Breaking down barriers: How CMOs can help tech leaders embrace LinkedIn

LinkedIn is an invaluable platform for professional networking, brand building and thought leadership. But many senior leaders in the tech industry still hesitate to fully engage on this platform. It is crucial for Chief Marketing Officers (CMOs) to understand the barriers preventing their senior leaders from posting so they can help their leadership teams overcome them. Not only can active LinkedIn participation benefit leaders personally, but it can also significantly impact the company’s visibility and credibility in the market.

The fear factor

The most significant barrier preventing senior tech leaders from posting on LinkedIn is the fear of negative feedback and criticism. This concern stems from the high-visibility of LinkedIn posts, which can attract comments and scrutiny from a vast audience, including peers, employees, competitors and clients. The potential impact on personal and company reputations can be daunting, leading many leaders to avoid engagement altogether.

But this fear is just the tip of the iceberg. Other common barriers include:

As CMOs, our role is to help our senior leaders navigate these challenges and unlock the full potential of LinkedIn engagement.

The CMO’s Playbook:
Strategies for overcoming LinkedIn barriers

11Address the fear of negative feedback.

Start by acknowledging that this fear is valid but manageable. Develop a robust social media policy and crisis management plan to handle potential negative feedback. Provide media training to leaders, equipping them with skills to respond professionally to criticism. Showcase examples of how other tech leaders have successfully navigated challenging situations on LinkedIn.

22Streamline the process.

33Develop a content strategy.

Help leaders overcome content uncertainty by creating a clear content strategy. This should include:

• Identifying key themes aligned with the company’s goals and the leader’s expertise
• Curating relevant industry news and insights
• Sharing behind-the-scenes glimpses of leadership in action
• Highlighting company culture and achievements

If you have invested time into developing a communication strategy for your organisation, this should be relatively easy.

44Educate on privacy and security.

Conduct training sessions on LinkedIn’s privacy settings and best practices for sharing information securely. Develop clear guidelines on what can and cannot be shared, ensuring leaders feel confident in their online interactions.

55Provide LinkedIn training.

Organise workshops or one-on-one sessions to familiarise leaders with LinkedIn’s features. Cover topics like optimising profiles, using hashtags effectively and engaging with their network.

66Reframe self-promotion.

Help leaders understand that sharing insights and achievements isn’t just self-promotion – it’s about providing value to their network and enhancing the company’s reputation. Encourage a balance between personal insights, company news and industry trends.

77Implement a support system.

To address consistency concerns, set up a support system. This could include:

• Regular check-ins to discuss LinkedIn strategy
• A team to help draft and review posts
• Reminders and prompts for engagement opportunities

88Develop guidelines for handling sensitive topics.

Create clear guidelines on discussing potentially controversial topics. Provide leaders with techniques for addressing sensitive issues professionally and constructively.

99Demonstrate LinkedIn’s relevance.

Showcase LinkedIn’s relevance by sharing success stories from other tech leaders and companies. Highlight metrics that demonstrate the platform’s impact on brand visibility, talent acquisition and business opportunities.

The value proposition: Why LinkedIn matters

As CMOs, it’s our job to articulate the value of LinkedIn engagement to both the leaders personally and the business as a whole.

For leaders personally, active LinkedIn engagement can:

• Enhance their professional brand and thought leadership status
• Expand their network and open up new opportunities
• Provide a platform for sharing their expertise and insights
• Keep them informed about industry trends and competitors

For the business, leaders’ LinkedIn engagement can:

• Amplify the company’s message and values
• Humanise the brand and build trust with stakeholders
• Attract top talent by showcasing company culture and leadership
• Drive business development through increased visibility and credibility

By helping our senior leaders overcome their LinkedIn barriers, we’re not just boosting their personal brands – we’re unlocking a powerful channel for company-wide communication and growth.

Embracing the LinkedIn opportunity

In today’s tech landscape, staying visible and connected is crucial. By addressing the fears and barriers that hold senior leaders back from engaging on LinkedIn, CMOs can unlock a wealth of opportunities for both individual leaders and the company as a whole.

Remember, the journey to becoming a LinkedIn-savvy leader is a process. Start small, celebrate wins and continually refine your approach. With the right strategy and support, even the most hesitant leaders can become powerful voices on the platform, driving value for themselves and the business in ways they never imagined.

As CMOs, we have the power to transform LinkedIn from a source of anxiety into a powerful tool for growth and influence. It’s time to break down those barriers and embrace the full potential of professional social media engagement.

Ready to empower your leadership team on LinkedIn? Download our Catalyst Guide and discover how to turn your leaders into thought leaders, building brand credibility and driving business growth.