Putting a face to the brand: Why more retail CEOs are winning on LinkedIn

In today’s retail landscape, having a human face to a brand isn’t just a nice-to-have – it’s a competitive edge.

With customers increasingly seeking transparency and authenticity from the brands they buy from, CEOs are stepping into the spotlight. And LinkedIn is fast becoming their most powerful tool.

Once just a professional networking site, LinkedIn is now a storytelling platform where retail leaders are humanising their companies. From store visits and sustainability efforts to commentary and crisis comms, CEOs are using their own voices to build loyalty and deepen stakeholder engagement.

If you want any evidence to back this up, according to LinkedIn’s internal data…

📈 The number of posts shared by CEOs on LinkedIn has risen by 52% over the past two years

📈 Video is growing at twice the rate of other formats

📈 Founders who post at least 10 times a year on LinkedIn generate 33% more leads

So how can retail CEOs use LinkedIn to tell their story – and tell it well?

Effective CEO LinkedIn content doesn’t happen by accident. Here are four things that we think underpin success on the platform:

Be selective, add value

Retail follows a rhythm – seasonal peaks, launches, results – but not every moment needs a post. The most effective CEO LinkedIn content cherry-picks key moments and adds a personal, insightful take. Repurposed content can work, but only if tailored to feel authentic and relevant. The goal isn’t just consistency – it’s to contribute meaningfully, not generically.

Authentic tone of voice that reflects company values

Today’s audiences can spot spin from a mile away. A compelling CEO presence doesn’t sound like a press release – it sounds like a person. Communications teams must help leaders develop a tone that’s natural, candid, and aligned with both their personal leadership style and the brand’s core values.

The biggest opportunity to execute authenticity in 2025 is video – which is growing at 2x the rate of other formats on LinkedIn. For example, an unpolished, unscripted phone shot video from a CEO is increasingly becoming a valuable way for them to establish a direct, and personable line of comms with their key audiences.

Responsive content that addresses real-time events

In retail, things move fast. Consumer sentiment shifts, supply chains get disrupted, and public conversations evolve overnight. Leaders who can engage with what’s happening now – whether that is industry news, cultural moments, or operational updates – position themselves as relevant, informed, and in control.

Community interaction that goes beyond broadcasting

LinkedIn is not just a platform for publishing – it’s a space for engaging. The most effective CEO profiles don’t just post – they listen, respond, and elevate others. That might mean replying to customer comments, resharing employee achievements, or amplifying partner content. This community also includes politicians and regulators – Politico have recently reported on the phenomenon of LinkedIn becoming the new stage for productive policy conversations.

Reach the right audience with paid amplification

LinkedIn allows you to boost your CEO content from your company with Thought Leader ads. This means that the company page can also benefit from the visibility of the post, and you can guarantee reach to a highly targeted audience – from prospective talent, to policymakers and stakeholders. According to LinkedIn, Thought Leader Ads have a 1.7x higher click-through rate and 1.6x higher engagement rate compared to other single-image ad campaigns.

Retail leaders who do this well aren’t just visible – they’re valuable. They drive trust, culture, and even commercial outcomes through leadership that’s seen and felt.

At a time when connection drives conversion, putting a face to the brand is no longer optional. It’s essential.

By Anna Penson, Associate Director at Citypress