7 Ways NDIS Providers Can Use LinkedIn to Get More Referrals

LinkedIn isn’t just for job seekers and corporate execs, it’s a powerful (and underused) tool for NDIS providers to build strategic partnerships and increase referrals.

In a recent webinar hosted by Pay Cat, Loma Naser - a top LinkedIn content creator and disability and inclusion strategist — shared her expert tips on how NDIS providers can optimise their LinkedIn profiles and use the platform to grow.

Here are 7 key actions you can take, plus a free resource to help you get started.

If you prefer to watch your content, instead of read it - watch the replay of the webinar with Loma below.

Loma Naser isn’t just a LinkedIn coach, she’s one of the top creators on the platform. With over 16K followers, she’s ranked in the top 1% of LinkedIn creators in Australia and globally. She’s also the #1 creator in the Disability category and ranks #2 in Business Strategy worldwide.

If anyone knows how to turn a LinkedIn profile into a referral magnet, especially in the NDIS space, it’s Loma.

LinkedIn isn’t about direct leads for NDIS businesses, it’s about building referral relationships. Loma pointed out that more than 190,000 people in the NDIS ecosystem are on LinkedIn. This includes social workers, hospital planners, community organisations, and more.

These are the people who refer clients. And if you’re not showing up on LinkedIn, you’re missing the chance to connect with them.

Before you make any changes to your profile, pause and ask: Who are you really trying to attract?

Start by identifying:

• Your ideal participant type: Do you work best with high-intensity supports? Psychosocial participants? Youth? Aging populations?

• The specific outcomes you deliver: Are you helping participants build routines? Transition from hospital discharge? Access housing or improve independence?

• What sets you apart: Is it your lived experience, your team’s cultural expertise, or your trauma-informed approach?

This becomes the foundation for your positioning — and it shapes how you write your headline, your About section, and who you connect with.

As Loma shared, your profile isn’t just about listing services. It’s about telling a cohesive story that shows who you serve, how you help, and why that matters. That level of clarity will make it easier for referral partners to remember you and recommend you.

Each section of your profile matters. Here's a snapshot of what Loma recommends:

Use this table to guide your updates. From your banner and headline to your featured section and contact info. Small improvements can go a long way in building trust and visibility.

Access Loma’s LinkedIn checklist and profile templates for NDIS providers.

Think beyond support coordinators. Your "connection universe" includes anyone who interacts with or supports the same participant group as you — even if they're not in the NDIS directly.

Start by mapping professionals who might touch the participant journey:

• Hospital discharge teams

• Allied health professionals (OTs, physios, speech therapists)

• Mental health services and psychiatrists

• Shelter and housing support workers

• Local councils and not-for-profits

• Plan managers and LACs

Loma shared an example where a provider mapped their connection universe around hospital discharge planning. Within a week of reaching out intentionally, using a clear profile and personalised messages, they received five referrals.

Use LinkedIn search or Sales Navigator to filter by:

• Industry (e.g. hospitals, health services)

• Job title (e.g. social worker, coordinator)

• Region (target local relationships first)

• Mutual connections or followers

Once you define your universe, you can start engaging with the right people in a thoughtful, targeted way — and build trust before you ever send a message.

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Loma’s golden rule: Don’t sell. Start relationships.

Instead:

• Comment on relevant posts
• Be visible before you connect
• Message only after meaningful engagement
  
  

Start by interacting with their content - comments, posts, or shared articles. Be consistent, not transactional.

When you do reach out, focus on starting a conversation. Ask a question. Mention something specific you appreciated. Let the relationship grow organically.

Loma also suggested avoiding job titles like “Business Development Manager” in your headline or connection request, as they can come across as too sales-driven and reduce your response rate.

Your aim isn’t to “get a referral” - it’s to build the kind of trust that leads to them naturally.

Even well-meaning providers can unintentionally undermine their visibility and credibility on LinkedIn. Here are the most frequent mistakes Loma highlighted in the webinar, and what to do instead:

• Focusing on your company page instead of your personal profile: People connect with people. Your personal profile is where trust is built.

• Uploading Instagram-style reels: LinkedIn isn’t a native video platform. Stick to static posts, photo carousels, or occasional short-form videos with captions.

• Listing generic services like “assistance with daily life”: Instead, describe what you actually do in practical, participant-focused terms (e.g. "building daily routines for psychosocial participants").

• Using job titles like “Business Development Manager”: This can create resistance. Consider a friendlier or more participant-focused alternative like "Partnership Lead" or "Community Connector."

Also avoid posting overly generic or off-topic content (e.g. “guess the number of eggs” posts). Instead, focus on your work, your values, or what you’d like to see change in the sector, those types of posts perform much better and build real engagement.

Loma asked each attendee to define themselves in just three words. It’s harder than it sounds! (and incredibly effective).

This simple exercise forces clarity and helps shape your positioning. For example, words like “Advocate,” “Neurodivergent,” and “Participant-Focused” not only describe you - they attract the kind of referral partners who align with your values.

Try it:

• What three words best describe who you are and how you work?

• Do those words clearly communicate your niche or strength?

• Could they replace your pronouns field or become part of your banner or headline?

The goal isn’t just to sound good, it’s to be memorable, relevant, and relatable to the right people. And when used consistently across your profile, those three words can become your personal brand shorthand.

Watch the replay here. 

Here's what attendees had to say at the live webinar.

Loma walks through real provider profile audits, banner examples, and strategic tips in the full session. 

If you’re ready to start building your LinkedIn presence, this is a great place to begin.

Need help? Reach out to Loma directly on LinkedIn or download the checklist to get started.

Who Is Pay Cat?

Pay Cat are payroll specialists dedicated to helping Australian businesses simplify payroll and ensure 100% compliance with modern awards. As Employment Hero Payroll experts, we provide tailored solutions that streamline payroll processes, reduce errors, and save time. For SCHADS businesses, our industry-first, 100% compliant SCHADS interpreter template guarantees accurate award interpretation and automation.