The Uber-Awesome, Not-So-Secret Weapon For Making Your CEO More Visible

Focus on Your CEOSometimes it’s not about actually HAVING a secret weapon – it’s about grabbing low-hanging fruit when your competitor’s aren’t. (tweet this)

LinkedIn is a perfect example. Most companies still aren’t taking advantage of company pages, showcase pages and other free features that don’t require a paid membership upgrade.

It may not be sexy or glamorous – but if you are integrating digital tactics into your PR, a simple solution to gain visibility for your CEO (or other leadership executive) is this:  use LinkedIn’s publisher platform.

What is it? LinkedIn’s on-site blog platform allows a member to post articles on LinkedIn. Not only will it show up on the feed of those who are connected to the member’s profile but, if you’re lucky, it will show up on the new LinkedIn Pulse industry news feed.

Anyone with a pencil icon on the right side of their status box can publish a long-form post. It works like most blog platforms, so you can upload photos, highlight a quote, create hyperlinks and change basic font and size settings.

It looks like this:

LinkedIn Publisher Platform

Once you’ve clicked on that pencil icon, the page where you’ll actually post your article has a toolbar very similar to Word or WordPress:

LinkedIn Publisher Platform image 2

If you have a CEO, CMO or other leadership executive who is willing to provide you with their log-in details (or will post what you send them), and are open to be interviewed on a consistent basis, then you can write bylines on their behalf for LinkedIn.

It’s a great opportunity to focus on industry trends, thought leadership and company culture – and let their voice be heard.

One caveat – MAKE SURE it actually is their voice. Interview them and share THEIR opinions, not yours. (tweet this)

Regular posts can build up very nice visibility for them, lending credibility and influence to the brand they represent.


1. Every time you distribute a press release, write a LinkedIn post with their perspective or additional “insider details,” then link to the full press release. Don’t just copy/paste the press release – dig deeper, humanize it, add perspective or share details not otherwise available.

2. Create a quarterly trends post showcasing their thought leadership ideas or forecasts in the post. Once it is live, share their article on the LinkedIn  company page and other social media assets, as relevant.

3. Treat it as an employee retention and human resources tool, using the editorial space to “interview” valued employees and even open positions, sharing details about the company and/or culture that might not be appropriate for a job post – but that are enticing enough to make existing employees feel valued and recognized, or sharing enough of the company culture to be a draw for new talent.

4. If you don’t do an annual report, consider using the LinkedIn publisher platform to share information on the company when your calendar or fiscal year ends: projections for the next year, financials (if you don’t want to share actual numbers, consider using percentages to show growth and trends), major milestones for the year, etc.

5. Miss out on industry news where other experts were quoted, but not your CEO? Write up what they WOULD have said in the interview as an article, referencing and linking over to the original piece of content. Then, leave a comment on the original article, if you can, sharing a sentence or two then linking over to the full post on LinkedIn.

If you haven’t considered LinkedIn as a platform for company news and executive thought leadership, go check it out. It delivers a built-in audience and just might be that missing editorial platform you’ve been looking for.

And it’s a GREAT example of today’s digital PR! I <3 it.

One last thing to keep in mind is that LinkedIn is an earned media platform. It’s rented space that can disappear with no notice and is completely out of your control. Keep that in mind so it becomes a part of your overall content marketing strategy, but isn’t your ONLY strategy.

If you run with this idea, let me know how it turns out or share a link in the comments, so we can bask in your glory.

5 thoughts

  • Thanks Carrie – I’ve been looking forward to publish on LinkedIn for months. Yet it seems that not everyone will be able to click that pencil icon yet. LinkedIn is rolling this out gradually and here in Belgium not many people seem to have access already. So it might be a while before everyone can benefit from it. Here’s (a little) more info from the LinkedIn help section:

  • Frederik Vincx Good point, Frederik! I totally forgot to put that in. That’s what happens when you write a post late at night, I guess. LOL

    If you don’t see that pencil icon, be patient. They began rolling the feature out to all members in August, so you should have it soon!

  • Frederik Vincx Did you notice that you can share SlideShare on LinkedIn now, too, and that it stays part of your profile? I’m liking that change! It helps grow reach on each presentation or video you have on SS.

  • CarrieMorgan Frederik Vincx Yes Carrie, LinkedIn did that pretty fast after their SlideShare acquisition. SlideShare will launch free analytics soon. Looking forward to that so see if those LinkedIn presentations help bring traffic.

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