Don’t build a personal brand.
Build an army of them.
One personal brand from the founder or CEO is useful, sure.
But when you’ve got multiple people in the business showing up on Linkedin, you decentralise, and the reach goes a lot further.
Also, you get different perspectives: marketing, support, ops, sales, tech... all speaking to different types of people who might resonate more with those worlds.
And none of the posts should be "buy our stuff". It’s more like: talk about what they're learning, what they enjoy about the job, wins, fails... their cat.
It makes the company feel human, and gets leads and conversations started.
With AI everywhere now, I think this matters more than ever. People want to know who’s behind the business and engage with humans.
You can support it with an employee advocacy program or even a company ghostwriter to help people get started.
So why don’t more companies do this?
Because the ROI is fuzzy ... it is, but there's ways of measuring personal brand success that doesn't have to be tied to pounds and pence.
Also because they worry someone will build a brand… then leave. That's scarcity thinking.
I assure you, the benefits massively outweigh the risk.
Check these links out next: