A lot of executives treat LinkedIn like an occasional obligation.
They post when something big happens, like a promotion, a product launch, a keynote, or a podcast. Maybe they share an article or reshare a corporate update, just to stay on the radar.
But over time, that kind of sporadic activity falls flat. It keeps you visible, but not necessarily influential. It shows you’re active but doesn’t communicate who you are or what you stand for.
If your goal is to lead at a higher level, you need a strategy.
We’ve worked with thousands of CEOs and VPs on this exact question: What should your personal brand strategy be on LinkedIn?
The process isn’t complicated, but it does require some thinking. Here’s how we approach it.
1. What do you want LinkedIn to do for you?
This is the foundation of your entire strategy. What is the purpose behind your LinkedIn activity?
Are you looking to move into a broader role? Ready for a board seat? Looking to strengthen your leadership reputation inside your company? Wanting to build recognition in your field?
Each of these goals requires a slightly different approach.
A strategy designed for peer-to-peer thought leadership will look different from one designed to build trust with a future employer or deepen your influence across the executive team.
Start by defining what success looks like to you.
2. Who needs to see you that way?
Once you know your goals, the next step is identifying the people who need to see and trust you in that context.
Are you speaking to senior leaders who make promotion decisions?
To your internal team because you’re implementing some major changes?
To board members, investors, partners?
To future colleagues and rising talent?
Get clear on who you need to reach, who you want paying attention to you.
3. What do you want to be known for?
This is where we start to shape your reputation.
We typically define three business-related branding blocks. These are areas where you want to be seen as an expert, and where you have a strong point of view.
4. What’s the through line?
This is the narrative thread that ties everything together.
When someone scrolls your profile or reads a few of your posts, what story should emerge?
Every post won’t necessarily hit on this story, but you want it to be easily visible when someone scans your activity.
5. What matters to you personally?
This is where you become 3D. Where we show that you are about more than just closing deals or delivering results.
How do you give back to the community? Is there something that matters to you personally that you’d be comfortable sharing from time to time? It might be a cause you support, a group you advocate for, or something that’s shaped the way you lead.
Many executives avoid these topics, thinking they’re too personal. But these are often the posts that resonate most deeply. They show your values in action. They add warmth and texture to your presence.
And they make it easier for others to connect with you on a human level.
6. What’s your voice?
How do you want to sound? Do you want to be corporate and professional, or are you OK being more casual?
Are there phrases you use all the time? Maybe things your team teases you about?
7. What cadence is realistic?
Don’t set posting goals that you aren’t going to be able to meet. Is once a week possible for you? Or should you start by posting monthly?
Make it easy on yourself. Choose a cadence that will be achievable and sustainable over time. (You can always post more as you ease into being more active.)
This is where having support can make all the difference. When someone else is helping shape your ideas, refine your message, and manage the publishing rhythm, it becomes much easier to stay consistent – and strategic.
Having help also keeps you accountable. Posting on LinkedIn is always going to be important, but not urgent. With the kind of busy day you typically have, it’s easy for posting to slip through the cracks.
Where to go from here
You don’t need to be a content machine to build an effective presence on LinkedIn. You just need to be intentional.
Get clear on your goals. Understand who you want to reach. Decide what you want to be known for, and show up in a way that supports that.
If you’d like help translating all of that into a sustainable strategy, that’s what we do. We work with you to define a clear branding strategy, and we can help you implement too.