Emma Weber
Helping humans thrive in the age of AI | Creator of N=1 | Transforming mechanistic organisations into adaptive, deeply human ones | Former founder Lever-Transfer of Learning & Coach M | Author & Speaker
Emma Weber focuses on helping organizations and individuals adapt to the age of AI, emphasizing the human element in corporate learning and development. Her most distinctive move is opening up with vulnerable questions, like "Really? Do I have to?", which invites immediate engagement.
15.3/wk
199 posts in 30d
27
avg per post
22.8%
comments / total
2.3%
reposts / total
problem-solution
Fri · 8 PM CET
Voice & tone
Emma's voice is enthusiastic and reflective, often tinged with vulnerability. She balances professional expertise with personal anecdotes, creating a relatable and approachable persona. Her tone is optimistic and forward-looking, as seen in phrases like "This next chapter is full of promise." She comes across as a thought leader who is also a real person.
Signature phrases
- “This next chapter is full of promise”
- “Thank you to everyone who’s been part of this... journey”
- “More personally—this also opens up space for me to...”
- “Who would have imagined what followed.”
- “You know who you are - I am very grateful.”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
Big news from New York. I’ve spent the last two days at the NYU Digital Coaching & Technology Summit—and I’m thrilled to be here in person to announce something close to my heart. After 23 years, Lever – Transfer of Learning and Coach M have been acquired by 7 Paths Forward. David Goldsmith and I are here together, sharing the news, and it’s truly a meeting of minds. David and the 7 Paths team bring a phenomenal depth of experience in coaching, and a shared passion for behaviour change, learning transfer, and the future of work. This next chapter is full of promise: # The same brilliant team stays on caring for our clients # Coach M will continue to push the frontiers in the AI coaching space # I’ll be working closely with the team over the next 6 months to support the transition—and strategically beyond—as we shape what’s next More personally—this also opens up space for me to dive deeper into a theme I’ve been exploring: being human in the age of AI. There’s more to come here too. Thank you to everyone who’s been part of this 23-year journey. It's a new and very exciting phase. #CoachM #LearningTransfer #Acquisition #FutureOfWork #7PathsForward #DigitalCoaching
The hook "Big news from New York" is short, intriguing, and location-specific, immediately signaling importance and relevance to her network.
The post is structured as an announcement, followed by bullet points highlighting key aspects of the acquisition. It ends with a personal note and relevant hashtags.
- Named entities - mentions specific people and organizations.
- Future-paced - focuses on what's next.
- Personal touch - includes a personal reflection on the acquisition.
The post ends with a thank you and an invitation to follow her exploration of being human in the age of AI, which drives comments by opening a discussion.
Announce big news directly and personally, then explain what it means for your audience.
Today is my 23rd anniversary of moving to Australia! Yikes! Who would have imagined what followed. I landed on these fair shores to start my own business with a spring in my step and possibilities ahead. And while the journey has zigged and zagged at times, the spring in the ste…
The hook "Today is my 23rd anniversary of moving to Australia!" is a bold statement that immediately grabs attention and sparks curiosity about her story.
The post is structured as a personal story, reflecting on her journey since moving to Australia, highlighting achievements, and expressing gratitude.
- Personal anecdote - shares a specific detail about her mother's support.
- Name-dropping - mentions specific people and events.
- Gratitude - expresses thanks to supporters.
The post ends with an invitation to celebrate at the L&D symposium, encouraging interaction and connection.
Use personal milestones to share your story and connect with your audience on a human level.
I had a call last week with someone I truly admire in the Learning and Development space. They told me I was one of the world’s best-kept secrets and what I really needed was some unashamed self-promotion. Yikes! Really? Do I have to? Being ‘well-known’ in our small part of the …
The hook, a vulnerable question, "Really? Do I have to?" immediately draws the reader in by expressing relatable self-doubt about self-promotion.
The post is structured as a story, starting with a conversation, then revealing a promotional video, and ending with a call to action.
- Vulnerability - openly admits discomfort with self-promotion.
- Intrigue - teases a promotional video.
- Specifics - mentions the age of their AI coaching prototype (seven years).
The post ends with a direct request to SHARE the post, leveraging her fear of self-promotion to encourage engagement.
Use vulnerability to connect with your audience and encourage them to support you.
What drives their engagement
Emma's posts drive comments by posing questions, sharing personal stories, and inviting opinions on relevant industry topics. Her vulnerability, as seen in the "best-kept secret" post, encourages others to share their thoughts and experiences.
Reposts are driven by content that offers valuable insights or provokes thought, such as her takeaways from the World of Learning Summit. The repost rate is low at 2.3%.
Low — this creator optimizes for reach not saves
Content pillars
AI in Learning
30%Exploring the intersection of artificial intelligence and human learning in corporate settings.
Learning Transfer
25%Sharing insights and strategies for effective learning transfer in organizations.
Organizational Culture
20%Discussing how to transform mechanistic organizations into adaptive, human-centered ones.
Personal Reflections
15%Sharing personal experiences and milestones related to her career and business.
Industry Events
10%Reporting on key takeaways and connections from learning and development conferences.
Hook patterns
Big News Announcement
"Big news from [location]."
“Big news from New York.”
→ Creates immediate curiosity and signals an important update.
Anniversary Statement
"Today is my [number]th anniversary of [event]!"
“Today is my 23rd anniversary of moving to Australia!”
→ Celebrates a personal milestone and invites reflection.
Vulnerable Question
A question expressing self-doubt or seeking validation about a professional challenge.
“Really? Do I have to?”
→ Humanizes the author and encourages empathetic responses.
Enthusiastic Opening
"How thrilling — [exciting event]!"
“How thrilling — my copy of the Measurement and Evaluation Handbook... has finally arrived here in Australia!”
→ Conveys genuine excitement and draws readers into a positive experience.
Gratitude/Reflection
"What a GREAT couple of days at [event]!"
“What a GREAT couple of days at the World of Learning Summit in London!”
→ Expresses appreciation and sets the stage for sharing key insights.
Top-performing hooks
“Big news from New York.”
→ The post announces a significant business event (acquisition) which is inherently newsworthy and interesting to the target audience. The post also outlines the positive implications for clients and th
“Today is my 23rd anniversary of moving to Australia!”
→ The post uses a milestone anniversary to share a personal journey, expressing gratitude and highlighting achievements. This resonates with the audience by showcasing vulnerability and success, fosteri
“I had a call last week with someone I truly admire in the Learning and Development space. They told me I was one of the world’s best-kept secrets and what I really needed was some unashamed self-promotion. Yikes! Really? Do I have to?”
→ The post uses a vulnerable and relatable opening, sharing a personal struggle with self-promotion. It then introduces a specific service and invites engagement by asking others to share their fears, f
“How thrilling — my copy of the Measurement and Evaluation Handbook, edited by Patti Phillips, has finally arrived here in Australia!”
→ The post celebrates a professional achievement (publication) while also name-dropping influential figures in the field, boosting credibility. The personal touch of the 'unboxing' at the beach makes it
“What a GREAT couple of days at the World of Learning Summit in London! As I pack for my flight back to Australia, I’m reflecting on the incredible energy and the brilliant people I met at Olympia.”
→ The post effectively summarizes key insights from a major industry event, positioning the author as a thought leader. The numbered list format and personal shoutouts make the content easily digestible
“I’ve been chatting with some brilliant L&D minds lately about AI coaching—and I’m buzzing with ideas! What if your learning team could scale its impact with AI, not just add tech for the sake of it? That’s what’s inspiring my next webinar, *Augmentin”
→ The post highlights a relevant problem (scaling L&D impact) and offers a solution (AI coaching) through a webinar. The clear value proposition and specific details make it appealing to the target audi
“#LDsymposium highlights from day 1. Great learning, great insights, great conversations.”
→ The post celebrates a successful event and expresses gratitude, fostering positive engagement. Tagging multiple individuals increases visibility and encourages interaction from their networks.
“Six months ago I had a conversation that made me rethink everything I thought I knew about my career/business path.”
→ The post opens with a relatable anecdote, highlighting a common problem with AI adoption. It positions the author as a thought leader by offering a fresh perspective and inviting audience participatio
“Just wrapped up an inspiring couple of days at HR + L&D Innovation & Tech Fest at the Grand Hyatt — what a conference!”
→ The post effectively summarizes key takeaways from a relevant industry event, positioning the author as knowledgeable and connected. The inclusion of specific speakers and attendees adds credibility a
“Very special times with my Mum on our recent trip to Ireland. The Cliffs of Mohar were spectacular in the sunshine!”
→ The post combines a personal touch with a clear value proposition. It promotes a relevant webinar with a structured breakdown of benefits, making it easy for the audience to understand the value and r
What works
- Vulnerable questions in hooks: Posts starting with vulnerable questions, like "Really? Do I have to?", average 75 engagements.
- Storytelling: Posts structured as stories have higher engagement, averaging 51 engagements.
- Enthusiastic announcements: Posts with enthusiastic announcements, such as the handbook arrival, average 75 engagements.
- Longer posts: Posts in the 180-350 word range get the most engagement, averaging 75.
- Personal anecdotes: Sharing personal stories, like her anniversary of moving to Australia, resonates with her audience.
- Event recaps: Sharing key takeaways from industry events, like the World of Learning Summit, provides value to her network.
Steal this for your own LinkedIn
- Open with a vulnerable question to immediately engage your audience.
- Share personal stories and milestones to build a connection with your followers.
- Recap key takeaways from industry events to provide valuable insights to your network.
- Use bullet points or numbered lists to structure your posts for easy readability.
- Express gratitude and acknowledge the contributions of others in your field.
- End posts with a clear call to action, inviting your audience to share their thoughts or experiences.
Compare Emma with…
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Get the full Emma Weber playbook
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Posting patterns
Emma posts frequently, averaging 15.3 posts per week, demonstrating a consistent presence on LinkedIn.
Her posts perform best on Fridays around 7 PM UTC.
Long posts (180-350 words) perform best, averaging 75 engagements, suggesting her audience appreciates detailed insights and thoughtful reflections.
Engagement by day
Content mix
avg 20 engagements per post
avg 51 engagements per post
avg 60 engagements per post
avg 8 engagements per post
avg 53 engagements per post
avg 8 engagements per post
Emma's content mix works because it balances professional insights with personal stories, creating a relatable and engaging experience for her audience. The mix of problem-solution, story, and announcement formats caters to different learning preferences and keeps her content fresh and interesting.
