How to use executive LinkedIn profiles to maximise engagement

Unless you’ve been hiding under a rock, you probably already know that LinkedIn has become one of the most effective tools for B2B executives to build credibility, share insight and connect with the audiences that matter most.

Over the past five years, C-suite activity on LinkedIn has grown by 35% in the US and 30% in the UK. Industry conversations increasingly happen in public and the executives who take part in them are shaping how their businesses are perceived.

So how can your leadership team use their LinkedIn profiles to boost engagement and build authority in your sector?

1. Treat executive profiles as strategic brand channels

A LinkedIn profile should be seen as part of a company’s wider marketing ecosystem. When executives show up regularly with clarity, warmth and perspective, they become trusted ambassadors for their organisation.

According to the Edelman–LinkedIn 2025 B2B Thought Leadership Impact Report, thought leadership content is three times more likely to be shared than other types of LinkedIn posts. That kind of organic reach can’t easily be replicated by brand channels alone.

Encourage your leadership team to share their expertise, reflect on lessons learned and discuss industry changes. On social, people engage and follow individuals with genuine knowledge and expertise in their respective fields.

2. Focus on thought leadership that is original, insightful and relevant

Effective thought leadership adds value to a conversation rather than repeating it. The most engaging executive content tends to be:

• Original. A fresh perspective or idea.
• Insight-led. Supported by experience, observation or credible data.
• Expert. Grounded in knowledge and credibility.
• Timely. Connected to what is happening in the market right now.

Executives who share meaningful insights and respond quickly to developments in their sector are more likely to be seen as industry voices worth following.

3. Keep posts short, clear and conversational

Style and tone matter. Short sentences of under 12 words are easier to read and perform best. Posts phrased as statements receive 60% fewer comments than those ending with questions or inviting input.

For feed posts, aim for about 900 to 1,200 characters. Use LinkedIn Articles or newsletters for longer ideas that need more depth. Shorter posts that offer timely commentary on a market shift or respond to an industry trend can perform just as well.

4. Experiment, engage and stay consistent

Consistency and familiarity build trust. Aim to share two to five thoughtful posts each week, mixing original insights with curated content and company updates.

Experiment with different formats such as text, images, videos or carousels, and use analytics to understand what resonates. LinkedIn rewards engagement, not just posting frequency.

Additionally, interacting with 10 to 20 posts per day can increase visibility by 50% and engagement rates by 10%. Respond to comments, join conversations and show appreciation for others’ ideas.

5. Optimise executive profiles for credibility

Before creating content, make sure each profile is complete and professional. This includes:

• A clear, high-quality headshot and relevant banner image.
• A headline that summarises expertise rather than just a job title.
• An About section written in the first person that tells a story.
• Featured content highlighting key posts, media appearances or thought leadership.

For premium users, LinkedIn’s background image carousel can add an extra layer of visual storytelling, featuring testimonials or brand visuals that support the executive’s narrative.

Adding details such as pronouns, education and a clear overview of the role also helps humanise the profile and build trust.

6. Build and nurture a relevant network

An engaged network is more valuable than a large one. Executives should connect with industry peers, potential clients and partners, and follow thought leaders who influence their sector.

Meaningful connections lead to stronger engagement and higher visibility in the right circles. LinkedIn’s algorithm prioritises content that generates conversation among relevant audiences.

7. Lead with authenticity

Executives who communicate in a natural, personal tone create a stronger connection with their audience. Sharing lessons learned, personal reflections and genuine opinions builds credibility.

Authenticity does not mean informality, however. It means clarity, consistency and honesty. Every post should still align with the company’s values and professional standards. Steer well clear of controversial topics, unless that’s a road you’re determined to go down.

Linkedin is now a major marketing channel - use it that way

An active, thoughtful LinkedIn presence is one of the most effective ways for executives to build authority and strengthen their company’s reputation. The best day to start was yesterday.

If your executives need support developing a presence that feels authentic and aligned with your brand, we can help.

Get in touch to learn more.