Benefits from the CEO Posting on LinkedIn

If you enter LinkedIn right now, it will take you 2 secs to find a post from a company’s CEO.

They don’t do it out of an egocentric need of attention (well..) but because it generates revenue. As simple as that.

LinkedIn is fundamentally a professional networking platform and so it’s designed to prioritize person-to-person connections.

And LinkedIn taking this very seriously. 

Impressions and reach from company pages have plummeted while personal accounts gain preference and receive stronger boosts.

Additionally, LinkedIn now counts impressions on comments. This way you can see how many people view any comment you leave on someone’s post. These impressions add to your profile stats too.

As you see, this is another effort to keep the platform as a social network hub rather than a huge billboard for companies.

That’s why marketers are shifting to improve CXO’s personal accounts.

And why do they do it? Because it works.

A study by Refine Labs found that posts through personal profiles received about 2.75 × more impressions and 5 × more engagement compared with posts from the company’s own page. Despite personal profiles having fewer followers.

According to research from Weber Shandwick the CEO’s image accounts for over half of a company’s reputation.

To prove this, let’s look at the demand for ghostwriter services. It has not only increased every year but is valued at 4.2 billion USD in 2024.

Despite AI, people are still hiring professionals.

Let’s see what you gain when posting from the CEO’s personal LinkedIn account:

CEO’s Reach a Broader Audience

While companies struggle to hit the 1,000 impressions per post, it is not rare that individuals can hit the 10,000 impressions on a weekly basis.

This will, of course, depend on the way your message is crafted.

Let’s assume you hire a great ghostwriter and post once a week. You would probably get an average of 8.000 impressions per post. Across a full year, that gives you around 416.000 impressions. 

That is roughly the same reach as the entire population of Zürich.

Get Warmer Leads

When prospects discover a company through the CEO’s posts, they tend to trust you more. The CEO’s insights act as early proof of competence.

In practice, this means shorter sales cycles, better fit between client needs and services, and fewer calls spent explaining fundamental concepts.

Higher Reach Among Decision Makers

Executive accounts reach networks with similar profiles. This includes decision-makers such as VPs, directors, and other C-level leaders.

This gives you visibility in a segment that is hard to reach through paid campaigns or organic company posts.

Improves Brand Authority

Technical leadership is key in life science environments.

When the CEO communicates scientific vision or operational priorities, it raises the authority of the company as a whole.

As I explained in other articles, authority is one of the missing legs of life science SEO. It requires novel and unique content that can only come from the C-suite or senior positions.

CEOs’ posts can be repurposed into articles for the website and posts for the company page, improving overall brand authority.

Ease Talent Acquisition

LinkedIn is the #1 platform for job seekers.

Talented scientists are constantly browsing on LinkedIn not only looking for jobs but as an entertainment platform.

So if you and your company are visible, the chances of being found are higher.

However, “easy apply” and the general use of AI for creating CVs are making it harder for people to get hired. Both employers and candidates are looking for newer, more effective job platforms.

Generate Fundraising or Partnerships Opportunities

Whether for personal growth or to develop strategic collaborations., LinkedIn is an ideal place to make first contact with peers who share your interests and vision.

You can reach professionals who facilitate warm introductions, connect with venture capital firms, or attract the attention of angel investors.

Additionally, once a conversation starts, there is no doubt investors and collaborators will check your online presence.

Clear alignment between your personal values, company mission, and success stories reduces perceived risk.