How Senior Leaders Can Build Their Presence On LinkedIn

In the digital age, a leader's influence extends beyond the boardroom to the realm of social media. Social platforms, like LinkedIn, have become vital for leaders to communicate, connect and collaborate with various stakeholders. This includes current employees, potential new talent, new and existing customers as well as partners.

Why is this so important? Because when a leader uses social media in a structured way, it enhances their online visibility and leads to achieving wider business goals.

Consider this, 74% of employees and financial readers expect company leaders to communicate publicly on platforms like LinkedIn (Brunswick).

Executives’ online presence can also significantly reduce hiring costs by strengthening your employer brand - 68% of employees prefer to work for a leader active on social media (Brusnwick), and a robust employer brand can reduce hiring costs by up to 43% (SmartDreamers).

Moreover, 56% of professionals say a business executive’s presence on social media positively influences their purchase decision (LinkedIn).

In this blog, we'll explore how senior leaders can build their presence on LinkedIn, learn from successful C-Suite members on the platform, and take practical steps to leverage LinkedIn for success.

The Power of Leaders on Social Media

As a senior leader, you might wonder how your social media activity could influence your organisation’s bottom line.

The answer lies in the unique opportunities that platforms like LinkedIn offer for engagement, networking, and thought leadership.

A strong presence on LinkedIn can help increase employee engagement, deepen customer relationships, and keep you informed about market trends.

Learning from Successful Leaders on LinkedIn

Before we delve into the practical steps you can take to build your LinkedIn presence, let’s look at some leaders who have successfully leveraged their LinkedIn profiles to enhance their personal and professional brands.

These leaders come from various roles, including Chief HR Officer, Chief Marketing Officer, Chief Revenue Officer, and CEO.

They demonstrate how you can implement effective LinkedIn strategies regardless of your position in the organisation.

● Jeff Abbott – CEO, Ivanti: Jeff is a humble servant leader who (in his own words) shows up every day to prove to his employees who entrust him with the role of CEO. We love how open he is about his journey on LinkedIn and how he has a team to guide and build his confidence, read a summary of our recent conversation with him here. His approach to leadership is inspiring and relatable. Keep an ear out for his podcast series!

● Gabrielle Boko – CMO, NetApp: Gabrielle's profile stands out because she not only participates in international days of recognition, she shines a light on new team members and awards the marketing team. We admire her commitment to supporting the ecosystem of channel partners and how she’s not afraid to post a selfie to share her experiences and passion for what she does.

● Chris Degnan - CRO, Snowflake: Chris is a model of consistent activity on LinkedIn. He frequently shares updates, engages with his network, and welcomes new employees. His use of the #MakeItSnow hashtag, his willingness to share selfies, his participation in events like Blake Bartlett Live, and his virtual high fives to posts from colleagues further demonstrate his commitment to building a vibrant digital culture at Snowflake.

● Horst Gallo – CHRO, Orion Innovation: Horst is a true conversationalist. His LinkedIn activity goes beyond just posting content; he actively engages with his network by responding to comments on his posts - a practice not all executives follow. Horst frequently shares articles and infographics that offer insights into his thinking and leadership style, giving his connections a glimpse into the mind of a successful leader.

Practical Steps to Build Your Presence on LinkedIn Today

Now that we've seen how successful leaders use LinkedIn, let's explore some practical steps you can take today to start building your presence on the platform.

These steps are simple yet effective, and they can significantly enhance your visibility on LinkedIn.

● Rewrite Your Headline: Your LinkedIn headline is one of the first things people see when they visit your profile. Make it more specific about what you do and the value you bring. Instead of just stating your job title, consider adding what is your role, who you serve, and how you help this audience.

● Bring Out the 'You' More: Your LinkedIn profile should reflect who you are, not just what you've done. Go beyond listing your expertise and accomplishments. Consider using the About section to share your beliefs, passions, and the unique approach you bring to your work. Writing in the first person can make your profile more personal and relatable, allowing your network to connect with you on a deeper level.

● Update Your Profile Picture: Your profile picture will likely be the first thing people see. It should look like you and give the right first impression (take a look at our 8 Tips To Ensure Your Profile Picture Stands Out).

● Engage Your Network: Building your presence on LinkedIn isn't just about creating content but engaging your network. Comment on posts, share articles and participate in discussions. This can help you stay top of mind with your connections and expand your reach.

● Decide on Your Content Strategy: Maximise your impact by creating a content strategy aligned with your professional goals. What key topics will your post focus on? Consider your target audience and what they would find valuable and engaging. This strategic approach to content can help you connect with your audience on a deeper level and increase your online visibility.

The Impact of a Leader’s Presence on LinkedIn

The benefits of a strong LinkedIn presence extend beyond the individual leader. When senior leaders are active on LinkedIn, it sends a powerful message to employees, customers, and industry peers.

It shows that the leader is approachable, engaged, and committed to staying informed about industry trends and best practices.

Moreover, a socially active leadership team can drive business growth. As Sarah Goodall, founder of Tribal Impact, says:

"A socially active leadership team will drive business growth by attracting talent to the organisation, engaging with C-Suite customers and inspiring employees to get social themselves."

Improving a Leader’s Online Visibility

You can start building your LinkedIn presence today by following the practical steps outlined in this blog. Remember, it's about authenticity and engagement. So, be yourself, share your insights, and engage with your network.

If you need help getting started or want to take your LinkedIn presence to the next level, take a look at our LinkedIn Optimisation and Coaching Program.

We're here to help you unlock the full potential of LinkedIn and social media for your leadership role.