Executive branding: sometimes leading and sometimes following

We think of executive branding and thought leadership as just that—leadership. What if we add being a follower to the mix? Yes, it provides continuous learning and networking opportunities. We see it as a way to amplify an executive’s voice and expand into wider but still relevant audiences.

The challenge

A chief marketing officer (CMO) of a global tech company was—and still is—passionate about shedding light on some of our most significant work challenges and how we can make technology work for us. The CMO’s team reached out to us in 2021 to look at ways to establish him as a leading voice on the future of work. The timing was fortuitous. AI was gaining ground just as COVID was sending us home to work. The CMO sat at the intersection of it all.

The plan

He had a decent reach with 11,000 followers on LinkedIn. In 2021, a tech exec's average number of followers was between 1,000 and 5,000. After analyzing his audience, messaging pillars, and professional goals, we developed a two-prong strategy:

• • Build followers using various forms of high-performing content. Content would center on big announcements, company events, and third-party events. And rule number one: never post just for the sake of posting.
• • Build followers through following and amplifying other leaders. Successful social media content can’t always be about “me, me, me.” It gets boring rather quickly. However, interacting with industry experts, peers, and AI influencers can also elevate a voice to relevant audiences.

Be a leader

The CMO is a phenomenal speaker. He is always on the big stage for major events. Our job was to explore all the other opportunities for high-impact touchpoints and then take his unique personality and messages there. Social posts are not enough to establish credibility. Videos, newsletters, and speaking engagements have a broader reach. They are also great ways to go in-depth into understanding and predicting AI and workplace trends. In addition to his own posts, the CMO loved posting 3rd party articles about the future of work. It allowed him to bring other perspectives to the conversations.

And, a follower

Thinking outside the box, we wanted to test a strategy of using other voices—reactive engagements—to amplify the CMO’s voice. An in-depth analysis identified priority peers, customers, partners, and event connections. It also uncovered top voices on LinkedIn and AI influencers. Reactive engagement is more than liking someone’s post. It’s all about contributing engaging comments to others’ posts. It can also be responding to posts where the executive is tagged and responding to comments in their own posts to engage the audience. Comments demonstrate expertise and get an executive into relevant conversations. Reacting to and commenting on posts that showcase industry advancements or new workplace data offers a thoughtful take on the subject. These interactions demonstrate an executive who is willing and able to participate. Reactive engagement is all about participating in a community.

The outcome

In January 2025, the CMO has over 80k followers (a 600% increase since October 2021). His ability to simplify the complex, debunk the myths, and cut through the hype offers a valuable perspective grounded in real-life application. It shows in his follower engagement. He consistently achieves more than 500 unique engagements per post and 1M organic impressions monthly on LinkedIn. His newsletter reach is a testament to his stature as a thought leader. Approximately 50% of his LinkedIn followers are also newsletter subscribers. The typical conversion rate hovers around 25%. In addition to social media, earned media, external events, owned media, and company events offer additional channels for connections. We have used them all for this executive. Data analytics show where we are being effective and where we can change strategy.

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Executives with a powerful online presence ignite conversations, drive brand awareness, and build strategic relationships. We love helping executives find their voice. Turning followers into loyal fans is our ultimate goal.