Why CEOs Should Post on LinkedIn Every Week

 

There’s that famous old saying by the famous French philosopher Descartes: I think, therefore I am. This kind of points to the role of a CEO in a business, as he or she is essentially a leader who needs to, above everything else, think and communicate his or her vision for the future of the company to their employees, stakeholders and customers. LinkedIn is undoubtedly the place to do it, and posting weekly on that platform helps them achieve just that with its extensive reach amongst a company’s primary stakeholders.

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For CEOs, using social media as their go-to medium for marketing their company as well as advocating on its behalf to the right target audiences is a foregone conclusion these days. Social media platforms like LinkedIn have the ability to outperform traditional forms of media like print and television, and this is not lost on industry leaders like CEOs.

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For them, posting regularly on LinkedIn, which is the most appropriate social media platform for them, makes eminent sense. By doing so, they can open direct channels of communication with employees, customers, peers and other stakeholders.

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If they do it regularly, like on a weekly basis, it helps build their social media clout and establish their credentials as thought leaders in their respective fields. Their voice effectively becomes an extension of their company's voice, speaking directly to the people who matter most from that company's growth prospects point of view.

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This is especially true of small businesses and startups. Content posted on a personal LinkedIn profile is known to generate 2.75 times more impressions and 5 times more engagements when compared with sharing the same content via a brand page. This is because a CEO’s engagement with its target audience on a consistent basis leads to more personal engagement that resonates in a way that paid media or corporate outreach can never replicate.

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LinkedIn algorithm is skewed in favour of personal profiles

Organic reach on LinkedIn these days has moved to personal profiles as well as employees. This means that the Linkedin algorithm favours content posted by actual people over what is posted via brand channels. It is primed to display content that is useful to users. What that translates to is the fact that it gives prominence to posts from people users are already interacting with. This supports the contention that CEOs should post on LinkedIn regularly, and doing so on a weekly basis will work out very well for them and the brand that they represent. The LinkedIn algorithm has now started rewarding content that provides genuine value to the users by way of high-quality interactions. The amount of time users spend consuming the content and the intensity of the engagement are key factors in shaping the algorithm’s propensity to promote it.

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What should they post?

There is a lot that CEOs can share with their target audience in their weekly LinkedIn posts. From valuable industry insights and perspectives to sharing anecdotes about their work life that offer pertinent lessons, and from sharing path-breaking ideas to the intricacies of decision-making, there is much that a CEO has to share with their followers and connections.

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A CEO has unique shareable insights that can shine a light on issues ranging from talking about industry trends, business decisions and hiring challenges to strategic decision-making and coping with technological change; there is so much of value that a CEO can share with his various target audiences. Above all, a CEO who posts regularly gives an organisation a human face, enabling it to engage in a personal dialogue with people that matter to it.

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