---
title: How do CEOs win on LinkedIn?
canonical_url: https://www.omniscan.ai/blogs/how-do-ceos-win-on-linkedin
type: article
publisher: Omniscan
date_published: '2025-11-24'
last_updated: '2025-11-24'
---

# How do CEOs win on LinkedIn?

Published by Omniscan on 24 November 2025. Original: https://www.omniscan.ai/blogs/how-do-ceos-win-on-linkedin

If you're new to our blog, every couple of weeks our hybrid team of humans and AI agents research topics affecting reputation, communications and stakeholder engagement.

***Quick sidenote:**** We've been running a popular (and free)*[* AI policy-focused daily news wrap*](https://djthmp04.eu1.hs-sales-engage.com/Ctc/ZX+23284/djTHMP04/Jl22-6qcW7lCdLW6lZ3lxW38tGyf7vkJFXW45g9p11ZSXrlN71PwMhCCGhzW7WX32P4SBgPXW51FPjp2dlSR1W6PxBqn4BRFdXW2c2B4L7SBVl5W88KqKt4t0rPpW45BRV46pP9zQVDG7W83cWbPCN4bbRzVvhCwrW2Vd5_F6Fhd0CW70WcZp1z-TjHW3-lfhw5ntdsvV4CJT67t80MGW2dxxRF1CMClvW3xS52n7HR2r5W58fbZ51SmTCBW2-HtTH6Mn1PGVFQ4X_6rqp9WW3pGhK36jybqSW7fN4m-89K33dW8-Gryk6DPMgRW5bRrgD7qzMpQf14hjYR04)* - and as a bit of a fun test, we tried out the upgraded Google NotebookLM newly infused with Gemini 3 to turn our news wraps into podcast-style digests - *[*check it out*](https://djthmp04.eu1.hs-sales-engage.com/Ctc/ZX+23284/djTHMP04/JlF2-6qcW8wLKSR6lZ3mTW4vSsH8989Q1-W5thndn6lsXLCW10fL0_1kWP7GW1Q5tfH1Hl7qgW1zkpR290y-TTW6wGQQ22XLX9tW7hfdYB6fgKrPW2rzYBX40r0CSN5hN8-Mt0MpHW4PSnCx3l-H70W6l68FP5RBn9-N1jvG-2hpQhbN3_PlHxP0fdGW2ZdQXN530LcFN8Lm84GdP-YcN943hct7zJNtW58hrQB91tjZxW5lqJ4r6LB-z-W5TJdg073hF7tW5j9St92JMy28N516lNWfpYpVW6r9Qw_2b1T5HW7MSndr6hNwxPW7Y1fyX6KJxZYW7Sj37G7L9bHgW36S5BP3CTVVrW44FRSB65Mh9fW4k02lk6KCJlWf65D6xs04)*! The AI podcasters are surprisingly engaging. It's super impressive what Google has just shipped! *

**Back to our main story:** This week we tasked our AI agents to analyse LinkedIn activity from every S&P 500 CEO with a LinkedIn account to identify what's driving engagement on the platform - who's winning and what content performs best. This ended up with just over 6,000 posts from ~400 CEOs being analysed!

**The Headline.**

Product launches and innovation content absolutely dominates LinkedIn engagement, achieving an average of 2,225 likes per post - nearly 50% higher than the next best-performing category. 

Interestingly, by sheer volume, posts related to internal team and culture matters were the biggest post category but had middling to mediocre engagement rates. 

**Finding 1: The Engagement Elite vs The Volume Players**

Our AI agents identified two distinct strategies amongst top executives:

The **Engagement Elite** (maximising impact per post):

- Sundar Pichai leads with an extraordinary 14,310 average likes per post - but only posts 18 times
- Jamie Dimon maintains 6,207 average likes across just 5 posts

The **Volume Players** (building presence through consistency):

- Satya Nadella posted 126 times, accumulating 987,016 total likes despite a lower per-post average (7,834)
- Jim Farley posted 137 times with modest per-post engagement (870 likes)
- Michael Dell posted 109 times, averaging 1,752 likes per post

*Yes... and so what?* Both strategies can work. Pichai's selective approach generates 83% more engagement per post than Nadella's frequent posting strategy. However! Quantity does have a quality of its own and a high volume of posts can accumulate a huge number of likes (and subsequent reach). The key thing is to pick a strategy and do it with conviction and authenticity.

**Finding 2: Content Categories That Actually Matter**

Whilst CEOs post most frequently about Team & Culture (1,325 posts), the real engagement happens elsewhere:

**Top Performing Categories by Average Engagement:**

1. [Product Launches & Innovation](https://djthmp04.eu1.hs-sales-engage.com/Ctc/ZX+23284/djTHMP04/Jll2-6qcW7Y8-PT6lZ3pQW6LfnJn6vR9TrW8Gc2MV76dMlrN4v6nCz16gGjW8B-0t-56_zVdVdd3Hv1G5P4dW6NNFW-4z_yqHN51GrTLPL-HtW1drg8W4FLZWRW452zRW2ZS_KnW1Q78RJ987j7_W7n1zXm7CGFbfW2Y_2_m8bKk5SW8V5fm-1C8t0_W3kFzTM8xZ-XLW5vsRW84LCWZbW4XhpXz1jGlVqW7DN3zG1NqVHhW1C541l9lpPdqW4mN8mG4kW1yRN9c74tGq92FMW571rP23_84WmW1Np2q21TfyhgMwhnYJ18ZybW4x3TJS18tNhTN2pjSv9PjrBvW2RDjLn8N3h5tf43ljcg04) - 2,225 likes per post
2. [Personal CEO Journies & Reflections](https://djthmp04.eu1.hs-sales-engage.com/Ctc/ZX+23284/djTHMP04/Jll2-6qcW7Y8-PT6lZ3ppVDK-9P1L4_HZVvVn0_1VW8zJW3nZKRY4GLPnmW1-VF9C6Sd3KxW4w2B5Q65QymkN7c1L41JPSg9W9ls5qG73GszwN2xgsmGtMSDyW1cT9vM14tBrHW8jLqxR7qHNjlW6JsXLh1B9G0fW6sVJSt6pRk_LW7JlKWg1lHWjQW64nb9F43nw7pVtxfR-7RzVMKW9bYt1p27J16bN6Fll4wdHrPPW194GfT5qJtCHW6BPdNt3p73bLW6yK5GQ2W9Z56W13L0J34fQRSKW6z_7z0355VpbW38HtQM2fg29XN5nJYtLLfqDWW5Ppylm5-nlB4W8tSRxz6pYxmqf73zvyv04) - 1,488 likes per post
3. [Company Milestones & Achievements](https://djthmp04.eu1.hs-sales-engage.com/Ctc/ZX+23284/djTHMP04/Jll2-6qcW7Y8-PT6lZ3p_W1wKmtw4nNPYMW1SBl4q12PsKdW3dHl_65RYv4mW3hlTVz4l9x2DW7XyZhv77NwCvW3jnHZq297W8qW2WnCmw7k9hQWW5ry15V2zd9qjW5yv4LT6y_5xsN2r0lgpX9sjpN1wL2d886VGfW6Hr0j-3fk7-NW4zPKRK6rsswbW27jFG55JWlS_W5x4DVW4wh4bZW7VZt176cb6lKW3qF1v38wvGC8N6Wx9jhmCnzQN8V0g4TT8RYdW7rdKW_7RK7J-W8p51cP4S42f4W5grYSd69K774W6ZfVb17qCQ17W25wy1r4QVZ_gW80_2t85HQHCvVVH8mY8Tkj-mf2jqQj404) - 1,326 likes per post

**Volume vs Impact Mismatch:**

- Industry trends, CSR / ESG related contented and general how-to / educational type content generates the lowest engagement despite representing relatively high proportions of posts
- Team & Culture posts achieve just 806 likes on average despite being the most frequent category

*Yes... and so what?* Many CEOs aiming to maximise reach are fundamentally misallocating their LinkedIn content efforts. Content that reflects internal company happenings does not get the same kind of interest as content about [new launches, innovation and major announcements](https://djthmp04.eu1.hs-sales-engage.com/Ctc/ZX+23284/djTHMP04/Jll2-6qcW7Y8-PT6lZ3l2W5Nkb9-7gf5S-W71wNXV25BBt9W7jQlqM7PK3R6N1sgVqjk45PcV_QGT92Nx2dlW8HPDwc5Xw3zKN43sGMGlCfR9N2h1ZW-lN8hWW8PvSBn4Nyx3QW1bf7sz2_mDWTW5rp1R_2zkd-SW3KKkP-5PpsDgW2lGmsF2nFkwyVHDt_87xf1CRW5KWR011T_MPmN48yj6wjYgR9W1D2wsC7X3wZxVtpwNP3Tj7jnW1JPB7P11PfjlW4ZCscX2R9y66W8Mgf6J5sxywgW26zjKl4v6nbXW88PfL57TxWtbW7Bw0xS1Xtj_XW6rjqKq8Vy91GW1CzNbP3mz4tnf2z0jgR04) OR authentic personal content from the CEO about their [experiences and career journeys](https://djthmp04.eu1.hs-sales-engage.com/Ctc/ZX+23284/djTHMP04/Jll2-6qcW7Y8-PT6lZ3pDW2LJLxd3znn0ZVlFQWx25832CW8d07Lw6jdRNQN9kVPznbn4TFV5X7sN4rZbvNW6wk0Nt90mQ6-W4xkrrq7nHzRPW8Z0BFb1WK-S6N9hgyl_FK44SW24JMdc4YLMBFW7Cd-JG93RtGbW2TncfK3KqKTBDcXB5RkxdjN9f3vBR81MNMW8H9ykm23DvZSN7FBbRJ6Lct2W8T2TGB6NZjWPW85fD_f8htfjQW2STZ70671HWHW1NR89M5G2P24W5Y--2P9gJxpzW3fz0hx6TlJ1LN6hhFM4xg7n1W7ctPbh71NCC2V6Qfm14nWhr6VXnLD92-fV-1f2gjWy204). 

We've attached the visual breakdown showing engagement patterns, posting frequencies, and executive rankings. Feel free to share these internally or with clients - particularly communications teams planning 2026 content strategies.

If you or your clients need support understanding your LinkedIn performance, executive positioning our AI agents can provide deep-dive analysis across platforms. Let us know how we can assist: hello@omniscan.ai

## How to cite

Omniscan, "How do CEOs win on LinkedIn?", 24 November 2025. https://www.omniscan.ai/blogs/how-do-ceos-win-on-linkedin