James Watt , Founder of BrewDog, is a senior business figure who certainly generates a divisive opinion on LinkedIn ! For some people , posting his Engagement on Linkedin was a ‘cardinal cringe sin’, whilst others salute his honesty and the way he’s defended his reputation on the platform.

And the debate also begs the question: How should CEOs use Linkedin as a platform?

Following a big rise in CEOs using LinkedIn over the last few years  – The Daily Telegraph took an in-depth look at different approaches to tone of voice , purpose and content among businesses bosses.

For a very long time, CEOs strongly avoided LinkedIn. But now the  platform has become a very attractive space for corporate leaders. 

In a testament to just how quickly LinkedIn usage has increased recently , The Financial Times recently reported:

 “In 2023, just 12pc of FTSE 100 chief executives were on LinkedIn. It is now 85pc, according to figures first reported by the Financial Times.” And that “CEOs now get four times the engagement vs other users on LinkedIn.”

However, the very significant difference in tone and approach is now a topic of debate within the wider business and marketing community.

The article examined some of the debate ,including :

• The value and advantages of senior leaders in being active on LinkedIn
• Some recommended approaches to CEOs posting content

The debate – Differing Opinions on linkedinuse by CEOs

On one hand the article noted “Supporters of LinkedIn say a strong presence on the platform is vital in the modern business world. It is now a crucial place not just for finding new talent, but also for building a brand, especially among discerning young professionals.”

However , it also asked:  “Has LinkedIn been taken too far?” , and highlighting the approach of James Watt ,Founder of BrewDogwho  “posts on LinkedIn on an almost daily basis to gloat about his Company’s success, under the pretext of offering business advice or motivational platitudes.”

The Benefits of LinkedIn for CEOs

Regardless of the approaches by some CEOs – it’s clear there are solid advantages to senior execs using it, including:

• Building understanding, relatability and communicating a more human side to you as a business leader.
• Visibility: direct communication with audiences 
• Social Value : building a maintaining relationships with friends and business contacts (this is often an understated part of LinkedIn but people can’t be taken back by how effective the platform is for maintaining social AND  business  relationships !) 
• Social Environment: That’s less malevolent than the content and tone on other social media platforms such as Instagram and X

And How Can CEOs Utile the Platform Better?

Identify your unique points and value: there’s a fantastic opportunity to present yourself in an original way that offers value . Perhaps you can be more relatable by being reflective on the key lessons you’ve learned as a business leader. Or offering interesting and valuable insights into news and developments within your industry.

Softer Tone: too many senior leaders approach LinkedIn with a cold and distanced approach – which actually might not reflect their better personal qualities. The tone on LinkedIn has softened, so there’s room to show more of personality!)