Most marketing departments still don’t understand LinkedIn.
They invest thousands in campaigns, websites, branding, content and advertising. Yet somehow, personal branding remains a tiny part of the overall marketing strategy.
And when employees struggle with LinkedIn, the solution is often: “Can you just reshare our latest company blog?”
But that’s not personal branding. That’s distribution.
People don’t follow employees to read company advertisements. They follow people for their knowledge, opinions, experiences and expertise.
And that’s exactly where the opportunity lies.
Every company has dozens, hundreds or even thousands of potential thought leaders walking around.
Your salespeople. Your consultants. Your management team. Your specialists.
Imagine if all of them consistently shared their knowledge, expanded their networks and built relationships with potential clients.
Not to become influencers, but to become recognized experts in their fields.
That’s how you build trust and visibility, and eventually generate new business.
And yes, company pages and advertising still matter. But people do business with people.
So why is personal branding still an afterthought in so many marketing strategies?
Maybe it’s time to change that.
How much of your marketing budget actually goes into building the personal brands of your employees?
