In last week’s article, we focused on whether CEOs should be thought leaders on social media. This week, we continue with Part 2 of this series, exploring LinkedIn, the most powerful platform for executive thought leadership. We’ll break down what makes a strong LinkedIn presence, how to craft engaging content, and the common mistakes to avoid.
For business leaders, LinkedIn is not just a profile or a place to post job updates. It’s a powerful tool for credibility, influence, and opportunity. A well-crafted presence can open doors to business growth, industry leadership, and professional connections that drive real results.
So, how do you make LinkedIn work for you? In this article, we’ll break down why it’s the go-to platform, the practical benefits, and how you can establish a strong presence step by step.
Table of Contents
1. Why LinkedIn is the Preferred Platform for Thought Leadership for Executives
According to LinkedIn, “LinkedIn is the world’s largest professional network on the internet. You can use LinkedIn to find the right job or internship, connect and strengthen professional relationships, and learn the skills you need to succeed in your career.” But beyond job searching, LinkedIn has evolved into the ultimate space for executives and professionals to establish thought leadership, build credibility, and engage with their industry.
Think of LinkedIn as your digital business card, but better. It’s where professionals go to establish credibility, share expertise, and connect with key players in their industry. Unlike Instagram or X, which focus on entertainment and quick updates, LinkedIn is about professional reputation and industry influence.
Here’s why it should be a top priority for executives:
- Build Personal and Company Brand: Executives who engage on LinkedIn enhance their personal brand while also boosting visibility for their company. Thought leadership posts, industry insights, and company updates position them as experts in their field.
- Authority and Credibility: Leaders who share insights and expertise are seen as industry influencers, not just corporate figures. People trust brands with visible leadership. When executives engage authentically on LinkedIn, they make their organisation more relatable, building trust with customers, employees, and stakeholders.
- Business Growth & Networking: A strong LinkedIn presence attracts potential clients and creates opportunities for both direct and indirect sales. It also opens doors to strategic partnerships, media exposure, and speaking engagements. The connections made on LinkedIn can lead to valuable collaborations, long-term business relationships, and industry referrals.
- Trust & Employee Engagement: Employees, investors, and customers want to hear from leadership directly, not just through corporate channels.
- Content Longevity: Unlike tweets that disappear quickly, LinkedIn posts can gain traction for weeks which extends their reach.
- Attracting Top Talent: Executives who are visible and engaged on LinkedIn help position their companies as attractive places to work.
Simply put, LinkedIn is where executive influence happens. Ignoring it means missing out on opportunities to shape your industry and grow your business.
2. How to Get Started: A Practical Guide
Not sure where to start? Here’s a step-by-step guide to establishing your presence and making an impact.
Step 1: Treat Your LinkedIn Profile Like Your Personal Landing Page
Your profile is the first impression people get of you as a leader. If someone Googles your name, chances are your LinkedIn profile will be one of the first results. Make it count.
- Headline: Go beyond your job title. Summarise your expertise and leadership focus. Example: “Driving Digital Innovation | CEO | Advocate for Sustainable Business.”
- Banner Image: This is prime real estate. Use an image that reflects your leadership brand or company vision.
- About Section: Keep it clear, confident, and engaging. Instead of a dry biography, tell a story about your mission, values, and leadership style.
Step 2: Post Content That Builds Your Influence
When posting on LinkedIn, keep your updates short, engaging and straight to the point. People scroll quickly, so you only have a few seconds to grab their attention. Make it clear why your post matters to them and what they will gain from it. No need to be vague or overly complex, just get to the good stuff.
A great way to keep your content relevant is by following the 4-1-1 Rule, a concept shared by LinkedIn. This means that for every post about yourself or your organisation, you should share one update from anorether source and, more importantly, four pieces of content created by others. It keeps your feed balanced and focused on your audience rather than turning it into a constant self-promotion space.
Another smart strategy is posting without links. While it can be tempting to direct people to external content, posts that are purely engaging, whether they share insights, ask questions or spark discussion, often perform better. A well-thought-out post that gets people talking can generate great engagement without leading them away from LinkedIn.
To stay relevant and on top of what your audience wants to see, use LinkedIn’s Content Suggestions tool. This helps you discover trending topics based on industry, job function, seniority and location, making it easier to create content that resonates.
You don’t need to post every day. Once a week is enough to stay visible, build credibility and position yourself as a trusted voice in your field.
Step 3: Engage, Don’t Just Post
Posting on LinkedIn is great, but if you want to build real influence, you need to do more than just put content out there. Engaging with others is just as important. Thought leadership isn’t about broadcasting messages and hoping for the best, it’s about starting and joining meaningful conversations.
Take the time to comment on industry discussions and trending topics. Share your insights, add value and contribute to key debates. This not only helps you stay visible but also positions you as someone who genuinely understands and cares about your field.
When people comment on your posts, acknowledge them and keep the conversation going. Responding to comments shows that you value engagement and see LinkedIn as a space for discussion rather than a one-way platform.
It’s also worth following and interacting with other executives, industry leaders and employees. Meaningful engagement helps you expand your network, build relationships and stay connected with the latest ideas shaping your industry.
3. Common Mistakes to Avoid
Even well-intentioned executives can fall into LinkedIn pitfalls that weaken their influence. Here are some common mistakes that could be holding you back:
- Being Too Corporate: Overly polished, robotic updates don’t resonate. People engage with authenticity, not PR-heavy messaging. A study by Edelman’s Trust Barometer found that 81% of people need to trust a brand before buying from them—authentic leadership plays a key role in building that trust.
- Ignoring Engagement: If you post but never respond to comments, you miss a huge opportunity to build relationships. LinkedIn’s own research shows that posts with active engagement receive significantly higher reach and visibility.
- Inconsistency: Posting sporadically makes it harder to build credibility. A regular posting schedule, whether weekly or biweekly, keeps you visible and relevant.
- Over-Promoting Your Business: If all you do is talk about your company’s achievements, your audience will tune out. Instead, balance self-promotion with industry insights, leadership lessons, and thought-provoking discussions.
- Neglecting Video and Visuals: Video content receives five times more engagement than text posts, according to LinkedIn. Whether it’s a short leadership insight or a behind-the-scenes look at your work, adding multimedia can boost impact.
Avoiding these missteps will help you build an engaging and valuable LinkedIn presence that people genuinely want to follow. Now that we’ve covered what to avoid, let’s talk about how busy executives can still maintain a strong LinkedIn presence without investing hours each week.
4. No Time? Here’s How to Stay Active on LinkedIn
Not every executive has the time to personally manage their LinkedIn presence, but that doesn’t mean you should ignore it. If time is a challenge, delegate.
- Hire a LinkedIn strategist – Professionals can help shape your brand and curate content.
- Work with a ghostwriter – A professional writer can craft posts based on your insights while maintaining your voice.
- Leverage your marketing team – Your company’s communication experts can help draft, schedule, and manage your posts.
Regardless of who creates your content, the key is to ensure your LinkedIn presence feels genuine. Thought leadership should always reflect your values, expertise, and vision.
5. The Future of Executive Branding on LinkedIn
LinkedIn is evolving fast, and executives who keep up with the changes will stay ahead of the game. Here’s what’s coming next:
Video Content Will Take Over
Video is quickly becoming the most engaging format on LinkedIn. In fact, LinkedIn reports that video posts get five times more engagement than standard posts, while Live Video gets 24 times more. Executives who embrace video—whether through live Q&As, webinars or short, insightful clips—will build stronger, more personal connections with their audience.
Most LinkedIn users browse on mobile, so make sure your videos are optimised for small screens. Avoid forcing viewers to rotate their screens to landscape mode, and always include subtitles, as many people watch without sound. And remember, the first 10 seconds matter most—grab attention fast and get straight to the point.
AI-Driven Networking
Artificial intelligence is making it easier than ever to connect with the right people and content on LinkedIn. AI-powered tools are helping professionals discover relevant job opportunities, industry trends and potential connections with less effort. LinkedIn’s AI-driven features will continue to improve, allowing executives to network smarter, not harder.
Storytelling Will Win
The best LinkedIn leaders aren’t just sharing insights, they’re telling stories. Facts and figures are great, but people connect with real experiences. Executives who can turn their knowledge into compelling, relatable stories will stand out and leave a lasting impression. Whether it’s a personal leadership journey, a lesson learned the hard way, or an inside look at company culture, storytelling makes content more memorable and impactful.
🚀 Preview of Part 3: Next week, we will explore how storytelling can elevate your executive presence and influence on LinkedIn.
If you have been thinking about getting more active on LinkedIn, there is no better time to start. Whether you manage it yourself or get some help along the way, what really matters is showing up, engaging with others and sharing valuable insights.
Now is the time to step up. Start today, share your insights, and take your place as a LinkedIn leader. See you next week
