Most business owners and CEOs answer yes.
Why? They have never really used it.
Less than 15% of CEOs, Owners, Founders, and Managing Partners at small and mid-market companies posted on LinkedIn in the last 30 days.
But that’s fine — the marketing team has it handled, right? Not exactly. Less than 15% of marketers and communications professionals from the same companies posted in the last 30 days.
Sales? Biz dev? At least they’re pushing out events, wins, and product/service updates? Wrong again. Less than 10%.
We’re not even talking quality. Not strong content. Not fully built profiles. Just one post. In 30 days. Just contributing. Just showing up. Where your customers, prospects, potential hires, and partners can be found.
Silence. And if you aren't posting, then chances are you aren't maximizing the potential of LinkedIn's data.
No wonder you think LinkedIn doesn't work and is a waste of time.
If that is the case, how can one of the most popular podcast hosts on the planet say LinkedIn is the most important channel?
The issue isn’t LinkedIn. The issue is how you’re using it.
When you reduce it to uninspired generic content push from the marketing… When it’s a checkbox, not the center of your go-to-market flywheel… When you’re not using it to test messaging, fuel data quality, or safely run AI…you’re missing an opportunity. You are missing the chance to realize success.
Not investing in your team’s presence out of fear someone else will hire them? That’s a joke. You’re choosing ignorance over momentum.
Everyone’s trying to figure out better ways to generate leads, build visibility, interact with clients, and get feedback. That is the challenge for almost every company. Yet we give LinkedIn very little focus and effort.
We’re not naive. No one’s on LinkedIn all day. That’s not the point. What is?
Almost everyone, and every LLM search, vets people through LinkedIn.
You hear a name. You Google it. You ask AI. You end up on LinkedIn.
And if that profile is bare, or flat, or generic you aren't helping yourself. If that person is sharing, challenging, educating they look less credible.
You already have trust, reach, and credibility as a business leader. The more employees you have, the more latent reach you’re sitting on. And it’s just sitting there.
So sure — keep treating LinkedIn like a checkbox. Keep saying it doesn’t drive business. Keep wondering why your competitors are showing up more. Keep missing targets and chalking it up to market conditions.
Or try something else.
Give LinkedIn 6 months. Not fluff. Not fake polish. Not likes-for-likes. Real, intentional presence.
Here’s what that looks like:
- Engage. Comment. React. Message. Show up.
- Incentivize posting — but not about yourself, not about your company. What are you seeing? Solving? Building? Educate. Explain. Showcase. Contribute.
- Activate your team. Not just to post — to observe, respond, share.
- Audit your collective network. Who are you actually reaching when you post? Does it match your CRM? Your ICP? Your hiring roadmap? Do you even know?
- Enrich your data. LinkedIn gives you job changes, behavior signals, who’s engaging with what — and you’re probably not tracking any of it.
- Use it in outreach. Hyper-segment based on real signals. Repurpose what you’re seeing. Send trusted LinkedIn links as proof, not pitch.
- Showcase others. Give visibility. Earn it back. That loop pays off.
Follow and do it all for 6 months, and see what happens. Let us know what you learn.
