Executive Branding Expert Samantha McKenna Discusses How Executives Are Leveraging LinkedIn to Build Brands

In the digital age, where a CEO's presence is just as crucial online as it is in the boardroom, LinkedIn has emerged as an indispensable tool for executive branding.

Samantha McKenna, the founder of #samsales Consulting, has leveraged the platform not only to successfully build her brand but also to help many others elevate theirs, from executives to celebrities. McKenna, with her nearly 100,000 LinkedIn followers and numerous accolades, is a shining example of the power of LinkedIn, once thought of solely as a digital CV, as a critical branding tool for executives. 

McKenna explains that LinkedIn's recent growth has been staggering. This unique landscape, where few actively engage, but many observe, means that executives have a golden opportunity to stand out. “The time has never been better to post, get reach, build a brand, and beat your competitors to the punch,” McKenna emphasizes. “You can be seen by massive audiences with very little competition.”

Despite the clear benefits, many executives are either not on LinkedIn or are not using it optimally.

For those absent from the platform, McKenna likens LinkedIn to a “24/7 networking event that's free.” She points out that executives are missing out on engaging with their buyers, their influencers, and key decision-makers.

McKenna suggests a simple strategy for those on LinkedIn who are not maximizing its potential: start engaging with others’ content.

“You may not be ready to be a main stage speaker, but you may be comfortable networking,” she says. “Begin by commenting on others' posts and curating content that's relevant to your industry. This will help build an audience and potentially give you the confidence to start creating your own content.”

Content creation on LinkedIn is not about direct selling; it's about storytelling and sharing valuable insights.

McKenna notes that many companies make the mistake of using LinkedIn solely to push their products. “Executives have incredible human interest pieces to share that build their personal brand and the visibility of their company,” she says. “Share your successes, how you achieved them, your failures, and watch the engagement grow. This leads to more visibility, more leads, and even speaking invitations. It's free PR.”

Developing thought leadership is crucial for an executive’s LinkedIn strategy. According to McKenna, it's about more than just playing to the algorithm. “Focus on pulling out stories that serve as great teaching moments,” she advises. “Create a compelling hook, lead to your teachable moment, and close with something actionable or inspiring. The best content teaches something useful.”

Establishing a brand on LinkedIn comes with its challenges. McKenna highlights several common pitfalls: not building an audience of ideal buyers, sharing too much company-centric content, and neglecting the back-end administration of their account. “Engaging with profile views, people who engage with your content, and your DMs can make a huge impact on your growth,” she says.

McKenna's own career exemplifies the power of LinkedIn. Her active engagement on the platform led to her being recruited by LinkedIn itself. “My future boss didn't know anything about me, so I encouraged him to follow the hashtag I created. When I left LinkedIn to start my own firm, my reputation and brand had already been built, and the leads started to flow in right away,” she shares.

Executives often struggle to find the time for LinkedIn amidst their demanding schedules. McKenna suggests focusing on unique contributions only they can make, such as sharing personal stories. The rest can be outsourced. “Writers and administrators can scale the executive's time and act on their behalf on the platform,” she says.

To maximize impact, McKenna recommends focusing on teachable moments, industry insights, and client success stories. “You want to teach and leave people with tangible and practical knowledge they can use,” she advises.

Engagement is critical on LinkedIn. McKenna explains that the algorithm prioritizes posts with high engagement, particularly those with many comments. “Your hook needs to pull people in immediately. Aim to get to ten comments as fast as possible,” she suggests.

Beyond publishing content, LinkedIn offers several underutilized tools for branding. McKenna highlights thought leadership ads, which allow companies to promote executives’ posts. “Between this and leveraging influencer voices, the sky is the limit for the success of LinkedIn content,” she says.

LinkedIn is also a powerful tool for connecting with other industry leaders. McKenna's playbook, “Expand the Sandbox,” teaches executives how to strategically find and engage with top brass. “Adding a comment to their posts makes it easy to stand out to them,” she explains.

For executives new to LinkedIn, McKenna advises a gradual approach. Start by engaging with others' content and building an audience. “Hire us,” she jokes, but her point is clear: professional guidance can accelerate the learning curve.

Looking ahead, McKenna sees continued growth in executive branding and influencer marketing on LinkedIn. “Early adopters who get a jump start will have a significant advantage,” she predicts.

AI is beginning to shape this trend, particularly in content repurposing. McKenna acknowledges its potential but believes we are still some way from fully automated executive voices. “AI will play a role, but we have a long road to get there,” she concludes.Follow McKenna on LinkedIn at samsalesli, and visit www.samsalesconsulting.com.

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