Why LinkedIn matters for executives 💼
by Lorraine Lee, author of Unforgettable Presence: Get Seen, Gain Influence, and Catapult Your Career
Of all the consulting requests I receive, helping executives (or their teams) strengthen their LinkedIn presence is the most common — and for good reason. LinkedIn is no longer optional for executives. It's where top talent, investors, journalists, and industry peers vet leaders and build trust — often before they’ve ever met you.
I've seen this firsthand throughout my career. As a founding editor at LinkedIn, I worked on the LinkedIn Influencer program (now known as LinkedIn Top Voices) and watched how the platform evolved into the ultimate professional networking tool.
1. Define content pillars and voice.
Start by identifying two to three core themes that align with your executive’s expertise and your company’s goals. These might include leadership, innovation, people development, or industry trends.
Then decide on the tone: Are they visionary? Warm? Analytical? Direct?
To uncover the right themes and tone, ask reflective questions like:
- What are you passionate about?
- How did you end up in this industry?
- What made you want to pursue a C-suite role?
- What was a big challenge or turning point in your career?
These questions help you understand who they are — not just as a leader, but as a person — and give you stories to draw from later.
Pro tip: Executives at large public companies often have less room for experimentation on LinkedIn. Make sure to coordinate closely with both the communications and executive teams to ensure alignment from the start.
