Encouraging Execs to Post on LinkedIn

Such a good question, Melissa!! Executive content always takes a different kind of push. A few ideas I’ve seen work well:

• Connect their personal profile to Sprout: You can use the approval workflow to draft and queue content for them, so all they have to do is click ‘approve.’ That way they’re still involved but it’s seamless for them. If you are on the Advanced Plan, I recommend execs use the External Approval Workflow for a simplified “get to inbox zero” workflow.

• Align on style by naming role models. Ask the executive to point out peers, mentors, or leaders they think are “doing it right.” Use those examples to calibrate tone, length, format, and cadence before you start drafting.

• AI as a style guide: Another option is to feed past posts, emails, or transcripts into a GPT you build for them. Then you can keep prompting it for new content ideas in their voice without having to reinvent the wheel.

• Block executive content-capture time (think like an agency). It’s unrealistic to rely on lots of ad-hoc touchpoints. Schedule quarterly “content days” (60–90 minutes) to capture stories, POVs, and quick hits in bulk, then schedule things out. Keep most of it evergreen so you can stay agile when timely moments pop. And if they have an assistant managing their calendar, make sure they understand the purpose—otherwise this block will be the first thing to get bumped.

• Define success together—and how you’ll review it. Clarify what matters to them (and to you). I’ve worked with an exec who only cared if clients and buddies liked the post—no broader metrics. Set a specific review rhythm (e.g., monthly/quarterly live recap or a short recorded walkthrough with a report) so expectations stay aligned.

If you ever want to compare notes with agencies that focus on executive presence, there are some great folks in our Agency Partner Program who do this every day.

Thanks so much for the detailed response Kelsey! 

It’s a struggle that’s for sure. We have Advocacy and still only have pockets of success. 

I’ve found it comes down to their own personal outlook on social. For the execs that are at the later stages of their career, there seems to be little need to build a personal brand or get more exposure online. We get more engagement for the mid-career level execs as they see the value in getting their name and expertise out there.

​@kelsey.martin covered some of the ways of making it a bit easier once you’ve got the buy in. But getting the buy in is the big struggle. Not knowing your relationship with your exec it’s tough to say. But having some one-on-one time to give a quick 101 style presentation on the benefits can work. I’d avoid group presentations as it’s hard to keep all them focused in that kind of environment.

We have done a few things that have worked! Here’s the process we used that worked:

1. The first step was explaining the why of it, that LinkedIn is an important space for outreach, but messaging is better received through thought leaders and individuals than organizations. We also grabbed a bunch of data to back it up.
2. We then did an audit for all our exec team and other folks we thought could be thought leaders. This included updating their headshot, bio, header image, and job description for their current role.
3. We made it a short term challenge instead of a long-term plan. Our team is always busy, and it was hard to get a longer commitment, but a two-month challenge seemed doable. 
4. We flagged content that they should be posting/re-posting about and would provide text that they could customize into their voice and niche. 
5. After the challenge was done, we continued to suggest content and a bunch of folks started posting independently. When we see it lessening, we’ll flag a little more. 
6. We give positive feedback when a post goes really well to emphasize the value of it.