What if Catherine the Great had a LinkedIn

Original painting of Catherine: Portrait of Empress Catherine the Great by Fyodor Rokotov, 1763 via Daily Art Magazine

What if Catherine the Great had a LinkedIn? How would she represent her array of accomplishments like empress, politician, education advocate and writer in a way that would be both credible and approachable? 

What is LinkedIn & Does it Matter?   

Each section of a LinkedIn profile provides an opportunity to tell part of your story. LinkedIn allows users to connect with previous and current coworkers, companies and leaders in every imaginable job field. 

If you don’t already have a profile and you’re asking yourself whether or not you should bother investing in another social media platform, the answer is YES. It’s one of the first places employers look to post jobs, search for potential new employees and screen candidates. 

When thinking about your personal brand and the 7 Ps of marketing, LinkedIn is a must in helping share your story (positioning) and ensuring your professional information is accessible (placement).

The Leading Lady

Before diving into the how-to of Catherine’s hypothetical LinkedIn, let’s meet this leading lady. Catherine ruled the Russian empire from 1762-1796. She remains the longest reigning female in Russian history. Her time as Empress made such an impact that it is often called the Catherinian era and is considered the Golden Age for the nation. Even actress Helen Mirren points out that Catherine “rewrote the rules of governance by a woman, and succeeded to the extent of having the word ‘Great’ attached to her name.” 

Catherine continues to inspire with Helen Mirren portraying the leader on HBO and Elle Fanning on Hulu. Painting of young Catherine via History.com. 

What’s amazing about Catherine is that she wasn’t born into riches and wasn’t even born in Russia. Though born a Prussian princess, Catherine was penniless and given away in an arranged marriage. But circumstances, including having a drunk and idiotic husband, did not dampen Catherine’s ambition. 

Once in power, she led Russia into the European cultural and political scene, expanded the territory, created new cities, spearheaded vaccinations, started a girls school, championed the arts and even wrote artistic works of her own. 

However, Catherine was not without her weaknesses and critics. When married to Peter III, she was unable to provide an heir for nine years. This put her at risk for time in jail, a nunnery, or even exile. Later, a cloud of suspicion hung over her ascension to the throne since Peter’s death followed her strategic coup and his absence allowed her to reign without rival. 

Her collection of lovers may seem like an early illustration of feministic freedom, but the revolving door of boy toys incensed many whispered judgments about the scandalous nature of her relationships. Additionally, she had an ongoing list of great ideas, but some said she did not succeed in truly implementing enough positive changes or systems, including a true education system. 

When creating her LinkedIn, Catherine would obviously leave out any of the criticisms or unflattering portrayals of her character. The goal would be to underscore her strengths and the great things she did accomplish. 

Original painting of Catherine with her husband Peter III via History.com 

So now that we understand who Catherine was, we can imagine her reclining on a chaise lounge in the Winter Palace with her iPhone, considering how to craft her LinkedIn profile. The brisk Russian weather is offset by a blazing fire nearby, while Vasily Pashkevich’s “Fevey” is playing softly in the background. Letters are on her desk awaiting her review from Grigory Potemkin on the military front, as well as her friend Voltaire. But those can wait, because nothing stands between Catherine and taking action to help her career. 

The Glitter Plan

Oceanside in luxe terry cloth track suits and smelling like couture. Candy colored ads like these became synonymous with the brand. 

Once upon a time, in a far-away land called Los Angeles, there were two girls that dreamed of fashion in the sweetest of colors. It was fashion that felt luxurious, fit like a dream and delightfully came in every color of the rainbow. 

It was Juicy Couture. 

Dreamy ad campaigns that included oversized perfume bottles, pastel pups and stylish grannies were captured by photographer Tim Walker. 

For designers Pamela Skaist-Levy and Gela Nash-Taylor, they didn’t need a business plan. They needed a glitter plan. As they created a world full of terry cloth tracksuits, California style and casual luxury, they didn’t follow the rules. Instead, they embraced a “specifically female, punk-rock style of entrepreneurship.” And in the process, they reshaped the fashion landscape and created a global brand. 

Their story is told in the book, The Glitter Plan: How We Started Juicy Couture for $200 and Turned it into a Global Brand in a tone that is funny, approachable and authentic. The book gives insight into the evolution of their entrepreneurial journey from maternity wear, to t-shirts, to the famous track suit, to a global empire. 

The brand often played with historical references to famous figures like Marie Antoinette. Sky high hair, luxurious fabrics and decadent details made the way for modern-day Marie Antoinette style. Painting: Marie Antoinette in Court Dress by Elisabeth Vigee-Lebrun, 1778 (via Wikimedia Commons).