EP #077: The Resume Behind Your LinkedIn Post Matters More Than You Think

Most people don't talk about this, but the majority of executives posting consistently on LinkedIn use ghostwriters.

Yes, that includes the executives who act like they write every word themselves.

Using ghostwriters is more common than most people realize - everyone does it, but nobody wants to be the first to admit it publicly. So let's talk about what actually matters when you hire someone to write for you on LinkedIn.

Two types of executives post on LinkedIn consistently. Some work with professional writers who have journalism backgrounds, publishing credentials, and years of editorial experience. And others treat LinkedIn like a content calendar checkbox and rely on AI generation, offshore contractors, or template-based services that optimize for volume instead of substance.

The choice between working with professional writers versus using AI or template services appears in the final content, and your audience notices. Your audience can tell the difference between posts that make them stop scrolling and posts that get skipped entirely, even if they can't articulate exactly why.

Who Actually Writes EP Content

Before I explain the work professional writers do for executives on LinkedIn, I want to introduce you to the five writers on my team who bring together decades of experience in journalism, publishing, translation, and executive ghostwriting.

Alex Reale has been with EP since February 2023 and now serves as Content Manager, leading our team of writers. 

Alex's ghostwritten work has appeared in AdAge, Forbes, and across LinkedIn. She's authored hundreds of short-form articles in the car insurance space, dozens of long-form narrative pieces, and at least one commercial website. She served as co-editor of a nonprofit arts magazine and has one unpublished ghostwritten book under her belt with another book project currently in progress. 

She holds degrees from both Columbia University and Barnard College and worked as a content writer at TransPerfect, [L]earned Media, and Status Labs before joining EP, bringing experience from agencies where client work demands precision, adaptability, and the ability to capture different executive voices without losing their true voice.

Matt Bieker has been with EP since July 2024. 

He spent years as a newspaper editor, earning state-level awards from the Nevada Press Foundation for news coverage and national recognition from the Association of Alternative News Media for music journalism. His work has appeared in Gannett publications, VICE, and regional outlets across the West Coast. 

Matt has been a professional copywriter for five years and he's the kind of writer who can take a rough idea from a sales call and turn it into content that makes someone stop scrolling. He focuses on telling great stories, and when his work informs and entertains the audience, he knows he's done his job.

Kacie Iuvara joined EP in August 2024 as a Senior Content Specialist. 

He's a published fantasy author who has ghostwritten executive articles featured in Forbes, LA Times, TechCrunch, and USA Today. He understands narrative structure at the book level and applies that thinking to every LinkedIn post, every newsletter, every piece of thought leadership that needs to land with readers who have a thousand other things competing for their attention. 

Kacie's client-forward approach means he excels at repurposing his creative writing skills to embody each client's distinct voice, ensuring every piece resonates authentically with its intended audience. As a writer, podcaster, and webcomic artist, he's engaged and grown audiences surpassing 100,000.

Melissa Mullen joined EP in January 2025 with over five years of experience developing and executing content for B2B companies. 

She has worked closely with CEOs and CTOs to ghostwrite industry articles and thought leadership pieces as Principal Content Manager for SearchStax and Content Specialist for New Breed Revenue - the kind of experience that teaches you how to translate technical expertise into content that resonates with business audiences.

Our newest hire, Juliette Carreiro, joined EP in June 2025 as a Senior Content Specialist and executive ghostwriter. 

She's a published translator (Spanish to English) with a Master's degree in Translation & Interpretation from Universidad de Alcalá in Madrid. She spent six years in Spain as a translator and English copywriter for Global Alumni Education and We Are Marketing before becoming Content Manager for Ironhack, a global tech school where she wrote about tech education, career development, and industry trends. 

Fluent in English, Spanish, and Portuguese, she sees ghostwriting as translation work even when writing in a single language, navigating the distance between what executives said, what they meant, what they actually believe, and what they want others to hear, then finding the clearest version of their voice.

Each of these writers spent years building expertise in competitive environments - newsrooms where editors pushed back on weak arguments, publications that maintained editorial standards, agencies where client work required capturing different voices. 

Now That You Know Who Our Writers Are, Here's How They Actually Work

An EP writer spends hours on a single LinkedIn post, and most of that time happens before writing a single word - reading what you've said in calls and emails, identifying which ideas have traction with your audience, then figuring out how to frame those ideas so they land instead of just filling space on someone's feed.

Spending hours on a single post takes longer than alternatives, which is exactly why this method works better.

EP Writers Versus AI Generation

LinkedIn is drowning in AI-generated content. Scroll through your feed and count how many posts sound identical - the same sentence structures, the same buzzwords, the same empty observations dressed up as insights. Every executive using ChatGPT or Claude to write their posts produces content that reads like it came from the same template, because functionally it did. 

(Yes, I just wrote about this last week. Apparently the problem isn't going anywhere.)

AI can produce content in seconds by recycling patterns from millions of business posts, while template services pump out posts in minutes by plugging your company name into pre-written structures that could apply to anyone in any industry. 

Both approaches optimize for speed and volume…which means both approaches flood the platform with generic content that sounds professional but says nothing. 

EP writers, on the other hand, spend time thinking about what you're trying to say. They read transcripts from your interviews, identify which ideas resonate with your specific audience, figure out how to frame your expertise so it actually lands with the people you're trying to reach. 

The final content on your LinkedIn profile contains specific insights grounded in your experience instead of generic observations that sound professional but teach readers nothing useful.

The market is saturated with AI-generated and template-based content, so standing out requires working with someone who can translate your expertise into content that sounds like you - which means content that doesn't sound like everyone else using the same tools.

Why Editorial Training Matters for Executive Content

Working with a writer who spent years in journalism or publishing means you're paying for editorial judgment developed through actual practice in environments where quality mattered. 

You're paying for the ability to take your expertise and translate it into content that sounds like you're having a conversation with someone you respect, which feels fundamentally different from broadcasting corporate messages to an abstract audience.

The writer's background determines whether your content builds authority or just fills space. Their training, their experience, their years in competitive environments - all of it shows up when someone decides whether to read past your first sentence or keep scrolling to the next post that might actually teach them something.

So the decision you're making when you hire a ghostwriter comes down to this - do you want someone who spent years learning how to write in competitive environments, or do you want an algorithm assembling buzzwords? 

Your audience will notice which path you chose.

—Justin

Justin M. Nassiri | Founder & CEO
M: 650.353.1138 | E: [email protected]
250 Fillmore St Suite 150, Denver, CO 80206
www.ExecutivePresence.io

Executive Presence specializes in helping top-tier executives boost their visibility, activate their network, and position themselves as thought leaders via our premium, fully-managed LinkedIn service.

Our unique process involves ex-McKinsey, BCG, and Bain consultants conducting monthly hour-long interviews with our clients, and turning them into impactful daily LinkedIn posts to establish their unique voice and authority. On average, our clients see a 500% bump in engagement in their first 30 days with us. Data is continuously analyzed to improve engagement and identify impactful messaging that you can use for conferences, podcasts, and internal communications.