7 Vital Reasons Why Every Founder and CEO Should Post Regularly on LinkedIn

In today's fast-paced and interconnected business landscape, building a strong online presence has become a necessity for entrepreneurs and business leaders. While various social media platforms offer opportunities for engagement, there's one platform that stands out for its focus on professionalism and networking—LinkedIn. 

For founders and CEOs, LinkedIn isn't just another social media outlet; it's a powerful tool that can significantly impact their personal brand and company's growth. If you’re struggling to grow your brand’s online presence or improve your inbound pipeline, you haven’t fully leveraged LinkedIn’s potential to your advantage — yet.

As a founder myself, I interact with CEOs, founders, and other C-suite leaders on a regular basis and ask them what channels of marketing have worked best (or worst) for them. 

The ones that post regularly on LinkedIn have an almost unanimous endorsement for LinkedIn to expand their network, showcase company culture to attract top talent and generate valuable business opportunities.

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The ones that post intermittently on LinkedIn agree that they aren’t as active on LinkedIn as they would like to be. But being active on LinkedIn is not everyone’s cup of tea. In my everyday interaction with founders and other business leaders, the #1 problem that I see they struggle with most is their lack of commitment to post regularly on LinkedIn. They either don’t see the value of posting on LinkedIn, struggle to come up with new ideas to post, or have other excuses that take priority over being active on LinkedIn.

In this blog post, we delve into the reasons why every founder and CEO should embrace the power of LinkedIn and make it a priority to post regularly. Let's explore how this dynamic platform can be a game-changer in establishing thought leadership, fostering meaningful connections, and driving success in the competitive business world.

If you are a founder or CEO who’s not sure about posting regularly on LinkedIn, here are the top reasons you should consider seriously.

While there are plenty of benefits of being active on LinkedIn, here are the top 7 reasons that I think are most compelling for founders and CEOs.

1. Expand network and build relationships

The best way to understand the value of posting regularly on LinkedIn is to first understand it’s reach. LinkedIn has over 930 million members globally out of which 137 million members (from the U.S. alone) use the platform daily.

Imagine the return on investment (ROI) that you can get if you can promote yourself or your brand to a fraction of these people every day!

For professionals, LinkedIn is the world’s biggest stage with the most number of authentic business profiles who are willing to buy from you. No matter how great your brand’s monthly website traffic is, it doesn’t hold a candle to LinkedIn’s ready-made reach and distribution.

The only investments that LinkedIn demands are time and commitment. It’s a level playing field that rewards consistency over anything else. A fresh college grad who posts regularly on LinkedIn continuously for three months can yield more results out of the platform than an experienced founder who posts sporadically — if at all.

Posting consistently also significantly improves your chances of winning on LinkedIn. Despite the massive user base, only 1% of people post regularly on LinkedIn (amassing a total of 9 billion impressions every week collectively). All you need to do is show up regularly.

2. Build a personal brand

LinkedIn has emerged as a powerful platform for Founders and CEOs to build a compelling personal brand. Beyond the traditional corporate façade, this professional networking site offers an opportunity for leaders to showcase their authentic selves, share valuable insights, and connect with a global audience. Surprisingly, it's not just the well-known personalities who benefit from an active LinkedIn presence. Many relatively unknown founders and CEOs have witnessed astonishing results by leveraging this platform effectively.

LinkedIn's algorithm prioritizes consistent and engaging content. By posting regularly, founders and CEOs can increase their visibility in their network and beyond, reaching potential clients, partners, and investors they may not have encountered through other means.

Personal branding on LinkedIn can positively impact the company's reputation. When a founder or CEO actively participates and shares updates about their company's culture, achievements, and vision, it humanizes the organization, making it more relatable and appealing to stakeholders.

A handful of people like Justin Welsh have done exactly the same — he build a personal brand on LinkedIn that’s still working in his favor, grew his LinkedIn following from 2k to 435k+, and leveraged the audience building to earn over $4.2 million in income. He now has a course to teach others how to do the same — meaning there’s certainly a method to achieve this goal.

A personal brand today is like a business moat that you can use to increase the surface area of luck and recreate the success of one business to another.

3. Generate more opportunities

Posting content on LinkedIn is a potent strategy that empowers Founders and CEOs to tap into a world of new opportunities and acquire valuable customers.

LinkedIn's algorithm rewards consistent and engaging content. By posting regularly, founders and CEOs can significantly increase their visibility in the platform's vast professional network, reaching potential customers they may not have encountered through traditional marketing channels.

Thoughtful content showcasing industry insights, trends, and expertise can position founders and CEOs as authoritative figures within their respective domains. As they share valuable knowledge and experiences, they build trust and credibility, making potential customers more inclined to explore their products or services.

LinkedIn's multimedia features, such as videos, infographics, and webinars, offer founders and CEOs creative ways to engage their audience. Innovative content stands out and attracts attention, leading to increased engagement, meaningful interactions, and, ultimately, new customer acquisition.

Through LinkedIn, many founders and CEOs have successfully connected with key decision-makers and influencers in their industries. This direct access to top-level professionals enables them to forge partnerships, secure collaborations, and even land substantial contracts with prominent organizations.

Posting content that humanizes the company and showcases its values can forge a strong emotional connection with potential customers. When people resonate with a brand's culture and mission, they are more likely to become loyal customers and advocates, driving sustainable business growth.

4. Attract and recruit great talent

Posting content on LinkedIn goes beyond being a means to attract customers; it also serves as a valuable tool for Founders and CEOs to attract top talent. 

Posting content about the company's culture, values, and achievements can pique the interest of these talented individuals, enticing them to explore job opportunities within the organization.

Engaging content that highlights the company's projects, innovations, and growth trajectory can captivate job seekers, presenting the company as an exciting and forward-thinking workplace. By sharing success stories of current employees or featuring testimonials about the company's work environment, founders and CEOs can create an appealing employer brand.

LinkedIn's recommendation system allows employees to endorse and recommend the company as a desirable employer. These genuine testimonials add credibility to the company's reputation and attract potential talent, as job seekers highly value the opinions of current and former employees.

Posting content that highlights the company's commitment to employee development, work-life balance, and inclusivity can attract candidates seeking a positive and fulfilling work environment. Job seekers increasingly prioritize these factors when making career decisions.

By fostering personalized interactions, founders and CEOs can establish a rapport with potential talent, making them more likely to consider joining the organization.

5. Get feedback with a “build in public” model

LinkedIn gives you access to a ready and willing audience, but it’s up to you to leverage it for your brand’s growth. Feedback from your target market on the viability of the product you are building, how you are marketing and selling it, and what price the buyers are willing to pay are critical data points that can help you outcompete the rival brands.

In recent years, I am witnessing a new trend that many founders are using to speed up the market feedback mostly on LinkedIn and Twitter, i.e. the trend of “build in public.”

Building in public is a participatory model of growing a business where you intentionally share your learning process with your brand’s stakeholders. Simply put, it means growing a startup business by sharing your journey out in the open instead of building it in “stealth mode.”

Building in public creates a direct feedback loop with your buyers, lets you test ideas before you bring them to fruition, and learn more about your buyer preferences in real-time. It saves you time and money to build your startup from the ground up or pivot it in the right direction before it’s too late.

If you can leverage the concept of building in public by being regular on LinkedIn, you can accelerate your business growth while sharpening your go-to-market (GTM) initiatives. Founders who have done it successfully are usually credited with growing their business through founder-led growth.

6. Launch and promote your products and services

LinkedIn's audience includes decision-makers and industry professionals, making it an ideal platform to introduce new products to a highly relevant and engaged audience. By crafting compelling content about product features, benefits, and use cases, founders and CEOs can capture the attention of potential customers and key stakeholders.

Sharing behind-the-scenes content about the product development process, such as sneak peeks, prototypes, and success stories, creates excitement and anticipation among the audience. This sense of exclusivity can turn potential customers into brand advocates and early adopters.

Founders and CEOs who have actively promoted their new products on LinkedIn have experienced an influx of inbound leads and inquiries from interested customers. By engaging with the audience through comments, direct messages, and personalized interactions, founders and CEOs have cultivated loyal customer bases for their new products. These loyal followers not only become customers but also provide valuable feedback and testimonials, driving further product success.

7. Manage crisis and critical communication

During times of crisis, LinkedIn becomes a powerful platform for Founders and CEOs to effectively manage communication and navigate challenging situations. While it may not be the first platform that comes to mind for crisis management, its professional setting and wide-reaching audience offer unique advantages that many may overlook.

Posting timely and transparent updates on LinkedIn can help quell rumors and provide accurate information to stakeholders. By addressing concerns head-on, founders and CEOs demonstrate their commitment to transparency, which fosters trust and confidence in their leadership during turbulent times.

Sharing stories of resilience, problem-solving, and positive actions taken by the company during a crisis can inspire confidence and loyalty among stakeholders. Highlighting how the organization is adapting and learning from challenges reinforces a sense of unity and purpose.

LinkedIn's network extends beyond just business connections; it includes journalists, influencers, and media professionals. By posting crisis-related content on the platform, founders and CEOs can increase the likelihood of accurate and balanced media coverage during challenging situations.

Closing thoughts…

For people serious about increasing their chances of luck in today’s volatile business world, LinkedIn is a bountiful playground.

To be honest, even I’m not as consistent about posting on LinkedIn as much as I would like to be. Between multiple Zoom meetings, personal chores, and spending time with family — posting on LinkedIn somehow slips under the radar.

Lately though, I’ve made it a point to take some time out (even if it’s 15 minutes) every day to make my presence felt on LinkedIn. It doesn’t matter if it’s an idea I want to share or a comment on a post that I agree/disagree with. Just being intentional about interacting with my network on LinkedIn is like making small deposits every day to your personal brand account that you can withdraw with hefty interest down the road.

Yes, I know you don’t have time for LinkedIn. Yes, the idea of posting on LinkedIn feels as appealing as talking to a wall because — let’s face it — you can’t control engagement.

I used to be in the same boat, and that’s why we’re building Amplifeed.ai — an AI-based assistant that solves the problem of creating LinkedIn posts and getting an initial engagement to the posts.

Amplifeed.ai help founders like you post more consistently on LinkedIn, build a personal brand, and get the first round of engagement from colleagues in Slack workspace.