The line between personal and corporate brands is very thin, thanks in part to the rise of business-centric social media sites like LinkedIn. People are the brand, and brands can no longer rely on corporate channels alone to drive affinity.
Differentiate Through Building Trust
As a SaaS PR leader who guides tech execs through strategic communications initiatives almost daily, I’ve seen how a consistent, authentic executive presence on LinkedIn can transform how potential clients, investors and media perceive the entire organization through the lens of an individual thought leader.
In an insanely crowded B2B SaaS market, your leadership team’s unique voices have become powerful tools for differentiation, establishing credibility, conveying expertise, and building trust among stakeholders.
The 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report revealed that 7 in 10 decision-makers are very likely to think more positively about organizations regularly producing high-quality thought leadership. It isn’t just about marketing—it’s about building a foundation of trust through a leader’s authentic point of view. This extends to reporters and journalists, who default to LinkedIn to verify the credibility and authenticity of a spokesperson they are vetting for a story. Does your CEO want to be featured in the national news as part of your SaaS PR strategy? So do many others. I can tell you with certainty that she won’t be considered if her LinkedIn has been abandoned.
Cultivating a Credibility-Focused Executive LinkedIn Strategy
Based on our experience guiding tech leaders across enterprise and growth-stage companies, here’s our framework for establishing and amplifying executive credibility:
1. Establish the Thought Leadership Foundation
Begin by clarifying your executives’ unique perspectives on:
- Industry evolution and future direction
- Philosophical approaches to solving customer challenges
- Lessons learned from their individual professional journey
- Values that guide decision-making
2. Create Content That Builds Credibility
Develop a content mix that showcases:
- Original insights that demonstrate forward-thinking
- Industry analysis that contextualizes complex issues
- Customer perspectives (with permission) that validate approaches
- Behind-the-scenes glimpses that humanize leadership
3. Engage Authentically to Expand Influence
The most respected tech voices on LinkedIn:
- Participate meaningfully in industry conversations
- Highlight and amplify team contributions
- Share short-form video, putting a face to the thought leadership
- Ask genuine questions that spark dialogue
Building Blocks in the Trust Economy
In an era where buyers are increasingly skeptical of corporate messaging, authentic executive voices cut through the noise by offering something increasingly rare: credible, human perspectives on complex challenges. The new business currency is trust, and an executive LinkedIn strategy is one step closer to creating trust with your stakeholders.
Looking for help building a credible and authentic LinkedIn presence? Drop us a line!