Of all of the consulting requests I obtain, serving to executives (or their groups) strengthen their LinkedIn presence is the most typical — and for good cause. LinkedIn is now not elective for executives. It is the place high expertise, traders, journalists, and trade friends vet leaders and construct belief — usually 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 developed into the last 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 concerning the platform in my bestselling e book, 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 govt LinkedIn presence lengthen far past private branding. Listed below are the 4 areas the place I’ve seen the most important affect.
1. Appeal to high expertise.
Immediately’s candidates make it a precedence to analysis firm leaders earlier than making use of for a job. A powerful LinkedIn presence builds belief, indicators authenticity, and might instantly affect a candidate’s choice to hitch your group.
It additionally provides candidates a clearer image of your organization’s tradition, values, and what it’s wish to work together with your management staff.
2. Set up thought management.
Sustaining a constant presence on LinkedIn positions executives as trade leaders, opening doorways to talking alternatives, interviews, and strategic partnerships. (The truth is, a lot of my very own media alternatives have come instantly from my LinkedIn.)
Plus, recurrently sharing insights or private reflections might help spark ongoing conversations that reinforce an govt’s management and credibility over time.
3. Increase firm visibility.
Government posts recurrently 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 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 govt’s LinkedIn profile usually creates the important first impression for traders, companions, and potential collaborators. A complete and fascinating profile not solely units clear expectations and establishes credibility but additionally permits the manager 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 high expertise need real human insights—not polished picture-perfect company profiles. An govt’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 individual however their LinkedIn is lacking a profile image and has naked bones info, it’s going to affect the way you understand them (it is a actual story I heard from somebody, by the way in which!). Executives can keep away from this disconnect by making certain their govt’s profile constantly contains:
- Unique insights on trade traits 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 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 site visitors, and wanted the web page to replicate the chief behind the position.
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 uncertain find out how to authentically symbolize the CEO’s persona on-line.
They wanted quick, strategic steerage to spice up credibility and visibility — particularly as trade friends and potential companions could 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 the whole lot:
- Do they depart 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 sudden alternatives to distinguish the CEO’s presence (and likewise 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 trade. Broaden your scope to incorporate executives throughout sectors who excel on LinkedIn
2. Profile Optimization
I evaluated the manager’s profile utilizing my customized rubric, scoring each single a part of their profile and offering particular strategies for enchancment based mostly on what I realized about this individual and the aggressive panorama.
3. Content material Technique Growth
We outlined content material themes and constructed a posting rhythm that balanced private {and professional} content material—whereas additionally staying life like a couple of posting cadence (bear in mind: you don’t wish to begin off with a schedule that may trigger burnout or that’s unattainable to keep up, particularly whereas ramping up).
The staff wanted to get approvals, which took time, and wasn’t tremendous conversant in the platform. So, we began with easier firm information content material first, then step by step included extra private tales tied to skilled insights.
The Outcomes
The affect prolonged far past what we initially anticipated. Inside just a few months, the manager 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 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 find out how to use the platform successfully.
Most significantly, we noticed significant will increase within the metrics that truly 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 (no less than 1x/week) ought to offer you sufficient information to evaluate what’s working. Once you double down on that, you’ll slowly begin to see momentum (bear in mind: LinkedIn is an extended sport!).
How Entrepreneurs Can Assist Government LinkedIn Success
In the event you‘re a marketer trying to enhance your govt’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 govt‘s experience and your organization’s targets. These would possibly embrace management, innovation, folks improvement, or trade traits.
Then resolve on the tone: Are they visionary? Heat? Analytical? Direct?
To uncover the suitable themes and tone, ask reflective questions like:
- What are you captivated with?
- How did you find yourself on this trade?
- What made you wish to pursue a C-suite position?
- What was an enormous problem or turning level in your profession?
These questions enable you to perceive who they’re — not simply as a frontrunner, however as an individual — and offer you tales to attract from later.
Professional tip: Executives at massive public firms usually have much less room for experimentation on LinkedIn. Ensure to coordinate intently with each the communications and govt 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 an enormous second on LinkedIn, it‘s a heavier carry for executives and their groups. I don’t see many executives doing carousels.
3. Steadiness 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 general content material. The steadiness between the primary three relies on your govt and staff targets, however mixing them creates a compelling mixture.
Once you’re beginning out, firm information (like earnings studies) is commonly the simplest content material to create as a result of it’s extra easy. As you construct confidence, incorporate extra private tales — all the time tied to skilled insights — like sharing experiences from trade 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. Observe what truly issues.
Don‘t get caught up in self-importance metrics. I truly don’t embrace 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, deal with 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 subsequent step.
5. Keep constant.
You need not publish day-after-day, however consistency is essential for staying high of thoughts. In keeping with LinkedIn High Voices program necessities, intention for no less than two authentic posts monthly.
Exhibiting up recurrently builds familiarity — and familiarity builds belief.
Begin right this moment, construct tomorrow.
LinkedIn is a vital device for executives aiming to amplify their affect and elevate their firms. Do not watch for strategic milestones or annual opinions. Provoke conversations now about their on-line presence.
Make clear what they wish to be identified for. Determine the tales that may resonate. The earlier you begin, the stronger their presence will likely be.