How do I get my co-founders and leadership team posting?

71%

of hidden buyers, such as staff in finance, legal and procurement, say they have little or no contact with sales teams, in the 2025 Edelman and LinkedIn study

Why is it worth getting the whole team posting?

More people means more reach and more trust. Each leader brings a network of their own, and a team that comments thoughtfully on each other's posts helps every one of those posts find readers.

It also reaches people your sales team never meets. In the 2025 Edelman and LinkedIn study, 71 percent of hidden buyers, such as finance, legal and procurement staff who still shape a decision, said they had little or no contact with sales teams. A CTO, a head of sales and a founder each reach a different set of people.

What they post matters as much as who posts it. In a 2024 study of Latin American CEOs on LinkedIn, posts of their own original content drew better engagement than reshared posts with a comment added.

Why don't co-founders and leaders post?

Usually for one of three reasons. They don't know what to say, they don't have the time, or they worry about sounding self-promotional or saying something off message. Telling them that posting matters rarely fixes any of those. Taking away the friction does.

Companies feel the gap too. In the 2024 Edelman and LinkedIn study, producers of thought leadership named a lack of engagement from senior people such as subject matter experts (27 percent) among their barriers, alongside insufficient resources (50 percent).

How do you make it easy for them?

• Give each person a lane. The CTO covers how the product is built, the head of sales covers what buyers ask, and the founder covers why the company exists. Separate lanes stop the team repeating each other.
• Ask for raw material, not posts. A short conversation, a voice note or a few bullet points after a customer call is enough for someone to draft from.
• Take the admin away. Drafting, formatting and scheduling can sit with one person, as long as each leader reads and approves every post that goes out under their name.
• Agree what is off limits. A short list, such as unannounced deals, customer names without permission and financials, removes most of the worry about saying the wrong thing.

How do you keep it going?

Start small. One text post and one video a week each is plenty at first, and a shared slot each week to record or review keeps everyone moving together. When someone's post does well, tell the rest of the team why, so they can learn from it.

Ask the team to comment on each other's posts within the first few hours, with something more useful than congratulations. It helps each post find readers and shows the market a team that agrees on what matters.