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Joe appears in the Top 100 

Innovators & Entrepreneurs Magazine

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Joseph Frankie

Joseph (Joe) Frankie, president and founder of JFIII Associates, LLC, epitomizes the essence of leadership and mentorship. With a remarkable career spanning over four decades, Joseph has left an indelible mark on the world of executive coaching and talent development. Having coached and mentored over 700 executives, veterans, and students across 14 countries, Joseph has demonstrated his unwavering commitment to helping individuals unlock their full potential.

A West Point graduate and combat veteran, Joseph's understanding of the power of teamwork is unparalleled. His accolades, including being the award-winning co-author of LinkedIn: The 5-Minute Drill for Executive Networking Success, underscore his depth of knowledge and experience.

Joe's coaching philosophy revolves around guiding civil and military leaders on building bridges to their desired destinations, particularly leveraging the power of LinkedIn for strategic advancement. With a wealth of experience leading business projects worth up to $8 billion worldwide and managing as many as 53,000 associates, Joseph brings a unique perspective to talent and career development. His tenure as chief of staff and director for the Army and Air Force Exchange Service (AAFES), a retail giant within the U.S. Military, exemplifies his ability to drive organizational success on a massive scale. Notably, as a battalion executive officer during Desert Shield/Storm, Joseph's leadership ensured the safe return of 1,589 soldiers under his watch.

Education has been another keystone of Joseph's success. Holding degrees from prestigious institutions such as the U.S. Military Academy, the University of Arkansas, and the Industrial College of the Armed Forces (ICAF), Joseph has equipped himself with the knowledge and skills necessary to excel in his field.

JFIII Associates LLC stands as a premier executive coaching, branding, and talent consultancy, catering to a diverse array of clients and projects. With a commitment to meeting multifunctional needs, the company operates across industries, offering its expertise to clients from various sectors. While JFIII Associates LLC remains industry-agnostic, it frequently lends its support to clients in key sectors such as energy, technology, engineering, defense, aerospace, and environmental fields.

As the driving force behind JFIII Associates, LLC, Joe continues to inspire and empower individuals across industries to achieve unparalleled success in their professional endeavors. We spoke with Joe to learn more about his unique approach and how he navigates the inherent challenges of career development.

Joe, what inspired you to start the company?

LinkedIn has been a pivotal tool in my professional journey since 2004, when a colleague at Trinity College suggested I join. Initially, I used it casually, but its potential became evident during a project in China. Struggling to find experienced professionals, I turned to LinkedIn and successfully connected with individuals possessing the desired expertise. Over the years, I honed my skills in coaching professionals on leveraging LinkedIn effectively. My realization of its power led me to become an expert in the platform. After eight years of coaching executives and job seekers, the pivotal moment came when my wife likened my coaching style to developing officers in the military. That's when the idea of starting JFIII Associates struck me. Having over four decades of experience in career development, both in the military and civilian worlds, I recognized my knack for guiding individuals towards their professional goals. JFIII Associates was born out of the desire to empower individuals to articulate their aspirations effectively and navigate their career paths with confidence. I often tell my clients, "If you can define where you want to go, we can build a LinkedIn bridge to get you there." By crafting compelling narratives and showcasing their strengths on LinkedIn, individuals can attract opportunities aligned with their goals. JFIII Associates is more than just a consultancy; it's a platform where I can leverage my expertise to help others tell their stories and achieve their career aspirations.

What is the most common challenge that clients request your assistance with?

The most common challenge my clients face is overcoming their own mental barriers and adopting a broader perspective from the viewpoint of their target audience. As an executive recruiter, I know the critical importance of a LinkedIn profile—within 8 seconds, it can determine whether someone will invest further time. If I'm engrossed in your content, I'll remain engaged. However, if I lose interest initially, chances are slim I'll revisit. Your LinkedIn profile needs to resemble a comprehensive superstore, offering everything a potential client seeks. Achieving this means your profile serves as a perpetual resource, answering any possible interview question, as its capacity is virtually infinite.

In essence, the LinkedIn profile should anticipate and answer any potential interview question. Through coaching sessions lasting 2-3 hours, I guide clients in restructuring their mindset and crafting a compelling narrative. It's akin to writing a term paper on oneself, requiring a well-outlined structure and engaging stories. In today's competitive landscape, quality content is paramount. Stories, not just keywords and metrics, provide depth and context to one's achievements. I often receive inquiries about specific projects buried within profiles, highlighting the importance of storytelling in attracting engagement. I liken LinkedIn to fishing—presenting the right bait ensures you're noticed. For instance, if an executive recruiter seeks a project manager, the profile must showcase relevant experience with compelling stories about successful projects. This bait entices readers to delve deeper, increasing the likelihood of meaningful engagement.

Lastly, Joe, what do you enjoy most about your work?

My greatest joy lies in assisting diverse and innovative leaders in achieving their goals. Every day, I eagerly anticipate the opportunity to begin anew, fueled by the prospect of empowering others to reach their aspirations.


Joseph Frankie
Founder and President
JFIII Associates, LLC


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