We live in the age of the “Creator CXO”.
The C-suite is now expected to be the face of the brand, the primary storyteller, and the digital thought leader. But despite the pressure to publish more, engagement with executive content is declining.
Why? Because in a feed full of AI-generated thought leadership and company updates, the public has developed a “BS detector.” They move past and look for something else.
Recently we have “The future of measurement” It’s not about publishing more, it’s about being realistic, noted Prashant Saxena, VP of Revenue and Insights at SEA, in a webinar. Authenticity is a daily ritual, not just a buzzword.
Where do C-Suite leaders go wrong?
Why do so many effective leaders struggle to build traction on LinkedIn?
1. The “corporate bot” syndrome.
Many executives treat LinkedIn as a channel for press release distribution. Their posts are completely grammatically correct, filtered with three layers of PR approval, and completely devoid of personality. If your post sounds like it was written by any executive in any industry, it’s not doing its job.
2. Delegate too much
It is standard practice for executives to have ghost writers. But the mistake lies in delegating the point of view. When a leader hands over their entire LinkedIn presence to a team without offering voice notes, opinions, or personal initial thoughts, the content feels hollow. The audience wastes no time figuring out how something reads or how artificial it sounds.
3. Broadcast, not share
Many “Creator CXOs” view social media as a megaphone rather than a phone. They dropped a piece of “thought leadership” and left. They don’t respond to comments, they don’t interact with other creators, and they don’t show up in the messy human conversations that happen in the comments section.
Authenticity rituals: A three-step framework
During the webinar, Prashant broke down the solution into “daily rituals of authenticity.” It’s a practical framework for moving from being a “company robot” to a “trusted leader.”
1. Indicate the correct values: Values mean more than titles
- Transformation: Instead of sharing company wins (“We hit our third-quarter goals!”), share Why behind the decisions.
- Tactic: When you post about a new initiative, explain the difficult compromises you faced or the core value that led to the decision. What is the moral compass of the decision made?
2. Share “Behind the Scenes”: Perfection is scary; Progress is inspiring.
- Transformation: Stay away from posting only the “featured clip”.
- Tactic: Share the messy middle. Did the product launch almost fail? Did you have to change your strategy? Posting about a challenge you’re currently facing (or recently overcome) invites empathy and engagement, which a polished success story never will.
3. Leverage third-party proof pointsValidation is stronger when it comes from others.
- Transformation:Stop being the only person talking about how great your company is.
- Tactic: Raise the voices of your employees, customers and partners. Repost an employee’s win with your personal comment about why you’re proud of them. It shows that you are listening and that your leadership is having a tangible impact on real people.
Executive group leaders who “get it”
Who actually does this well? Here are some leaders who have mastered the art of engagement by being people first and CEOs second.
1. Satya Nadella (CEO, Microsoft)
- Why it wins: Pointing out values.
Satya rarely posts public company updates. Its content is very philosophical and connects to its core mission of empathy and empowerment. Even when discussing artificial intelligence or cloud computing, he frames them through the lens of human influence. He’s not just selling Microsoft; It sells a worldview that people want to conform to.
2. Melanie Perkins (CEO, Canva)
- Why you win: The reality behind the scenes.
Melanie is known for sharing the rejection and rejection letters she received in the early days of Canva. By participating in the struggle, she makes her enormous success appear earned and relatable. They often highlight the culture and team (“Canvanuts”) rather than just their awards.
3. Ryan Holmes (Founder of Hootsuite)
- Why it wins: Third-party proof and engagement.
Ryan understands the mechanics of the platform. He uses surveys, asks questions, and supports other entrepreneurs. He frequently highlights industry trends that validate his company’s mission without being overtly salesy. Serves as industry wisdom coordinator.
Bottom line
As Prashant Saxena explains, reputation is the result of a habit at its source.
If you want to fix your engagement, coming across as a “Creator CXO” is very damaging to one’s personal brand. Starting out as someone who happens to be a CXO would be much better.
Interested in watching the entire recording? Watch our Webinar here.
Instead, Contact our team To learn more ideas about meaningful measurement, KPIs, and communication with the right data set.
