LinkedIn advertising is evolving fast, with some impressive changes rolling out every few months. For years, most people have thought of LinkedIn ads as being solely about lead generation—a place to capture forms, fill sales funnels, and book discovery calls. And while that’s still a core strength of the platform, things are shifting.
Today, LinkedIn Ads aren’t just about lead gen. They’ve become a powerful stage for personal branding, thought leadership, and brand visibility. The platform has recognised that people trust people more than they trust logos, and it’s investing heavily in features that put executives, subject matter experts, and creators at the forefront.
Take BrandLink, for example, a new feature that connects brands with trusted publishers and creators by promoting pre-roll video ads alongside feed content. It’s a clear signal that LinkedIn wants to blur the line between brand building and performance, leaning into the same creator-driven strategies that have taken off on platforms like Instagram and TikTok, but geared toward a professional audience.
At the same time, we’re seeing more companies invest in personal branding, not just for the CEO, but across leadership teams and even frontline employees. Thought leadership posts, behind-the-scenes content, and authentic storytelling are becoming just as important as sponsored lead gen forms.
The good news is that LinkedIn ads and personal branding don’t have to live in separate silos. With formats like Thought Leadership Ads, companies can put the voices of their executives, experts, and employees at the forefront of paid campaigns.
It’s a way to bring together the authenticity of personal branding with the reach and targeting of LinkedIn advertising, a practical combination that builds trust while still supporting core business goals like lead generation. In this article, we’ll look at how Thought Leadership Ads work and what they mean for the future of LinkedIn marketing.
The Rising Value of Thought Leadership
If you want proof of how valuable thought leadership has become, look no further than PayPal. The company recently advertised a full-time role focused solely on building its CEO’s personal brand on LinkedIn, with a salary north of $200,000 a year.
That tells you everything about where the industry is headed. Executive voices and authentic insights have become core drivers of influence and trust. While Fortune 500 companies may be setting the pace, the opportunity isn’t limited to them.
But here’s the key: thought leadership isn’t just about having a title or a big platform. It’s about consistently creating content that positions you (or your leaders) as the go-to source of insight in your space. Articles, LinkedIn posts, short-form videos, podcasts, and even comments on trending topics all contribute to building a voice that people recognise and trust.
Content marketing and personal branding are now deeply intertwined. Great content fuels personal brands, while strong personal brands give that content more weight and credibility. This is why so many companies are starting to treat executives, team leaders, and even frontline employees as “content creators” in their own right. Their lived experiences and expertise give authenticity that no polished corporate campaign can replicate.
And here’s the best part: you don’t need to be PayPal or have a six-figure budget to make it work. Smaller businesses can punch above their weight by leaning into personal storytelling, showcasing behind-the-scenes culture, and encouraging team members to share their perspectives. Done right, it builds influence, nurtures trust, and creates the kind of brand recognition money alone can’t buy.
Why Personal Branding Pays Off
The benefits of investing in your personal brand go far beyond visibility. They translate into real, measurable business outcomes across multiple fronts.
Brand Awareness
A strong personal brand is one of the most effective ways to extend brand awareness. Every time leaders, subject matter experts, or employees share content, they’re not only showcasing their expertise, they’re putting the business in front of entirely new audiences.
Unlike corporate campaigns, these interactions feel more authentic and relatable. In fact, content shared by employees receives eight times more engagement than content shared by brand channels. The ripple effect is clear: when people see and trust the individuals behind a business, they’re more likely to remember and engage with the brand itself.
Talent Attraction
A visible leadership team also makes your company far more appealing to talent. Today’s workforce wants to work for people, not faceless corporations. According to LinkedIn’s Employer Brand Statistics, 75% of job seekers research a company’s reputation before applying, and 69% would not accept a job with a company that has a bad reputation, even if unemployed.
When leaders share openly about their values, culture, and vision, it signals transparency and makes potential employees feel more confident about joining the organisation. Put simply, strong personal brands attract strong teams.
Customer Trust
Buyers trust humans more than logos. Research shows that 92% of people are more likely to trust a company whose leadership is active on social media. When executives and employees post insights, share stories, or respond to discussions, it builds a sense of credibility that polished corporate messaging can’t replicate.
This is why thought leadership has become such a powerful differentiator—buyers want to know the people behind the business before they commit. A trusted personal brand directly translates into greater trust in the company.
Investor Confidence
A visible and credible leadership presence also plays a role in securing investor confidence. Investors don’t just evaluate financials; they invest in the vision, resilience, and credibility of the people steering the ship. When leaders communicate with consistency and authenticity, they inspire confidence in both the company’s short-term execution and long-term potential.
A strong personal brand, therefore, becomes not just a marketing asset but a business asset that reassures stakeholders at every level.
Lead Generation
And, of course, all of this feeds directly into lead generation. The increased brand awareness and customer trust built through personal branding naturally make it easier to start conversations and convert interest into a pipeline. In fact, research shows that 65% of buyers say a piece of thought leadership significantly improved their perception of a company, and in many cases, that shift in perception is the spark that moves someone closer to becoming a customer.
What makes this so powerful is that it doesn’t require massive budgets. On its own, building a personal brand is incredibly cost-effective. It doesn’t cost a penny to post your perspective, share your story, or comment on industry trends. And yet the returns, in the form of new connections, inbound interest, and qualified leads, can be incredibly impactful.
In other words, putting yourself out there is one of the most effective (and cost-efficient) tools you’ve got.
What StraightIn’s Data Shows
We decided to test this by asking everyone on our sales and operations team to post on LinkedIn. The brief was simple: share whatever you like. Some wrote tips on LinkedIn marketing, others shared personal experiences, a few offered deep industry insights, and some kept it light and fun. The only aim was to spark interest while showing off a bit of personality.
Not everyone was immediately comfortable. A few were nervous, some had never posted before, and many didn’t have large followings. Hitting “post” for the first time can feel daunting when you’re putting your name, face, and ideas out there. But credit where it’s due, everyone stepped up, and the results speak for themselves:
• 26,234 impressions
• 14,242 reach
• 65 booked call leads in two weeks
• 32% increase in leads the following week
All of this was organic. No paid campaigns, just authentic content shared by first-time contributors.
Now, imagine the possibilities if you’re a CEO, head of sales, or senior leader with years of experience, an established following, and a strong presence on LinkedIn. The potential reach, credibility, and influence are enormous.
Why Paid and Organic Work Better Together on LinkedIn
You might be thinking: it’s been a while since we last spoke about LinkedIn Ads, so where does this all fit in? The answer is simple: you can boost your content. By promoting your best-performing posts to your perfect target buyers through LinkedIn Ads, you take organic reach and put it on steroids.
Sure, 26,000+ organic impressions is amazing, but imagine multiplying that by five and making sure every new impression comes from decision-makers within your Ideal Customer Profile (ICP). That’s the real power of combining organic content with paid distribution.
LinkedIn makes this possible with a wide variety of ad formats. Sponsored Content, Conversation Ads, and Dynamic Ads all have their place. But the format grabbing everyone’s attention right now is Thought Leadership Ads.
What are Thought Leadership Ads?
These ads allow you to showcase an individual’s post directly from your company page. In practice, that means you can take a strong piece of content—whether it’s a thoughtful post from your CEO, a deep-dive insight from a subject matter expert, or a relatable story from someone on the frontline—and place it directly in front of the decision-makers who matter most.
Instead of relying solely on organic reach, you can extend the visibility of authentic voices to a highly targeted audience. This creates a powerful blend: employee advocacy, executive branding, and content marketing, all combined and powered by LinkedIn’s precise ad targeting. The result is content that feels personal and trustworthy but has the scale and reach of a paid campaign.
With authentic, story-driven posts backed by LinkedIn’s ad tools, you’re not just building personal brands. You’re positioning your people as trusted thought leaders while generating high-quality leads. In other words, you get the credibility of organic content with the scale and precision of paid advertising.
The Future of LinkedIn Advertising
LinkedIn has evolved beyond being just a platform for lead capture. It’s become a stage where people, not just brands, drive influence and trust. The shift toward personal branding and thought leadership means that executives, subject matter experts, and employees have as much impact as any campaign or landing page.
For businesses, the opportunity isn’t about choosing between lead generation and brand building. No, it’s about bringing them together. By combining authentic, story-driven content with the precision of LinkedIn Ads, you don’t have to choose between brand building and performance. You can achieve both. Thought Leadership Ads are just the beginning of this new era, where credibility and connection fuel conversions.
Whether you’re a Fortune 500 company or a growing startup, the same principle applies: people trust people. If you can put real voices at the heart of your marketing, support them with smart advertising, and stay consistent, you’ll not only stand out, you’ll lead the way.
How StraightIn Can Help With LinkedIn Personal Branding and LinkedIn Advertising
At StraightIn, we know that the future of LinkedIn marketing lies in combining authentic voices with smart advertising. Our team helps businesses tap into the power of personal branding, thought leadership, and LinkedIn Ads to create content that not only connects but also converts.
Whether it’s building out a consistent thought leadership strategy, managing organic engagement, or putting your best content in front of the right decision-makers with formats like Thought Leadership Ads, we’ll make sure your people and your business stand out.
If you’re ready to put your leaders and experts at the heart of your marketing while driving measurable results, we’re here to help. Get in touch with us today to find out more about how we can help you. Call 0161 518 4740, or email grow@straight-in.co.uk.
