Do you want your business to be recognized as an industry leader? Are you wondering how LinkedIn can assist you?
You’ll learn how to start building thought leadership on LinkedIn, three types of content that can help, and how to choose your company’s face in this article.
Why Should Businesses Look to LinkedIn for Thought Leadership?
When the majority of us consider thought leadership, we immediately think of more personal social media platforms like Instagram, YouTube, and even Facebook. LinkedIn, in our opinion, remains primarily a business and recruiting platform. Generally, people pay close attention to their profiles only when they are actively seeking (or believe they are about to begin seeking) a new opportunity or job.
However, it turns out that one of LinkedIn’s superpowers is that it is the only social platform focused exclusively on business. It is the only social connection platform that thrives on your personal profile focusing on your business and brand rather than on you personally.
Naturally, the personal level remains critical because we conduct business with people and smiling faces rather than with logos. And, while every other available social marketing platform benefits from humanizing and presenting the face behind the brand, LinkedIn is the only one that enables you to create an entire social page dedicated to your business.
1: Determine Who Will Be the Face of Your Brand on LinkedIn
One of the intriguing questions that arises when companies or brands leverage personal profiles on LinkedIn for thought leadership is “Who should a company or brand choose to create that thought leadership profile?”
Naturally, whoever begins optimizing their personal LinkedIn profile in order to position themselves as a thought leader in their industry will become a face for your brand. These are the individuals who will be responsible for creating consistent content that establishes their name and personal brand within the context of the company’s brand, and will serve as the front line of engagement with your audience.
Thus, it’s fairly self-evident why you should take your time in selecting the most qualified individual to carry out this task. And this role does not have to be limited to a single individual; larger brands may wish to cultivate multiple thought leaders within their industry.
Additionally, the following factors should be considered when selecting someone to assume a thought leadership role:
- Are they a subject matter expert in their field and within your organization? They do not need to be experts in content creation or marketing to establish themselves as a thought leader, but they do need to understand the industry and the brand’s position within it.
- Are they willing to put themselves forward as the brand’s face? Almost every brand has experts who could fill this role, but they may be hesitant to take the stage or create public content in order to establish themselves as thought leaders. Therefore, ensure that this individual is comfortable performing the task.
- Are they at ease on camera? They should be confident enough to speak clearly on camera in order to assist in establishing the connection with the audience that will help establish their authority. Some people are incredible and charismatic in person but freeze up on camera, while others have an understated charisma and presence in person but really shine through on video.
Again, you are not required to assign this role to a single person. Businesses that invest in their employees’ personal brands as industry thought leaders typically perform extremely well and attract new talent.
Additionally, if no one in your organization appears to meet the criteria, or if you are a small business new to the thought leadership space, you may want to consider hiring staff specifically for this purpose.