— Why buyers listen

73%

of decision-makers trust a company’s thought leadership more than its marketing materials when judging what it can do.

86%

are likely to invite companies with consistently strong thought leadership to pitch.

— Human-first social / area 1 of 3

Your
Leaders

Before buyers trust a business, they want to know who’s running it.

Human-first social starts in three places: your leaders, your team and your audience. Together they form the method behind Human-First Marketing, the book we wrote on it. This page covers the first.

Your leadership team has something a brand page can never fake: the judgement, experience and opinions behind every decision. We help them share it in their own words, on the platforms your buyers already use. By the time a buyer speaks to you, they should already know how your leaders think.

— WHY LEADERS MATTER

Content is easy to make now. A point of view isn't.

AI has made it cheap to fill a feed, and a lot of brand pages now sound alike. What a buyer can't find everywhere is a named person, with real experience, saying what they actually think about the industry.

A logo can't explain why a decision was made, take a view on where an industry is heading or show the experience behind a difficult call. A leader can.

That matters most when the decision is big, cautious or regulated. Buying is rarely one person's call. The marketing lead might find you, but finance, procurement and the board will check you too. A visible leader gives every one of them a reason to trust the business before anyone picks up the phone.

— From our book, HUMAN-FIRST Marketing

"Faceless leadership doesn't cut it anymore. Consumers want to know who is in charge, what they believe in and whether they can be trusted."

— What we believe

How we think about putting leaders on social.

Their own format

Some leaders write, some talk, some film. We build around what comes naturally, so it's something they keep doing.

No hard sell

Leaders who post to sell get found out quickly. The opportunities come from being worth listening to.

Consistency

Once a week, every week, beats a burst of posts followed by three months of silence. We plan for what leaders can keep up.

Clear Approvals

We agree on a plan with compliance up front, what needs a check and what needs full review, so posts don't stall in sign-off.

— How do we find the material?

We start with your point of view, not the post.

Most of what makes a leader worth following never gets written down. It's in the decisions they make, the patterns they spot and the questions customers keep asking them. So we start with a conversation, not a brief: one interview every few weeks, on video or just a phone call.

We shape what they say into content that sounds like the person it came from. They approve it in minutes, and nothing goes out in their name that they didn't say. We don't invent opinions. The view stays theirs.

Every fact in it comes from the live page: the interview every two to four weeks, no written brief, phone calls are fine, approval takes "minutes, not hours", and "we don't invent opinions". That also settles the monthly-call question from earlier.

— get your free personalised report

How human is your social, really?

The Assessment

Five areas: personality, content, trust, your team, your audience; twenty questions, eight minutes. It's the exact framework we run through in our heads every time we look at a brand's social and ask what's stopping it from feeling human.

The Report

This is where it actually pays off. Once you're done, we send over a full report built entirely from your own answers, every section broken down, three things to fix first, examples of brands doing this well and additional resources. Free, and yours in minutes.

Show me my score

— Where this shows up in our services

How we put your leaders to work.

The interviews are the raw material. These are the three ways we turn them into something buyers see.

See how it fits your wider strategy →

Thought Leadership

Regular LinkedIn content built from interviews with your leaders. Their views, in their words, published under their own names on a steady cadence.

THOUGHT LEADERSHIP →

Videography

Clips cut from the same conversations, so buyers can see and hear the person behind the post, not just read them.

VIDEOGRAPHY →

LinkedIn Ads

Put your leaders' best posts in front of the exact job titles and companies you want to reach, not just their existing followers.

LINKEDIN ADS →

— FAQ

Ask us
anything

Questions about putting leaders at the heart of human-first marketing.

How much of our leaders' time does this take?

One interview every two to four weeks, around 45 minutes, on video or a phone call. We write from that, and they approve drafts in minutes. Nobody has to sit down and write a post from scratch. The one extra we’d encourage is a few minutes a day replying to comments, because that’s where the conversations happen.

If you write it, is it still really them?

Yes, because every post starts with something they actually said. We don’t invent opinions and put a name on them. If a leader wouldn’t say it in a meeting, it doesn’t go out under their name. The view stays theirs.

Can this work in a regulated sector?

Yes, and it matters more there. Before anything is written, we agree with your compliance team what can go out freely, what needs a quick check and what needs full review. Your leaders then speak within clear lines instead of guessing where they are.

What if our leaders hate being on camera?

Then they don’t go on camera. Plenty of the strongest leader content is written, and the interview can be a phone call. We build around what comes naturally, because that’s the format they’ll keep doing.

Does every senior person need to take part?

No, and it should never be forced. One leader who wants to do it beats five who don’t. We usually start with whoever has the most to say and the most contact with buyers, then add others once it’s working.

What happens if one of our leaders leaves?

It’s a fair question. Their profile goes with them, but the reputation, relationships and conversations built while they were with you still work for the business. That’s also why we’d rather build more than one voice, and bring your wider team in too, so the business never rests on one person.

How do you know it's working?

We look for signs the right people are paying attention: replies, profile visits, connection requests from the kind of buyers you want, and conversations it starts. Likes on their own don’t tell you much.