Share expertise on LinkedIn

Executives and subject-matter experts have valuable knowledge about developments within their organisation and field. Through their personal LinkedIn profiles, they can provide additional explanation and context while reaching professional networks beyond the organisation account.

This allows you to make better use of the knowledge and reach already available within your organisation, without placing the entire content process on busy experts.

Let experts explain developments clearly

An organisation account can communicate what is changing. An expert can explain why, which considerations are involved and what this means in practice.

This additional context can be particularly valuable when communicating about policy, research and societal developments. The OECD Trust Survey 2024 found that 39% of respondents considered their national government's communication about policy changes adequate. The OECD also highlights the importance of explaining the reasoning behind decisions.

This allows you to complement official communication with the knowledge and experience of the people closest to the subject matter.

Reach your experts' professional networks

Your organisation account reaches one network. Executives and subject-matter experts add their own professional networks on top of that.

According to LinkedIn, employee networks have on average ten times as many connections as their organisation page has followers. Personal profiles can therefore be a valuable addition to the reach of your organisation account.

This means you can share knowledge not only through your own channels, but also through the relevant professional networks around the people within your organisation.

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From strategy to execution with Coosto

The knowledge, experts and professional networks are already there. The challenge is to make them a consistent part of your communication without creating a separate process.

With

LinkedIn Advocacy in Coosto Publish

, the communications team can prepare, approve, schedule and publish content for personal LinkedIn profiles alongside other social media content. Experts stay involved in the content and can approve posts, while the communications team manages the process.

View LinkedIn Advocacy →

What does sharing expertise on LinkedIn deliver?

Reach beyond your own channels

Use the professional networks of executives and subject-matter experts alongside your organisation account.

Add more context to complex topics

Let experts explain what developments mean and which considerations are involved, based on their own expertise.

Activate experts without adding to their workload

Let the communications team organise the content while experts remain involved in the substance.

Make expert content part of your planning

Plan content for personal profiles alongside your other social media content, so expert communication does not depend on isolated publishing moments.

Give expertise a consistent place in your communication

Make the knowledge and professional networks within your organisation a consistent part of your LinkedIn communication, without adding extra publishing work for experts.

During the demo, we'll show you:

how to prepare content for personal LinkedIn profiles;

how experts can review and approve content;

how to plan expert content alongside your other social media content;

how to publish through personal LinkedIn profiles.

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Frequently asked questions

Why use personal LinkedIn profiles alongside the organisation account?
Personal profiles provide access to additional professional networks. They also give executives and subject-matter experts the opportunity to add more explanation, context and perspective based on their own expertise.
Which topics are suitable for expert communication?
Especially topics where subject-matter explanation adds value. This can include policy, research findings, projects, developments within the field and lessons from practice.
Who can communicate as an expert on LinkedIn?
That depends on the topic and the organisation. Examples include executives, researchers, specialists, spokespersons or project leads with relevant expertise.
Does an expert have to create all LinkedIn content themselves?
No. The communications team can support the preparation and organisation of the content. The expert's knowledge and input remain the substantive foundation.
How do the organisation account and personal profiles work together?
They can play different roles. The organisation account can announce a development, while an expert adds background, explanation or perspective through their personal profile.
How does Coosto support this?
With LinkedIn Advocacy in Coosto Publish, the communications team can prepare, approve, schedule and publish content for personal profiles alongside the organisation's other social media content.

Extend the reach of your expertise on LinkedIn

Let experts explain developments clearly

Reach your experts' professional networks

From strategy to execution with Coosto