Executives aren’t just sitting behind the scenes anymore—they’re stepping into the spotlight (perhaps in the podcast studio, on LinkedIn, or yes, even on TikTok) as the face and voice of their organizations. But it’s not about grand speeches or flashy campaigns. The most impactful leaders today are those who prioritize something far more valuable: authentic communication.

We’re seeing a surge of leaders embracing executive communications programs, particularly on LinkedIn. Take Lyft’s CEO, David Risher, who has been using his platform to discuss company updates, broader industry trends, and his take on leadership. This approach isn’t just about broadcasting; it’s about being heard and, more importantly, understood.

Sara Blakely of Spanx shares inspirational posts and personal stories about her experiences and challenges throughout her career, which has helped humanize the company and build a loyal, engaged audience.

Mary Barra at General Motors effectively uses social media to communicate the company’s vision for the future, especially around electric vehicles. Her posts provide transparency about GM’s strategic direction and have been instrumental in building trust with stakeholders.

Closer to home, we’ve worked with one client to help craft a series of LinkedIn posts sharing business successes, lessons learned, advice, resources, and tips for women in tech. These posts didn’t just resonate—they sparked conversations that deepened connections with both employees and customers.

So, why the rise in executive communications, and why is it so important?

Social media opens the door for executives to connect directly with their audiences, who now expect clear, frequent, and authentic conversations from the leaders they follow.

To meet these expectations, many leaders are stepping beyond the boardroom, press conferences, and staged speaking opportunities, using social platforms to humanize their companies, build trust, and share timely insights on industry trends.

And when they do, it works: Trust Barometer reports that 61% of people say they’re more likely to trust a company whose CEO is active on social media. What’s more, according to LinkedIn, executives who regularly share content see a 40% increase in follower engagement compared to those who don’t.

These programs aren’t just about sending out polished messages—they’re about creating real connections and a direct dialogue between leaders and their audiences, whether that’s employees, customers, investors, or other stakeholders. When done right, executive communications don’t just engage audiences—they amplify trust, visibility, and influence, driving meaningful results.

Here’s why executive communications programs are good for business.

1. They increase reach and engagement. Content posted by employees, including executives, tends to have a higher click-through rate than content shared by the company—personal posts on LinkedIn attract 561% more engagement than corporate or brand social media accounts, according to Forbes.

2. They improve brand awareness and reputation. When executives regularly share engaging content, they can establish themselves and their companies as industry thought leaders. They also can boost visibility of their organizations and missions, as content in the LinkedIn feed is viewed almost 9 billion times weekly. 93% of consumers believe CEO engagement on social media helps communicate company values, per Brandfog.

3. They boost trust and builds authentic stakeholder relationships. Executives build genuine connections beyond formal corporate messaging by speaking straight to their audiences. According to Brandfog, 75% of marketers believe C-suite usage of social networks improves stakeholder relationships.

4. They provide higher ROI than paid advertising. Research shows that organic marketing, such as executive communications, generally costs less than paid ads and creates value that continues to multiply over time.

5. They support personal branding and influence. Executive communications enable leaders to curate and amplify their professional identities, visibility, and influence. According to EC-PR, an active executive communications approach on LinkedIn could increase an executive’s network by 141%.

With these benefits in mind, let’s explore how you can make the most of LinkedIn to amplify your own executive communications.

How to maximize your executive communications on LinkedIn

To truly harness the power of social media as an executive, it’s essential to plan a purposeful approach before diving in. A smart strategy can take your brand to the next level, boosting your company’s reputation and influence.

Currently, we’re seeing strong results with programs on LinkedIn. Why? LinkedIn is thriving with more than 1 billion members, as peers like Facebook and X experience declining growth.

Follow these tips to make the greatest impact on LinkedIn:

1. Share your real voice and stay consistent. Don’t be afraid to be yourself! Being relatable and approachable helps set you apart from standard corporate communication, allowing you to build deeper connections with your audience. Consistency is key—posting regularly and staying active keeps your network engaged and reinforces your presence.

2. Focus on content that provides value. Offer your perspectives on industry trends, company updates, or leadership insights. Share actionable advice that can benefit your followers. By offering meaningful content, you position yourself as a trusted authority.

3. Engage in two-way communication. Social platforms aren’t just for broadcasting; they’re a space for conversation. Take the time to respond to comments, engage with others’ posts, and participate in relevant discussions. According to Richard van der Blom, replying to all comments shared during the first hour your post is live can boost post growth by 40%.

4. Leverage platform analytics. Platforms like LinkedIn have built-in analytics to measure post performance. Understanding what content resonates most with your audience can help you refine your strategy and ensure you consistently deliver impactful content.

5. Embrace video content. Video is one of the most engaging formats on LinkedIn, with video posts generating 5x more engagement than other types of content. Keep videos short—between 20 and 60 seconds—and focus on making the first 8 seconds compelling to hook your audience. Using vertical format can also help maximize reach and impact.

The future of executive communications

In an age where transparency and authenticity are not just valued but expected, executives' power in shaping their company’s narrative has never been clearer. The leaders who step up and speak out will set themselves—and their organizations—apart.

FAQs

How often should I post on LinkedIn to stay relevant?Consistency is key. Aim to post at least once a week to stay active and top of mind with your audience. Regular engagement keeps your network connected and reinforces your presence as a thought leader.

How can I best balance professional and personal content on LinkedIn?Your approach will depend on your personality, comfort level, company culture, industry, and audience. A good balance often leans toward sharing your perspectives on industry trends or company updates, with occasional personal stories or lessons learned. Adding a human touch helps foster deeper connections with your audience.

How can I create LinkedIn posts that boost engagement and trust?Focus on being relatable, authentic, and providing value. Share actionable advice, highlight your team’s successes, or offer transparent insights into your leadership approach. Engaging with comments and starting conversations also goes a long way in building trust.