One thing I’ve learned helping executives on LinkedIn is that most don’t need more content. They need a clearer point of view.
Many executives default to sharing company news, announcements and milestones. That’s fine, but it shouldn’t make up most of what they post.
People already have plenty of ways to hear from the company. What they don’t get as often is the executive’s own experience, judgment and perspective.
That’s where the value is.
Start with what you want to be known for
I usually start by helping a leader define a short mission, leadership or vision statement.
It should answer a simple question: What do I want people to know me for?
For example:
I’m passionate about helping others by sharing firsthand, practical lessons from leadership, social media and AI.
From there, choose three or four sub topics you know well or care about. They might include a professional area, a personal interest or something you do in the community.
Those topics make it much easier to know what to write about.
Instead of asking, “What should I post?” you have a few clear areas to work from.
The ideas are usually already there
Most executives have more material than they think.
I suggest keeping a simple note during the week. Write down an interesting meeting, a question that keeps coming up, something you learned on a project, an idea from a conference or event, or even something from a volunteer or community activity.
Then set aside about an hour each week.
Look through those notes, your calendar and your email. Think about what stood out. Scan LinkedIn and see what peers are talking about.
Usually, a few ideas surface pretty quickly.
And not every idea needs to become a post. Sometimes the better move is to leave a thoughtful comment and add your own perspective.
Build into it
A lot of executives are not comfortable posting at first. Trying to turn them into frequent content creators overnight usually doesn’t work.
I prefer to build the habit in stages:
- Update the profile.
- Identify and connect with peers.
- Comment on two or three posts each week.
- Start posting once a week.
Once that feels normal and there is some momentum, add a longer article once a quarter.
It still takes work, but a good system makes it manageable.
Don’t get stuck on likes
Impressions, comments and likes matter, but they are not the whole story.
I pay attention to who is engaging, not just how many people are engaging.
Are you making new connections? Are the right people seeing your posts? Did a post lead to a conversation, speaking request, interview, sales lead or other opportunity?
That is where the real value starts to show up. This is executive visibility.
In my experience, if someone follows the process consistently, around three months is usually enough time to start seeing progress and have a reasonable benchmark to work from.
You have to be willing to say something
This is probably the hardest part.
Having a point of view means you may sometimes disagree or offer a different take.
That doesn’t mean being argumentative.m or posting something provocative just to get attention.
It means being clear about what you think and why.
It also means being open to people who see things differently. Those exchanges can be useful.
I generally suggest staying away from politics and religion unless those topics clearly connect to the leader’s mission and focus areas.
Most important, don’t force a voice that doesn’t fit the person.
Some executives are naturally conversational. Others are more formal. Both can work.
The communications person should be a guide
I see the role of the communications or social media person as a consultant and guide.
Help the executive define the mission and focus areas. Come to conversations with ideas and observations. Make the process easier.
But listen more than you steer.
The goal is not to manufacture a personality or force topics. It is to understand the leader well enough to help bring out ideas that are already there.
Take the chance
A lot of executives hold back because they worry about negative comments, or even worse, no reaction at all.
But most experienced leaders have something worth sharing.
They have years of decisions, mistakes, lessons and firsthand experience that others can learn from.
The answer usually isn’t more content.
It’s knowing what you want to be known for, staying focused on a few topics and being willing to share what you actually think.
Take the chance. Stay consistent. Let people hear from you, not just your company.
If you want to build a strong voice on LinkedIn or your blog, reach out. We can talk through what you’re trying to accomplish and where I can help.
