LinkedIn has evolved far beyond its origins as a job-seeking platform. Today, it serves as a dynamic space for professional dialogue and thought leadership, with a rising trend of C-suite executives, particularly CEOs, using it to build their public profiles and engage directly with professional audiences.

Financial Times (FT), October 2024

“There has been a 35 percent increase in C-suite professionals in the U.S. on LinkedIn in the past five years and a 30 percent rise in the U.K. There has also been a 23 percent increase in posts from chief executives globally year on year, and their content gets four times more engagement than other content from LinkedIn members. CEOs can expect a 39 percent surge in followers after posting, according to LinkedIn.”LinkedIn has become an essential space for leaders to share insights, and tools like LinkedIn Thought Leader Ads have further accelerated this trend. These tools allow businesses to amplify their executives’ voices and connect more deeply with audiences, whether through organic posts or paid promotions.

A Shifting Social Media Landscape

The rise in C-suite engagement on LinkedIn reflects a broader shift in the social media landscape. As professional conversations migrate from platforms like Twitter (now X) to LinkedIn, the latter has become the go-to hub for thought leadership and industry discussions. This change has made LinkedIn a crucial platform for executives aiming to maintain visibility and influence in the digital space.

C-suite activity on LinkedIn occurs through organic means, where executives share regular updates and insights, and paid efforts, such as boosting these posts with LinkedIn’s ad tools like Thought Leader Ads. This dual strategy allows businesses to keep a consistent presence while expanding their reach to a broader audience when necessary.

Leveraging LinkedIn Thought Leader Ads

Introduced in 2023, LinkedIn Thought Leader Ads have provided a scalable way for businesses to promote posts directly from their executives’ profiles. This ad format offers a more personal and relatable method of reaching audiences compared to traditional corporate content. It capitalises on a key insight: people are more inclined to engage with content from individuals than from brands. As such, Thought Leader Ads are a powerful tool for boosting engagement and building trust.

Authenticity and Trust: The Cornerstone of Engagement

One of the key strengths of Thought Leader Ads lies in their emphasis on authenticity. As Dan Shapero, LinkedIn’s Chief Operating Officer, explained to the FT: “It’s often easier to build trust with people than corporate brands.” This insight underscores a shift in how users interact with content on LinkedIn, showing a preference for genuine voices over standard corporate messaging. Thought Leader Ads enable executives to share their expertise, insights, and values in a personal yet professional way.

For CEOs, this means creating content that balances personal stories with professional insights. Video content, in particular, has become a popular medium for connecting with followers. LinkedIn has reported a 34% year-over-year increase in video uploads, making it the platform’s fastest-growing content format. Videos provide a unique opportunity for leaders to discuss industry trends, workplace challenges, or societal issues, all while maintaining an authentic tone. When promoted through Thought Leader Ads, these videos can reach a wider audience, maximising their impact.

Strategic Uses of Thought Leader Ads

Thought Leader Ads aren’t just about increasing visibility; they can be strategically aligned with broader business goals. Here are some effective ways businesses can use these ads:

1. Promoting Events with a Personal Touch: Thought Leader Ads are particularly effective for promoting events, webinars, and conferences. Rather than relying solely on company-branded announcements, businesses can use Thought Leader Ads to share event invitations directly from their executives’ profiles. For example, a CEO might highlight key takeaways from an upcoming industry conference, offering a personal invitation to potential attendees. This approach can increase event registrations by providing a more relatable and engaging message.
2. Amplifying Industry Insights: Thought Leader Ads are a powerful way to share in-depth industry insights from executives. For instance, a CFO might write a post discussing emerging trends in financial regulation, positioning themselves and the company as thought leaders in their field. Promoting this content helps capture the attention of key decision-makers and reinforces the business’s expertise within its industry.
3. Supporting Recruitment Efforts: Many job seekers use LinkedIn to assess a company’s culture and leadership. Promoting posts where executives share the company’s values, highlight achievements, or discuss the workplace environment can help attract top talent. For example, a CEO’s post about the company’s dedication to diversity and inclusion can reach potential candidates who prioritise those values, positioning the company as a desirable place to work.
4. Optimizing Campaign Performance: To maximise the impact of Thought Leader Ads, businesses should regularly monitor engagement metrics like likes, shares, comments, and click-through rates. This data provides valuable insights into what types of posts resonate most with audiences, helping refine future content strategies. Adjusting targeting or testing different ad formats can further enhance campaign performance and ensure a better return on investment.

CEOs, Thought Leadership, AI and Authenticity 

Another factor driving increased CEO activity on LinkedIn is integrating AI tools that streamline content creation.

LinkedIn has incorporated basic generative AI capabilities into its platform, while many executives use more advanced third-party tools like ChatGPT, Claude, or Jasper.

Generative AI tools help condense complex ideas into concise, engaging posts, allowing time-constrained leaders to maintain a consistent presence. While AI simplifies the process, it doesn’t replace the need for genuine human expression; executives still need to bring their unique perspectives to the table.

David Furlonger, Gartner, June 2024

“CEOs are naturally fairly skeptical and, in recent years, have experienced heavily and cleverly marketed attempts to sell concepts such as blockchain and metaverse to the corporate world. However, 64% of CEOs believe 2023’s AI breakthroughs justify the hype. 

This is perhaps, in part, because three-quarters of CEOs personally used ChatGPT in the first half of 2023, and 44% used it in their jobs. (We asked about ChatGPT by name because, at the time the survey began, it was the only term we expected them to recognize.) The last time we noticed anything similar was in 2012, when 40% of CEOs started using an iPad in their job within the first six months of its release.”

The increased presence of CEOs on LinkedIn represents more than a passing trend; it marks a strategic shift in how businesses communicate with their audiences.

However, a balanced approach that combines organic content and paid Thought Leader Ads is essential for businesses aiming to connect with decision-makers. This strategy allows for authenticity while providing the scalability needed to reach larger, targeted audiences. As LinkedIn solidifies its role as a leading hub for professional discourse, the opportunity for CEOs to shape the conversation and make meaningful connections is greater than ever.