Using LinkedIn for Executive Positioning

May 09, 2015

Using LinkedIn for Executive Positioning

I met a woman at a LinkedIn conference yesterday who works on content for positioning executives at Marriott and she told me about how they are using LinkedIn to introduce customers to their executives’ conversations. They have a showcase page on LinkedIn called overheard@marriott where they aggregate all the executive blogs and commentary into one place. It also pulls in the blogs by influencers’ CEO Bill Marriott and president Arne Sorenson. Here is how it looks (above). Pretty smart use of LinkedIn to share news and information about the people who make up the ethos of Marriott. The description on the site is “Dispatches From the World of Travel, Join the conversation with Marriott International travelers.” Clever way to share what’s on the minds of Marriott executives and entice the Millennial set who I presume are the target. I ran across two 20 minute films that looked like fun — Two Bellman and French Kiss.  Two Bellman had over five million views. The content is not Marriott-specific but just general interesting content from the world of travel. Here are the guiding principles from Arne Sorenson as to what works today (no hard sell).

#1) If the content does not lead with value, it will be ignored.

#2) If the advertising is too overt, today’s audiences will be turned off.

#3) Content can be synonymous with conversations. And conversations are always better when they’re engaging – whether at a cocktail party or online.

Take a look. As companies work at building reputation for their leadership and beyond the CEO, this opens up their senior management views and ideas in a friendly, casual, eclectic ,interesting way. And it positions the individuals as “human beings,” not just stick figures on a web site.


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Leslie Gaines-Ross
Leslie Gaines-Ross

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of corporate and CEO reputations.

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