Why Senior Leaders Should Create And Share Content on LinkedIn

When building your personal brand, one of the challenges a lot of people have that are an executive or senior leader is inevitably saying, “Well, I don't need that. I don't need to create a personal brand. I don't need the ego stroke that comes with sharing content from me/my thoughts/my stories. I don't need to feel like I am some kind of influence or a big deal.” 

In other words, I don't need this for myself (inwardly focused)

That's a common thing that people say to me and what I respond with is, “What if it's not about self? What if creating content on LinkedIn, sharing content, helping people with content is about service—if so, are you willing to be of service because you've got so much insights and wisdom and knowledge?"

The truth is, you've got stories, you've got expertise. It's from your years and decades as a leader. Now, are you willing to be of service (outwardly focused) and find ways to convert all of that knowledge and insights and expertise and stories into content that you can share in one-to-many medium?

A lot of leaders are experts and fantastic at the one-to-one communication or in a one-to-few meeting situation, but struggle to have a scalable one-to-many leadership. 

For you to be able to do that (one-to-many) you have to use LinkedIn and have a strategy of how to actually share your leadership insights via content—and that's the really the switch point where you move from one-on-one and one-to-few influence, and start to develop a one-to-may leadership influence. 

But when it comes to sitting in front of a camera or creating content, all of a sudden you might start getting doubts and think. “Well, what will people think? Will they think this is just about me? Will they think I’m just grandstanding?”

Yep, doubts rise up. That is the hurdle that you've got to get over. The best way to do that is accepting that it's not for you.

It’s not about self (inward focused), but service (outward focused) 

The real question is: Are you willing to be of service to people? Because a lot of people, both in your organisation and in the marketplace would appreciate and consider it a great benefit if you create content that they can actually consume in these new mediums and these new ways. 

Is it time for you to start being of more service through creating and implementing a scalable leadership influence process here on LinkedIn?

It doesn't matter if you've got 50 or 500,000 people in your organisation, you can potentially influence ALL of them for the better and you can do the same with your marketplace. 

You can also influence prospects that are thinking about buying, you can influence clients that are already within your business, you can influence the industry itself—and the list of possibilities and opportunities goes on. 

Is it time you get in the game and start leveraging compelling and relevant content here on LinkedIn to create a one-to-many approach to influencing positively through your leadership?