Digital Branding

Why Your CEO Needs To Start Writing On LinkedIn: Boosting Brand Presence.

Natasha Musa 3 min read
Why Your CEO Needs To Start Writing On LinkedIn: Boosting Brand Presence.
Photo by Ben Sweet / Unsplash

Taylor Udell recently shared an interesting post on the painful process of getting her CEO, Todd Busler, to start writing on LinkedIn every week.

Painful, but I reckon it's a worthwhile process.

While I have yet to speak to my own CEO about this, getting CEOs or C-Suites to start writing on LinkedIn is an excellent way to boost brand presence. In today's digital landscape, a strong online presence isn't a luxury for companies - it's a necessity.

Audiences Seek Authenticity.

A recent survey by Social Media Today states that a whopping 86% of people consider authenticity a major factor when choosing brands, especially from the younger generation with significant buying power.

This focus on realness presents a golden opportunity for CEOs to leverage their personal brand to connect with audiences. By personal brand, this means going beyond having an online presence - it's about being present on the platform, showing up authentically, communicating clearly and showcasing values and vision. A CEO with a solid personal brand can help build consumer trust, attract top talent, and help shape a positive company perception.

I think more and more C-Suites are realising the importance of being present online, as LinkedIn reported a 9% year-over-year increase in the number of posts C-Suite publish on their platform.

But there are other stat you can refer to.

Stats That Matter.

Studies have shown that CEOs with a defined personal brand can significantly improve the company's image.

Here are some impressive stats taken from Magnettu's article "How CEOs Can Leverage LinkedIn to Boost Their Industry Influence and Leadership.":

  • Brandfog Survey: Over 75% believe CEOs on social networks improve stakeholder relationships.
  • Edelman Trust Barometer: Communicative CEOs on social media increase trust by 77%.
  • Social CEO Report: CEO activity on social media can boost perceptions of innovation by 43%.
  • Weber Shandwick: CEOs on social media improve company reputation by 44%.
  • LinkedIn Statistics: CEO profiles are among LinkedIn's most followed and engaged.
  • Domo's Social CEO Report: CEOs' presence on social media influences consumer purchasing decisions.
  • Hootsuite Social Transformation Report: Leaders on social media increase purchase consideration by 40%.

Separately, in a recent Exit Five podcast, Dave Gerhardt and Matthew Carnevale shared an interesting experiment which Matthew also shared on his LinkedIn page:

What's interesting about this is that it proves audiences want to connect with the human representing the company. In short, leveraging on your CEO's brand is an investment that can benefit your LinkedIn company page and, ultimately in your company's brand awareness.

CEOs on LinkedIn

Here are some examples of CEOs' profiles on LinkedIn:

  • Kristin Peck, CEO Zoetis - I love Kristin's LinkedIn profile. While she advocates about animal care, Kristin also goes beyond by exploring other topics via her newsletter called On Purpose.
  • Jamie Dimon, Chairman & CEO JP Morgan Chase - Jamie is a LinkedIn Top Voice and regularly posts informative content that strengthens the values of JP Morgan Chase, including employment strategies, investing in communities and the role of a leader.
  • Ryan Holmes, Founder & Board Member of HootSuite - If you're a marketer, you're probably familiar with HootSuite. While no longer helming the CEO role, Ryan continues to advocate for the work done by the company and continues to provide his takes on social media trends.

If your CEO’s thought leadership is solely conveyed through press releases or media interviews, you’re overlooking a valuable chance to bolster brand awareness on LinkedIn. The platform has transcended its origins as a digital resume, evolving into a crucial platform for CEOs to establish their brand.

A strong CEO presence built through writing on LinkedIn isn't just about self-promotion – it's about harnessing the power of authenticity to build trust, establish thought leadership, and ultimately drive business success. By embracing LinkedIn, a CEO can become a powerful brand ambassador. They can establish your company as a thought leader, attract top talent, and build strong relationships with customers and investors.

So, now that I've made my case, I guess it's time to see my CEO to pitch the idea.

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