How marketers can boost their executives’ presence on LinkedIn, from a LinkedIn Top Voice

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 not optionally available for executives. It is the place prime expertise, traders, journalists, and business 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 generally known as LinkedIn Prime 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 Prime 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 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 largest influence.

1. Entice prime expertise.

Right this moment’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 instantly 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 instantly from my LinkedIn.)

Plus, repeatedly sharing insights or private reflections might help spark ongoing conversations that reinforce an government’s management and credibility over time.

3. Increase firm visibility.

Government posts repeatedly outperform firm posts in attain and engagement. Why? As a result of individuals finally join with individuals. When executives actively interact in on-line discussions, they amplify the corporate’s total visibility by exhibiting 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 usually creates the vital 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 — properly earlier than any conferences or gross sales conversations happen.

Folks join with individuals, not logos.

Buyers, 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 mirror 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 influence the way you understand them (it is a actual story I heard from somebody, by the best way!). Executives can keep away from this disconnect by making certain their government’s profile constantly consists of:

• Authentic insights on business traits that show thought management.
• Genuine private reflections and tales that humanize and interact.
• Significant milestones and firm achievements that construct credibility.
• An approachable, authoritative tone that means that you can 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 client items retail firm develop a naked bones LinkedIn presence right into a acknowledged LinkedIn Prime Voice.

The State of affairs

This CEO’s workforce reached out to me understanding how essential 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 mirror the chief behind the position.

The Problem

The CEO’s LinkedIn presence was minimal. His communications workforce was additionally unsure about content material technique, unaware of LinkedIn greatest practices, and not sure learn how to authentically symbolize the CEO’s persona on-line.

They wanted quick, strategic steerage to spice up credibility and visibility — particularly as business friends and potential companions could be paying consideration.

The Technique

My method was systematic and data-driven, prioritizing three steps.

1. Competitor Evaluation

We collectively created a listing of peer executives and opponents. Then, I analyzed the competitors’s content material from the previous six months. We checked out every thing:

• Do they go away feedback?
• What number of are LinkedIn Prime Voices?
• What subjects 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 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 manager’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 individual 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 (keep in mind: you don’t need to begin off with a schedule that may trigger burnout or that’s not possible to keep up, 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 step by step integrated extra private tales tied to skilled insights.

The Outcomes

The influence prolonged far past what we initially anticipated. Inside just a few months, the manager grew to become a LinkedIn Prime 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 staff 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 learn how to use the platform successfully.

Most significantly, we noticed significant will increase within the metrics that truly matter: follower depend, 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 great 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. If you double down on that, you’ll slowly begin to see momentum (keep in mind: LinkedIn is a protracted sport!).

How Entrepreneurs Can Help Government LinkedIn Success

For those who‘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 along with your government‘s experience and your organization’s targets. These may embody management, innovation, individuals improvement, or business traits.

Then determine on the tone: Are they visionary? Heat? Analytical? Direct?

To uncover the fitting 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 position?
• What was an enormous problem or turning level in your profession?

These questions enable you 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. Ensure that 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 place to begin. Add a photograph when doable 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 elevate 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, academic, skilled, and promotional. Promotional posts ought to make up not more than 25% of your total content material. The steadiness between the primary three will depend on your government and workforce targets, however mixing them creates a compelling mixture.

If you’re beginning out, firm information (like earnings reviews) is usually the simplest content material to create as a result of it’s extra simple. 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 facility of commenting on LinkedIn. It builds status 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 major KPI when working with executives, as a result of nobody has management over the algorithm or how individuals will interact.

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 thinking about taking the subsequent step.

5. Keep constant.

You needn’t put up daily, however consistency is essential for staying prime of thoughts. In line with LinkedIn Prime Voices program necessities, goal for not less than two unique posts monthly.

Exhibiting up repeatedly builds familiarity — and familiarity builds belief.

Begin in the present day, construct tomorrow.

LinkedIn is a necessary software for executives aiming to amplify their affect and elevate their firms. Do not look ahead to strategic milestones or annual opinions. Provoke conversations now about their on-line presence.

Make clear what they need to be identified for. Establish the tales that may resonate. The earlier you begin, the stronger their presence might be.