As a CEO or part of the leadership team at your company, your personal LinkedIn profile plays a vital role in how your business is perceived – by clients, partners, investors, and future hires.
And yet, many C-Suite profiles are either underused, outdated, or overly formal. At best, that’s a missed opportunity. At worst, it undermines trust and credibility.
This is not about self-promotion. It’s about showing up as a leader, building trust, and amplifying your company’s mission.
But what should your profile actually say?
I hear these three problems a lot:
1. “I don’t have time for LinkedIn.”
I get that – I’m a CEO myself and it’s a busy life! However, the time investment is lower than you might think. A strong, well-written profile can work for you daily, even when you are not logged in. It creates visibility, builds trust, and opens doors. Your LinkedIn profile will come up in google searches for the services your company provides. It’s important it’s fully optimised even if you never intend to post on LinkedIn.
2. “Should my profile focus on myself or the company?”
It should focus on both. Your audience – clients, peers, team members – want to know who you are and what the company stands for. You are not separate from the brand; you are the brand. So by talking about the company, you’re more likely to get found in keyword searches AND you’re advising people about what the company does. By talking about yourself, you’re bringing your audience closer to trusting you.
3. “What do I say in my LinkedIn profile?.”
That’s where a simple structure can help. One that feels authentic, confident, and aligned with your company’s goals.
Here’s a structure that works
This format has been used by senior leaders to strengthen personal credibility and drive engagement for their businesses.
1. Start with the problems your business solves
This immediately positions you as a leader who understands the real-world challenges of your clients. By identifying some of the main problems your clients face, they will see that you understand them, and that you can solve those problems.
2. Explain what your company does
Not in bullet points or marketing speak, but as a conversation. Think about how you would describe your company when you meet people at networking events, for example. Avoid corporate jargon – keep it clear and human
3. Share what you do to make that happen
Think about your vision, culture, and the decisions you make. Position yourself as the leader and the impact that YOU make to the company.
“As CEO, my role is …..
You don’t need to list your job description. Again, be conversational. This way of writing will hook your reader in – and keep them there. You want to appear to be human, not a machine.
4. Say why you choose to lead this company
This part is often missed – and yet it can be the most powerful. It humanises you and inspires confidence in the business. People engage very deeply with stories – and a story behind a business is something so many of your audience will resonate with.
“I started [Company Name] because…..
People don’t just follow logos – they follow leaders. Tell them why you care.
5. Be personal – even just a little
Senior profiles often come across as polished but distant. A personal touch will make you memorable and relatable. Share a hobby or something you’ve done which isn’t work related. Maybe even your music tastes.
“Outside work, I’m usually…..
One line. That’s all it takes. This may also prove to be a great conversation starter and who knows, you may find a real kinship with someone who has a similar interest to you?
6. Invite connection
Leaders who are open and approachable on LinkedIn stand out – especially in sectors where this isn’t yet the norm. Inviting people to ‘DM me here on LinkedIn’ shows that you’re genuinely interested in conversation – rather than it all being about sales.
Why it matters
When senior leaders show up consistently and authentically on LinkedIn, the impact is multiplied:
- It builds trust with potential clients and investors.
- It attracts talent by showcasing your leadership culture.
- It elevates your brand – because when leaders are visible, so is the company.
And if your wider team aligns their profiles in a similar way? That increases your efforts even further leading to even more increase in brand awareness.
If you are looking to align your leadership team and employees on LinkedIn, I can help you make that happen – without making it feel like another marketing task.
Let’s get your company and your people working together, one profile at a time.
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