How we turned Aline Lerner's book and 15 years of writing into her first viral LinkedIn post

Interviewing.io is a mock interview platform where developers practice with engineers from top companies like Anthropic, OpenAI, Google, and Amazon. Its founder, Aline Lerner, has spent about 15 years in the technical interviewing space. The goal was to use LinkedIn to drive more traffic to interviewing.io.

She already had an established business and a lot to say. Her book, Beyond Cracking the Coding Interview, her blog posts from the past 15 years, the interviewing.io blog, and the company's data on candidates were full of ideas that deserved a wider audience. But on LinkedIn she wrote the way an author writes, and she posted rarely.

Starting point

• About 9,000 followers
• Posting roughly once a week, then disappearing for two weeks
• Long, author-style posts
• A profile that needed a full visual makeover, including custom buttons and visual creative

Content themes from her own work

We pulled together the themes that kept recurring in her book, on interviewing.io, and across both of her blogs: the personal blog she started 15 years ago and the interviewing.io blog. From those, we picked the themes her developer audience would care about most.

Lean into the data

This is a highly sophisticated, analytical audience, and Aline has unusually strong numbers and statistics on interviewing and hiring. We leaned into the math, the data, and the findings instead of generic advice.

Formats built for LinkedIn

We turned content that had been buried in her book and blogs into carousels, text posts, and infographics, and gave her profile a full visual makeover with custom buttons and creative.

• She posted far more consistently than before.
• Her first viral post. It came from a blog post she wrote 15 years ago and from her book, and it started a heated debate among people in the technical interviewing space. That was the point: getting her ideas in front of developers, and it spoke to them.
• 73 link clicks to interviewing.io in the first hour on a single post.
• About 50,000 impressions in the month we worked together.