Why All C-Suite Leaders Need to Be on LinkedIn—Not Just Celebrity CEOs

Insights from the Financial Times

According to the Financial Times, there’s a growing demand for C-suite executives to build an authentic presence on LinkedIn. I agree, but while the focus often rests on CEOs, it’s crucial to widen this to all senior leaders. Each executive—whether a CFO, CMO, or Head of Operations—has a distinct perspective, unique experiences, and a niche target audience eager to hear expert insights.

Check the numbers. In the past five years, LinkedIn has seen a 35% increase in C-suite participation in the US, and a 30% increase in the UK, with a notable 23% surge in posts from senior executives globally.

The potential reach and impact for those who share valuable insights are clear: according to LinkedIn COO @Dan Shapero, “it’s often easier to build trust with people than with corporate brands.” I’d say much more than often, maybe even always. Executives who post meaningful content drive their brand visibility, build trust with their customers and strengthen their network.

Why Every C-Suite Executive Has a Unique Role to Play

Each senior leader in a business has a specific role that can resonate powerfully with a targeted audience. @Jason Ball, founder of B2B marketing agency Considered Content, notes that LinkedIn’s algorithm prioritises posts that provide knowledge and advice within specific areas of expertise. For example, a CFO might share insights on navigating financial challenges, while a CHRO might discuss talent retention strategies. Different strokes of the pen for different folks in the audience.

This “connection through expertise” allows leaders to demonstrate authority and relevance in their fields, creating value for their industry peers and fostering loyalty among clients, partners, and employees.

The Balance of Purpose and Personal Engagement

The FT article also reports that today’s leaders are expected to “walk the tightrope” of addressing societal issues. FTI Consulting research shows that 66% of business leaders feel unprepared to speak out, yet 75% of professionals and 82% of investors expect them to take a stand.

When done carefully, this can attract like-minded talent and investors. Research by Brunswick reveals that potential hires look first to a company’s website and the CEO’s LinkedIn presence when evaluating company culture.

For C-suite leaders across the board, a good post is also an opportunity to highlight team achievements—a tactic @Tariq Khwaja of TK Associates says can boost morale without sounding “boastful.” Recognising team milestones publicly also reinforces the organisation’s values and commitment to people.

Delegate, but Stay Present

Many executives are tempted to hand over their social media entirely, and that’s not ideal. As FT highlights, a successful profile needs active engagement from the executive themselves.

Briefing out, or approving thought leadership blogs is only one crucial aspect of the new responsibility of senior executives seeking to position and promote their business in the modern economy.

Those same C-suite leaders need to respond to comments, or share links to other content, or make real-time observations to show they’re not genuinely engaging with their industry, their interests and those of their audience.

Becoming a Thought Leader is an Ongoing Commitment

For executives who want to make their mark on LinkedIn, working with a ghostwriter can be a strategic advantage and a platform for further, deeper engagements. But it’s a long-term partnership, not a one-off service.

As an executive ghostwriter, I draw on my own C-suite experience and my creative clarity methodology to create content for executive clients across diverse sectors, from mining to financial services, IT to telecoms. This approach helps me get their personal professional perspectives. It’s a rigorous process that includes researching, strategising, and crafting content that’s engaging, informative and resonant with their unique voice and industry perspectives.

Beyond Brand Benefits

The benefits of LinkedIn visibility go far beyond brand-building. For C-suite leaders, it’s about engaging in industry conversations, creating brand differentiation, challenging the status quo, and providing actionable insights that others find valuable. By embracing a thoughtful, active presence, senior leaders across sectors can hone their communication skills and amplify their voice, connect with purpose, and showcase expertise.

If this is a low-hanging, highly fruitful opportunity is something you or your fellow executives find daunting or challenging, I can help with that.