LinkedIn Is Losing the Room (Especially the Executives in It)

Let’s be honest: LinkedIn is starting to feel like a broken record. 

If you’ve opened the app lately and scrolled for more than 60 seconds, you’ve probably been hit with a wave of corporate humblebrags, generic advice posts, templated event recaps and AI-generated leadership lessons that sound like they were churned out by a robot (and they read that way, too). There’s a sameness to it all. And it’s making even the most thoughtful executives wonder, “Why bother?”.

Why executives are disengaging from the platform

Recently, one president of a large construction firm we work with put it plainly: he’s stopped using LinkedIn altogether. His reasoning? The platform feels like one giant pat-on-the-back thread. Everyone’s posting about what event they just attended or which award they just received. The substance is hard to find, and he doesn’t want to add to the noise. 

It’s a fair concern. But when we dug deeper, even he admitted to some important truths. His team is on LinkedIn. So are potential recruits. So are his clients. He knows he can’t just disappear, but he’s pressing pause to figure out what a meaningful presence actually looks like. He wants to define his voice and use the platform with intention, not just contribute to the drumbeat of repetitive content. 

How AI-generated content is making things worse

We get it. LinkedIn has become a minefield for executives. On one side, the pressure to be present. On the other, the fear of sounding like everyone else. And AI, for all its helpfulness, has only made the problem louder. We see this every day in our work supporting senior leaders; the temptation to outsource your voice entirely to ChatGPT is real. While we use AI to spark ideas, it’s easy to tell when a post is 100% machine and 0% you. People scroll right past. Worse, they tune you out altogether. 

But there’s a better way. And we’ve seen it work.

Real examples of effective LinkedIn strategies for busy leaders

Take the bank executive we support: 

He has clearly defined the themes he wants to post about — industry insights, team wins, community involvement — and we help draft content accordingly. But the difference-maker is that he still shows up as himself in the comments, especially when his team posts. He celebrates them, encourages them and stays human in a space that can easily feel robotic. 

Another client, the CEO of a large general contractor, insists on managing his own LinkedIn page, and he’s great at it. He uses a consistent tone, throws in his signature emojis and makes a point to comment on his team’s updates. His authenticity comes through, and people notice. We’ve heard more than one person say, “I see him everywhere on LinkedIn.” That’s the key. Not presence for presence’s sake, but presence with a voice that’s unmistakably yours. 

One of our most playful clients, an executive in the engineering industry, works with us to post quick, funny updates that reflect his personality perfectly. He doesn’t overthink it. He just stays true to who he is, and it works. 

5 LinkedIn tips to help leaders cut through the noise

So what does this mean for other executives trying to make sense of LinkedIn in its current state? Here’s what we recommend: 

1. Define your voice before you post. Are you bold? Analytical? Encouraging? Keep it consistent. This doesn’t mean every post has to sound the same, but it should always sound like you. 

2. Don’t outsource everything. Support is great. Strategy is critical. But your voice still matters. If someone else is helping you write posts, make sure you’re involved in shaping the tone and message. 

3. Be present in the comments. This is especially important on your team’s posts. It’s low-effort, high-impact visibility and builds credibility as a leader who shows up for others. 

4. Share a take, not just information. Executives often default to event recaps or milestone posts. Instead, include a takeaway or opinion in every post, even if it’s brief.

5. Don’t ignore LinkedIn completely. Yes, there’s noise. But it’s still where business happens. Your current and future talent are there. So are clients and potential partners. A smart presence still matters. 

How to post with purpose without spending hours online

As part of our programs, we help executives clarify what they want to say, how they want to say it and what kind of presence actually builds trust and visibility over time. LinkedIn doesn’t have to feel like a burden, but it does need to be strategic and personal. 

Don’t chase the algorithm. Show up as yourself, for your team and for your audience. That’s the kind of leadership people actually want to follow.

Let us help you develop a LinkedIn strategy that builds trust with the people who matter most to your business, while actually sounding like you. Contact us to get out of your LinkedIn slump. 

Julia Bonner is the president of Pierce Public Relations and can be reached at julia@pierce-pr.com.