LinkedIn personal branding: why leaders should post under their own name

An executive who posts on LinkedIn isn't writing to show off. They're writing so that future clients, hires and partners know what the company does, how it makes decisions and who to talk to. The leader's name often travels further than the logo. Here's how to build LinkedIn personal branding that serves the company, without giving up your evenings.

How many Moroccans are on LinkedIn?

According to DataReportal, based on LinkedIn's advertising tools:

• 6.9 million members in Morocco at the end of 2025;
• that is, 25.7% of people aged 18 and over;
• +1.2 million in one year, or +21.1% between the end of 2024 and the end of 2025;
• an ad audience that is 64.2% male and 35.8% female.

An important nuance: LinkedIn counts registered members, not monthly active users. For a B2B leader, the real question isn't volume, then, but whether the right people are there. Try this: look up ten of your clients and prospects on LinkedIn, and see how many post or comment.

Why does an executive's profile carry more weight than the company page?

LinkedIn doesn't publish an official figure comparing the reach of a profile with that of a page. But what it does publish points the same way.

• Trust goes to ideas with a name on them. According to the 2024 Edelman-LinkedIn study cited on the LinkedIn blog, 73% of B2B decision-makers consider an organization's thought leadership — its analysis, its positions — a more trustworthy way to assess its capabilities than its other marketing materials, such as product sheets. The study is co-authored by LinkedIn: keep that in mind.
• LinkedIn monetizes people's voices. Thought Leader Ads let a company sponsor posts by its employees, creators or other members, with their consent (LinkedIn Help). The platform built an ad format to promote people, not just pages.
• People follow people. A post that opens with “We're proud to announce” reads like a press release. A post that tells the story of a decision, a project or a mistake reads like a conversation.

The company page is still useful: job posts, credibility, advertising. But it amplifies. It's the executive's profile that opens the door.

What should you post, and how often?

A pace you can keep up beats a three-week sprint. One or two posts a week are enough, plus a few useful comments on other people's posts. Organize around four pillars:

Don't name a client or post their photo without their written consent: an image in which someone can be recognized is personal data under Law 09-08.

Events feed this calendar for weeks: before, during and after. A seminar or a launch organized with our event agency provides material for about ten posts.

Carousel, video or text: which format should you choose?

• Text only, for an opinion or a decision. Polish the first line: it's what makes people click “see more.”
• The PDF document carousel, for a step-by-step method. Good to know: documents can't be sponsored as Thought Leader Ads, according to LinkedIn Help. For a post you'll want to boost, go with an image, video or text.
• Video. LinkedIn says video viewing on the platform grew 36% year over year (LinkedIn blog, May 2025). One minute on camera, subtitled, on a specific topic, is enough.
• Photos, taken in the field, never stock images.

To shoot and edit these videos without losing your whole week, see our content production service.

French, English or Arabic: which language should you post in?

LinkedIn's interface languages include French and Arabic (LinkedIn Help). The choice depends on who you want to convince:

• French, if it's the language of your emails with clients and partners.
• English, for investors, international groups or clients outside the French-speaking world.
• Arabic, for an institutional or Arabic-speaking audience.
• Darija, in small touches — in a video or a hook — for a sense of closeness. See our Darija or French guide.

Your profile, for its part, can exist in several languages. LinkedIn lets you create a version of your profile in another language, and each visitor sees by default the one that matches their interface language (LinkedIn Help). No need to translate every post: a bilingual profile and a few posts in the second language are often enough.

What mistakes should executives avoid on LinkedIn?

• Delegating everything without proofreading. An agency or a writer can help you write. If the post doesn't sound like you, your network can tell.
• Posting only announcements. Signings, awards, trade shows: useful now and then, tiresome every week.
• Vanishing after a month. One post a week for a year beats five a week for a month.
• Ignoring comments. Replying is part of posting.
• Leaving your profile half-finished. A sharp photo, a headline that says what you do and for whom, a banner, an up-to-date “About” section.
• Copying trendy formulas. One-line sentences and fake confessions are easy to spot. Talk about your work, with your real numbers.
• Posting without a goal. Recruiting, getting invited to bid on tenders, reassuring investors: decide first, and the content follows.

At ANIMA, we manage more than 200 social media accounts. Our social media management team can prepare your drafts and your calendar; the voice and the final sign-off stay yours.

Sources

• DataReportal — Digital 2026: Morocco, November 8, 2025: LinkedIn members in Morocco, October 2025 data.
• LinkedIn Marketing Blog, March 20, 2025, citing the Edelman-LinkedIn 2024 B2B Thought Leadership Impact Report.
• LinkedIn Help — Thought Leader Ads.
• LinkedIn Marketing Blog — B2B Video Marketing in 2025, May 1, 2025.
• LinkedIn Help — Supported Languages ; View a profile in multiple languages.
• Law No. 09-08 on personal data, Article 1.