This article was written by Marina Byezhanova, Co-Founder and CEO of Brand of a Leader, the only personal branding agency designed specifically for GenX CEOs and Founders. Marina is a regular keynote speaker to audiences across the globe, part of Deloitte’s faculty of speakers, and a contributor to such publications as Inc Magazine, Forbes, Success Magazine, Entrepreneur, and Fast Company.

Many of us are asking this question right now. Should I still be on LinkedIn? LinkedIn has changed again and we are all seeing that our engagement numbers have dropped, along with the other “vanity metrics” like impressions and likes.

All of a sudden there is an abundance of articles and social posts analyzing the new LinkedIn algorithm, each offering a different explanation for what is happening behind the scenes. The analysis you may be reading is unfortunately rooted in hypotheses. Nobody truly knows exactly how the algorithm functions on LinkedIn or on any other social media platform. Social platforms adjust their systems regularly, and each adjustment creates a new wave of speculation. Engagement rises, then falls, and the cycle repeats. It happens at the very least every couple of years. And each time it does, many CEOs and Founders will jump off the platform concluding that it no longer works. Others stay on it, remain consistent, and continue building visibility and benefiting from their compounding thought leadership status.

For those of us leading businesses and busy scaling (or even maintaining sales in this volatile economy), the more important question has little to do with the algorithm or how it works. The real question is whether LinkedIn is even worth our time. So, let’s answer that question.

What Is the Point of LinkedIn for CEOs and Founders?

What I’ve seen over the years (being one of the OGs on LinkedIn), is that LinkedIn remains the best way for us to stay top of mind of our professional network without constantly reaching out to people individually.

From a strategic perspective, LinkedIn continues to serve that purpose extremely well.

When you publish one or two posts per week consistently, without jumping off the platform and jumping back on, your name consistently appears in the feeds of clients, partners, board members, prospects, and executive candidates who already know you. That visibility reinforces your relevance and constantly reminds your network who you are, what you stand for, and what your organization does. It keeps you and your company current in their minds without requiring direct outreach, regardless of whether they click ‘like’ or leave a comment.

Very few platforms offer that level of leverage with such a modest time investment.

How the LinkedIn Algorithm Has Changed in 2026

LinkedIn has evolved. In the past, it used to aggressively distribute content beyond first-degree connections. Today, distribution outside your immediate network occurs less frequently. As a result, it becomes really important to continuously expand your connections by adding people to your network manually.

What the Algorithm Shift Means for Your LinkedIn Strategy

The platform is now prioritizing deeper engagement within your existing network over viral reach to strangers. For CEOs and Founders, this is actually a positive shift because the people seeing your content are the ones who already matter to your business.

However, it does require a more intentional approach to growing your connections. You need to be proactively adding relevant professionals to your network on a regular basis, including prospects, potential partners, industry peers, and executive candidates.

LinkedIn Posting Strategy: Consistency Over Virality

Once your network is in place, consistency becomes the key variable. Posting sporadically leads to no momentum, whereas posting once or twice per week, week after week, keeps you top of mind without overwhelming your schedule.

What Type of Content Performs Best on LinkedIn in 2025?

Content style matters more than many realize, and results are showing us that LinkedIn seems to have begun prioritizing quality over quantity.

LinkedIn Content That Drives Engagement

• Real photographs outperform graphics and AI-generated images. Authenticity might be becoming more and more important.
• Human-sounding language matters more than ever. If your posts read like they were written by ChatGPT, then they sound like everyone else’s. It decreases people’s desire to engage with what you wrote. 
• Thought leadership remains key. Share your point of view on what is happening in your industry and remember that your main goal being on LinkedIn is to position your organization as a thought leader in the industry.
• Personal and humanizing content remains important. Sharing personal reflections allows your network to understand how you think, what you value, and simply who you are. 
• Hashtags have become increasingly irrelevant. LinkedIn does not have hashtag strategy online other social media platforms. Forget about hashtags and focus on human-sounding content instead. 

The Bottom Line: Is LinkedIn Still Worth It?

Algorithms will continue to change, and engagement numbers will continue to fluctuate. That has always been the case and always will be.

LinkedIn continues to offer the most efficient way for CEOs and Founders to remain top of mind of their professional network with a relatively small investment of time.

Those of us who maintain consistency through algorithm cycles position ourselves to remain relevant and top of mind regardless of platform shifts. The leaders who jump off the platform every time the algorithm changes are the ones who have to start from scratch every time they come back.

LinkedIn is worth your time. The only remaining question is whether you are willing to stay consistent long enough to reap the rewards.

Frequently Asked Questions About LinkedIn for CEOs

Is LinkedIn still relevant for marketing in 2026?

Absolutely. LinkedIn remains the most powerful platform for B2B executives to build thought leadership, stay top of mind, and generate inbound business opportunities. The algorithm changes have shifted how content is distributed, but the platform’s core value for professional visibility remains unmatched.

How has the LinkedIn algorithm changed?

LinkedIn now prioritizes distributing content to your first-degree connections rather than amplifying posts beyond your immediate network. In practice, this means your content is being seen more by the people who already know you, but less people in total compared to the past, which for most CEOs and Founders is exactly the right audience.

What is the best LinkedIn posting frequency for executives?

One to two posts per week is the optimal frequency for most CEOs and Founders. Consistency matters far more than volume. Posting on the same days at the same time is still considered to be best practice.

How do I build a personal brand on LinkedIn as a CEO?

Start with a compelling, up-to-date profile. Post consistently with a mix of thought leadership and personal content. Grow your network intentionally. Repurpose your existing thought leadership, including keynotes, podcast appearances, and media features, into LinkedIn content. If you need help, consider working with a personal branding agency that specializes in executive branding.

Should CEOs use AI to write their LinkedIn posts?

AI can be a helpful thought partner for brainstorming and structuring ideas, but it should never replace your authentic voice. LinkedIn audiences and the algorithm increasingly penalize content that reads like generic AI output. Your unique perspective, voice, and point of view are what make your personal brand valuable.