Why Are Senior Leaders Absent From LinkedIn?
Session Summary
This Link∙Ability [IN]sights livestream explores why many senior leaders remain absent from LinkedIn® and what that means for executive visibility in the AI era.
In this conversation, Lynnaire Johnston and HR executive Felipe Cofino discuss the strategic risks of digital invisibility, the growing importance of personal leadership voice online, and how executives can build credibility and discoverability through thoughtful participation on LinkedIn and across the wider web.
The discussion also examines how AI systems are beginning to surface individual expertise and why leaders who share their ideas publicly are more likely to be discovered by stakeholders, recruiters and collaborators. These ideas connect closely with Link∙Ability’s work on Executive Visibility Reviews, which help leaders understand how visible and credible they appear online.
Event Transcript – Link∙Ability [IN]sights Livestream
Why Are Senior Leaders Absent From LinkedIn?
Event Transcript – Link∙Ability [IN]sights Livestream
Event: Building Trust on LinkedIn® When AI Gets It Wrong
Series: Link∙Ability [IN]sights
Host: Lynnaire Johnston
Guest: Felipe Cofino
Date: Feb 26, 2026
Time: 12pm NZDT
Format: Online (LinkedIn Live)
Replay: https://www.youtube.com/watch?v=Q9E_PvBoJ7s
Executive Summary
Many senior leaders still remain absent from LinkedIn®, despite the platform becoming one of the most influential environments for professional visibility, reputation and discovery.
In this Link∙Ability [IN]sights livestream, Lynnaire Johnston is joined by HR executive and LinkedIn Top Voice Felipe Cofino to explore why this gap still exists and what it means in the era of AI-driven discovery.
Their conversation examines the cultural, strategic and practical reasons many executives avoid LinkedIn – as well as the risks this creates for both individuals and organisations.
Topics covered include executive reputation, the strategic value of visibility, the role of AI in discovering expertise, and practical ways leaders can begin building a credible presence online.
Who This Transcript Is For
This session will be particularly useful for:
◼ Senior leaders and executives who want to understand the role of LinkedIn® in modern leadership visibility
◼ Board members and organisational leaders evaluating the risks of digital invisibility
◼ Communications, marketing and HR professionals responsible for leadership visibility and employer brand
◼ Consultants, advisors and thought leaders who want to strengthen their online authority
◼ Anyone interested in how AI is changing the way expertise and reputation are discovered online
If you are wondering whether LinkedIn still matters for senior leaders – or how executive presence is evolving in the AI era – this conversation provides a practical starting point.
Key Insights From This Session
Several important themes emerged during the discussion between Lynnaire Johnston and Felipe Cofino.
Executive absence on LinkedIn is still common
◼ Many senior leaders remain inactive on LinkedIn or have outdated profiles
◼ In many cases this is due to habit, uncertainty about value, or competing priorities rather than a deliberate strategy
Leaders underestimate the strategic risk of invisibility
◼ Stakeholders increasingly research leaders online before meetings or partnerships
◼ When a leader cannot be found online, it can create doubt about relevance, credibility or accessibility
AI is changing how expertise is discovered
◼ AI systems now surface individual voices, content and thought leadership across the web
◼ Leaders who share ideas online are more likely to appear in search and AI-generated responses
Human connection drives engagement
◼ Posts that reveal personality or authentic experiences often perform better than purely corporate content
◼ A balance between professional insight and human context helps build trust
LinkedIn activity can create measurable business impact
◼ Strong leadership presence can support recruitment, employer brand and talent attraction
◼ It can also help generate opportunities for partnerships, speaking engagements and collaboration
Topics Covered in the Discussion
The livestream explored a range of issues related to leadership visibility and digital reputation.
◼ Why many senior leaders still avoid LinkedIn
◼ Common fears and misconceptions about posting online
◼ The impact of AI on discoverability and reputation
◼ The difference between corporate messaging and personal leadership voice
◼ How authentic content helps leaders connect with audiences
◼ The role of employees and ambassadors in amplifying organisational visibility
◼ Practical ways executives can begin building a credible LinkedIn presence
About the Speakers
Lynnaire Johnston
Lynnaire Johnston is Creator and Community Lead at Link∙Ability and a specialist in LinkedIn strategy, executive visibility and AI-era discoverability. Through the Link∙Ability community, livestream series and advisory work, she helps leaders and organisations build authentic influence and meaningful professional networks.
Felipe Cofino
Felipe Cofino is an HR executive, LinkedIn Top Voice and founder of Cofino Consulting. With more than three decades of experience in human resources and recruitment, he is passionate about helping organisations build strong cultures, attract talent and use LinkedIn as a tool for professional growth.
Why This Conversation Matters Now
Executive visibility has traditionally been built through meetings, conferences and professional networks.
Today, those signals are increasingly supplemented – and sometimes replaced – by digital presence.
Stakeholders, partners, employees and journalists often form their first impression of a leader by searching online.
At the same time, AI tools are beginning to surface experts and thought leaders automatically when people ask questions.
This means that leaders who share their ideas, perspectives and expertise online are more likely to be discovered.
For leaders who remain silent online, the opposite may also be true.
Main Questions Explored in This Discussion
During this Link∙Ability [IN]sights livestream, Lynnaire Johnston and Felipe Cofino explored several key questions about leadership visibility in the digital and AI era.
◼ Why do so many capable senior leaders remain absent from LinkedIn®?
◼ What risks do executives face when they have little or no visible online presence?
◼ How are AI systems changing the way expertise, reputation and authority are discovered?
◼ What does an effective executive presence on LinkedIn actually look like today?
◼ How can leaders share their ideas and expertise without turning their profiles into corporate marketing channels?
◼ What role does authenticity and personal storytelling play in building credibility online?
◼ How can organisations support leaders in developing visible and trusted professional voices?
These questions form the foundation of a wider conversation about how leadership visibility is evolving as professional discovery increasingly happens online.
Expert Insights From This Conversation
The discussion between Lynnaire Johnston and Felipe Cofino highlights several important ideas about executive visibility in the digital era.
◼ Senior leaders who remain absent from LinkedIn® risk becoming professionally invisible to stakeholders searching online.
◼ In the AI era, expertise is increasingly discovered through content, conversations and public insights shared online.
◼ A credible leadership presence on LinkedIn does not require constant posting, but it does require thoughtful participation and consistency.
◼ Human context – such as personal experiences or professional reflections – often creates stronger engagement than purely corporate messaging.
◼ Leaders who share ideas publicly are more likely to be discovered by recruiters, collaborators and journalists researching industry expertise.
Full Transcript
Opening and Introduction
Lynnaire Johnston
Hello everyone and a very warm welcome to today's Link∙Ability [IN]sights livestream.
I'm your host, Lynnaire Johnston, and today we're going to be looking at a question that has been on my mind recently – why senior leaders are absent from LinkedIn.
Let me start with the backstory.
It’s election year in New Zealand and every three years I look at the LinkedIn profiles of the politicians competing for senior public office. Some leaders use LinkedIn well – but they are very much in the minority.
LinkedIn is a powerful platform for building presence, sharing a message and building loyalty. During an election year that becomes even more important.
That observation led me to look more broadly at senior leaders across New Zealand – particularly those in top commercial roles – and I noticed something very similar.
Very little LinkedIn presence.
Sometimes none at all.
That raises an important question.
Why are so many capable leaders absent from LinkedIn?
And in the age of AI, that question is becoming even more significant.
Before we begin, a couple of quick notes about today's stream.
Our video producer, Shia Ferguson, is in the comments. If you experience any issues, please raise them with her directly.
We’d also love to know where you're joining from, so please let us know in the comments. And if you have questions during the event, add those too.
Now it’s time to introduce our guest.
Today I’m joined by Felipe Cofino, joining us from the United States.
Felipe, welcome. Please tell us where you're based and a little about who you are and what you do.
Felipe Cofino – Background
Felipe Cofino
Thank you, Lynnaire. I'm a big fan of Link∙Ability and I’ve learned a lot from you over the years.
For those who don’t know me, my name is Felipe Cofino.
I’ve worked in HR for around thirty years and I’m currently an HR executive. I’m also a LinkedIn Top Voice and founder of Cofino Consulting, which focuses on HR services such as compliance, recruitment, auditing and training.
LinkedIn has played a big role in my career. I started using it around eighteen years ago as a recruiter. Over time that expanded into employment branding, personal branding and now giving back through livestreams and events such as Workplace Wellness Hour and Future Ready Voices.
For me, LinkedIn has become a place where I can share knowledge and support others in their careers.
The Question: Why Are Senior Leaders Absent?
Lynnaire Johnston
I invited Felipe to join this conversation because executive visibility is becoming increasingly important – not just on LinkedIn but across the wider online world.
AI systems are now surfacing individual voices, expertise and content in ways that were not possible before.
That means leaders need to think carefully about how visible they are – both on LinkedIn and beyond it.
So Felipe, in your experience, why are so many senior leaders still absent from LinkedIn?
Is this a confidence issue, a perception issue, or perhaps a strategic blind spot?
Five Reasons Leaders Stay Off LinkedIn
Felipe Cofino
Over the years I’ve worked with many senior leaders and there isn’t just one answer.
Here are the five most common reasons I see.
First – many leaders simply never embraced social media.
It’s not something they ever felt comfortable with.
Second – legal and compliance concerns.
Some industries restrict what employees can say publicly.
Third – competing priorities.
Senior leaders are busy and if they don’t see the value, LinkedIn doesn’t make it onto the priority list.
Fourth – uncertainty around ROI.
It’s difficult for some leaders to measure the direct return from LinkedIn activity.
And fifth – fear.
Fear of saying the wrong thing.
Fear of criticism.
Fear of damaging their reputation.
All of these factors play a role.
LinkedIn as a Business Platform
Lynnaire Johnston
One of the challenges here is that many leaders still think of LinkedIn as “social media”.
But LinkedIn is really social media for business.
It’s a platform where people learn, share expertise and build networks.
And I still see many boards and executive teams who don’t fully understand that distinction.
Demonstrating the Value
Felipe Cofino
One of the most effective ways to change minds is to demonstrate value.
When I trained recruiters, sales teams and marketing teams to use LinkedIn properly, we began seeing real business outcomes.
For example, at one organisation we reduced time-to-hire from 45 days to 25 days.
We also reduced early turnover significantly because candidates better understood our culture before joining.
Once leaders see those kinds of results, their perspective changes.
The Strategic Risk of Invisibility
Lynnaire Johnston
There is another dimension emerging now – AI discoverability.
When stakeholders search for a leader online and find nothing, that absence sends a signal.
Silence can imply irrelevance.
In the past this might simply have been a missed opportunity.
Now it can become a strategic risk.
What Happens When Leaders Cannot Be Found
Felipe Cofino
From a recruiter’s perspective, if I search LinkedIn and find a profile with no activity, I immediately question whether the information is current.
If there’s no content, no comments and no engagement, it’s difficult to judge whether that person is active or relevant.
And quite often I move on to the next candidate.
That is the risk leaders don’t always realise.
Personal Content and Human Connection
Lynnaire Johnston
One of the interesting patterns I see with executive clients is that posts showing a human side – such as hobbies or personal experiences – often attract more engagement than corporate updates.
People want to connect with people.
The challenge is helping leaders understand there is a middle ground between oversharing and saying nothing personal at all.
Leadership Presence on LinkedIn
Felipe Cofino
A strong executive presence on LinkedIn usually includes several elements.
Leaders should speak about what they genuinely know.
They should share expertise and insights from their own experience.
They should also allow some personality to show.
It doesn’t mean abandoning professionalism – it simply means being human.
And finally, leaders should find the communication format that works best for them.
For some that will be writing.
For others it might be video, images or conversations.
The Most Common Mistakes Executives Make
Lynnaire Johnston
From my perspective, one of the most common mistakes I see is leaders reposting content without adding their own perspective.
That misses the opportunity to contribute to the conversation.
Felipe Cofino
Exactly.
If you're reposting something, add your thoughts.
Share why it matters to you or how it connects to your expertise.
Otherwise it does very little for your visibility.
Final Advice for Leaders
Lynnaire Johnston
Before we close, Felipe, what is the one takeaway you would like leaders to remember?
Felipe Cofino
Stay curious.
Technology is evolving quickly and the leaders who remain relevant are those who keep learning.
You don’t need to master everything immediately.
But you should explore it, experiment and understand how these tools can support your work and your reputation.
That curiosity will take you further than you might expect.
Closing
Lynnaire Johnston
Thank you, Felipe, for sharing your insights today.
And thank you to everyone who joined us for this conversation.
We will be back soon with another Link∙Ability [IN]sights livestream exploring another important topic related to LinkedIn and professional visibility.
Frequently Asked Questions
Why are many senior leaders absent from LinkedIn®?
Many executives still see LinkedIn as a recruitment platform rather than a leadership visibility tool. Others are concerned about time, reputation risk, or uncertainty about the return on investment of posting regularly.
What risks do leaders face if they are not visible online?
When stakeholders search for a leader and find little or no information, it can create doubt about credibility, relevance or accessibility. In the AI era, a lack of visible expertise may also reduce the likelihood of being discovered through search or AI systems.
Does LinkedIn still matter for senior executives?
Yes. LinkedIn remains the world’s largest professional network and is often the first place people look to understand a leader’s experience, ideas and professional perspective.
How can executives start building a LinkedIn presence?
Leaders can begin by sharing insights from their professional experience, commenting thoughtfully on relevant industry discussions and participating in conversations or events that showcase their expertise.
Is LinkedIn visibility only about posting content?
No. Visibility can also come from commenting, collaborating with other professionals, participating in livestream discussions, or contributing insights that demonstrate expertise and leadership thinking.
From Conversation to Action
Explore Your Executive Visibility
Many of the ideas discussed in this conversation relate to a broader question:
How visible are you as a leader online?
Today, stakeholders, partners and journalists often form their first impression of leaders by searching online. AI systems are also increasingly surfacing individuals based on the ideas they share publicly.
That means a leader’s online presence is no longer just a profile – it is part of their professional reputation.
If you're curious about how visible and discoverable you currently are, the Link∙Ability Executive Visibility Review provides a structured assessment of your presence across LinkedIn® and the wider web.
Learn more about the Executive Visibility Review.