Today I sit down with Jess Jensen, founder and CEO of Copilot Communications, where she helps executives build trust, credibility, and warmth online so they can open doors to clients, partners, and opportunity.

Jess has lived through the “birth, boom, and backlash” of social — from launching the first Adidas Facebook page in the early days of brand pages, to building global governance at Microsoft when every country team was spinning up pages with no consistency, to leading executive digital comms at Qualcomm after realizing that people connect with people, not brands.

We also go to the deeper place: the moment Jess found herself explaining her work to someone outside tech — and felt that pause, that sadness, that “do I need to apologize?” — because social media had become increasingly divisive and weaponized. From there, we turn toward what’s working now — especially LinkedIn as a platform for professional trust-building and thought leadership.

Key Takeaways from this Episode

Your digital presence is portable. You may not stay at one company for 30 years, but your platform goes with you — and it compounds over time.
Social is a “rented” platform (this is a brilliant point!). Think owned, earned, paid — and rented. Algorithms change, and you don’t control the land you’re building on.
Brands are losing lift; leaders are gaining it. At Qualcomm, Jess saw corporate campaigns decline while executive voices gained traction — because people want a human point of view.
LinkedIn is no longer just a resume. Jess shares why it’s become a writing platform and an editorial home for experts — not just job seekers.
Pick 3–4 narrative themes and repeat them. The strongest executive brands aren’t random — they’re built on an editorial strategy that consistently returns to a few clear territories.
Your voice matters (especially now). Many leaders think they have “nothing to say,” but your experience and point of view are valuable — and the world needs more constructive voices.

Addressing Relevant Issues

Algorithmic amplification and polarization: We discuss how feeds shifted away from chronological and toward “what keeps you engaged,” fueling echo chambers and intensity.
The ethical wake-up call of social media: Jess describes the internal pivot moment — realizing the space had become toxic in corners, and questioning how to use her skills more constructively.
Mental health and unintended consequences: I reference a stark data point Jess brings up — a 65% increase in the suicide rate for high school girls from 2010 to 2019 — and we talk about responsibility and systems.
AI and the rising importance of trust: In an AI-dominated age, credibility, warmth, and real human presence become competitive advantages, not “nice-to-haves.”

Next Steps

Get Jess’s free LinkedIn Audit: Jess offered to review both your profile and your editorial strategy and give actionable next steps. Mention you heard her on Live Like a Leader.
Define your 3–4 “narrative pillars.” Decide what you want to be known for — and build content around those themes consistently.
Publish what you already say internally. Turn your best internal leadership messages into public leadership content — and let it travel.

Learn more about Copilot Communications: https://copilotcommunications.com/

Connect with Jess Jensen on LinkedIn: https://us.linkedin.com/in/jessicakjensen

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Jess Jensen is the founder of Co-pilot Communications, a Portland-based advisory helping bold executives sound like themselves online—clear, confident, and human.

After 20 years inside Fortune 100 companies like Microsoft, Qualcomm, Nestlé, and Adidas, Jess left corporate life to help leaders stop playing small and start showing up online as their full selves—story-rich, imperfect, and unapologetically human.

Through sharp messaging, editorial strategy, and smart use of platforms like LinkedIn and podcasting, she helps clients build a digital presence that earns trust, inspires action, and sounds like them.

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John Bates provides 1:1 Executive Communications Coaching, both in-person and online. He also gets 92+ Net Promoter Scores for his large and small group leadership development trainings at organizations like Johnson & Johnson, NASA, Google, Intuit, Boston Scientific, and many more. Find more at https://executivespeakingsuccess.com.

Sign up for his weekly micro-trainings for free at https://johnbates.com/mini-trainings and create a great leadership communications habit that makes you the kind of leader who inspires trust, loyalty, and connection.