Corporate messaging on social media is often handled by younger, tech-savvy employees or communications professionals who understand how it will be received. However, there is a growing expectation for chief executives and other C-suite staff to regularly post on platforms like LinkedIn in order to enhance their public image. Authenticity is crucial for these influencers, just as it is for anyone else online.
Over the past five years, there has been a 35% increase in C-suite professionals on LinkedIn in the US and a 30% rise in the UK. Chief executives globally have also seen a 23% increase in their posts year on year, with their content receiving four times more engagement than other LinkedIn members’ content. According to LinkedIn, CEOs can expect a 39% surge in followers after posting.
Dan Shapero, the chief operating officer at LinkedIn, explains that it’s often easier to build trust with individuals rather than corporate brands. Therefore, executives are using LinkedIn as an extension of their corporate brand to establish connections and build trust with their target audiences.
Some influential chief executives on LinkedIn include Daniel Ek from Spotify and Jon Gray from Blackstone. Both have gained over 130,000 followers in the past month. Video content is becoming increasingly important on the platform as well since it allows for a deeper level of connection with viewers.
However, finding the right balance between personal and professional can be challenging. The algorithm on LinkedIn now prioritizes posts that share knowledge and advice from experts within specific subject areas for distinct audiences.
There is also pressure on executives to speak out about societal issues. Research by FTI Consulting shows that while many business leaders don’t feel equipped to confidently discuss such matters (66%), professionals (75%) and investors (82%) expect them to take a stand.
LinkedIn can also be used by senior directors to recognize employee achievements publicly without sounding boastful or self-serving.
spending just 20 minutes per day engaging with others’ content and making connections can help create an effective presence on LinkedIn without requiring excessive time investment from busy executives.
