The short answer: Jason Ellison, CEO of Ellison Fluid Calipers, more than doubled his LinkedIn following, from 1,974 to 4,232, in the thirteen months after Unrth started writing his LinkedIn in fall 2025. His posts earned 270,955 impressions and reached 104,386 LinkedIn members, 80% of them outside his own network. His top post alone reached 58,666 impressions. The most common job title among his followers: Drilling Engineer.
LinkedIn has a reputation for being a place oilfield executives don't need. Jason's numbers say otherwise, and how he got them is the part worth copying.
Where Jason started
Ellison Fluid Calipers has run more than 40,000 fluid calipers for over 300 oil companies. Jason knows the technical side of his business cold. Turning that knowledge into a steady stream of LinkedIn posts is a job of its own, and that's the job Unrth took on.
What we did
Unrth writes Jason's LinkedIn in his own voice, three posts a week and one article a month. A few rules made it work:
Write for the decision-maker. Every post speaks to the person who decides which service to call, not to everyone with an oilfield job.
Sound like Jason. We learned his phrases, his humor, and his sign-off ("Your Oat Caliper Daddy™"), and we kept his edits as rules. A ghostwritten post that doesn't sound like the man is worse than no post.
Mix the stages. Some posts teach, some build trust with proof, and a few invite a call. A feed that only sells gets ignored.
Use real proof. Jason's results are documented in a published SPE technical paper. Specific numbers from real wells beat confident claims every time.
Why it worked
Trust in technical buyers comes from two things: familiarity and specificity. Seeing the same expert's name every week builds familiarity. Reading exact, checkable details builds credibility. In a field full of vague sales claims, a CEO who explains how a measurement actually works, with numbers, stands out to the engineers who make the call.
The results
From LinkedIn analytics, September 15, 2025 to October 19, 2026:
270,955 impressions
104,386 members reached, 80% outside his network
2,088 engagements, including 1,763 reactions and 287 comments
Followers grew from 1,974 to 4,232
Top post: 58,666 impressions
61% of followers work in oil and gas, and the top job title among them is Drilling Engineer
That last line matters most. The goal was never followers for their own sake. It was the right people, and the right people showed up.
What other oilfield leaders can take from this
Your expertise is the content. You already know what your buyers need to hear.
Voice is everything. If it doesn't sound like you, it won't build trust in you.
Consistency compounds. Three posts a week, every week, for over a year. Even the biggest post came out of that rhythm.
Measure the audience, not just the reach. Who follows you matters more than how many.
This approach is now a product of its own: OilMoney.io builds personal brands for oil and gas sales professionals. For a company page story, read how GMI Group built its LinkedIn from zero.
Oilfield leader with expertise nobody sees? Talk to Unrth, or if you're in sales, start at OilMoney.io.
