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When senior marketers and media agency executives have a few spare minutes to read, they're far more likely to browse their LinkedIn newsfeed than sift through the overwhelming volume of cold emails in their inboxes. Once on LinkedIn, they naturally gravitate towards authentic content from familiar faces rather than generic posts from faceless corporate brands.
Whenever we've asked senior marketers about their go-to sources for industry insights, three names consistently emerge: LinkedIn, Marketing Week, and Campaign.
The Invisible LinkedIn Audience
Many CEOs mistakenly assume their LinkedIn content isn't effective due to a lack of visible engagement such as likes, comments, or shares. This assumption often leads them to prematurely stop posting. However, many senior executives engage quietly—reading and absorbing information without actively interacting. Just because their engagement isn't visible doesn't mean it isn't impactful.
At Six Sells, we have unique insight into this phenomenon. When managing a CEO’s LinkedIn presence, we've frequently witnessed direct messages and meaningful conversations prompted by strategically curated executive posts. These valuable interactions are often invisible to the CEO, reinforcing their belief that nothing is happening when, in reality, the opposite is true.
Rory Sutherland, Vice Chair at Ogilvy UK, shared his experience working with Six Sells:
“Since working with Six Sells I have seen a 1,045% increase in comments, a 534% increase in views, and a 633% increase in likes on my LinkedIn posts … brilliant!”
Executive Visibility Drives Real Results
Richard Tallboy, CTO of Côte Restaurants, also highlighted the business benefits of visible leadership:
“As a tech leader, I’ve seen firsthand how visibility from leadership on LinkedIn can build trust, reinforce company culture, and start conversations we'd otherwise miss.”
Research from the Financial Times further reinforces this:
“CEO content gets 4× more engagement than regular posts … Leaders see a 39% jump in followers after they start posting.” (Financial Times)
At Six Sells, we've observed even more dramatic results, with executive posts often achieving engagement levels up to 1,000 times higher than standard company content. People connect more readily with people, placing greater trust and credibility in personal voices compared to corporate entities.
Video Content Boosts Executive Connection
The Financial Times also highlights the growing power of video to humanise and strengthen executive connections:
“There has also been a 23% increase in posts from chief executives globally year on year ... Video affords a different level of connection… [people] want to get to know these folks that are leading organisations that matter to them.” (Financial Times)
How Six Sells Enhances Executive Thought Leadership
- Communications Framework – Clearly defining who you're speaking to and what you need to say, ensuring alignment across your leadership team.
- Ghost Produced Content – Creating consistent, high-quality content (video, text, images, or audio) to build regular awareness, trust, and interest.
- Content Amplification – Strategically targeting your executive content directly to the LinkedIn newsfeeds of your key stakeholders.
- Focused Measurement – Tracking engagement and meaningful interactions from targeted companies, allowing continuous improvement.
The Key Takeaway
Authentic, personable content shared by your executives significantly outperforms corporate communications. Leverage your leadership team's authentic voices to build deeper trust and stronger connections.
Six Sells | #PeopleShapedComms
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