Why CEOs and Founders should prioritise storytelling and authenticity on LinkedIn

In an era where digital presence is crucial, many CEOs and founders are turning to LinkedIn as a platform to build their personal brands.

However, rather than relying on traditional promotional content, there is growing evidence that storytelling and authenticity are far more effective in engaging audiences and fostering trust.

Ryan Gatt, a Gen Z marketer researching how top executives use LinkedIn, has observed key trends in the way leaders engage on the platform. “I’ve been researching how CEOs and founders use LinkedIn,” he shared in a recent LinkedIn post.

“Here’s what I discovered so far: Stories outperform promos every time, consistency makes leaders more relatable, and authenticity builds trust faster than flashy branding,” he said.

These insights, he explained, are drawn from an extensive literature review on personal branding, which he is now verifying through his own survey. According to Mr Gatt, the findings highlight an important shift in how executives should approach LinkedIn: Storytelling and authenticity are not just optional but essential.

Asked by MaltaCEOs.mt why stories and authenticity outperform promotional content and branding, Mr Gatt pointed to the nature of LinkedIn itself. “In today’s digital scene, especially on LinkedIn, keeping it real with authentic stories hits different than just pushing promos,” he explained.

“For CEOs and founders, sharing genuine experiences not only builds trust but also makes them more relatable. This approach doesn’t just boost personal vibes; it also elevates the company’s image, leading to stronger connections and engagement,” he added.

This perspective aligns with broader trends in content marketing. Audiences increasingly value transparency and personal insight over corporate messaging. While promotional posts may generate short-term visibility, they often fail to establish the deep, long-term engagement that storytelling fosters.

Another key takeaway from Mr Gatt’s research is the importance of consistency. Regularly posting and engaging on LinkedIn helps leaders become more relatable and keeps them top-of-mind for their audience. Consistency is not just about frequency but also about maintaining a steady voice and message that reflects the leader’s personal brand and values.

For CEOs and founders, this means committing to a content strategy that balances professional insights with personal anecdotes. By doing so, they can create a compelling LinkedIn presence that resonates with followers, employees, and industry peers alike.

While branding remains important, Mr Gatt’s research suggests that personal branding should be rooted in authenticity rather than polished corporate messaging. “Authenticity builds trust faster than flashy branding,” he noted. This means that leaders should not be afraid to share their challenges, failures, and lessons learned alongside their successes.