According to the 2025 Bentley University-Gallup poll, 51% of Americans believe companies should speak up on social and political issues, jumping from 38% in 2024. This shift happens while companies face increased scrutiny about sustainability and social commitments, yet 90% of people question corporate messages sometimes, with 36% finding company statements inauthentic.
Corporate statements often fall flat with audiences. That's why companies have moved toward sharing their stories through executive voices on LinkedIn.
This inflection point may be why many companies have shifted their storytelling to LinkedIn, specifically via their executive voices, which LinkedIn actually rewards over company content.
Unlike formal reports or press releases, LinkedIn gives leaders room to highlight the initiatives that matter most to their audiences or customers while also sharing their own values and personal "why."
Video content is dominating LinkedIn right now, with CEO posting activity up 52% over two years and video content growing twice as fast as text posts.
A two-minute clip walking through a retrofitted warehouse, a short clip comparing before and after energy metrics, or a video selfie celebrating employees volunteering at a community event all ground impact storytelling for the audience and create a personality that they can get behind.
"Show, don't tell" approaches elevate the content above just reporting and help give audiences an idea of what these initiatives look like in the real world.
One underused advantage of LinkedIn is its ability to act as a flexible, low-stakes testing ground for new approaches to language, tone and framing before scaling to higher-visibility platforms like speaking engagements, earned media opportunities or marketing collateral.
Executives can post early takes on new impact narratives like "spearheading responsible growth" or "encouraging workforce inclusion" and observe engagement and monitor feedback.
Communications teams can review analytics and refine messaging approaches based on what resonates with their audience. This helps leaders stay responsive to evolving expectations.
One of the strongest ways to balance accountability and authenticity is to link purpose-driven storytelling directly to business momentum. Instead of separating impact from operations, communicators can tie it to quarterly results, product launches or new partnerships.
For instance, when expanding into new markets, a CEO might share how that growth improves access for community members, connecting economic inclusion to business expansion. When launching sustainable packaging, highlight both cost savings and the pride of the team that developed it.
This approach demonstrates that purpose and performance work together rather than competing with each other.
Organizations are grappling with changing expectations around transparency and greater skepticism about the value and relevance of initiatives that support corporate impact like employee wellbeing, environmental stewardship and economic opportunity.
Communicators have an opportunity to redefine how leaders share progress, linking personal narratives with business outcomes.
The next era of impact storytelling won't be about polished sustainability reports and formal statements but leadership that is able to make business values compelling and visible in real time.
Ready to elevate your executive presence on LinkedIn? Contact Winsome Marketing today for personalized executive branding solutions.
.png)
Joy Youell : May 20, 2025 4:39:44 PM
Have you ever tried reading healthcare content? I mean, seriously, who writes this stuff? It's like they're deliberately trying to confuse you....
Faith Cedela : Mar 10, 2025 4:12:16 PM
So you know those new tariffs on stuff from China, Canada, and Mexico that just kicked in? Yeah, the ones making everyone in PR departments...
Joy Youell : Sep 15, 2025 5:39:46 PM
I've got to tell you something about this whole generative AI thing in PR. It's ridiculous! These AI tools are basically digital sycophants. You know...
Faith Cedela