Are your key stakeholders on LinkedIn… and are they using it effectively?

June 2025: LinkedIn’s value is only growing, here’s how comms teams can tap into its potential with intention and authenticity 

LinkedIn seems to be dominating conversations more than ever before. Whether it’s a half joke across the team at 393 about turning everything we hear into an “this is what X taught me about B2B comms”, or – more seriously – helping our clients champion their messaging across another platform that reaches their target audience. 

It’s something Isabel Berwick explores in her recent article about why more CEOs are fronting videos across social media, to announce their resignations, reassure customers during a crisis, or announcing company results. In fact, according to Berwick’s article, the number of posts shared by CEOs on LinkedIn has risen by 52% in the last two years. 

This comes at almost no surprise as someone who works agency side. I’ve seen a shift in how actively key stakeholders across our clients are using the platform. While even until a few years ago it felt like an add-on that sat separate to our media strategy, that is no longer the case. It’s another chance to reach a dedicated audience, much like the FT, BBC News, or targeted trade publications. In fact, our Audience ID research (where we tap into what media the C-suite prefers using as a decision making tool) has found that CIOs see LinkedIn as the preferred type of media to consume content. 

LinkedIn is a chance for leaders to show they have an interesting voice on an issue that matters, treading a careful balance between opinion and sales. Here are three tips based on what we’ve found to work well for clients – not exhaustive by any means, but hopefully a useful reminder on the everyday things comms teams can be doing to support key stakeholders boost their profile and connections. 

Be quick 

Pace is a way of life in comms (sounds a tad dramatic but we know it to be true). But when posting on LinkedIn, stakeholders must strike a balance between being quick and being considered, with a clear list of topics or trends they do and don’t want to comment on. 

Once that’s determined, the best way to be quick on LinkedIn is to put the work in ahead of time – train stakeholders to understand the value of leveraging social media to engage with key audiences, and they will be more likely to quickly approve copy when needed. 

Keeping a close eye on the articles the LinkedIn news editors curate can be a helpful way to tap into trending stories, and putting the prep in ahead of time will mean you’re more likely to go as soon as news breaks. 

Say something new 

LinkedIn is drowning with generic content – or is that just my feed 👀 It can sometimes be difficult to find a golden needle in a haystack of fluff (if there is such a thing). Business leaders shouldn’t be afraid to be bold, and comms teams should promote this (within reason, of course). There will be key stakeholders across the company who are seasoned professionals with often decades of experience, and this experience should be used to share advice that will genuinely help someone better understand the topic being spoken about. 

Leaders can also use LinkedIn to comment on others’ posts – something we often forget. The next time a company is sharing a rapid response comment to media, why not also comment on the reporter’s post as they share the article? The tip is to make it authentic as this will start to build the right relationship.  

Talk to your people 

The power of LinkedIn as a talent retention tool should not be underestimated. One of the best ways to keep people engaged in a company is by establishing and nurturing a bond with leadership. And if people see their key stakeholders active on both internal and external platforms, this will only help to develop the relationship between employee and employer as people get to know their leaders better and trust them more. 

By Amandeep Turna, Account Director