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Building Brands, Unlocking Markets
LinkedIn Workshop Empowers Refugee Entrepreneurs

2.3 Minutes
Gloria Al-Khalasa is a Communications Officer at the Friedrich Naumann Foundation for Freedom (FNF) in Jordan. With a degree in Languages and Translation, she has experience in NGOs . She is multilingual, fluent in Ukrainian, Russian, English and Italian, and also has a keen interest in photography and composing articles.
  Gloria Halasa
Mini STEPNAU2025

On May 22, 2025, the Friedrich Naumann Foundation (FNF) in Jordan, in collaboration with the Refugee Unit, hosted an insightful and highly practical workshop titled “Personal Branding on LinkedIn.” The session was led by renowned social media strategist Khaled Al Ahmad and brought together a dynamic group of alumni, entrepreneurs, freelancers, and small business owners—many of whom are refugees determined to build sustainable futures for themselves and their communities.

With limited resources for marketing and reduced physical visibility, many participants have turned to digital platforms to promote their work. However, few had harnessed the full potential of LinkedIn. This workshop aimed to change that—by shifting mindsets and providing tools to use LinkedIn not just as a résumé repository, but as a powerful branding and business development platform.

“This is where your story meets your strategy,” Khaled shared. “When people look for someone to trust, hire, or invest in—they look for authenticity and clarity. LinkedIn is where you shape that first impression.”

Why LinkedIn?

Khaled emphasised LinkedIn’s growing role in connecting professionals, building visibility, and generating leads. Participants learned how to optimise their profiles with clear headlines, compelling “About” sections, and strategic use of keywords to improve discoverability. The session also explored how LinkedIn content—when done right—can showcase expertise, attract clients, and foster credibility.

Tailored for Aspiring Business Leaders

This workshop was designed specifically for entrepreneurs—many already running small businesses or freelancing, but unsure how to translate their work into a strong online presence. While some had LinkedIn accounts, most were underutilised or outdated.

Through interactive exercises and personalised feedback, participants:

  • Rewrote their headlines and bios to better reflect their unique value proposition

  • Identified niche audiences and learned how to communicate with them effectively

  • Explored content formats that increase engagement and spark interest in their services

  • Practised sending meaningful connection requests and networking strategically

“I used to think LinkedIn was only for job seekers,” one participant said. “Now I understand it’s a tool for showing what my business offers and attracting the right people.”

Digital Presence as a Tool for Empowerment

This workshop is part of a broader effort by FNF Jordan and the Refugee Unit to support refugee entrepreneurs—not just through financial aid, but by equipping them with the skills to thrive. Personal branding, in this context, becomes more than a digital exercise—it’s a pathway to independence, resilience, and opportunity.

“Your brand is your reputation,” emphasised Lilian Haddad, Project Coordinator. “When you build it with intention, you give people a reason to believe in you and your business.”

At FNF Jordan, we believe that platforms like LinkedIn can become engines of empowerment. With the right guidance, every entrepreneur—regardless of background—can shape their story, reach new markets, and unlock new opportunities.

This workshop was a powerful reminder: every entrepreneur has a voice worth hearing, and there’s an audience ready to listen.