Nate Randle* is the CEO of Gabb Wireless, a company thatoffers phones and other devices specifically designed for kids and teens (and their parents).

But you’d barely know it when looking at his LinkedIn posts.And that’s a good thing.

He doesn’t constantly post about his company’s products,features and benefits. He hardly ever mentions them.

Instead, he posts about people. Customers of Gabb. Employees. Himself and his family. His content is almost always emotional, story-driven, and personal.

Most of all, Nate seems to understand that as the face ofhis organization, he is duty-bound to publicly share his thoughts, ideas, and stories.

If you’re the face of your organization, you should followNate’s example.

It’s Not Up to You

I have news for you. If you’re the CEO of a company, thehead of a nonprofit, or even a department or team leader, you’re the face (and voice) of your organization. Like it or not, you MUST make yourself visible by constantly putting your thoughts into the world. I dare say it’s not optional.

Why?

Because your voice is your one of your organization’s bestcompetitive advantages. Maybe the best one. Maybe the only one.

Do you think customers, collaborators or talent will bedrawn to your organization because you make better widgets? I think not!

These days, features, benefits and claims of superiority arenowhere near enough. People want to work with organizations because they trust them, and because they like them.

And that starts with liking and trusting you.

When you show the world who you are, tell your stories, anddo your darndest to help others, you will attract the people you need to attract – customers, partners, and talented people who believe in your mission. And you will also inspire other people in your organization to be just as magnetic as you.

Becoming a good storyteller, making your voice heard, andbuilding your personal brand is one of the best things you can do for your organization.

Here’s How to Do It

Every leader, every organization, and every situation isdifferent, but there are some basic tips you can follow to become the magnetic leader you were meant to be.

Tip 1: Ditch the corporate BS

First, remember that it’s not all about business. Resist theurge to sell and extoll the virtues of your company or product. There’s a time and a place for that. This ain’t it.

This is the time to show the world who you are, what’simportant to you, and why you do what you do. That’s what people want to see.

Tip 2: Remember who you serve

Second, keep your audience in mind. Think about what’simportant to your audience, what platform you’re reaching them on, and why they’re there. For example, on LinkedIn, they’re probably there for one of three reasons.

Being the face and voice of your organization is equal partsbeing true to yourself and providing information your audience wants and needs to hear. But here’s a hint: it’s rarely about the stuff you sell.

Those are the first two of five tips. To get the rest, join my email list and getthem delivered straight to your inbox.

*Note: Nate and Gabb Wireless are not my clients. I don’tknow Nate at all, I just like the way he approaches how he posts on LinkedIn and using him as an example we can all follow. I am, however, hoping he will submit to a short interview to give us further insights into his approach.