Fun fact: employees are four times more likely to engage with content from their CEO than other LinkedIn posts.
Don't get me wrong. Your company page and traditional PR efforts are still critical. But when you add that to a thoughtful executive presence on LinkedIn, you’ll start building stronger authentic connections and trust in the leader and the company.
What does it take to get this right? Start by skipping past where most of these efforts go wrong. These are the three biggest reasons your leader might not be standing out—and how to help them break through.
1. They’re Posting Like a Brand, Not a Human
LinkedIn is a great place to break business news. But the facts are only half the story. If your executives are sounding more like a press release than like the unique human they are, it’s time for a refresh.
People want to hear more of the "why" behind the news from a direct source. They want to understand the thinking, the context and even questions that were wrestled with behind the scenes.
Lyft CEO David Risher does this well. Whether sharing news about an acquisition or social impact initiative, his personal videos explain not just what's happening, but why it matters. That transparency builds trust.
And to break through, don’t stop with a video or post, but also engage in the comments to respond to the audience and join in on conversations across the platform.
Pro tip: Next milestone announcement? Add one paragraph from your exec explaining what surprised them, what they're proud of or what they learned.
2. They’re Not Using Video (Yet)
Video continues to be one of the best ways to break through on LinkedIn. Don’t jump to flashy and polished video, instead start with how video can let leaders show up as themselves. Humor comes across easily. Sincerity registers. Authority feels earned. That's what humanizes an executive and builds real connection.
Often it's the short, less-produced videos filmed on a phone that resonate because they feel relatable, like you're having an actual conversation. At the core, it's authenticity and clarity that matter most. I love videos by McDonald’s CEO Chris Kemczinski’s for this exact reason.
Pro tip: Start with a 60-second video explaining a recent decision. Film it on your phone, speak directly to the camera, and explain the "why" behind the move.
3. They’re Playing it Too Safe
Many executives worry about saying the wrong thing, so they default to being super scripted or saying nothing at all. Playing it safe might feel comfortable, but it rarely builds trust or drives meaningful conversation. Know who your executive is and their voice, then build from there.
When leaders share their perspective on industry shifts, workplace trends or even a personal leadership moment, something shifts. Employees feel more connected to where the company is going (and many feel inspired to start posting themselves). Customers see the thinking that drives decisions. And peers in the industry start engaging and recognizing that leader as a voice worth following.
A great example of this comes from Bobbie’s Chief Brand Officer Kim Chappell, who challenged the idea that motherhood and career momentum are mutually exclusive while congratulating her new Marketing Director (also a soon-to-be new mom). It was honest, bold and sparked important conversation.
Pro tip: What's one thing that makes your executive light up? Where do they get excited about what they’re doing? Is there a timely topic that week that makes sense to chime in on? Help them write that post.
A Framework for Executive Content
Here's a framework my team uses as we work with our own executives on content:
- Variety: Mix it up! Try text, video, images and infographics.
- Depth: Add context and expert perspectives.
- Timeliness: React to what’s happening now.
- Authenticity: Use your own voice (especially in video).
- Exclusivity: Share insights not found elsewhere.
- Consistency: Keep a regular cadence.
Now, take a deep breath, shake off any old thinking and get going. LinkedIn is a place where leaders can tell their story in their own words. Those who use it thoughtfully, with a personal touch, see stronger engagement, clearer impact and deeper connection.
If your leader isn't breaking through yet, it's not too late. Start with one of these strategies and build from there.
Nicole Leverich is Chief Communications Officer at LinkedIn.