If you are asking yourself about LinkedIn, there is a good chance that one of these situations sounds familiar :

• you know you should be more visible
• you have ideas, but not always the time to write them down
• you post every now and then, but lack consistency
• you aren't sure what to say or how to say it
• LinkedIn always comes "after everything else"

If that’s the case, the real question isn’t what to write.

It’s how to manage it without it becoming just another chore.

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Have you ever tried writing on your own?

When you're just starting out on LinkedIn, you obviously don't plan on outsourcing your executive branding.

Writing it yourself is the easiest way to get started.

And it makes sense:

• you know your market
• you know what you want to say
• you stay in control of the content being published
• you manage your own image
• there are no direct costs, "just" your time

You test. You post. You see how it goes.

For some executives, this works very well, especially at the beginning.

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Where it gets complicated over time

In reality, writing on LinkedIn isn't so much a problem of having ideas, but more often a problem of consistency.

The difficulty arises when:

• your schedule fills up and LinkedIn takes a backseat to everything else
• Publishing takes more energy than expected
• You spent an hour writing a post that got 4 reactions
• You don't always feel qualified to speak up
• The time invested / results achieved ratio is discouraging

That’s often when things start to stall.

Not because you have nothing to say,
but because maintaining a consistent pace requires more structure than you might think.

And without structure, LinkedIn almost always ends up being pushed aside.

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Outsourcing your LinkedIn communication: the smart move?

Outsourcing your LinkedIn communication is rarely a starting choice.

You have to try it (often several times) to realize the obvious:

yes, being present on LinkedIn is important,

but no, you don't have to do everything yourself.

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Delegating is neither a failure nor a waste of money. Your role is not to master every nuance of LinkedIn.
Some people do this full-time, with the specific role of leveraging the network's potential on your behalf, while staying true to your identity and positioning.

Delegating your executive communication on LinkedIn is primarily about making the process sustainable.

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Delegating your communication: 2 options

When an executive decides not to handle their LinkedIn communication alone, there are two approaches: getting coaching, or full delegation.

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Getting coached to write yourself (LinkedIn Coaching)

This option is great if:

• you want to write
• you want to understand what works
• you are ready to dedicate time to it

Coaching is then used to:

• define your personal branding
• structure your voice
• clarify your messaging
• define topics and a consistent theme
• avoid going in circles

You stay in control of the writing, but you’re no longer staring at a blank page alone. You’ll stop spending an hour on a single post and start creating engaging content that actually sounds like you.

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Delegate the writing while keeping the substance (LinkedIn Ghostwriting)

This approach is perfect when:

• you’re short on time
• writing feels like a mental burden
• staying consistent is a struggle

In this case:

• the ideas always come from you
• the vision remains yours
• the work involves turning your raw input into clear, cohesive content

The goal isn’t to publish more,
but to publish consistently, without LinkedIn taking over your entire schedule.

LinkedIn ghostwritingcombines your identity and market expertise with the platform mastery of ghostwriters who do this all day long.

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How to know what’s right for you

There is no one-size-fits-all answer.
It all depends on your specific situation.

Simply put:

• if you have the time, enjoy writing, are consistent, and are happy with the results → keep going, you’re already managing your LinkedIn communication very well.
• if you want to write but don't have the time → LinkedIn coaching (partial delegation).
• if you have the time but lack ideas or structure → LinkedIn coaching (partial delegation).
• if you have neither the time nor the desire to write, but know that visibility is key → LinkedIn ghostwriting (full delegation).

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In summary

Being visible on LinkedIn is a powerful lever for executive communication. However, posting once every three months won't yield much impact.

You have three options:

• Manage your LinkedIn account yourself: this requires time, ideas, and an understanding of the platform's nuances.
• Get coached: we build your personal branding, content pillars, and editorial strategy, and you're ready to go. See the pricing and what's included in LinkedIn coaching here.
• Delegate your LinkedIn communication: personal branding and content creation by ghostwriters who know the platform's nuances, all while staying true to your image. Discover our processes and pricing here.