How your brand appears on LinkedIn matters – so don’t let exec profiles fall short!
Executives’ reputations significantly impact overall brand success, shaping corporate perception. Now, with 40-70% of a company’s market value attributed to a CEO’s reputation – it really is in an organization’s best interest to keep a roster of stellar thought leaders to demonstrate company expertise and branding.
Which brings me to LinkedIn. No, it isn’t just a network for job seekers – it’s become a modern platform for B2B communication to share content, promote events, build relationships, show authority, and boost executive influence. I know the platform scaled back formal, proactive fact-checking commitments in 2025, but this has only served to encourage lively debate and creative thinking. As a result LinkedIn’s value just keeps on growing.
The platform has proven to significantly improve brand awareness and authority and is now ranking among results for both SEO and AEO. According to LinkedIn’s Head of Content Solutions, EMEA & Latin America, Jonathan Palmer “four out of five LinkedIn members drive business decisions and possess twice the buying power of the average web audience.” But they aren’t buying from company profiles, they’re buying from people.
Yet, many executives are falling short of reaching their full potential on LinkedIn. Research from The London School of Economics shows a median engagement rate (the number of likes from all followers) of just 0.19%, or 19 likes per 10,000 followers. So what do they need to do to get trusted engagement?
There’s much more to a LinkedIn – or any social media – profile than just posting every once in a while. To understand how businesses can unlock the full power of exec posting, we’re taking a closer look at PR News’ recent article “3 Reasons Your Executive Isn’t Breaking Through on LinkedIn—and What to Do About It”:
- Humans still have the upper hand, so let your execs act like one!
Despite B2B being business-to-business, human relationships still matter and the old adage of “people buy from people” still rings true. How you come across on LinkedIn matters – what you say, how you say it, and why you’re saying it – it’s classic signal theory in action!
Too often, execs are speaking more like a brand than a human. As PR News states “If your executives are sounding more like a press release than like the unique human they are, it’s time for a refresh.” It’s true, audiences look for real voices, not press releases dressed up as posts. Posting the same content as a company page does nothing to distinguish an exec from the broader corporate brand.
Exec channels have the opportunity to dig deeper, explore “why” something is important, offer an opinion, or share a new take on a hot story or industry development. So why is the why important? Because “people trust people” and audiences are far more likely to engage with content from leaders they feel they know personally than with generic brand posts.
Our advice? A great exec profile doesn’t start and end with just posting – engage with others, respond to comments, and interact with thought leaders in that industry. It will help boost relationships, engagement, and humanize the exec even further.
- Show and tell – Gen Z is watching
Gen Z has firmly made its way to LinkedIn and today, the generation holds an increasing amount of buying power. It could be time execs channelled their inner Gen Z! Before any real amount of panic sets in, we’re not necessarily talking about mastering their lingo or learning the latest dance for TikTok – but don’t ignore the power of video.
The ascent of short form content has been reeling viewers in for years with the likes of Vine, TikTok, and Instagram. But in the B2B world, it’s now firmly rooted itself on LinkedIn – and audiences are loving it.
Not only can videos engage viewers emotionally in a way text often can’t, but it also conveys tone, personality, and presence. And guess what, people get to see people!
The ease of sharing is a key driving factor when it comes to short form content and executives who embrace short-form video – even if filmed on a phone – signal their approachability and confidence. What’s more, platforms are rewarding this engagement with more views, more comments, and more connection opportunities, so it’s a win-win! Short-form video content provides the perfect opportunity to engage new audiences and provide them with digestible information – it can even be the make-or-break of a key buyer decision!
- Don’t be snooze-worthy – playing it safe isn’t always best practice
Finally, let’s tackle the notion of playing it too safe. As an international PR agency, we know only too well the importance of saying the right thing, in the right way – but spoiler alert, you can still have an opinion while being mindful! Sometimes playing it too safe can be just as detrimental, because you’ll be scrolled past, unfollowed, or simply forgotten. As PR News states “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.”
Don’t fall into the trap of being overly cautious – sticking to safe, scrubbed content that avoids controversy or insight. It feels comfortable but it’s not memorable. Remember an exec’s audience is following them because they want to hear their unique views. Share informed opinions, take thoughtful stances on industry shifts, and speak candidly about challenges and lessons learned. It will help resonate with audiences, instil trust, and establish an exec as a thought leader. Remember, a credible voice goes a long way in the B2B landscape – and don’t forget about publishing content via employee advocacy boards.
The IBA handbook – tried, tested, and successful
Our tried-and-tested IBA method combines a powerful mix of executive profiling, thought leadership, and social media to help our client execs stand out as authoritative leaders in noisy marketplaces. Our tailored social media program helps execs establish brand voice, showcase expertise, and demonstrate leadership on industry topics and customer pain points.
When integrated alongside thought leadership and social media campaigns, exec profiling bridges product offerings and consumer engagement.
Contact the IBA team today to find out more on how we can help shape your exec profiles – in the media, on socials, and in real life!
Georgia Harris is PR Lead, Themes at IBA International.
