We’re hearing it more and more – leaders need to build their personal brand, both inside their organizations and out in the wider world. At the same time, people are craving more transparency and connection from those at the top. That includes the CEOs we support every day. More and more, Executives are showing up on social media, not just to promote their company but to talk to people, employees, customers, and stakeholders and build trust. And whether they know it yet or not, they’ll need us to help them do it right. This is how EAs can help their Executives build a personal brand on social media.
In this article, we’ll explore how EAs can help their Executives build a personal brand on social media as they step into the spotlight and why this shift matters to the way we work. Many of us are already being asked to take on this responsibility – whether that’s managing our Executive’s social media presence directly or working closely with the comms or marketing teams to coordinate messaging, video content, and posting schedules. Executive Assistants can help their Executives build a personal brand on social media. It’s another example of how our role continues to evolve and why we’re often the natural choice to support this area – because we know our Executives best and already help shape how they show up day to day. This is exactly how EAs can help their Executives build a personal brand on social media.
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We’ve all seen it: a LinkedIn video of a CEO walking through the office, sharing big-picture plans, an Instagram post giving a peek behind the scenes of a product launch, or a heartfelt message to employees that goes viral because it’s honest and real. Leaders are using video and social media more than ever to connect, and not through the traditional press release or carefully worded company-wide email. It’s personal, immediate, and direct. This is how EAs can help their Executives build a personal brand on social media
But we’ve also seen what happens when things go sideways. One poorly worded comment on a trending topic, and suddenly your Executive is going viral for all the wrong reasons. That’s why it’s so important that we, as their closest collaborators, are involved in the process.This is another way how EAs can help their Executives build a personal brand on social media.
This isn’t just about posting updates anymore. Many of us are being asked to manage our Executive’s social presence or work closely with social media, marketing, and comms teams to make sure their messaging is thoughtful, consistent, and actually aligned with who they are. And it’s not just posts and videos – more Executives are being asked to appear on podcasts, or even host their own shows as part of their brand-building strategy. This is how EAs can help their Executives build a personal brand on social media. Whether it’s coordinating guest appearances, scheduling recordings, or prepping their talking points, we’re often the ones managing it all.
Now, we usually avoid saying that Assistants are “behind the scenes” – we know we’re front and center in driving impact and shaping outcomes for our Executives. We should absolutely be visible. But when it comes to this particular space – the rise of the CEO as a social media star – it does feel a bit more behind the scenes in the traditional sense. This is production. We’re directing, producing, and coordinating the person who’s front and center. This is such a key element in how EAs can help their Executives build a personal brand on social media. And doing it in a way that aligns with their goals, values, and voice.
As Executive Assistants, we are already the people who shape how our leaders show up in so many ways. From preparing them for meetings, writing talking points, briefing them ahead of panels and keynotes, to managing the tone and timing of their internal communications, we’ve always played a big part in how they’re seen and heard, and that is how EAs can help their Executives build a personal brand on social media. The more of us that understand how EAs can help their Executives build a personal brand on social media, the more value we bring to the table.
We know their voice, understand their schedule, and anticipate their reactions. So, when it comes to their online presence, we’re a natural extension of the support we already provide – just now in a more public and visible format. Helping with digital presence is a growing example of how EAs can help their Executives build a personal brand on social media.
One of the clearest examples of how EAs can help their Executives build a personal brand on social media is right here. We’re also the ones with visibility across the business. We know what’s going on, what people are celebrating, and what matters right now, which means we can suggest the moments worth sharing and the moments to avoid. These are all ways how EAs can help their Executives build a personal brand on social media.
If building a social media presence is a goal for your Executive, then one of your goals should be to learn more about the business.
The more involved you are, the better you can help shape the content.
You’ll be in a stronger position to guide them on what to say and what not to say. You’ve got that connection with the broader team, and you know what’s likely to land well – or not. For example, suppose your exec is about to post something suggesting that everyone should be back in the office full-time, and you know that’s a sensitive topic internally. In that case, that’s your moment to step in and provide that all-important feedback. This again is a situation where EAs can help their Executives build a personal brand on social media.
And if you’re already active on social platforms – whether you live on Instagram, scroll TikTok in your downtime, or are a regular on LinkedIn, you can bring that knowledge into the conversation. If your Executive is curious about trying a new format or platform, you can help steer them in the right direction. Maybe that means suggesting a thoughtful LinkedIn post instead of a TikTok dance! This is your chance to guide the tone, format, and content so it feels right for them – and lands well with their audience. This is where EAs can help their Executives build a personal brand on social media in a strategic and authentic way.
We’re often the first to hear the unfiltered feedback, the hallway comments, and the real sentiment. We can help our Executives respond with empathy and relevance, so the message lands in the way it was intended. This is one of the most powerful ways EAs can help their Executives build a personal brand on social media.
You don’t want what should have been a heartfelt message to go awry because the tone was off or the words didn’t quite land with the team. If your Executive is addressing company concerns or cultural issues on social media, this shouldn’t be something thrown together in a vacuum. This is crucial in how EAs can help their Executives build a personal brand on social media. Many eyes should be on that message, and it should go through multiple drafts. And yes, you should be coordinating that process on behalf of your Executive.
This is where our role really matters. We’re connected to the wider business and have strong working relationships with the teams and individuals who can offer helpful insight. We know when something’s likely to create a stir and when a message might need a softer approach. If the wording feels out of touch or if the timing doesn’t feel right, that’s on us to flag.
And if your Executive is putting themselves out there, especially on social, your input becomes even more essential. This is where you can bring real value. Whether it’s tone-checking a message, gathering quick feedback from trusted colleagues, or coordinating input from the comms team, your perspective is key to helping them show up as the thoughtful, informed leader they want to be. These are the ways EAs can help their Executives build a personal brand on social media that truly resonates.
When it comes to production and planning, this is another strong area where EAs can help their Executives build a personal brand on social media. Let’s be honest: Sometimes, filming a two-minute video requires three weeks of reminders. We can schedule the time, coordinate with the comms team, book the meeting room with good lighting, and make sure our Executive is presentable and ready to go.
And this is where we can really shine. If your Executive is doing a lot on social media, appearing on podcasts, or creating regular video content for the company’s YouTube channel, having a schedule in place makes a huge difference. Think about creating a content calendar, working in bulk so they can batch record several videos at once, and building in time for review and approvals. This is how EAs can help their Executives build a personal brand on social media really successfully when it comes to the logistics of it all. Planning a content schedule will keep everything running smoothly and help your Exec deliver the content when they are in the right mood and when they don’t have to rush through the delivery.
And why not expand your own skillset while you’re at it?
Learning some basic video editing or how to create eye-catching visuals or thumbnails to accompany posts can be a real bonus. These things take time, more than most people think, and any support you can offer here will be appreciated. Even if you’re not the one pressing record or uploading the final file, coordinating all the moving pieces behind the scenes is what turns a good idea into consistent, impactful content. It’s another way EAs can help their Executives build a personal brand on social media.
This is a subtle but essential way how EAs can help their Executives build a personal brand on social media that reflects authenticity and trust. It’s easy for a leader’s message to become too polished – or worse, lose its authenticity. Because we know them so well, we can help keep their tone consistent, their values front and center, and their personality intact.
And it’s worth reiterating just how important this part of our role is. You shouldn’t be doing this alone – there should be other key stakeholders involved – but being that final sense check can be really helpful. We know how our Executive thinks, how they speak, and what’s important to them. That perspective allows us to help refine messages so they’re on point, aligned, and thoughtful.
Whether it’s a LinkedIn post, a podcast appearance, or a response to a company concern, supporting your Exec in getting the message right helps build their personal brand over time. It ensures they come across as consistent and credible. Having someone in their corner who knows when to tone it down or reframe a message can be the difference between something landing well or totally missing the mark. These are the moments where EAs can help their Executives build a personal brand on social media with clarity and confidence.
Understanding how EAs can help their Executives build a personal brand on social media is becoming a modern must-have. When a CEO shows up authentically and regularly on social media, it’s more than just good for branding. It boosts morale, creates alignment, and shows people there’s a real person behind the title. As Assistants, we can help with the logistics of content creation and contribute to the message, tone, and culture it creates. This is adding real impact in how EAs can help their Executives build a personal brand on social media
This is where we can really step into our own. Now, we know not every Executive wants to be on social media. For some, this world of content creation, visibility, and public messaging might feel completely alien – and that’s totally okay. But as I always say, you never know who your next Executive will be. Being aware of this growing trend is the first step.
If your current Executive has this as a goal or is already forging ahead, this is your time to step up. We’re always talking about the importance of learning new skills, staying relevant, and finding new ways to support our leaders. This is a perfect example of that in action. As we’ve demonstrated, EAs can help their Executives build a personal brand on social media in so many ways. You already know your Executive. You understand their tone. And you’re probably already adjusting your communication style to match theirs every single day. So helping shape their content, supporting them in building their presence, and guiding how they show up publicly is a natural extension of what we already do.
Work with the internal comms team, collaborate with marketing or PR, and bring your perspective to the table. This will give you great exposure within the business and an opportunity to be seen as someone who understands the strategy and not just the schedule. All of this adds up to long-term career growth. You’re not just helping them shine in a public space; you are also making yourself visible. By continuing to explore how EAs can help their Executives build a personal brand on social media, you position yourself as an indispensable partner in leadership visibility and corporate influence. If you’re looking to develop your own communication skills so you can confidently support your Executive’s brand, check out The Confident Communicator Online Course from The EA Campus.
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