Of all of the consulting requests I obtain, serving to executives (or their groups) strengthen their LinkedIn presence is the commonest — and for good purpose. LinkedIn is not non-obligatory for executives. It is the place high expertise, buyers, journalists, and business friends vet leaders and construct belief — usually earlier than they’ve ever met you.
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I’ve seen this firsthand all through my profession. As a founding editor at LinkedIn, I labored on the LinkedIn Influencer program (now often known as LinkedIn High Voices) and watched how the platform developed into the last word skilled networking software.
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 concerning 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 last 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 below are the 4 areas the place I’ve seen the most important impression.
1. Appeal to high expertise.
As we speak’s candidates make it a precedence to analysis firm leaders earlier than making use of for a job. A robust LinkedIn presence builds belief, alerts authenticity, and may straight affect a candidate’s resolution to affix your group.
It additionally offers candidates a clearer image of your organization’s tradition, values, and what it’s prefer to work together with your management staff.
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 actual fact, a lot of my very own media alternatives have come straight from my LinkedIn.)
Plus, commonly sharing insights or private reflections can assist spark ongoing conversations that reinforce an government’s management and credibility over time.
3. Increase firm visibility.
Government posts commonly outperform firm posts in attain and engagement. Why? As a result of folks in the end join with folks. When executives actively have interaction in on-line discussions, they amplify the corporate’s total visibility by displaying the human behind the model. Their presence could make the corporate really feel extra genuine, relatable, and reliable.
4. Create sturdy first impressions.
An government’s LinkedIn profile usually 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 — properly earlier than any conferences or gross sales conversations happen.
Folks join with folks, not logos.
Buyers, companions, and high 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 sturdy 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 powerful CEO in particular person however their LinkedIn is lacking a profile image and has naked bones info, it’s going to impression the way you understand them (this can be a actual story I heard from somebody, by the best way!). Executives can keep away from this disconnect by guaranteeing their government’s profile constantly contains:
- Unique insights on business developments that display thought management.
- Genuine private reflections and tales that humanize and interact.
- Significant milestones and firm achievements that construct credibility.
- An approachable, authoritative tone that permits you to join together with your viewers.
Let’s check out these steps in motion.
Case Examine: How I Helped a Fortune 500 CEO Construct Their LinkedIn Presence
Here is how I helped one CEO at a Fortune 500 client items retail firm develop a naked bones LinkedIn presence right into a acknowledged LinkedIn High Voice.
The State of affairs
This CEO’s staff reached out to me figuring out how vital 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 staff was additionally unsure about content material technique, unaware of LinkedIn finest practices, and not sure how you can authentically symbolize 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 strategy was systematic and data-driven, prioritizing three steps.
1. Competitor Evaluation
We collectively created a listing of peer executives and rivals. 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 subjects are they posting — private, skilled, or promotional?
- What codecs do they use — textual content, photographs, or video?
This evaluation uncovered sudden alternatives to distinguish the CEO’s presence (and in addition get a greater understanding of what friends had 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 options for enchancment based mostly 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 sensible a few posting cadence (bear in mind: you don’t need to begin off with a schedule that may trigger burnout or that’s inconceivable to take care of, particularly whereas ramping up).
The staff wanted to get approvals, which took time, and wasn’t tremendous accustomed to the platform. So, we began with less complicated firm information content material first, then steadily integrated extra private tales tied to skilled insights.
The Outcomes
The impression prolonged far past what we initially anticipated. Inside a number of months, the chief turned a LinkedIn High Voice, which created a ripple impact all through the group. Different C-suite teammates turned extra energetic on LinkedIn after seeing the ability of his presence firsthand, and it additionally boosted firm tradition as workers had been excited to get to know their CEO higher.
Moreover, the communications staff additionally gained a clearer understanding of the aggressive LinkedIn panorama and how you can 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 individuals weren’t solely seeing the content material however taking actionable steps to remain linked.
Professional tip: Whereas nothing is assured on LinkedIn, rule of thumb is constant exercise on LinkedIn (not less than 1x/week) ought to provide you with sufficient knowledge to evaluate what’s working. Whenever you double down on that, you’ll slowly begin to see momentum (bear in mind: LinkedIn is an extended sport!).
How Entrepreneurs Can Help Government LinkedIn Success
When you‘re a marketer trying to increase your government’s LinkedIn presence, this is your tactical playbook to get began.
1. Outline content material pillars and voice.
Begin by figuring out two to a few core themes that align together with your government‘s experience and your organization’s targets. These may embody management, innovation, folks growth, or business developments.
Then determine on the tone: Are they visionary? Heat? Analytical? Direct?
To uncover the correct 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 an enormous problem or turning level in your profession?
These questions show you how to perceive who they’re — not simply as a frontrunner, however as an individual — and provide you with tales to attract from later.
Professional tip: Executives at massive public firms usually have much less room for experimentation on LinkedIn. Make certain to coordinate intently 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 start line. Add a photograph when attainable for higher engagement (posts with photographs get 2x the variety of feedback).
Whereas video is having an enormous second on LinkedIn, it‘s a heavier carry for executives and their groups. I don’t see many executives doing carousels.
3. Stability your content material combine.
I like to recommend 4 sorts of LinkedIn content material: private, instructional, skilled, and promotional. Promotional posts ought to make up not more than 25% of your total content material. The stability between the primary three is determined by your government and staff targets, however mixing them creates a compelling mixture.
Whenever you’re beginning out, firm information (like earnings stories) is commonly the simplest content material to create as a result of it’s extra easy. As you construct confidence, incorporate extra private tales — at all times tied to skilled insights — like sharing experiences from business occasions or management classes realized.
Professional tip: Do not underestimate the ability of commenting on LinkedIn. It builds popularity and attain with minimal effort.
4. Monitor what really issues.
Don‘t get caught up in self-importance metrics. I really don’t embody engagement as a important KPI when working with executives, as a result of nobody has management over the algorithm or how folks will have interaction.
As a substitute, concentrate on metrics that point out real curiosity: follower progress, profile visits, connection requests, and direct messages. These present that persons are seeing your content material and are eager about taking the following step.
5. Keep constant.
You needn’t put up day by day, however consistency is essential for staying high of thoughts. In accordance with LinkedIn High Voices program necessities, purpose for not less than two authentic posts per thirty days.
Exhibiting up commonly builds familiarity — and familiarity builds belief.
Begin at present, construct tomorrow.
LinkedIn is a vital software for executives aiming to amplify their affect and elevate their firms. Do not look forward to strategic milestones or annual evaluations. Provoke conversations now about their on-line presence.
Make clear what they need to be identified for. Determine the tales that may resonate. The earlier you begin, the stronger their presence might be.
