What should CEOs post on LinkedIn? A guide to content that builds trust

Visibility is easy. Trust is harder.

You can get visibility with a viral post.
But building trust? That takes more than likes and emojis.

If you’re a CEO, founder, or exec, chances are you’re being told to “show up more” on LinkedIn. But no one’s telling you how to do that without sounding like everyone else.

This post is about that.

Because if you're going to show up, it should be with purpose — and a voice that actually sounds like you.

Why trust > reach (especially for leaders)

Your content doesn’t need to go viral.
It needs to build credibility — with your team, your investors, your clients, and your industry.

People trust leaders who:

• Share useful insights without preaching
• Reflect on what’s working and what’s not
• Don’t sound like a template

You don’t need more eyes on your content.
You need the right people reading it — and recognising your name when it counts.

🧠 6 post types that build trust on LinkedIn

1. A consistent point of view on your space

Your audience wants to know how you see the world — not just what your company sells.

Post about the patterns you notice, the assumptions you challenge, or the big ideas that shape how you lead.

“I don’t believe in 5-year plans. I believe in 2-week sprints and clear priorities. That’s how we scaled without burning out.”

2. Honest reflections on what’s working (and what’s not)

Trust isn’t built by looking flawless.
It’s built by showing that you think critically, learn quickly, and share the why — not just the win.

“We hired too fast last year. I don’t regret growing — but I do regret not having better onboarding in place. Here’s what we’re doing differently now.”

3. The things you say behind closed doors

You’re already saying smart, valuable things — in investor meetings, team 1:1s, or strategy sessions.
That’s content. Use it.

“The best pitch advice I ever got? Don’t try to sound smart. Try to sound clear. Investors want clarity, not complexity.”

4. Thoughtful takes on trends (without chasing engagement)

You don’t need to comment on every news cycle.
But if a trend connects to what you do or believe, it’s worth sharing your perspective — even briefly.

“Everyone’s talking about [X trend]. Here’s what we’re actually focused on — and why.”

5. A belief that challenges the status quo

This isn’t about being edgy for the sake of it.
It’s about saying the thing others in your position aren’t saying — but think.

“Not every startup needs a podcast. Some just need clearer messaging.”

6. A moment that reflects your team or culture — without the polish

Skip the humblebrag. Talk about why something mattered.
People want to know who you are behind the scenes, not just the highlight reel.

“We closed the office last Friday. Not for a holiday — but because three team members were close to burnout. We listened. We’ll keep listening.”

🚫 What to avoid if you want to build trust

• Generic “inspo” content
  If it could be a Canva template, don’t post it.
• Polished press-release wins
  Tell us why it mattered — not just what happened.
• “As a CEO…” posts written by ChatGPT
  Your audience can tell. And they’re tuning out.

👀 So how do you show up — without sounding like everyone else?

You don’t need to post every day.
You don’t need a viral hook.
You don’t even need to write the posts yourself.

You just need to sound like you. Clear. Consistent. Intentional.

That’s what I help founders and execs do every week — through ghostwriting that turns voice notes, half-drafts, and sharp thoughts into content that builds real trust.

You don’t need to be loud. You just need to sound like you.

👉🏻 See my ghostwriting packages
👉🏻 Or book a quick call