Building your online presence as a source of trusted expertise isn’t something that happens by chance. Influencers must be timely when they share content, ensuring they provide genuine value to their audience.

In an online world where misinformation is rife, accountants also need to establish themselves as dependable sources of information. Professional services firms can grant that trustworthy seal of approval.

#ICAEWROAR serves as the benchmark for the UK’s foremost online accountancy influencers, with rankings highlighting individuals who have notable influence on the LinkedIn social network platform.

ICAEWROAR’s top 10 LinkedIn influencers

1. Paul Terrington
2. Marissa Thomas
3. Marco Amitrano
4. Emma Codd
5. Michael Izza
6. Helen Thornley
7. Hemione Hudson
8. Laura Hinton
9. Philippa Kelly
10. Julia Penny

Paul Terrington, PwC’s UK Head of Consulting, scooped pole position on LinkedIn in the 2023 rankings. Terrington posts updates from PwC, events he’s attended and big announcements in the industry, accompanied by his views. He also shares a lot of content from influencers in the accountancy space, with a professional comment to start a conversation on current topics. 

Terrington says the next step for his content will be more visual: “I don't post many videos right now, but I’m thinking about adding more video content. It’s a step beyond my usual posts. This makes me realise the importance of always updating how I approach things both online and offline.”

He was very pleased to know that his posts resonate with others in the sector: “The industry recognition from the ICAEWROAR campaign is important when it comes to halting the spread of misinformation online. People are drawn to this seal of approval as a standard; it indicates a source of insights that professionals know they can trust.”

The LinkedIn ranking uses metrics including audience relevance and reactions such as comments and reposts. It uses an algorithm that values quality over quantity, placing more emphasis on topical engagement with the authors’ posts rather than the amount that’s posted, also considering relevance and tone of voice. 

Advice from the top LinkedIn influencer

Terrington’s style ties in with this – he says chartered accountants looking to grow their online presence should have a plan that centres on quality rather than quantity: “Keep a professional focus and avoid mixing unrelated personal content on the platform. Ensure all posts are what people in your own network would be interested in reading.”

Engaging with people online follows the same fundamental rules necessary for engaging with people face to face, he says: “It's about building trust, sharing insights and developing relationships. LinkedIn is just a different format to do it. Focus on being relevant, informative and personable in your posts.”

Engaging with other relevant experts is also important. Try to respond to people who are vocal in the areas you’re interested in so you become part of the conversation, he recommends: “Engage with other people’s content, tag people and repost relevant material to expand your network.”

How are the influencers ranked?

The ICAEWROAR results are updated annually. Previously, it has ranked users of Twitter (now X), but 2023 marked the debut for ranking influencers on LinkedIn and showcases the top 45 accountancy influencers.

“We wanted to create a ranking that reflects the substance of influence rather than numbers of followers,” explains ICAEW’s Social Media Campaigns Lead, Sabina Rosander. “Our approach focuses on posts around accounting topics, and our algorithm puts weight on audience engagement. All these considerations go into #ICAEWROAR and are what we feel make it unique to us.”

Nominations are open throughout the year for LinkedIn and individuals can nominate themselves or others. The top UK online influencers are ranked using ICAEW’s formula and analyses posts according to metrics including integrity, objectivity and respect for others.

For previous rankings and additional information about the #ICAEWROAR project, visit the ICAEWROAR Hub.