How you’re seen before you speak
You’ve worked hard to build your reputation, so why let your online presence quietly erode it?
Too many senior leaders show up on LinkedIn as vague, outdated versions of themselves. The photo’s from another decade. The headline could belong to anyone. The summary reads like a corporate job description – or worse, says nothing at all.
It’s not deliberate, but it sends a message. And whether you like it or not, this is the first impression many people will have of you.
LinkedIn is often treated like a digital CV, updated only when you’re actively looking for a new role. But that thinking is years out of date. Today, it’s your professional front door. It’s where peers (internal and external), search firms, CEOs, and future board chairs go to check you out. It’s where your reputation travels beyond the people you already know. And in senior roles, where visibility, credibility, and influence matter, that’s not something to leave to chance.
Many leaders stay quiet – they scroll, observe, maybe like a post or two, but rarely engage. There’s a story behind that: I don’t want to self-promote. I don’t have time. I don’t like the performative stuff. All fair. But if you’re hoping to be considered for something bigger – a step up, a lateral move, a non-exec role – you’re already behind if you’re invisible. And while you wait, someone else is getting noticed not because they’re better, but because they’re findable.
You don’t need to become a content machine. But you do need to be intentional. Your profile should reflect who you are now, not the version of you from five years ago. It should speak to your experience, your point of view, and the kind of work you want to be part of next. It doesn’t need to be slick, but it does need to be clear, human, and current.
The challenge is that your silence doesn’t just affect you. Senior leaders model more than they think. If you’re not engaged, your team likely won’t be either. And that’s a missed opportunity – for connection, credibility, and learning. Strong LinkedIn presence isn’t just personal branding. It’s leadership.
It shows that you’re externally aware, open to dialogue, and able to represent your organisation in the wider system.
It doesn’t take much to stand out. Comment on something relevant in your field. Share a perspective on a trend. Post one article a month with your take on why it matters. You’re not trying to go viral – you’re showing up with substance.
And in doing so, you make it easier for the right people to find you, remember you, and think of you for what’s next.
Most senior leaders only act when they need something. But by then, it’s too late to build trust.
A strong profile and visible presence send a signal long before you need one: that you’re active, credible, and thinking ahead.
And this matters, especially when the next great conversation or opportunity could come from someone you don’t even know is looking.
Review: Take a moment and do a quick profile check on these five simple things:
Is your headline clear, specific, and reflective of who you are now?
Does your photo match how you look today – and how you show up at work?
Is your summary written in the first person, with warmth and credibility?
Does your experience show your impact – not just your job titles?
Have you shared or commented on anything recently that shows how you think?
You: People are forming an opinion before you’ve said a word.
What do you want people to understand about you when they land on your profile?
What impression does your LinkedIn presence give today – and is it deliberate or accidental?
What are you known for today, and is it what you want to be known for?
Your Team: Your visibility sets the tone for what’s encouraged or avoided in your organisation.
What message are you sending to your team about visibility, curiosity, and connection to the world beyond your organisation?
Where are you encouraging (or discouraging) external presence, perspective and learning?
How is your example shaping the team’s confidence to engage beyond the organisation?
Your system: Leadership isn’t just internal – it’s how you engage with the outside world that allows you to stay a step ahead.
What ideas, trends, or conversations do you want to be part of beyond your organisation?
Who do you want to attract and what would make them stop and read?
How are you using your voice and visibility to bring in knowledge, insight, or opportunity?
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