Activating leaders on LinkedIn is about strategy, not surface activity. It’s as much about knowing the people you want to reach (what they find useful, which formats they’ll actually read, and how they like to be engaged) as it is about understanding the platform itself.
While messaging should always be your main priority, the mechanics still matter.
That’s why our executive branding team keeps a constant eye on LinkedIn’s algorithm and audience behaviour. Supporting leaders effectively means knowing both the people they want to reach and the system that decides what those people see. When you understand the platform rewards, what it filters out and why, you can shape content strategies that help executives cut through the noise.
And this matters more than ever, because according to Golin’s CEO Impact Index, while LinkedIn remains the platform of choice for senior leaders, only 18% of CEOs fully leverage LinkedIn, yet those who do see record levels of engagement. That gap shows both the scale of the opportunity and the urgency to adapt. Leaders who evolve their approach now will be the ones who build lasting influence.
Below, I’ll walk through the recent updates to LinkedIn’s algorithm so you can help executives adapt their approach with confidence.
What’s changing in LinkedIn’s algorithm
LinkedIn’s algorithm decides how content is distributed and who gets to see it. Recently the platform has shifted toward expertise, depth and meaningful engagement, deprioritising viral click-bait and rewarding professional value and authentic conversation.
For those supporting executives, understanding these changes is essential. Visibility is no longer about quick fixes or hashtags. In fact, many users are still unsure what role hashtags play on LinkedIn today. It’s a topic we’ve seen discussed across the platform, with people questioning whether hashtags still matter and how they now fit into the algorithm.
So, what should the focus be on?
Quality content
The algorithm rewards posts that spark engagement. Strong opening lines, useful insights, clear structure and content that invites discussion outperform broad “viral” posts.
When supporting leaders, focus on helping them shape posts that start conversations rather than simply broadcast messages.
Focus on keywords
Hashtags are no longer the primary discovery tool. Instead, build searchable keywords into the post copy. Encourage your executives to think about the terms their audience searches for and use them in their sentences. This will also help to build their presence in search engines and LLMs (large language models), including ChatGPT, Perplexity and Google’s AI Overviews.
What’s more, research by Semrush found that LinkedIn is one of the top cited sources on LLMs, with 5.9% of 150k citations they researched in June 2025 coming from LinkedIn.
Use of hashtags
Hashtags are not redundant, but their role has evolved. They’re more useful for indexing and community signalling than broad discoverability. Encourage executives to use organisational and niche hashtags that connect to events such as #EarthDay, or branded themes and launches like Ericsson’s #TeamEricsson.
This approach helps build visibility in the right communities and signals relevance without overusing tags. Best practice is to limit use to one to three per post, and only if they create a bridge between the leader’s post and a wider professional dialogue.
Profile optimisation
Beyond post copy, make the profile work for discovery and credibility. Use role- and industry-specific keywords in the headline and summary, keep experience concise and outcome-focused.
What’s losing impact
- Click-bait hooks and “like-for-like” tactics.
- Engagement pods and excessive tagging.
- Posts that rely on external links in the main body as a reach strategy.
- High post frequency without clear relevance or quality.
- Company page content without employee amplification.
Six steps to take now
We know that what makes the difference on LinkedIn is how you show up: consistently, with insight, and in ways that build trust. According to Golin’s CEO Impact Index, the top 50 CEOs in their ranking earned an 80% higher average annual share price growth compared to their peers. That correlation shows that leaders who are more visible create authority, credibility and influence that translate into real business value.
When guiding executives, these are the steps that make a measurable difference. They are not just chasing engagement, they are building a presence that supports their reputation, strengthens their leadership narrative and increases their impact.
- Identify their core keywords
Ask them to choose three to five terms that reflect their leadership themes, for example, “digital transformation,” “organisational culture” or “sustainability.” They should use them naturally in their copy so their content is found in the right conversations. - Write a compelling opening line
The first sentence determines whether people click “see more.” Help leaders craft an opening that offers a strong opinion, a surprising fact or a thought-provoking question. - Use hashtags sparingly
Keep them for campaigns, events or branded themes. One to three is enough. - Tag colleagues with intention
When others are part of the story, tag them. This makes posts more relevant and extends their reach. - Post consistently
One post will not shift perception. Leaders who post regularly and share meaningful insights build reputation and trust over time. We typically recommend three to four high-quality posts per week. - Track and refine
Get them to watch what resonates with their audience. If they can measure engagement patterns, they can focus on the themes that spark the strongest response.
The benefits of these steps will go beyond impressions or likes, they will help to build influence that has a tangible business impact.
Quality content is your differentiator
If hashtags are no longer the driver of visibility, quality content is what will make leaders stand out. Executives who share authentic, keyword-rich thought leadership rise above those who rely on outdated tactics.
Quality content means offering perspective, telling stories and sparking conversation. It is about giving their audience something they cannot get elsewhere, whether that is an insider view, a learning from experience or an opinion that challenges assumptions.
And this is what decision-makers are looking for. The Edelman 2025 B2B Thought Leadership Report found that 55% of decision-makers who are not yet visible in the sales process use thought leadership as part of their vetting, and 86% said they want fresh perspectives that challenge their thinking.
When leaders share quality consistently, they build credibility and advocacy that extends beyond their networks to potential customers and talent who may be quietly paying attention. That is why quality endures, even as algorithms change.
Why this matters for executive branding
Helping executives adapt to LinkedIn’s changes is about building trust, not following trends. With over a billion members on the platform, leaders who post with substance are more likely to connect with prospects, investors, talent and customers.
At Tribal, this is why we support executives through our Scaling Social™ methodology. It's not about chasing quick fixes like hashtags. It's about building long-term presence rooted in credibility and influence.
Executives who focus on quality, keywords and consistent thought leadership will not just stay visible. They will strengthen their reputation, shape industry conversations and build the kind of trust that lasts.
