In today's complex world, C-suite executives are recognising the power of social media, particularly LinkedIn, as a tool to cut through the noise and shape personal branding, company visibility and industry influence.
Over the past five years, the number of C-suite professionals on LinkedIn has grown by 35% in the US and 30% in the UK, according to the Financial Times. CEOs, meanwhile, are becoming more active – they are posting 23% more than last year and get four times the engagement of other LinkedIn members.
In 2023, the platform launched Thought Leader Ads (TLAs), to amplify C-suite posts without needing to rely on reshares from the company page. TLAs generate a 2.3x higher click-through rate (CTR) compared to single image ads, says LinkedIn, enabling companies to build credibility by communicating through a trusted voice, distinguish their brand as an industry authority and grow community around thought leadership.
A regular cadence of posts on LinkedIn from executives has multiple business benefits, including:
Direct stakeholder engagement: Social platforms provide a unique opportunity for executives to engage directly with customers, employees and investors. This direct line of communication allows for real-time feedback, addressing concerns, and sharing important company updates, fostering a sense of community and inclusiveness.
Enhanced transparency and trust: In an era where trust is an increasingly valuable currency, authentic C-suite posts that share the company’s ethos on social media can have a positive impact on employees, business relationships and consumer confidence. The Edelman Trust Barometer 2024 found 62% of employees expect CEOs to manage changes occurring in society, as well as those in their business. And the majority said they wanted their CEO to speak publicly about issues including jobs of the future, and the ethical use of technology.
Brand amplification: A strong executive presence on LinkedIn can significantly boost both personal and company brand visibility. Research from 2018 found company messages shared by employees had over 500% more engagement than those from corporate accounts, showing the power of the personal in terms of brand storytelling.
Talent attraction: In these times of talent scarcity, LinkedIn is a vital tool for attracting top talent. Job seekers often follow company and leader profiles, making an active C-suite presence crucial for impressing potential recruits and showcasing company culture. Randstad’s Workmonitor Report 2024 found it’s important for talent to work for a company that aligns with their views on environmental matters (58%) and social/political issues (54%). Just over a third (37%) would never accept a job at a company that is not working to improve diversity and equity.
So how can leaders effectively harness LinkedIn to reap these benefits?
Optimise your profile
It sounds obvious, but your LinkedIn profile is often the first point of contact for professionals seeking to engage with you. To ensure it reflects your leadership status and personal brand:
Use a professional headshot and a compelling banner image
Craft a headline that encapsulates your role and expertise
Write a concise yet impactful "About" section highlighting your vision and achievements
Include relevant keywords to enhance discoverability
Share thought leadership content
Establish yourself as an industry authority by regularly sharing insights:
Post niche-focused content that demonstrates your expertise
Share articles, industry trends and personal experiences
Engage in discussions on relevant topics to showcase your knowledge
Formative specialises in ghost writing engaging thought leadership articles and social posts for C-suite executives across a broad spectrum of industries, taking a data-led approach to understand audiences and optimise engagement.
Get on board with video
Video is the fastest-growing format on LinkedIn, with uploads up 34% year on year, according to the FT.
Build your personal brand through video messages giving your insights into key topics
For big calendar moments, such as quarterly results, film short fireside chats touching on the positives and addressing challenges
Let your personality shine through with a more informal approach
Share client testimonials and explainer videos from your corporate account
Creating scroll-stopping video content for clients is part of our DNA at Formative, where we produce everyone from interviews to eye-catching animated graphics.
Build a consistent posting schedule
Consistency is key to maintaining visibility and engagement:
Develop a regular posting schedule to keep your audience engaged
Aim for a mix of content types, including video, text posts and articles
Use LinkedIn's analytics to determine optimal posting times for your audience
Here’s where partnering with a digital content agency like Formative to project manage, curate and post content can put your content in front of your audience when they need it the most.
Engage with your network
Active engagement is crucial for building meaningful connections:
Respond to comments on your posts
Like, share, and comment on content from your network
Use direct messages for more personal interactions
The LinkedIn algorithm values comments far more than likes, with comments boosting the reach of your post by 15 times more than a like, according to the Algorithm Insights 2024 Report. So leaders can grow their reach organically by responding to comments on their posts and encouraging people to comment.
Leverage LinkedIn features
Take advantage of LinkedIn's unique features to enhance your presence:
Use LinkedIn Live for real-time engagement with your audience
Publish long-form articles to dive deep into industry topics
Participate in relevant LinkedIn groups to expand your network
LinkedIn Live Events are up more than 14% in the past year and the platform is now experimenting with new updates, including an option to promote a member’s post about the Live Event through TLAs. The promotion will link directly to the event, placing more weight on user posts to boost interest. Brands hosting a Live Event will also be able to share a ‘sneak peek’ of their broadcast, with targeted users shown a 30-second video in their feed during or after the event.
Formative works closely with clients to run LinkedIn Live Events around key report launches and calendar events, tailoring the narrative and assets to meet client needs and delivering key audience data for lead generation.
Measure impact and refine strategy
To ensure your LinkedIn efforts are yielding results:
Monitor engagement metrics such as likes, comments and shares
Track profile views and connection growth
Analyse the performance of different content types and adjust your strategy accordingly
By implementing these strategies, you can help your C-Suite executives enhance their digital presence, contributing to both their personal and the company’s brand growth.
In an increasingly digital business world, a strong LinkedIn presence is not just beneficial – it's essential for leadership.
Author: Kate Whiting
