With over 8 million C-level executives already signed up, a CEO’s LinkedIn profile is a vital internal and external communication channel for finance brands. We look at how to build the perfect CEO LinkedIn profile to achieve business and communication objectives.
The benefits of a strong social media presence are clear. In fact, companies that are engaged on social media are 40% more likely to be perceived as competitive compared to those without and are 58% more likely to attract top talent.
Often overlooked, when it comes to building a strong online profile, a company’s leadership is often its greatest asset. With the right strategy and content to underpin it, a CEO’s LinkedIn profile is a powerful tool to engage key stakeholders, prospective employees and customers.
For the CEO of a finance business, LinkedIn is a great opportunity on a number of levels:
How a CEO’s LinkedIn Profile can enhance the brand
The CEO of any business is the ultimate brand representative. A well-updated LinkedIn profile boasting informative content and a carefully curated selection of external links build a strong personal brand for the CEO, as well as for the business they represent. Maintaining the CEO’s social media profile creates a transparent, approachable feel to the brand as a whole. A greater social media footprint will increase brand awareness amongst potential clients, partners and new employees alike.
How a CEO’s LinkedIn Profile can strengthen brand values
By curating a rich supply of bespoke content, a CEO’s LinkedIn profile can speak to the broader values of their business. Promoting more than simply the products or services offered by an organisation, LinkedIn provides the perfect platform to engage audiences with thought leadership pieces on topics close to the core values of the business. Whether it’s talking about diversity, the changing face of education or letting the audience know about your organisation’s latest CSR campaign, using LinkedIn to strengthen your company’s values will help to build consumer trust.
How a CEO’s LinkedIn Profile can engage internal teams
LinkedIn is one of the most powerful ways of getting in front of large, professional audiences. If all staff members of a finance business were engaged with LinkedIn, the brand’s social media footprint would grow exponentially. It is the CEO’s responsibility to demonstrate to the wider team that LinkedIn is a great channel for communication, and producing good quality content from the top will encourage employees to like and share it, or even use it in their next new business meeting.
While CEOs often have a hand in deciding what content makes it onto their LinkedIn page, the overall profile should be run by the organisation’s communication team to ensure regular uploads, efficient community management and streamlined integration with the organisation’s other social media channels.
To provide some inspiration, we’ve compiled a list of our top ten CEO LinkedIn profiles for finance businesses across the world.
1. Jamie Dimon, Chairman and CEO, JP Morgan Chase
Why it works: Jamie Dimon regularly posts informative blog content that strengthens the values of JP Morgan Chase, including employment strategies, investing in communities and the role of a leader.
2. Larry Fink, Chairman and CEO, BlackRock
Why it works: Larry Fink’s profile page provides a clear, concise biography and details his history with BlackRock. It positions him as a knowledgeable and highly-experienced leader and is valuable in building his profile to internal and external audiences.
3. Robert Moritz, Chairman, PwC
Why it works: Robert Moritz’s profile demonstrates another important function of a LinkedIn page – it can be used as a repository for press mentions of the organisation. In this case, his page links to a Wall Street Journal article which features PWC amongst other firms.
4. Robert Reynolds, President and CEO, Putnam Investments
Why it works: Robert Reynolds uses LinkedIn to engage with and share partner content as well as Putnam’s own. Sharing content across brands increases awareness of significant partnerships.
5. Sallie Krawcheck, CEO and co-founder of Ellevest
2.2 million+ followers
Why it works: Sallie Krawcheck is using LinkedIn to position herself as a true thought leader. Her millions of followers tune in to her regular blogs discussing women in finance. For Sallie, LinkedIn is a platform to inspire and influence through expert content.
6. Joshua Brown, CEO, Ritholtz Wealth Management
Why it works: Joshua Brown is harnessing more than just written blog content through his profile. He posts a regular video series involving a quick-fire wealth management Q&A. It’s important to remember that while LinkedIn may not be as aesthetically-focused as other social networks like Instagram, content posted should be rich, varied and engaging.
7. Mark Weinberger, EY Global Chairman and CEO
Why it works: The content on Mark Weinberger’s page is extremely varied. There are case studies of exceptional work EY has done, round-ups from events the organisation ran or attended and blogs offering forward-thinking perspectives such as the above. The content being created allows for a well-rounded view of the business, its values and successes.
8. Christine Lagarde, Managing Director, International Monetary Fund
Why it works: Christine Lagarde’s profile shows how easily professional events can be built into informative content. Her profile clearly leverages events, conferences and visits as valuable pieces of content that provide the reader with some ‘insider knowledge’.
9. Andrew Thorburn, Group CEO and Managing Director, National Australia Bank
Why it works: Andrew Thorburn’s profile demonstrates how being a CEO on social media can allow a more personal relationship with the customer. In this example, he makes an apology for a problem experienced by customers and includes a link to the relevant press – in difficult times, social media can be your friend.
10. Cindy Hook, CEO, Deloitte Australia
Why it works: Cindy Hook uses LinkedIn as a way to promote Deloitte Australia and its workforce as a whole, she creates a personable image through her description of her role as CEO by highlighting important aims for the welfare and diversity of her workforce.