Of all of the consulting requests I obtain, serving to executives (or their groups) strengthen their LinkedIn presence is the commonest — and for good motive. LinkedIn is not non-obligatory for executives. It is the place prime expertise, buyers, journalists, and business friends vet leaders and construct belief — typically earlier than they’ve ever met you.
I’ve seen this firsthand all through my profession. As a founding editor at LinkedIn, I labored on the LinkedIn Influencer program (now often called LinkedIn High Voices) and watched how the platform advanced into the final word skilled networking device.
Since then, I’ve created 20 programs as a LinkedIn Studying Teacher, earned LinkedIn High Voice recognition with greater than 320,000 followers, and wrote in regards to the platform in my bestselling ebook, Unforgettable Presence.
Most significantly, I’ve labored with C-Suite executives and senior leaders throughout Fortune 500 firms, startups, and past to assist them form a strategic, credible LinkedIn presence.
What I‘ve realized is that this: LinkedIn is the final word digital watercooler. Right here’s why it issues, and the way entrepreneurs can benefit from it.
Why LinkedIn Issues for Executives
The advantages of an government LinkedIn presence lengthen far past private branding. Listed here are the 4 areas the place I’ve seen the largest impression.
1. Appeal to prime expertise.
At the moment’s candidates make it a precedence to analysis firm leaders earlier than making use of for a job. A powerful LinkedIn presence builds belief, alerts authenticity, and may immediately affect a candidate’s determination to hitch your group.
It additionally provides candidates a clearer image of your organization’s tradition, values, and what it’s prefer to work along with your management workforce.
2. Set up thought management.
Sustaining a constant presence on LinkedIn positions executives as business leaders, opening doorways to talking alternatives, interviews, and strategic partnerships. (In truth, lots of my very own media alternatives have come immediately from my LinkedIn.)
Plus, commonly sharing insights or private reflections may also help spark ongoing conversations that reinforce an government’s management and credibility over time.
3. Enhance firm visibility.
Government posts commonly outperform firm posts in attain and engagement. Why? As a result of folks finally join with folks. When executives actively have interaction in on-line discussions, they amplify the corporate’s general visibility by displaying the human behind the model. Their presence could make the corporate really feel extra genuine, relatable, and reliable.
4. Create robust first impressions.
An government’s LinkedIn profile typically creates the vital first impression for buyers, companions, and potential collaborators. A complete and interesting profile not solely units clear expectations and establishes credibility but additionally permits the chief to proactively form perceptions. It additionally reinforces your worth — effectively earlier than any conferences or gross sales conversations happen.
Folks join with folks, not logos.
Traders, companions, and prime expertise need real human insights—not polished picture-perfect company profiles. An government’s LinkedIn profile ought to make guests really feel they’ve genuinely “met” the chief behind the title.
I’ve seen executives with robust in-person presence get negatively impacted by a weak on-line presence as a result of their profile didn’t replicate who they are surely. If somebody meets a formidable CEO in particular person however their LinkedIn is lacking a profile image and has naked bones data, it’s going to impression the way you understand them (this can be a actual story I heard from somebody, by the way in which!). Executives can keep away from this disconnect by guaranteeing their government’s profile persistently contains:
Authentic insights on business tendencies that exhibit thought management.
Genuine private reflections and tales that humanize and have interaction.
Significant milestones and firm achievements that construct credibility.
An approachable, authoritative tone that permits you to join along with your viewers.
Let’s check out these steps in motion.
Case Examine: How I Helped a Fortune 500 CEO Construct Their LinkedIn Presence
This is how I helped one CEO at a Fortune 500 shopper items retail firm develop a naked bones LinkedIn presence right into a acknowledged LinkedIn High Voice.
The Scenario
This CEO’s workforce reached out to me figuring out how essential LinkedIn was for establishing credibility. With main bulletins on the horizon, they anticipated a surge in profile visitors, and wanted the web page to replicate the chief behind the function.
The Problem
The CEO’s LinkedIn presence was minimal. His communications workforce was additionally unsure about content material technique, unaware of LinkedIn finest practices, and uncertain methods to authentically signify the CEO’s persona on-line.
They wanted quick, strategic steering to spice up credibility and visibility — particularly as business friends and potential companions can be paying consideration.
The Technique
My method was systematic and data-driven, prioritizing three steps.
1. Competitor Evaluation
We collectively created an inventory of peer executives and opponents. Then, I analyzed the competitors’s content material from the previous six months. We checked out every little thing:
Do they go away feedback?
What number of are LinkedIn High Voices?
What matters are they posting — private, skilled, or promotional?
What codecs do they use — textual content, photos, or video?
This evaluation uncovered surprising alternatives to distinguish the CEO’s presence (and likewise get a greater understanding of what friends have been doing), making their LinkedIn technique much more impactful.
Professional tip: Do not restrict competitor evaluation to your business. Broaden your scope to incorporate executives throughout sectors who excel on LinkedIn
2. Profile Optimization
I evaluated the chief’s profile utilizing my customized rubric, scoring each single a part of their profile and offering particular recommendations for enchancment primarily based on what I realized about this particular person and the aggressive panorama.
3. Content material Technique Improvement
We outlined content material themes and constructed a posting rhythm that balanced private {and professional} content material—whereas additionally staying reasonable a few posting cadence (keep in mind: you don’t need to begin off with a schedule that can trigger burnout or that’s inconceivable to take care of, particularly whereas ramping up).
The workforce wanted to get approvals, which took time, and wasn’t tremendous acquainted with the platform. So, we began with less complicated firm information content material first, then steadily included extra private tales tied to skilled insights.
The Outcomes
The impression prolonged far past what we initially anticipated. Inside a couple of months, the chief grew to become a LinkedIn High Voice, which created a ripple impact all through the group. Different C-suite teammates grew to become extra energetic on LinkedIn after seeing the facility of his presence firsthand, and it additionally boosted firm tradition as workers have been excited to get to know their CEO higher.
Moreover, the communications workforce additionally gained a clearer understanding of the aggressive LinkedIn panorama and methods to use the platform successfully.
Most significantly, we noticed significant will increase within the metrics that really matter: follower rely, profile views, connection requests, and direct messages. These are all clear indicators that folks weren’t solely seeing the content material however taking actionable steps to remain linked.
Professional tip: Whereas nothing is assured on LinkedIn, a superb rule of thumb is constant exercise on LinkedIn (no less than 1x/week) ought to provide you with sufficient knowledge to evaluate what’s working. If you double down on that, you’ll slowly begin to see momentum (keep in mind: LinkedIn is a protracted sport!).
How Entrepreneurs Can Assist Government LinkedIn Success
When you‘re a marketer trying to increase your government’s LinkedIn presence, here is your tactical playbook to get began.
1. Outline content material pillars and voice.
Begin by figuring out two to 3 core themes that align along with your government‘s experience and your organization’s objectives. These may embrace management, innovation, folks growth, or business tendencies.
Then determine on the tone: Are they visionary? Heat? Analytical? Direct?
To uncover the best themes and tone, ask reflective questions like:
What are you enthusiastic about?
How did you find yourself on this business?
What made you need to pursue a C-suite function?
What was a giant problem or turning level in your profession?
These questions aid you perceive who they’re — not simply as a pacesetter, however as an individual — and provide you with tales to attract from later.
Professional tip: Executives at massive public firms typically have much less room for experimentation on LinkedIn. Make sure that to coordinate carefully with each the communications and government groups to make sure alignment from the beginning.
2. Select your content material codecs.
Textual content posts are sometimes the simplest place to begin. Add a photograph when potential for higher engagement (posts with photos get 2x the variety of feedback).
Whereas video is having a giant second on LinkedIn, it‘s a heavier raise for executives and their groups. I don’t see many executives doing carousels.
3. Steadiness your content material combine.
I like to recommend 4 forms of LinkedIn content material: private, instructional, skilled, and promotional. Promotional posts ought to make up not more than 25% of your general content material. The steadiness between the primary three depends upon your government and workforce objectives, however mixing them creates a compelling mixture.
If you’re beginning out, firm information (like earnings stories) is usually the simplest content material to create as a result of it’s extra simple. As you construct confidence, incorporate extra private tales — all the time tied to skilled insights — like sharing experiences from business occasions or management classes realized.
Professional tip: Do not underestimate the facility of commenting on LinkedIn. It builds fame and attain with minimal effort.
4. Monitor what really issues.
Don‘t get caught up in self-importance metrics. I really don’t embrace engagement as a predominant KPI when working with executives, as a result of nobody has management over the algorithm or how folks will have interaction.
As a substitute, give attention to metrics that point out real curiosity: follower development, profile visits, connection requests, and direct messages. These present that individuals are seeing your content material and are interested by taking the subsequent step.
5. Keep constant.
You needn’t publish daily, however consistency is essential for staying prime of thoughts. In line with LinkedIn High Voices program necessities, goal for no less than two unique posts per 30 days.
Exhibiting up commonly builds familiarity — and familiarity builds belief.
Begin in the present day, construct tomorrow.
LinkedIn is a necessary device for executives aiming to amplify their affect and elevate their firms. Do not look ahead to strategic milestones or annual critiques. Provoke conversations now about their on-line presence.
Make clear what they need to be identified for. Establish the tales that can resonate. The earlier you begin, the stronger their presence will likely be.
