LinkedIn organic for execs: the routine that compounds
Two posts a week, written by a human, beat any agency content calendar.
Exec social on LinkedIn works when it sounds like the person and answers questions buyers ask. It doesn't work when it sounds like marketing. The CEOs who outsource posts to ghostwriters using AI scripts get the engagement rate they deserve, which is roughly zero.
The routine
Two posts a week. One opinionated, one teaching. Both first-person. Drafted by the exec, edited by marketing — never the other way round. The drafting takes 15 minutes once it's a habit; the editing takes 10. Total weekly cost: an hour.
What to post about
- A customer conversation that surprised you (anonymised).
- A tactical decision you made this week and why.
- A take on industry news that contradicts the consensus.
- A small win from your team, named and credited.
- A question you're genuinely curious about — invite replies.
The flywheel
Inbound DMs from buyers within six to eight weeks. Inbound recruiting leads within twelve. The pipeline doesn't show up in your campaign reporting — it shows up in your calendar as meetings that didn't go through a form.
What kills it
Carousels designed in Canva, AI-written posts, anything that sounds like a company blog. LinkedIn's algorithm is biased toward conversational, idea-led posts — and so are the people you're trying to reach.