Not too long ago, corporate stories were often limited to traditional media or internal newsletters. It wasn’t always easy to get your story in front of the right people, let alone getting them to engage with it. But today, as more companies embrace LinkedIn for CEO branding, the dynamics of storytelling have shifted. And, LinkedIn has become a game-changer by not just boosting visibility but also amplifying engagement from the very people driving business growth — the professionals themselves.
A recent report found that 84% of PR professionals globally say they’ve integrated LinkedIn into their communications strategy, as 50% say it’s the most valuable online platform; even more so than X, Instagram, Facebook and TikTok combined. But there’s another key benefit Communications professionals are now catching onto — the amplification power of LinkedIn News.
Our editorial division, reaching over 600 million people across 134 countries in 14 languages, amplifies company news in ways other platforms can’t. As Head of Editorial at LinkedIn News India, one question I frequently get from Comms teams is, "How can we get our news featured on LinkedIn News?" Here’s how:
Pitch directly to LinkedIn’s Editors
Like any newsroom, you should pitch story ideas to LinkedIn editors. But unlike traditional outlets, we look for something a little different: We want to hear from your executives, directly from their LinkedIn profiles. This personal approach puts leaders front and centre, blending news with their unique perspectives.
What appeals to LinkedIn’s professional audience?
LinkedIn News caters to a billion members globally, including consumers, employees, investors, and industry leaders. What works best? It’s not just the corporate news like earnings reports, but personal insights from leaders on major developments. For example, a post by Penguin Random House's CEO Gaurav Shrinagesh on forming an industry-first advisory board, and NatWest Group’s MD’s announcement about their Bengaluru office opening and hiring plans, both sparked good engagement and drove conversations.
Your leader’s voice will maximise insights and engagement
When business news comes directly from a leader's LinkedIn profile, the impact is significant. CEO posts generate 8x more impressions and 4x more engagement than other content. Beyond coverage, you gain access to in-depth analytics showing who is viewing your posts — including their job titles, industries, and companies — helping you fine-tune future communications.
What makes an executive post stand out?
When it comes to posts from executives, we’re looking for three things:
- Authenticity – Audiences connect with genuine voices, so originality in content and voice is key.
- Behind-the-scenes – We all know the alluring potential of a ‘sneak peek’ into business plans, so spotlight insights on the company’s operations when you can.
- Actionable insights – Offer takeaways that professionals can apply to their own careers because relatability goes a long way.
Use videos to drive engagement
Short-form videos on LinkedIn are becoming a popular medium for professionals to gain insights. Leaders are using videos to break news and share their knowledge such as sharing their perspective on news stories, giving an insider look at an industry event they are attending or showing off a new product their startup just launched.
Nirajita Banerjee, Sr. managing editor at LinkedIn News India
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