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Simple Steps to Boost Your Brand’s Visibility
One of the most underutilized strategies in marketing today is turning your CEO into an industry influencer. It’s not just about boosting their personal brand— it’s about leveraging their position to enhance your company’s reputation, attract talent, and increase customer trust.
In my 30 years in marketing and content creation, I’ve seen countless businesses elevate their brand simply by having an influential (and charismatic) CEO on platforms like LinkedIn. And trust me, this can be done without needing to create a mini-celebrity out of your CEO or forcing them to spend hours every day writing posts.
Here’s how to do it. Follow these actionable steps to make your CEO a recognizable leader in your industry.
1. Develop a Personal Brand
The first thing you need is a consistent and authentic personal brand. It should reflect their values, expertise, and leadership style. Think of it as creating a unique story around them that resonates with your audience.
Take for example, Elon Musk. Love him or hate him, he’s built a personal brand that’s larger than life. Your CEO doesn’t have to go to such extremes, but their voice should still be distinct and authoritative. Their posts, comments, and engagements should align with a clear set of values and focus areas that represent both the CEO and your company.
Start by asking these questions: What does your CEO care about? What problems can they help solve? What experience or insight can they offer that others can't?
If you need some more help, check out “A New Approach to Building Your Personal Brand” by marketing educator Jill Avery and relationship expert Rachel Greenwald. This article offers insights into building an authentic personal brand that not only boosts your own credibility but also sets a genuine tone for your team and company, helping you connect more effectively with clients and audiences.
2. Optimize the LinkedIn Profile
Before your CEO posts a single thought, you’ll need to spruce up their LinkedIn profile. It should be polished, professional, and reflective of the personal brand you’ve built. The headline should clearly state who they are and what they do, while the summary should communicate their vision and areas of expertise. Heck, this is good advice for all of us!
Here’s an example: Imagine you’re working with the CEO of a sustainability startup, we know a few of those! Instead of a bland headline like “CEO at GreenTech,” use something punchier like “Leading Innovation in Sustainable Technology | Passionate About Eco-Friendly Solutions.” A well-crafted profile doesn’t just say “I’m a leader”—it shows leadership and sets the tone for all future interactions.
Here is a great example of a nice clean profile of a former colleague of mine. Deni’s profile stands out due to its clear and compelling headline that immediately highlights her expertise and value. Then a detailed summary that tells her professional story effectively, and a blend of accomplishments and skills that showcase her experience. Great friendly, approachable tone, all while maintaining a professional edge signaling credibility and active engagement in her field. That’s Deni!
3. Consistently Share Valuable Content
Your CEO’s influence will grow as they share valuable, insightful content. This is not about spamming LinkedIn with promotional posts about the company. Instead, have them share their thoughts on industry trends, leadership, innovation, or key challenges your target audience is facing.
Some creators are even calling for posts without links! That would certainly feel less promotional. But how will people ever find my website? Oh wait, they can just click on the profile to get the link.
Consistency is key. You don’t need them (or your social media manager) posting every day, but aim for at least one or two thoughtful posts a week. Use a mix of content types—text posts, articles, videos, and LinkedIn polls. Video content, in particular, is great for humanizing your CEO (more on that below) and adding a personal touch to their brand.
Copyblogger says, “The key to winning with content marketing is consistency, so selecting a form of content 🫵 you enjoy is important.”
4. Engage with Others' Content
Posting isn’t the only way to grow influence on LinkedIn. Engaging with others' content is just as important, some could argue more important. Have your CEO leave insightful comments on posts from industry peers, respond to followers, and reshare interesting articles. This creates a sense of community and shows that your CEO is genuinely engaged with what’s happening in the industry.
One of my clients, a SaaS company CEO, made a habit of commenting on LinkedIn posts from thought leaders and competitors😱. This didn’t just build relationships but made him a familiar face in the industry. Soon, people began tagging him in discussions, seeking his opinions on relevant topics.
“A comment has 15X more importance than a like,” says comment guru Fleur Willemijn van Beinum. “From experience, making an effort to write an insightful comment not only shows that you care and that you actually read the post, it also pushes the algorithm and the reach. Keep your comment as long as needed, as short as possible. Don't be a one-word wonder in your comments; 15 words at least. Don't write a thesis; keep it sweet and short.”
5. Leverage LinkedIn Articles and LinkedIn Live
Make longer-form articles from your CEO part of your marketing plan. LinkedIn articles are fantastic for diving deep into topics and positioning your CEO as an expert. They can always get cross posted to your blog or other platforms. Have them share insights about the challenges and innovations in your industry, what they’ve learned in leadership, or predictions for the future.
Another underused but effective tool is LinkedIn Live. Hosting a Q&A session, a discussion on trending industry topics, or sharing insights about a new product can add even more credibility. And it’s a great way to interact with your audience in real-time.
For example, one CEO I worked with in the networking industry used LinkedIn Live to walk his audience through his company’s latest innovations. The results? It led to a surge in new connections and inbound leads, all because his audience could see his passion and knowledge live.
According to Tomislav Horvat, "LinkedIn live streams are a hit, garnering 7X more reactions and a whopping 24X more comments than standard videos.”
As I am not an expert on hosting these, if you need a more complete LinkedIn Live guide check out: LinkedIn Live: A Comprehensive Guide to Hosting, Promoting, and Repurposing by @ Rachael Brandt, Marketing Manager, GreenBiz Group. This is thoughtful and very detailed!
6. Network Strategically and Showcase Achievements
Most CEOs I have met are great schmoozers. They should already know that building a robust network amplifies their reach and can open doors for partnerships, speaking engagements, and collaborations. They didn’t get to the top on their own.
Industry trade shows and conferences are ideal for this. Bring real business cards to hand out and shake a lot of hands! We still have not mastered the art of the digital handshake/details exchange. I know there are apps and tools. So we aren’t there yet. For a recent conference I went to, I had dual sided cards printed with QR codes, one side to connect with me and flip it to learn about our next award program.
Oh, and did your CEO speak at a conference? Share the video on LinkedIn!
Did your company win an award (maybe one from the Business Intelligence Group)? Show it off!
By publicly celebrating wins, your CEO demonstrates authority and credibility.
Get them in front of the camera! LinkedIn 💗 video! LinkedIn users spend 3X longer watching videos compared to static content. Start small with a quick update on a product, feature or new hire. Make it part of their routine. And once you are rolling, dedicate some office space with good lighting, a plant or two and a nice background. Once established, you’ll find it easy to get videos done!
Influence Starts with a Plan
Turning your CEO into an influencer on LinkedIn is a strategic move that pays off in many ways. From brand awareness to new business opportunities, the ripple effects are powerful. As a marketing leader, it’s your job to guide the process, providing the roadmap and support your CEO needs to thrive.
I’ve seen this strategy work but it takes courage, planning and consistency. And while it might sound like a lot of work, remember, it’s not about turning your CEO into a social media star. It’s about positioning them as a trusted voice in your industry—someone that customers, partners, and even competitors look to for insight and leadership…and then BUY something!
Follow these 6 Lesser Known CEO Influencers on LinkedIn
Farah Allen – CEO & Founder of The Labz, a platform for immersive web and metaverse experiences. Allen actively shares insights on awards, speaking engagements, and media coverage. Her posts, which often include eye-catching visuals, position her as a leader in tech innovation for the virtual experience industry.
Raj Bhaskar – Co-founder & CEO of Hurdlr, a company providing financial solutions for small businesses. Bhaskar’s LinkedIn profile is an example of using personal branding to promote his company’s mission, including custom graphics and content tailored to business owners looking for financial solutions.
Mark Chung – Co-founder & CEO of Verdigris Technologies, a company working on AI-driven sustainability solutions. Chung’s LinkedIn presence includes thoughtful posts about AI and its application across industries, often referencing his company’s work with high-profile partners like NASA.
Nicole Sahin – CEO & Founder of Globalization Partners, a company that simplifies hiring international talent. Sahin uses LinkedIn to promote her company’s achievements and mission while also highlighting her philanthropic efforts, making her a relatable and influential voice in the global employment space.
Ash Wilson – Founder & CEO of AuditMate, a company specializing in elevator management. Wilson’s unique branding and candid, inclusive communication style help them stand out on LinkedIn. They regularly shares insights on company operations and advocacy.
William Ballance – CEO of Lavender, a platform that helps improve email communication. Ballance’s posts on LinkedIn are informal, engaging, and often playful, reflecting his company's branding. His profile highlights practical advice on email optimization, which has attracted a broad audience of users.
Photo by Christina Morillo