New Year, New Me: 3 Tips to Refresh Executive Profiles on LinkedIn

Greenough Favicon
Jessika Parry
January 10, 2024
New Year, New Me: 3 Tips to Refresh Executive Profiles on LinkedIn

In PR, we know the impact of a good story can’t be overstated, and just as important as the story you’re trying to tell is the voices that are helping carry that story forward.  But even some of the most compelling executives don’t always have a compelling online presence. Sometimes it’s about finding the time, sometimes it’s about finding their groove, and sometimes it’s about knowing how to show up best on the platform. But take it from us, you don’t want to sleep on LinkedIn. Less than .5% of users (out of 900+ million) actually post content to the platform, yet users shared 41% more content on the network in the spring of 2023 than they did in the same period in 2021. The opportunity to make an impact is huge, so how can you make sure the executives you work with look their best on the platform?  See below for three hot takes!

1) Page maintenance today ensures extended reach tomorrow.

With LinkedIn, algorithms are always changing and new features rolling out. One of the backend features that was introduced last year is “creator mode.” For most executives looking to become thought leaders in their space, the set-up is optimal as it showcases posts more prominently on an individual’s profile, with past experience further down the page. It also allows users to add specific topics they are talking about to their profile (up to 5!), offering an opportunity to anchor your executive’s profile around key messaging pillars while also providing an “at a glance” view into the topics that matter.

LinkedIn is also recommending individuals as suggested creators to follow based on organic engagement, so by regularly posting compelling content, executives can expand their networks and the reach of their posts simply by being themselves! This mode can be configured in page settings and has been shown to increase reach for posts by as much as 35%!

Executives should also be sure their profile photos are visible to all LinkedIn members, so the page shows up optimally for all users, including non-connections. This is a quick change in settings that makes a big impact on the look and feel of a page.

2) Not all LinkedIn posts are created equal

Now that the page is looking fresh for the New Year, it’s time to rethink the content strategy – both the quality of content and frequency.

Our best advice for executives is to stay in your lane. Think about the 3-4 topics they are passionate about –they can relate to your industry, business leadership and their role, or personal interests like mentorship and philanthropy. Try and rotate content through these buckets each week to keep executives’ pages from being too niche or repetitive.  

In terms of frequency and format, LinkedIn recommends the following to maximize visibility:

  • Post content at least 1-3 times per week with a minimum of 18 hours between posts.
  • When writing a post, authors should add four hashtags per post – this has been proven to increase a post’s performance by 11%.
  • Consider including the link in the comments – comments are shown to be weighted more heavily than other types of engagement on LinkedIn, so this can help boost post visibility among followers and their networks.

After a few weeks, take stock of what your audience seems most engaged with, and tailor accordingly! Soon, top performers will be asked to weigh in on relevant topics, which is an important next step in securing “Top Contributor” badges and status!

3) Engagement do's and don'ts

And that brings us to the mecca of all things social media – the engagement between users! As mentioned, LinkedIn started applying “values” to different actions. For example, a comment or a share is more valuable than a like and so on:

  • 1 Like = 1 Extra View
  • 1 Click on “See more” = 4Extra Views
  • 1 Share = 7 Extra Views
  • 1 Comment = 12 Extra Views

Now that we know how valuable comments are, it’s important to pay attention to them after a post goes up. Social media is always alive, and the engagement doesn’t end once we post. Continue to monitor comments on content for opportunities to continue this engagement cycle. 

Get started!

Above all, remember that there’s no one perfect way to “do” social media. And while these best practices will help you stay ahead of the LinkedIn algorithm and stand out, it’s just as important to bring personality and expertise to the content you’re sharing.

So happy posting, and Happy New Year!

Prev post
Next Post
Greenough Communications

What our clients say

Ameresco

Ameresco

Leila Dillon, SVP, Corporate Marketing and Communications

It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.

Boston Micro Fabrication

Boston Micro Fabrication

Laura Galloway, Marketing Director

As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.

Acrolinx

Acrolinx

Mariana Just, Vice President, Marketing

We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.

IQE

IQE

Steven Curwood, Director of Corporate Marketing

At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.

Arbella Insurance

Arbella Insurance

John Donohue, CEO

Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.

Wolters Kluwer Health

Wolters Kluwer Health

André Rebelo, Global Marketing Communications & Public Relations

Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.

GlobalFoundries

GlobalFoundries

Laurie Kelly, Chief Communications Officer

Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.

Greenough - Integrated Marketing

Integrated Marketing

Content Development

Public Relations

Brand Strategy

Integrated Marketing

Content Development

Public Relations

Brand Strategy

Public Relations

Brand Strategy

Integrated Marketing

Content Development

Public Relations

Brand Strategy

Integrated Marketing

Content Development

Let's start a project together.

Greenough - Brand Strategy