Successful Executives Should Prioritize Their Personal Brand on Social Media (Before Their Company)

Introduction:
In today’s digital landscape, an executive’s personal presence on social media can be as critical as their company’s official branding. This revised blog explores why leaders should focus on building their personal brand first and their company’s brand second on social platforms. We discuss how “visibility equals credibility” online, why a strong personal brand fosters greater trust and business opportunities, and how phenomena like the frequency illusion keep well-branded professionals top-of-mind for clients and contacts. Beyond the C-suite, we also examine how personal branding benefits young professionals in job searches and safeguards long-term careers in an AI-driven job market. Throughout, Lauren Krailo’s original commentary is paired with research-backed insights, clearly distinguishing her perspective while reinforcing it with the latest data. The result is a comprehensive look at personal branding that not only refines the original ideas for clarity and flow, but also solidifies Krailo Socials’ position as a thought leader in social media strategy for professionals.

Background: Personal Brand vs. Corporate Brand

Successful executives should be prioritizing their personal brand on social media first and their company second. Many top business leaders today maintain a well-rounded social media presence. Each executive has their preferred platform—often the one where they can reach the largest share of their target audience. It’s a common misconception among leadership that if the company’s social media is active, they don’t need to be. They might occasionally reshare a company post or “like” a tagged mention and assume that’s enough. But relying solely on infrequent, second-hand activity is not an effective personal social media presence.

Modern research strongly supports the emphasis on personal branding for executives. Studies show that 82% of people are more likely to trust a company whose senior executives are active on social media entrepreneur.com. This trust also translates into consumer behavior: 77% of consumers say they are more likely to buy from a company when the CEO is active on social media entrepreneur.com. In other words, when a leader puts themselves out there, it humanizes the business and builds credibility that a corporate account alone often cannot ohhmybrand.com. Business analysts note that personal and corporate brands ideally work in tandem, but the personal brand adds a relatable, human layer to the company’s identity ohhmybrand.com. In fact, companies with multiple executives engaging online benefit significantly; one study found organizations with at least four active senior leaders on social media achieved 38% higher digital impact than those without leadg2.thecenterforsalesstrategy.com. These data reinforce that an executive’s social media activity isn’t just a vanity project—it’s a strategic asset that can boost trust in the company, drive sales, and enhance the overall brand image. By developing a strong personal brand, executives amplify their company’s voice and signal thought leadership in their industry ohhmybrand.com. Krailo Socials recognizes this trend, advising leaders to not remain “behind the curtains” but to step forward on platforms where they can directly influence audience perception. The bottom line: an executive’s personal brand and the corporate brand are both important, but the personal brand is the key to unlocking authenticity and trust that ultimately benefit the business.

“Visibility = Credibility” Online

The reality is visibility = credibility. The more you show up on social media, the more visible you become; and the more visible you are, the more people (and even algorithms) trust you. In today’s environment, trust for a business online is arguably even more important than trust established in real life. Of course, you still need real-life integrity to sustain any relationship (this isn’t universally true for all companies, but bear with the example). Imagine you meet a prospective client at a networking event. They also meet your competitor at the same event. Initially, that person has no strong incentive to trust you over the other person. Traditionally, whoever was more knowledgeable, articulate, or personable might win their confidence. That’s still true, but now the person with the stronger social media presence is likely to come off as more important. When a leader is active online and has invested in building a personal brand, it creates an impression of credibility and thought leadership that precedes and reinforces real-life interactions.

There is growing evidence that an individual’s online visibility significantly enhances their credibility. A survey by Brunswick Group found that financial audiences trust leaders who have an established social media presence 6 times more than those who do not dsmn8.com. This aligns with Lauren’s point that being more “visible” makes you seem more important or trustworthy to others. Why does this happen? Psychologically, people associate frequent exposure with reliability – a concept known in marketing as the mere-exposure effect. The more often someone sees or hears about you (in positive or helpful contexts), the more credible and influential you appear blog.hubspot.com. Moreover, when executives share insights or industry knowledge regularly, they position themselves as thought leaders. According to a Forbes analysis, 90% of employees believe that active engagement by a company’s leadership on social media helps enhance the company’s brand image and credibility dsmn8.com. In practice, a CEO or executive with a robust LinkedIn or X (Twitter) presence can shape the narrative about their expertise and their company’s mission, which in turn primes stakeholders to trust them more deeply leadg2.thecenterforsalesstrategy.com ohhmybrand.com. This trust extends to the business: a Nielsen report noted 92% of people trust recommendations from individuals (even if they don’t personally know them) over those from brands dsmn8.com. Therefore, when an executive speaks on LinkedIn or shares a perspective on X, followers are more inclined to believe and remember that message than if it came from a corporate account. Krailo Socials emphasizes this “visibility = credibility” mantra because in the digital age, an executive’s reputation often precedes them online. By consistently showing up and adding value on social channels, leaders bank credibility that pays off when customers, partners, or recruits make decisions about whom to engage with or buy from.

The Power of Being Top-of-Mind (Frequency Illusion & Social Presence)

If you’re active on social media and have invested in your personal brand, you can benefit from a phenomenon of perceived importance known as the frequency illusion (also called the Baader-Meinhof phenomenon). In simple terms, once someone learns about you or your content, they will start noticing you more often. This works in your favor: after that networking event, if the person you met connects with you or follows you online, your posts and name will keep appearing in their feed. You become a constant touchpoint for them. Being frequently seen keeps you top-of-mind, whether that leads to you winning a deal because you’re the one they keep remembering, or being the first person they invite for a follow-up lunch. In effect, the individual who secures that connection holds the other person’s attention – and in today’s world, attention is currency. If you have your prospect’s attention, you have a better shot at earning their business. On the flip side, if you let your competitor flood that person’s feed with insights and updates while you stay silent, over time that prospect is going to grow to trust and value your competitor more, even if you were originally the front-runner in real life. Attention and repetition build familiarity, and familiarity builds trust and influence.

The frequency illusion Lauren mentions is a well-documented cognitive bias. Once someone is aware of something (like your personal brand), their brain starts selectively noticing it everywhere. Marketing experts note that to leverage this, you should “put your brand message out there as much as possible” so that after the first encounter, the person sees you repeatedly blog.hubspot.com. This repeated exposure makes you feel ubiquitous to them, reinforcing the idea that you are relevant and important. In a social media context, the effect is amplified by algorithms: when someone connects with or follows you, the platform often shows them your content more frequently, especially if they engage with it once. It creates a virtuous cycle where one interaction leads to increased visibility thereafter blog.hubspot.com. This is why being that first connection or follow matters so much. Sales and marketing data back up the payoff of staying top-of-mind. For instance, research indicates that on average it takes 8+ touchpoints (interactions with a brand or person) to convert a prospect to a client in B2B scenarios (source: Marketing Rule of 7, modern variations). Social media connections make achieving those touchpoints far easier through regular content impressions. Moreover, content shared by individuals tends to penetrate networks more effectively: a study found that branded messages get 24 times more shares when distributed by employees (individuals) versus the official company social channel dsmn8.com. And leads generated through employees’ social media were shown to convert 7 times more frequently than other leads dsmn8.com, illustrating that people-focused outreach holds attention and trust better. The idea that "attention is currency" is increasingly echoed by marketers – essentially, the more attention you earn, the more potential revenue follows. Platforms like LinkedIn even reward frequent contributors with greater reach, meaning your active presence can snowball into widespread visibility. Krailo Socials leverages this by coaching clients to be consistent and engaging online, knowing that a familiar name often wins out when a business decision is on the line. By harnessing the frequency illusion through regular posts and interactions, you ensure you’re the person your network thinks of first when opportunities arise blog.hubspot.com.

Beyond the C-Suite: Personal Branding for Every Professional

It’s not just about CEOs and executives; a strong personal presence on social media matters at every level of an organization. From the top down, everyone can benefit. For example, young professionals entering the workforce can stand out immensely among other applicants by building a robust network and personal brand before they’re even hired. If you’re a recent graduate with an active LinkedIn profile, a portfolio of content, or a decent following, you’ll shine compared to someone with just a bare-bones resume. And consider how hiring works now: AI and automated systems play a huge role in screening résumés and applications. Those systems are looking for data points. If you have a rich online footprint – posts, articles, a complete profile, maybe even content that’s been engaged with – the AI can index that social credibility. It may very well recommend you over another candidate simply because there’s more information and positive activity attached to your name online. In short, personal branding early in your career can give you a head start, and ignoring it might mean falling behind others who are digitally visible.

Early-career professionals indeed gain a competitive edge by cultivating a personal brand online. Recruiters and hiring managers increasingly scour social media to evaluate candidates beyond what’s on a formal resume. According to a 2025 survey, 98% of employers conduct background research on candidates online (e.g., Googling or checking LinkedIn) dsmn8.com. Moreover, 47% of employers say they are less likely to even invite someone for an interview if they can’t find them online dsmn8.com. These stats underline that having no digital presence can actually hurt a candidate’s chances. On the flip side, a strong online presence can propel you forward: 80% of recruiters believe a personal brand is important when evaluating applicants dsmn8.com. Many recruiters actively use AI-driven tools to screen social media profiles for skills, experience, and cultural fit carv.comcarv.com. For instance, AI recruitment software can parse a LinkedIn profile or even a candidate’s posts to identify leadership qualities or industry engagement. If a young professional has a rich LinkedIn profile with many connections (note: employees have 10 times more connections on average than their company’s LinkedIn page has followers dsmn8.com), plus maybe a personal website or thought leadership posts, AI algorithms have more “data” to favor that person. Indeed, about 85% of hiring managers report that a strong personal brand can influence their hiring decisions upskillist.com. It’s telling that some employers now view personal brand as more important than a traditional resume – one statistic notes 70% of employers value personal branding over the resume/CV dsmn8.com. Additionally, professionals who actively manage their personal brand tend to progress faster: in one analysis, professionals with a recognizable personal brand were found to earn up to 31% more income than those without one upskillist.com. All this evidence supports Lauren’s point: whether you’re trying to get hired or aiming to advance early in your career, your online presence can be a deciding factor. Krailo Socials advises young professionals to start thinking about their personal brand even before their first job – by doing so, you’re effectively seeding your career growth with a network and credibility that will continue to compound. In an era where AI might recommend or rank candidates, being findable and impressive online is rapidly becoming as important as the qualifications on your resume.

Career Growth and Security in the AI Era

Even if you’re not job-hunting, even if you’re comfortable in a long-term role at your company, building your personal brand is still important. By strengthening your online presence, you set yourself up for higher compensation, greater job security, and more upward mobility within your organization. Think about it: if you become known in your industry (even within your company’s circles) as someone with insights and a following, you gain leverage. You might be tapped for speaking engagements, invited to high-profile projects, or considered for promotions because you’re visible and respected. And even if climbing the ladder or getting a raise isn’t your aim, consider personal branding as career insurance. Companies today are not immune to disruption – entire roles and departments can be affected by automation and AI advancements. If, one day, your job turns out to be less secure than you thought (say there are AI-driven layoffs), having an established personal brand and network means you’re not starting from scratch. You’ll be ahead of everyone else who suddenly has to build an online presence while job searching. In a turbulent job market, your personal brand is a safety net that can catch opportunities if your day job falls through.

Investing in a personal brand pays dividends in career advancement and stability. Executives and employees who actively develop their reputations often see tangible career benefits. In fact, 83% of executives believe that a strong personal brand can help you get promoted faster (source: Gartner, via personal branding surveys) – it makes sense, as a well-known employee brings added prestige and network value to their role. Higher visibility can also translate to higher pay: one study by Hinge Marketing identified levels of “Visible Experts” and found that those in the top tier (“Global Superstars” with strong personal brands) commanded 13 times more compensation than those with no visible profile dsmn8.com. Another industry report summarized that professionals with strong personal brands earn approximately 10–30% more than peers at the same level who haven’t cultivated a brand upskillist.com. These figures echo Lauren’s point that you set yourself up for higher compensation and mobility by being known. Colleagues, and even your bosses, likely view an employee with an external following or industry recognition as an asset to retain and promote.

Just as importantly, a personal brand provides career security in uncertain times. With AI and automation reshaping industries, having a robust network and reputation can buffer you against sudden changes. To illustrate, by mid-2025, over 10,000 jobs were cut in the U.S. in part due to employers adopting generative AI cbsnews.com. Experts anticipate this trend could continue, affecting various white-collar professions. However, those impacted who have a strong LinkedIn presence, active professional community membership, or a content portfolio can rebound more quickly – they have social proof of their expertise and a network to tap into. Academic research in career management finds that personal branding significantly improves perceived employability – essentially, people feel (and indeed become) more employable when they have nurtured a personal brand, leading to greater career satisfaction and opportunities frontiersin.org. In practice, if layoffs occur, a well-branded individual might get recommended by their contacts for new roles or be headhunted due to their visibility, whereas a more anonymous colleague might struggle. At the extreme, there are cases where roles are created or preserved for individuals who have large followings or public influence beneficial to the company’s image. Krailo Socials stresses this to clients: your personal brand is an asset you carry with you, no matter the economic climate or technological disruption. It’s much easier to navigate a surprise career pivot when you’re already recognized in your field. In summary, building a personal brand isn’t just about vanity or even just about helping the company – it’s about investing in your own career resilience and future success. As AI continues to evolve, that personal human touch and credibility you establish online become even more distinguishing.

Conflicting Information

Not everyone agrees on the primacy of personal branding over corporate branding, and it’s important to acknowledge those perspectives. Some marketing experts argue that the corporate brand should take precedence because it ultimately drives direct revenue. For example, digital marketer Neil Patel once analyzed his personal vs. corporate accounts and concluded that his corporate brand (NP Digital) drove more revenue than his personal brand, noting that the world’s largest companies (Apple, Microsoft, Google, etc.) are known more as corporate brands than for their CEOs businessesgrow.com. Patel suggested that while personal branding is effective (even citing how it helped kick-start his business), the corporate brand can generate far greater scale and should be the main focus businessesgrow.com. This viewpoint implies that an executive’s time might be better spent on strengthening the company brand directly.

However, other thought leaders counter that this isn’t an either-or choice and that personal branding has unique value that’s hard to quantify but very real. Marketing strategist Mark Schaefer responded to Patel’s analysis, pointing out that in many cases the personal brand is inseparable from the corporate brand – especially for entrepreneurs or small-medium businesses businessesgrow.com. Schaefer noted that clients often “do business with you because it is you,” implying that Neil Patel’s customers likely hire his firm due to Neil’s own reputation businessesgrow.com. In Schaefer’s words, when it comes to influence and opportunities, “the personal brand is everything”, trumping even quality or price in some scenarios businessesgrow.com. He gives the example of author Seth Godin: Seth’s strong personal brand allows him to sell more books and charge higher speaking fees than others, regardless of the content quality, simply because he is Seth Godin businessesgrow.com. This suggests that personal branding can create a halo effect that directly and indirectly drives business success.

There’s also a cautionary viewpoint: if a CEO’s personal brand grows larger than the company’s brand, it can pose risks. Governance and PR experts warn that an outspoken or highly prominent CEO can overshadow the company’s identity. In such cases, any misstep by the individual could directly damage the company’s reputation axcareersmalta.com. For example, we’ve seen how Elon Musk’s personal tweets have at times caused confusion or backlash for Tesla’s brand apogeecreative.comapogeecreative.com. The key, according to reputation strategists, is to strike a balance where the personal brand reinforces, not eclipses, the company values apogeecreative.com. Companies can mitigate risks by ensuring multiple leaders have a voice (so it’s not all riding on one person) and by aligning personal messaging with corporate ethos apogeecreative.comapogeecreative.com.

Considering the evidence, the best-supported position is that personal branding and corporate branding complement each other, but personal branding offers distinct advantages that shouldn’t be ignored. The trust and relatability that come from a leader’s personal engagement amplify the corporate brand’s reach and credibility ohhmybrand.com dsmn8.com. At the same time, maintaining professionalism and alignment with company values ensures that an executive’s brand boosts the business rather than inadvertently harming it axcareersmalta.com apogeecreative.com. In summary, while some traditionalists may feel corporate branding alone suffices, the current evidence heavily favors a strategy where executives actively cultivate personal brands to humanize and strengthen their companies. Krailo Socials’ stance – personal brand first, company second – is grounded in this modern reality that people follow people, and those people in turn bring goodwill (or if unchecked, potential headaches) to their organizations. By being aware of both the benefits and the pitfalls, Krailo Socials leads clients through building influential personal brands that serve the greater corporate mission.

Conclusion:
Cultivating a personal brand on social media is no longer a vanity project or an optional add-on for successful executives – it’s a core leadership skill in the digital age. Lauren Krailo’s insights, backed by research, illustrate that when executives put their personal brand first, they don’t detract from the company; rather, they become powerful ambassadors for it. An active, authentic presence by leaders builds trust (with customers, employees, and partners), boosts visibility, and ultimately drives business results in ways traditional corporate marketing often can’t. It creates a cycle where visibility breeds credibility, credibility fosters trust, and trust leads to opportunity – whether that’s a customer choosing your product, a talented recruit choosing your team, or an investor choosing to believe in your vision.

This revised blog has also shown that the benefits of personal branding extend beyond the C-suite. From new graduates getting a foothold in the job market to seasoned employees ensuring their careers are future-proof, everyone stands to gain by being intentional about their online presence. In an era of AI screenings and information overload, those who stand out as real, trustworthy human voices will have the edge over those who remain faceless on the internet. Conflicting viewpoints on the subject remind us to balance personal branding with corporate goals and to be mindful of aligning our online persona with our organization’s values. Yet, the overwhelming trend in data and practice supports a proactive embrace of personal branding.

For Krailo Socials, these findings reinforce its role as a thought leader in social media strategy. By championing the idea that executives and professionals should invest in themselves online, Krailo Socials is ahead of the curve – advising clients on how to navigate the nuances of personal vs. corporate branding, how to leverage psychology like the frequency illusion, and how to guard against pitfalls. The message to take away is clear: your personal brand is one of your greatest business assets. Nurture it, and both you and your company will reap the rewards. Neglect it, and you risk invisibility in a world where attention is the new currency. As a forward-thinking agency, Krailo Socials practices what it preaches, helping leaders at all levels turn their social media presence into a strategic advantage that drives credibility, growth, and success.

References:

Byezhanova, M. (2024, January 26). Why Personal Branding Is Crucial for CEOs in Today’s World. Entrepreneur. Retrieved from entrepreneur.com (Key statistics on trust and buying linked to CEO social media activity).

Neal, E. (2025, September 23). 25 Personal Branding Statistics You Should Know. DSMN8 Blog. Retrieved from dsmn8.comdsmn8.com (Compilation of personal branding research, e.g., 82% trust in companies with active execs, personal brand impact on career and company trust).

LeadG2 (2024, November 7). Why CEOs Need to Get Social: Personal Branding in the Digital Age. LeadG2 Blog. Excerpt retrieved from leadg2.thecenterforsalesstrategy.com (Discussion on how executive social media engagement builds trust and a statistic on higher digital impact with multiple active leaders).

Forsey, C. (2018, August 20). How the Baader-Meinhof Phenomenon Secretly Influences Your Decisions. HubSpot Marketing Blog. Retrieved from blog.hubspot.com (Explanation of the “frequency illusion” and advice on leveraging repetitive exposure in marketing).

Metzemaekers, M. (2025, June 4). 5 AI Candidate Screening Methods to Add to Your Toolkit (And Level up Your Hiring). Carv Blog. Retrieved from carv.comcarv.com (Details how AI recruitment tools analyze social media profiles, indicating the value of an online presence in candidate screening).

Cerullo, M. (2025, August 5). AI is leading to thousands of job losses, report finds. CBS News. Retrieved from cbsnews.com (Report on AI-driven layoffs, highlighting the volatility of the job market and need for career resilience).

Schaefer, M. (2024, January 29). Personal Brand Versus Corporate Brand: Which Is More Effective?. {grow} (Mark Schaefer’s Marketing Blog). Excerpts retrieved from businessesgrow.com (Contrast of Neil Patel’s view on corporate vs personal brand with Mark Schaefer’s rebuttal underscoring personal brand importance).

Camenzuli, V. (2023, August 1). Can a CEO’s personal brand pose a threat to a business?. MaltaCEOs.mt (summarized on AX Careers Malta). Retrieved from