How Founders can Use LinkedIn to Build Authority
You don’t need to post daily to make an impact. Using LinkedIn strategically, you can enhance credibility, attract opportunities and build engaged communities.
Many founders underestimate the power of LinkedIn, assuming it's just another social media platform or that they need to post constantly to stay relevant.
But the most effective founders on LinkedIn aren’t the ones posting daily; they’re the ones who post with purpose.
Take Daniel Ek (CEO and Founder at Spotify), who posts a few times a month yet consistently generates high engagement. How? By focusing on a mix of industry insights, personal learnings, and interactive discussions that position them as a go-to expert.
In this piece, I’ll break down the key strategies that help founders stand out on LinkedIn without adding “content creator” to their already-packed job description.
1. Quality Over Quantity: Post With Intention
Many assume you need to post daily to see results. In reality, publishing 2-5 well-thought-out posts per week is enough to keep your audience engaged (and avoid LinkedIn fatigue). Focus on:
- Industry trends: Share insights on major shifts affecting your business sector.
- Founder lessons: Personal stories and learnings resonate more than generic advice.
- Niche expertise: Deep dives into what makes your company or approach unique.
2. Leverage LinkedIn’s Underused Features
Beyond traditional posts, LinkedIn offers powerful tools to help founders establish authority:
- Newsletters & Articles → Long-form content builds credibility and keeps you top-of-mind.
- Videos & Face-to-Camera Updates → Video posts generate 1.4x more engagement than other formats. A quick 60-second update on your company’s progress can go a long way.
- Polls & Interactive Posts → A simple question can generate thousands of responses and valuable insights.
3. Engage More Than You Post
Posting is just one piece of the puzzle - engagement is what drives visibility. Spend time:
- Commenting on relevant industry conversations.
- Engaging with investor and peer content.
- Responding to comments on your own posts to foster dialogue.
Some might argue that LinkedIn success requires daily posting or paid promotions. While frequent posting can help visibility, the reality is that engagement and consistency matter more than sheer volume. A well-crafted post twice a week can outperform a daily stream of generic updates.
Additionally, some founders hesitate to share personal insights, fearing they must keep things strictly business. But personal experiences, especially ones tied to professional lessons, often generate the most meaningful engagement. The key is finding a balance between expertise and authenticity.
Founders don’t need to become full-time content creators to win on LinkedIn. By focusing on strategic posting, leveraging platform features, and engaging meaningfully, they can position themselves as industry authorities while staying focused on running their businesses.
Looking for inspiration? Check out successful leaders like Emma Walmsley, CEO of GSK, and how they use LinkedIn to drive thought leadership.
