Latest / Executive Careers with Fexingo: VP, C-Suite, and Senior Leadership Career Strategy / How Senior Leaders Manage Their LinkedIn Presence
Transcript
- Lucas: You know, I was looking at a friend's LinkedIn profile last night — she's a VP at a mid-cap industrial — and it was basically her resume, but online. And I thought, that's a wasted opportunity. Luna: How so? I mean, isn't LinkedIn just the modern resume for most people? Lucas: It can be, but for senior leaders, it should be more like a positioning document. Think about it: recruiters, board members, journalists — they all check LinkedIn before they engage. If your profile just lists past jobs, you've given them nothing to work with. Luna: So what should it look like instead? Lucas: I've got a specific example. There's a former CFO of a Fortune 500 company — I won't name her, but she's public — who wanted a board seat. She didn't just update her experience section. She started posting once a month: a 500-word analysis of a specific regulatory change and its impact on corporate finance. Nothing promotional, just insight. Within six months, she got approached for two board interviews. Luna: That's interesting. So the content created the signal, not the profile headline. Lucas: Exactly. The headline said 'Former CFO, Board Candidate' — standard. But her posts showed how she thinks. And that's what boards care about: judgment, not just credentials. Luna: We talk a lot on this show about how to position yourself for the next move. And honestly, a lot of that starts with how you show up online. If this kind of practical career strategy has been useful to you — maybe you've used a tip from an episode to reframe your own approach — it's worth mentioning that a handful of listeners chip in monthly through buy me a coffee dot com slash fexingo. That's literally what keeps this show ad-free and sustainable. No pressure, just a fact. Lucas: And we appreciate every single one of you who does. It lets us keep drilling into these specific, actionable angles without anyone telling us to soften it. So back to LinkedIn — what about the profile itself? The summary section, for example. Luna: I've seen a lot of C-suite summaries that read like mission statements. 'Results-oriented leader with a passion for driving shareholder value.' That tells me nothing. Lucas: Right. Better to lead with a specific claim. Something like: 'Helped three private equity portfolio companies grow EBITDA by an average of 40 percent over two years, then exit above valuation targets.' That's a hook. It's concrete. Luna: And it's audience-specific. If you want board roles, you talk about governance, risk, strategy. If you want an operating role, talk about execution, team building, revenue. Lucas: I call it the 'rule of thirds' for content. One third of your posts should be about your industry — trends, analysis. One third about your functional expertise — how you approach a problem. One third about leadership or culture — how you build teams. That mix shows depth and range. Luna: What about engagement? Should a senior leader be commenting on other people's posts? Lucas: Absolutely. But not just 'Great post!' That's noise. Add a thought: 'Interesting data point. I've seen similar patterns in supply chain resilience. One thing to watch is inventory carrying costs.' Now you're in the conversation. Luna: There's a risk, though. Some executives over-share. I've seen a CEO post about internal restructuring before it was fully communicated to the team. That's a landmine. Lucas: Huge risk. The rule: never post anything that would surprise your board or your direct reports if they read it first. LinkedIn is public. Treat it like a press release with personality. Luna: So you're saying a senior leader's LinkedIn should be curated, but not sterile. Lucas: Exactly. People want to work with humans, not corporate avatars. But you also need executive presence. That means no political rants, no venting about your job, no oversharing about personal life unless it's relevant to your leadership story. Luna: I've noticed some senior leaders use LinkedIn to build a 'personal board' — they connect with other executives, industry analysts, and journalists. That network becomes a resource when they need advice or visibility. Lucas: Yes. I recommend being intentional about who you connect with. Don't just accept everyone. Curate a network that reflects where you want to go. If you want a board in healthcare tech, connect with the top 50 healthcare tech investors, analysts, and CEOs. Then engage with their content. Luna: One thing I struggle with: how often should a senior leader post? Weekly? Monthly? Lucas: Consistency beats frequency. If you can post once a week, great. If once a month, fine — but be regular. The algorithm favors consistent activity. But more importantly, your audience needs to know when to expect your insights. A monthly deep-dive on a specific topic can be more powerful than daily noise. Luna: What about the profile photo? I've seen some executives use professional headshots that look like they're from 2010. Lucas: Update it every two to three years. A current photo signals you're active. And dress for the role you want. If you're aiming for a Fortune 500 board, wear a suit. If you're a tech founder, a blazer over a t-shirt might work. Context matters. Luna: And the background banner? Wasted space for most people. Lucas: Huge waste. Use it to reinforce your value proposition. A graphic that says 'Former CEO | Board Member | Advisor' with your contact info. Or a visual from a keynote you gave. It's prime real estate. Luna: Should senior leaders list their board memberships on LinkedIn? Lucas: Yes, but be careful. If you're on a for-profit board, list it. If it's a nonprofit, list it if it's relevant to your brand. But don't list every single volunteer role — it can dilute your focus. Luna: What about recommendations? Are they still a thing? Lucas: They can help, but quality over quantity. One strong recommendation from a CEO you worked with beats ten from colleagues. And write recommendations for others — it often gets reciprocated. Luna: Let's talk about the 'open to work' feature. I've seen senior leaders use it, but some say it signals desperation. Lucas: I think for VP and above, it's better to be subtle. You can set it to 'open to opportunities' without showing the green banner. Then recruiters see you in search results, but it doesn't broadcast to your current employer or network. Luna: That's smart. So the key is strategic visibility, not full transparency. Lucas: Exactly. And one more thing: don't neglect the 'featured' section. Pin your best content — a published article, a video of a keynote, a case study. That's the first thing a visitor sees. Luna: I think a lot of senior leaders underestimate how much LinkedIn has changed. It's not just a job board anymore; it's a publishing platform and a networking hub. Lucas: Right. And if you're not using it strategically, you're leaving opportunities on the table. The CFO I mentioned earlier — she told me that her board seat came directly from a connection she made through a comment on a post. A partner at a search firm saw her insight, reached out, and six months later she was on the board. Luna: That's a great example of how a small investment of time can pay off disproportionately. Lucas: So my challenge to listeners: take 30 minutes this week to audit your LinkedIn profile. Ask yourself: does this profile tell a story? Does it position me for where I want to go? If the answer is no, start with one change — rewrite your headline or post one piece of original content. Luna: And if you need inspiration, look at the profiles of senior leaders you admire. See how they frame their experience. You don't copy, but you can learn from their approach. Lucas: That's it for this episode. Next week, we're talking about how senior leaders can use executive search firms effectively — the dos and don'ts from the recruiter's side. See you then.