Executive Presence

Time and time again, our data has shown that LinkedIn rewards original content. And after the most recent algorithm update, we calculated that LinkedIn reposts receive a staggering 88% fewer likes than original content. Even when reposts are accompanied by your own thoughts and insights, they still reach fewer users and generate less engagement than net new posts. Top content creators on the platform recognize this - 98.9% of their content is original, and only 1.1% are reposts. Why does posting original content matter? Beyond the engagement rate, it’s important to establish your voice on LinkedIn. Original content resonates better with your audience and positions you as a thought leader who can offer unique perspectives in your industry. When it comes to LinkedIn, originality is your competitive edge.

How much can you say with 1,050 characters? If you use your words wisely, you can say a great deal. 1,050 characters - or around 200 words - is the average length of top-performing LinkedIn posts. This statistic demonstrates that LinkedIn users value deep insights over brevity. While you shouldn’t be afraid to show off your writing skills, it’s also important that your posts are digestible. Stay away from lengthy paragraphs. Instead, opt for simple sentence structure and skimmable blocks of text. This format is popular on LinkedIn and enhances readability for users, especially on mobile. If you want to be brief, go to X. But if you want in-depth insights, stay on LinkedIn.

If you’re embedding links in your posts, you’re shooting yourself in the foot. LinkedIn wants to keep users on its site. So when you include a link in your post, LinkedIn will show it to fewer people. Then how do you drive traffic to a link you want your audience to visit? Here are a few tips: Utilize comments. Instead of including the link in the body of the post, let users know that you’ll include the link in the comments section. Time your comment right. Make sure the first comment under the post includes the link - doing so will maximize views. Edit your post to include the link later on. After the first hour, adding a link to the body of your post will have minimal impact on the post’s performance. It’s a bummer when a great post doesn’t get views just because a link is included. Using these tips to cheat the algorithm allows you to optimize performance while driving traffic to your link.

EP has a new engagement manager! Welcome Shelby Lawson. Shelby is a seasoned professional with experience working with Fortune 500s and governments throughout the US, Europe, and the Middle East. She holds an MBA from INSEAD and previously worked at BCG. As an engagement manager, Shelby looks forward to leveraging AI and innovative technology to serve clients and streamline processes. Most importantly, Shelby is eager to help clients develop their executive voice across platforms. Outside of work, Shelby loves the outdoors. She enjoys basketball and hiking. Fun fact - she even served as a national park ranger! We’re thrilled to have Shelby on board.

🇺🇲 This Independence Day, EP proudly celebrates its roots as a Veteran-owned business. 🇺🇲 As we spend the day relaxing outside and eating hot dogs, we also want to recognize and honor those who have fought to uphold our country’s independence, including EP founder Justin M. Nassiri. Happy Fourth of July to all, and a special thank you to our country’s Veterans and active duty service members. Your courage and dedication inspire us all.

Which type of posts perform the best: text, images, or infographics? We tested each of these formats, and here’s what the data showed us: - LinkedIn posts with images performed 110% better than text-only posts. - Adding infographics is a mixed bag. Sometimes they help performance, other times they hurt it. The key is making sure it’s data-driven and relevant to your industry. The conclusion? Images and infographics can boost performance but should be used sparingly. Most posts should be text only but use visuals to spice up your posts from time to time.

Successful LinkedIn engagement = new business opportunities. Don’t take our word for it. Take our client’s word.

Your LinkedIn cover photo is prime real estate. Yet many executives overlook its potential by leaving it blank or choosing generic images. Instead, think of your cover photo as an elevator pitch. Here are 4 key elements we recommend you include: - Your elevator pitch (10 words or less) - Your company logo - A background image that is not too distracting - Optional: any signs of credibility (key client logos, recognizable awards, etc) Don’t waste this real estate - make every pixel count!

There’s only one type of stock image you should use on LinkedIn: Pop culture. Normally, we advise clients to avoid stock images like the plague. However, recent data has shown that pop culture stock images can boost performance. Below is an example of how our founder Justin M. Nassiri leveraged a pop culture image to drive engagement. Embrace the power of these images next time you want to add some flare to your otherwise mundane post.

LinkedIn isn’t Instagram. You don’t need professional-level photos to post on the platform. Instead, our data shows us that original, relevant photos work incredibly well. Get in the habit of snapping photos during personal and professional occasions such as: - Team retreats - Team celebrations - Zoom calls - Conferences and industry events - Day-to-day family life Images can add to your posts and are also great inspiration for content when you feel stuck. Don’t strive for perfection, your LinkedIn audience values your everyday moments.