LINKEDIN
CEO-BAROMETER
For the third year in a row, we’ve taken the pulse of executive communication in Denmark’s corporate elite. The result is Primetime’s LinkedIn CEO Barometer – a report created because we still see far too much uninspired communication from top executives on LinkedIn. And because we know that when used effectively, a CEO’s LinkedIn presence can become a powerful and direct communications tool for their company.
A strong presence on LinkedIn gives CEOs unique access to audiences that are otherwise difficult to reach — without intermediaries or filters. That’s why we believe it’s worth highlighting which executives are using the platform effectively, and who still has room for improvement.
Over a six-month period, we analyzed the LinkedIn activity of all CEOs from Denmark’s C25 index, logging and coding each of their posts. Not two leaders communicate the same way, which is why we’ve grouped their content into three archetypes: ‘The Company Spokesperson’, ‘The Activist’ and ‘The Person Behind the Title’.
The Company Spokesperson
Focuses on financial performance, company operations, and strategy. Communication is formal and corporate in tone.
The Activist
Addresses broader societal topics and engages across industries and sectors. Content is often values-driven and outward-looking.
The Person Behind the Title
Shares personal reflections and insights from daily leadership life, often in a more informal and authentic tone.
This year’s findings shows that despite a 50.5% increase in total follower count, CEOs are posting less frequently than in previous years — in fact, activity is at the lowest level we’ve recorded since the Barometer’s inception. For the third year in a row, content in the “Person Behind the Title” category generated the highest average engagement. However, fewer CEOs have chosen to share personal stories and reflections over the past six months.
key insights
Danish CEOs are gaining popularity. Since last year, their combined follower base has grown by 50%.
Posts in the “Person Behind the Title” category saw an 18% increase in engagement since last year.
CEOs are posting 20% less than they did in the previous period, marking the lowest activity level we’ve recorded.
LinkedIn remains business-first. Over 90% of CEO posts fall under the “Company Spokesperson” archetype.
Reposting is out. More executives are taking ownership of their content. 87% of posts were published directly by the CEOs themselves, not shared from others.
Jens Lund,
DSV
This year's winner of LinkedIn
CEO Barometer 2025
The three archetype winners are represented by the following profiles:
Vincent Clerc,
A. P. Moller - Maersk
best “Company Spokesperson” of the year
Ester Baiget,
Novonesis
best 'activist' of the year
Johan Kirstein Brammer,
Tryg
the best 'person behind the title' of the year
With the LinkedIn CEO Barometer, we’ve spent the past three years documenting how Denmark’s leading CEOs stand out — or blend in — on LinkedIn. The report is published annually and is available for free download and use.
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