On this episode of Destination on the Left, I talk with Greg Star, Founder of Driven Authentic Branding Solutions, who shares how he helps destinations stand out using LinkedIn. He discusses why it is important to lean into thought leadership posts both for the company profile and the people who work there. Greg shares some real-life examples of results that his clients are seeing and how you can identify your content pillars and find your voice.

What You Will Learn in This Episode:

How Greg’s personal journey reshaped his outlook on business and inspired the launch of his latest company
Why elevating both personal and company brands on LinkedIn is critical for industry reputation and business growth
What makes personal LinkedIn posts eight times more engaging than company page posts
How tourism professionals and executives can use LinkedIn to generate inbound leads and deepen current client connections
Finding your authentic voice and consistently creating compelling LinkedIn content
Why consistency matters more on LinkedIn than posting daily, and how this steady rhythm builds trust and visibility
How commenting thoughtfully on industry posts can dramatically increase your reach and position you as a leader in your field

The Overlooked Power of Personal LinkedIn Profiles

Most organizations pour time and money into building their company LinkedIn pages. But as Greg points out, you get eight times more engagement from a personal post than a company post. Yet, less than 10% of travel industry professionals actively post on LinkedIn.

Company pages do have a role, but it’s the people—sales directors, CEOs, and destination marketers—who bring brands to life on LinkedIn. The attention should be on maximizing the personal profiles of the people behind the organization because that is what’s going to move the needle the most for DMOs.

Telling Your Brand Story: Content Pillars and Practical Examples

Most people struggle with what to post or worry about sounding too self-promotional. Greg simplifies content creation with the content pillars approach: define three to five topics you’re passionate about, whether it’s industry trends, personal growth, customer wins, or behind-the-scenes stories. Posts can be brief, and three to six sentences are often enough.

When you’re thinking about what to post:

Break down real conversations: What do you say to prospects over coffee? Each point can be its own post.
Share stories, not just stats: Humanizing your message attracts more engagement and builds connection.
Don’t reshare, add your voice: Rather than simply reposting, offer your perspective on company updates or industry news.
Comment strategically: Thoughtful comments on others’ posts can boost your profile—sometimes even more than your own posts.

Greg recommends aiming to post one to three times a week. Consistency is more important than volume, and the key is making LinkedIn content a regular part of your work routine.

Don’t underestimate the impact your personal story and insights can have on your career, and on your destination’s growth and reputation. The world wants to know what makes you (and your place) awesome, so start sharing!

Resources:

Website: www.drivenbranding.ai
LinkedIn: https://www.linkedin.com/in/greg-star-5911b562/

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