Hot Company, Dull CEO LinkedIn Profile

Last updated on July 6th, 2015 at 03:01 pm

Jason Alba critiqued Southwest Airlines CEO Gary Kelly’s LinkedIn profile for not matching how great his company is.

There seems to be a trend among leaders of great companies to have very dull LinkedIn profiles. I see three reasons for this.

  1. Demographics. Some of these guys are baby boomers, so it will take a while for brand “me” thinking to get to them (if ever). Not all Boomers suffer from this condition, but many Type A males are wired that way.
  2. They are busy building great companies. So is their LinkedIn profile adding value to them personally or corporately? I think a unified marketing message is helped by a profile in keeping with the CEO and company value proposition.
  3. STP (Segmentation, Targeting and Positioning). LinkedIn is not the key audience for these CEO’s, so expending effort to reach that market is a low priority.
  4. Bagging Big Game. The world – or at least anybody who matters in it – knows who these guys are. They don’t need to tell us who they are.

I think Zappos CEO Tony Hsieh falls into that 4th category. Talk about your sparse profile. But with a track record like his, it’s a case of “if you have to ask, you can’t afford”. He’s sold two companies for combined $1 Billion USD over the last 11 years.