable to buyers.

3/ Scarcity
→ Specificity increases perceived value.

↳ Niche by audience, problem, and outcome
↳ Show limits (capacity, waitlist, scope), not fake FOMO
↳ Say no to misfit work publicly

4/ Likability
→ People buy from people they like.

↳ Write how you speak; use first person and plain language
↳ Share your reasoning and values, not just wins
↳ Be generous: credit others, engage, reply fast

5/ Social Proof
→ Evidence beats claims.

↳ Case studies with numbers and screenshots
↳ Logos, testimonials, and “before/after” outcomes
↳ Public milestones (speaking, features, growth)

6/ Authority
→ Lead with what you’ve actually done.

↳ Name roles, scope, and results (e.g., “led X to Y”)
↳ Teach proprietary frameworks you’ve used in the field
↳ Highlight earned media, talks, boards

Stacking beats solo tactics.

Authority + Social Proof = instant credibility.
Reciprocity + Consistency = long-term trust.

Scarcity focuses demand on you.

Save this and audit your last 10 posts and your profile against all 6.

Use them in your headline, banner, pinned post, and weekly content.

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Prepping for the Real World

🟣 A self-development guidebook about bravely taking the lead role in designing your extraordinary world.  A powerful tool for young readers who are enduring periods of self-doubt, stagnation or rejection.

Author of Prepping for the Real World : Student and Graduate Success Secrets 

Young, Brilliant & Ready Ltd

Director and Founder

Royal Holloway, University of London

Senior Visiting Lecturer

TED Conferences

🟣 You Have Everything It Takes To Be Your Best | Cel Amade | TEDxSIMSREE (August 2021)

🟣 How To Deal With Rejection And Get What You Want | Cel Amade | TEDxSurreyUniversity (May 2022)

TEDx Speaker

University of Warwick

Warwick Enterprise

TSAKA Limited

Fairplay Consulting

Management Consultant

41% of graduates don’t feel confident entering the workplace, speaking to seniors and are anxious around their ability to achieve their aspirations. I am passionate about changing this because I believe everyone should feel confident, inspired, and empowered to innovate and reach their full potential.

In the past 24 months, I’ve delivered keynotes and presentations in 7 countries. I’ve also published a best-selling book, rocked the TEDx stage (twice!) and grown my YouTube channel to over 14,000 subscribers. All of which I use to empower young people with the personal development tools they need to step into the world of work or business with confidence.
 
As a result of working with me students, graduates & young professionals:
✅ Feel more driven to take proactive steps towards their academic, career & business goals
✅ Have improved self-esteem to show up authentically & feel less isolated
✅ Develop more self-awareness to disempower limiting beliefs and doubts
✅ Create wellbeing habits for personal fulfilment and happiness
✅ Overcome their public speaking fears and use their voice to communicate with impact
✅ Feel more confident in their ability to create their future, regardless of their background, race and gender

I provide Confidence, Mindset & DEI :
🟣 Keynote Presentations
🟣 Group Workshops
🟣 Group Trainings

What My Clients Say:
🗣“The students visibly blossomed in Cel’s presence as she gently yet firmly encouraged them to ‘recognise their inner champions’ and offered them practical advice on ‘realising their potential and manifesting their goals”
 
🗣“Cel delivered the workshops with excellence. She also gave us what we didn’t even know we needed – a safe space to have uplifting and courageous conversations on diversity, equity and inclusion”
 
Bespoke packages are available on request, so please do send me a connection request and a DM.

And in case you’re curious, when I’m not empowering our future leaders, I can be found in the gym or walking in the park to compensate for my love of peri-peri chicken, and I’m often travelling or volunteering as the youngest Advisory Board member of the School of Business and Management at Royal Holloway University.
 
If you're not ready to work with me yet, don't worry! You can grab some of my tips & free resources:
🔗Free stuff: https://celamade.com/designing-your-own-world-guide/

And remember, if you ever wonder, am I welcome here? The answer is YES🙂

Cel Amade

Where are YOU reeeally from?

I speak my mother language like a foreigner. 

📚 I started learning Portuguese in 7th grade and rarely use it in professional contexts these days.

So when I visit my birth city (Maputo), I sound foreign.
My Portuguese accent is very, very far from perfect.

And when I'm in England, I don't sound local either.

💪🏾 What might sound like a disadvantage OR feel like not fitting in for some, is actually my unfair advantage.

🗣️ My foreign accent is a great conversation starter. 
People remember the 1 who sounded a little different...

🌍 Today is International Mother Language Day 

For anyone who grew up between languages, cultures, and places... There's no such thing as a perfect accent. 

Being able to communicate & connect is enough 🫶🏾

What's your mother language?


#InternationalMotherLanguageDay #Multilingual #Career #Communication

Cel Ileva

Speaker | Author | Interactive Workshop Facilitator | University Board Advisor | celamade.com

Have you ever found a job ad & felt like something was just a little…off?

In this video, I'll be sharing 5 things that a job advert might be hiding from you (and how to spot them).

According to a 2024 Robert Half Survey, 43% of managers feel pressure to hire quickly.

And that pressure can lead to “creative” job advertising.

📌 If you spot any of these 5 red flags make sure you:

1️⃣ Seek clarification in a non-confrontational manner. 

2️⃣ Frame your question as a request for more info. 

What other red flags would you add to this list?


#JobSearch #CareerStarters #LinkedInNewsUK #JobSearch #Hiring

I didn’t study tech. I studied people in crisis.

And it taught me 1 skill I’d tell any grad to master for long-term career success: adaptability.

Not go with the flow adaptability.

I mean the ability to read context and adjust how you respond, without losing your judgment.

🔎 Social work trained me to adapt by:
- Asking and assessing before reacting
- Reading the person in their environment
- Meeting people where they are (not where I am)

👣 Adaptability helped me:
- Communicate across cultures & generations
- Lead people with different working styles
- And navigate unwritten workplace rules

Nobody knows what jobs will look like in 10 years.
And the AI tools used today may be outdated in a year. 

So, don't stress about mastering one specific tool. 

📌 Stay relevant long-term by building adaptability:
- Experiment more (before it's required)
- Practice being a learner (on purpose)
- Read the room (before trying to prove a point)

If you had to pick one human skill for career starters in today’s workforce, what would it be, and why?


#EarlyCareers #SkillsOnTheRise #LinkedInNewsUK #FutureOfWork

Dick Dastardly had the fastest car.
Yet he never won a single race.

He was too busy setting traps for everyone else.

When I started writing my book in 2021, I shared early drafts with people who discouraged me from writing.

I believed in my work. So I asked published authors in my accountability group for help instead.

They read my drafts, gave me feedback & launch tips.
They weren't threatened by my progress. 
They were too busy running their own race.

→ In less than a year, I too became a published author.

If you're a career starter, you'll meet people who spend more energy watching your lane than running in theirs.

That's their race to lose.
Yours is to keep moving 🏎️

Have you ever worked with a Dick Dastardly? 


#EarlyCareers #CareerAdvice #FutureOfWork

School taught me 1 of my most valuable career lessons.

Back in primary school, I broke the school record for my age group and qualified for the inter school competition in 1999.

That year taught me 1 career lesson that equipped my younger self to navigate 150 job rejections & secure my 1st full-time job without an interview.

To this day, I still hold tightly to that lesson 🫶🏾

Knowing what you know now, what career lesson would you share with your 21-year old self?


#CareerAdvice #CareerStarter #LinkedInNewsUK #Mindset

Is my mid-day scroll hurting my career?📱

I opened my phone to check 1 notification. 

Then I saw a reel. Then another. Then I was comparing prices of a microphone I didn't need. 

By the time I looked up, my focus was gone!

There's a term for this: Cyberloafing, using workplace internet for personal browsing.

While it feels harmless, a 2017 psychology study from the University of Tasmania suggests that habitual cyberloafing can be associated with more self-absorbed personality traits.

I'm not immune to this either. 
Most of us are one notification away from distraction.

📌 But beyond the psychology, there's a practical risk for career starters. Here's what often gets overlooked:

1. 𝗦𝗮𝗯𝗼𝘁𝗮𝗴𝗲𝗱 𝗙𝗼𝗰𝘂𝘀: What could take 20 minutes stretches into an hour. 1 quick reel usually leads to 10. 

2. 𝗦𝗲𝗰𝘂𝗿𝗶𝘁𝘆 𝗥𝗶𝘀𝗸𝘀: One wrong click can invite a virus into the corporate network.

3. 𝗟𝗼𝘀𝘀 𝗼𝗳 𝗣𝗿𝗶𝘃𝗮𝗰𝘆: Personal scrolling could justify closer employee monitoring. Screen time could become data.

My advice for career starters? 
Save the shopping cart for the commute home.

Using your own phone might solve the security risk, but it doesn't solve the distraction.

#FutureOfWork #EarlyCareers #WorkplaceCulture

What do you think is the biggest driver of Cyberloafing in 2026?

The author can see how you vote. Learn more

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