CEO Influence: Harnessing Social Media for Power and Impact

The trend of C-suite executives engaging actively on social media, particularly LinkedIn, has gained momentum, with a 35% increase in US C-suite professionals on the platform over the past five years and a 30% increase in the UK. Executives are increasingly expected to share their thoughts and experiences, enhancing their public profiles and building trust with audiences. LinkedIn reports that posts from chief executives see four times more engagement than other member content, with an average follower increase of 39% following a post.

Dan Shapero, COO at LinkedIn, notes that it’s often easier to establish trust with individuals than with corporate brands. Executives use LinkedIn to connect authentically with their audiences, contributing to the perception that business is personal. However, balancing personal and professional content is crucial. While sharing knowledge and advice is encouraged, overly personal posts about issues like divorce or burnout may not resonate well with the LinkedIn audience.

Video content is becoming increasingly important, with a 34% year-on-year increase in video uploads on LinkedIn. Shapero emphasizes that video allows for deeper connections and engagement, particularly when it features executives discussing relatable topics from their lives.

However, executives are also under pressure to address societal issues. A significant majority of professionals and investors expect leaders to take stands on important matters, even though many leaders feel unprepared for such discussions. Adrien Nussenbaum, co-CEO of Mirakl, exemplified this by addressing extremism ahead of the French elections, arguing that leaders have a duty to speak out on societal issues rather than limit themselves to corporate messaging.

While voicing opinions on social matters can indeed be risky for executives, doing so can also attract idealistic talent who are increasingly looking for alignment with their values in potential employers. Research shows that candidates often prioritize the **CEO’s LinkedIn page** when researching a company, making it a critical platform for executives to convey their beliefs and values. This visibility can help attract individuals who are not only skilled but also share similar ideals and a commitment to social responsibility.

Additionally, executives can leverage LinkedIn to acknowledge and celebrate their employees’ achievement's. By publicly recognizing team members' contributions, leaders can foster a positive workplace culture that values collaboration and success. This practice not only boosts employee morale but also enhances retention, as individuals feel appreciated and motivated.

Crucially, when executives highlight their employees’ successes on LinkedIn, they can do so in a manner that avoids coming across as boastful. This approach emphasizes the collective achievements of the team rather than solely the accomplishments of the leadership. By promoting a culture of recognition and celebration, executives can create a supportive environment that encourages innovation and loyalty, further reinforcing the organization’s appeal to potential hires who value a strong corporate culture.

For busy executives who may be hesitant to embrace social media, experts recommend dedicating just 20 minutes a day to posting and engaging with their network as a manageable and effective strategy. Chantal Swainston, the founder of The Heard, highlights that maintaining an active presence on platforms like LinkedIn is crucial for networking and relationship-building. She stresses that LinkedIn should not be viewed merely as a platform for broadcasting corporate messages; rather, it is a space for meaningful engagement with other professionals.

By investing a small amount of time daily, executives can share insights, comment on industry trends, and connect with peers, fostering genuine interactions that enhance their professional image. This approach allows leaders to establish their authority, demonstrate thought leadership, and cultivate relationships that can benefit both their personal brand and their organization. Ultimately, the goal is to leverage the power of social media to create connections that resonate beyond the digital realm, reinforcing the importance of authenticity and engagement in today’s professional landscape.