CEOs Embrace LinkedIn to Shape Brand Image

Top executives are increasingly using LinkedIn as a direct channel to communicate with the public. This approach aims to build brand reputation and promote transparency, although it may also blur the distinction between corporate leadership and individual influence.

LinkedIn is quickly becoming a key platform for executive communication. Over 80% of CEOs from Australia’s top 100 listed companies are now active on the site. In the past two years, posts from these senior leaders have risen by 52%. They are using the platform to share announcements, financial results and behind-the-scenes moments with customers, employees and investors.

This trend goes beyond just posting more content. It is also about expanding reach and improving engagement. Posts from CEOs tend to receive up to eight times more views and four times more interaction compared to regular content. Leaders often use personal updates and short-form videos to explain business decisions in a way that feels more human. These posts provide context around acquisitions, sponsorship deals or leadership changes in a way that traditional press releases often cannot.

LinkedIn’s professional tone and focus on real identities help make it attractive for executives. Unlike other social media platforms, LinkedIn encourages honest discussion and reduces the risk of trolling or misinformation. Video content is becoming especially popular across the platform. Viewer numbers have grown by 36% from the previous year.

Current patterns suggest this trend will continue. As leadership becomes more closely linked with brand perception, and as audiences demand clear and genuine communication, a CEO’s online presence is shifting from an optional extra to a business requirement.

Source: The Australian, Sprout Social, Forbes Australia