If you want your business to stand out on LinkedIn, you already know it takes more than an occasional company update. This is especially true if you want your boss or senior leader to show up with confidence, clarity and personality online.
I work with business owners, teams and leaders across Worcestershire and beyond, and I see the same pattern over and over again. You want to grow on LinkedIn but your content is not landing because the person at the top is not showing up in a way people connect with.
If you have ever thought “my boss doesn’t get LinkedIn”, or you are a business owner who knows you should be more visible but are unsure how, these are the three issues that usually hold people back.
1. They Are Posting Like a Brand, Not a Human
This is the biggest blocker. LinkedIn is a business platform but it still runs on personal connection. People follow people, not corporate statements.
If your boss is posting announcements or polished updates that sound like a press release, the content will struggle. There is no story, no insight and no sense of the person behind the title.
What works better is a simple paragraph about why a decision matters, what surprised them or what they learned. A small amount of honest context instantly lifts engagement and trust.
If your goal is to grow on LinkedIn, this is the first change to make.
2. They Aren’t Using Video Yet
Video is still one of the fastest ways to humanise your boss online. It does not need to be polished. Phone videos work because they feel natural and direct.
A short 60 second clip explaining a choice, challenge or viewpoint performs better than a branded graphic. You see the person, you hear their tone and you understand their thinking. That builds credibility.
This is why video is a core part of my LinkedIn training for business owners. It is simple, quick and effective.
If your boss doesn’t get LinkedIn, video often shifts things very quickly.
3. They Are Playing Too Safe
Many bosses worry about saying the wrong thing, so they either stay silent or stick to scripted updates. Both approaches hold them back.
People want to hear their real point of view. What are they noticing in the industry. What are they optimistic or cautious about. What leadership lesson shaped their week.
When your boss shares perspective, people pay attention. The team feels more connected. Customers feel more confident. Peers start engaging with their content.
A clear opinion is not risky. It is reassuring.
A Simple Framework to Help Your Boss Stand Out
This is the approach I use in my LinkedIn training.
- Variety. Mix text, video, images and simple infographics.
- Depth. Add context that shows how they think.
- Timeliness. Respond to what is happening now.
- Authenticity. Use their real voice, not a corporate script.
- Exclusivity. Share insights people cannot get elsewhere.
- Consistency. Show up regularly, not once a quarter.
This structure works because it helps your boss sound like a real person with real ideas. That is what gets traction.
Need help growing on LinkedIn or supporting your boss to show up better online?
If you want practical LinkedIn training in Worcestershire or online support to help your boss build a credible, human and effective presence, I can help.
My sessions for business owners and teams include 1:1 coaching, group programmes and my full-day Zero to Hero LinkedIn workshop. You get clear steps, real examples and a simple system that works. Contact me to chat.