Tap Into the Power of LinkedIn Thought Leader Ads

Standing out on crowded social feeds can be a challenge—especially for higher education institutions. While organic social media is vital, pairing it with paid advertising strategies has proven to be an increasingly effective way to amplify your reach and impact.

This is where LinkedIn’s Thought Leader Ads come into play. These ads don’t just promote your institution—they put a face to your message, creating authentic, personal connections that traditional advertising often struggles to achieve.

What are LinkedIn Thought Leader Ads?

Thought Leader Ads turn organic posts from LinkedIn users into paid ads within a LinkedIn advertising campaign. Since the ad content itself is formed by a user’s organic post, these ads help showcase authentic voices while leveraging the targeting precision and reach of LinkedIn’s paid campaigns.

As a higher education marketer, you can use these ads to promote posts from your school’s thought leaders. For example, you can promote a faculty member’s post about a research breakthrough or your university president’s announcement of a new financial aid initiative.

Why Higher Ed Institutions Should Use LinkedIn Thought Leader Ads

Thought Leader Ads build trust, humanize your institution, and connect authentically with your audience. Here are five reasons why you should consider adding them to your marketing strategy:

1. Showcase faculty expertise: What does your college or university have that no one else does? Your faculty. Use Thought Leader Ads to promote their research, insights, and innovations to establish credibility and attract prospective students.
2. Create authentic connections: Students don’t just choose a school—they choose a community. Thought Leader Ads help you humanize your institution by sharing real stories from students, alumni, or faculty. Their personal stories about mentorships, internship opportunities, and career counseling could inspire prospective students to see themselves walking the same path.
3. Position programs as industry-leading: Turn faculty posts about unique program features into Thought Leader Ads, highlighting your school’s role in innovation and teaching real-world skills.
4. Enhance recruitment and enrollment: By combining LinkedIn’s precise targeting with your faculty members’ posts, Thought Leader Ads spark conversations, build trust, and attract students who value specialized knowledge and academic excellence. This approach warms prospective students to your institution, streamlining the inquiry, application, and enrollment process.
5. Drive higher engagement: On average, Thought Leader Ads have a 1.7x higher click-through rate and 1.6x higher engagement rate compared to other single-image ad campaigns. By putting a face to the message, these ads create more personal, authentic connections that convert.

Ad Specifications and Best Practices for Higher Ed Thought Leader Ads

To maximize the impact of your Thought Leader Ads, keep these key points in mind:

Content Requirements and Campaign Settings

• Only organic, original posts from individual users are eligible for Thought Leader Ads—company page posts or reposts are not allowed
• Only Brand Awareness and Engagement objectives are available for these ads
• To qualify as Thought Leader Ads, organic posts can only include one image or one video. LinkedIn does not allow posts that include Articles/Newsletters, polls, or documents to be promoted.
• Creative assets and URLs can be included in the original organic post, but no additional assets or URLs can be added during ad setup
• Thought Leader Ads do not support CTA buttons

Best Practices

• Choose thought leaders who bring both expertise and authenticity to your campaigns. Look for:
  • Faculty members with strong personal brands and engaged social followings
  • Deans or program directors with strategic vision and industry insights
  • Alumni with compelling success stories and professional achievements
• Work with your thought leaders to create and curate content that provides genuine value:
  • Share meaningful insights rather than promotional messages
  • Highlight real outcomes and experiences
  • Maintain an authentic voice that reflects both the individual and the institution
  • Include high-quality visual assets to boost engagement
  • Avoid overtly promotional language that could diminish credibility

Learn more about Thought Leader Ads from LinkedIn.

Elevate Your Higher Ed Marketing Strategy

LinkedIn Thought Leader Ads offer a powerful way to combine your institution’s authentic voices with the precision of paid advertising. By showcasing faculty expertise, student stories, and alumni achievements, your institution can build meaningful connections with prospective students while amplifying your brand.

Ready to see how Thought Leader Ads can elevate your marketing strategy? Start a conversation with Carnegie today so we can help you create a tailored approach that combines authenticity with strategic impact.

This blog was written by Haley Mattera, Senior Specialist, Social Media; and Hannah Chao, Creative Writer.