Out-Posting the Competition: Why Your personal LinkedIn Is Your Company’s Hidden Advantage
If you run a business, chances are your LinkedIn profile has more reach and credibility than anything your marketing team (if you have one) could put out. That’s because people want to hear from you, the founder, the CEO, the face of the company, or the face of the team. You can tell stories that bring your business to life in ways your marketing team can't.
And yet most leaders rarely post. Some update their profile only when they change jobs. Others assume LinkedIn is just for recruiters or influencers. Many don’t use it at all to professionally connect. That’s a miss: leaders are often their company’s most persuasive sales tool in real life, closing deals one conversation at a time. LinkedIn lets you scale that gift.
Instead of maxing out on 5-10 sales calls a day, you can stay top of mind with hundreds of prospects and partners at once by sharing quick stories, insights, client wins, and thought leadership posts.
Why LinkedIn Works So Well for founders and Leaders
A company page post can disappear into the feed. A leader’s post, by contrast, shows up for hundreds or thousands of decision-makers who already know you. And it carries more weight: a quick reflection from you will often get more views than a slick marketing asset.
You’ve worked hard to build your network, and LinkedIn is where that effort can really multiply. Each connection isn’t just one person, it's a gateway into their entire organization. When you tag a client or partner, your post can ripple out to their colleagues in finance, operations, HR, or other teams they're connected with. And tag their corporate account when you hvae good news to share - their engagement is the equivalent of going viral through the organization.
Instead of one conversation at a time, your ideas can travel across whole teams and business units, keeping you visible, trusted, and helping your contact shine.
“But I Don’t Have Time for LinkedIn”
That’s the number-one objection we hear from founders and leaders. They’re already juggling sales, client delivery, and team management. Who has time to write posts?
Great news: you don’t need to post every day. Once or twice a week is enough if you keep it consistent. And posts don’t have to be long. A client thank-you, a quick story, an eye-catching image, or a short comment on a trend in your industry is often more powerful than a polished white paper. You can also share your corporate posts with a few additional insights.
In practice, AI tools make this much easier. At Wheelhouse, we train our own AI Agents on our business, talking points, and tone of voice so they can act like an extension of us. They help capture ideas quickly, polish rough drafts into clear posts, surface articles that align with our content pillars, and repurpose things we’ve already written into new formats. We’ve even set up similar agents for clients so they can launch posts in minutes instead of hours, and keep their presence consistent without needing their team to get involved.
LinkedIn as Your Built-In Content Strategy
For small and midsized businesses, LinkedIn can be your content strategy if you target professional audiences (busineses, or B2C audiences who are professionals themselves, and spend time on LinkedIn). You can:
Share company updates, blog posts, or client wins.
Add your personal perspective to those updates so they feel authentic.
Reshare client or partner content with a comment that connects it back to your work.
Share client wins
Post a carousel of your marketing activites or testimonials
Post video thought leadership
And more.
Learn more about crafting a content strategy here
Research shows that certain formats consistently perform best on LinkedIn. Native video posts earn, on average, 3x more engagement than text-only updates. Carousels (multi-slide posts) get higher dwell time and are 1.8x more likely to be shared. Posts that include an image or infographic receive about 2x more comments than plain text. And leader-written thought pieces (short reflections or lessons learned) spark stronger discussion than corporate announcements.
LinkedIn is a professional platform where your clients, peers, and future hires are already spending time. In fact, surveys show that more than 40% of users visit the platform daily, and and one in five users say say they turn to it LinkedIn as a primary news source to keep up with industry trends. Your insights become part of their news.
Start Simple
If you’re not sure where to begin, start with three types of posts:
Highlight wins – spotlight a client success, a partner achievement, or a team milestone.
Data & evidence – share results, metrics, or behind-the-scenes proof that your work delivers impact.
POV – offer your take on something happening in your industry.
Visual storytelling – share photos or short videos that highlight client work or team efforts. These make your clients look great while inspiring others to want to work with you.
Recognition posts – call out clients, partners, or team members by name. This kind of “vanity marketing” draws attention, makes people feel recognized, and often sparks strong engagement from their networks too.
Keep it human. Keep it short. Over time, the consistency will compound into visibility, and visibility will compound into growth.
For founders and leaders, don’t think about LinkedIn as “posting”, think about it as a strategic tool for scaling yourself and reinforcing your expertise. You’re already the company’s most effective salesperson and ambassador in real life. LinkedIn lets you extend that influence digitally, reaching more people, more often, without more hours in your day.
Hopefully this post has shown it’s not too hard to get started or build on your existing presence.
Frequently asked questions
Q: How often should I post on LinkedIn as a business leader?
A. Once or twice a week is ideal, but hostely, it’s more important to choose a cadence that keeps you showing up consistently. As you get started, try to aim for every 1 - 2 weeks.
Q. Do I need a marketing team to do this well?
A. No. LinkedIn works best when it’s personal. You can use your company’s blog posts or updates as raw material, but your voice makes the difference.
Q. What if I really don’t have time to write posts?
A. Posts don’t need to be lengthy. This is an important activity that you should prioritize and make time for. And you can do a number of things in a short period of time, like write about what’s on your mind or an industry trend you’ve seen. You can share an article and offer your POV, or comment on someone else’s post to share your expertise.
Q. How can I use AI effectively to help me write posts or post more frequently?
A. AI tools can help you capture and polish your ideas. Many people find it easier to edit an AI-generated piece based on their prompt instructions than starting from scratch. You can take tasks that took an hour plus (such as researching articles to post and then writing insightful analyses) into tasks that take 10–15 minutes. If you use AI for writing, just be sure to proofread, fact check, and put your post into your voice. The convenience of AI is leading to a cluttered canvas of sameness on LinkedIn - where posts look like extended haiku poems with too many emojis for a professional setting.
Q. How can I use AI Custom Agents for social media?
A. We have build AI Custom Agents at Wheelhouse Marketing to help with various tasks related to LinkedIn posts. One agent helps us source articles from high-authority publishers within a specific date range across three different content pillars, and share the strategic takeaway, which makes it a lot faster and easier to write analyses of the articles our network will find intersting. We also hvae tools trained on our strategic messaging, positioning, proprietary frameworks, and company information for supporting blog post writing, and creating blurbs to post them to social. We’ve reached the point where the content is 90% “done” with minimal edits needed. And, because Custom Agents are part of the LLM, we can use “vibe marketing” to refine them until we’re happy.
