Executives need a point of view
There was a time when executives could hide behind a brand. Not anymore. Today, people want to know the humans behind the companies they buy from, work for, and invest in. They also expect them to sound like people, not talking points with the life edited out of them. That expectation has made executive visibility a major part of the job. Leaders who speak credibly in public build trust and…
In the modern business world, executives can no longer rely on a brand to hide behind. Today, people seek to connect with the individuals behind the companies they interact with, whether as customers, employees, or investors. This shift has made executive visibility a crucial aspect of their role. Leaders who communicate openly and convincingly in public gain trust, increase awareness, and offer a unique way to understand the companies they represent.
However, not every leader requires the same level of public exposure. The key is that when they do participate, they contribute more than just the company's official stance. They bring their own experiences, expertise, and viewpoints. They should also engage in the ongoing discussions shaping their industries, not just appear when the company has an announcement to make.
Len Covello, CTO and co-founder of Engage People, emphasized that executive visibility is about making a company's expertise and perspective accessible to those who need to understand and trust it. He noted that maintaining balance is essential, avoiding excessive promotional or self-centered content. "Credibility should not rest on a single person," Covello added. "Having multiple spokespeople demonstrates the credibility of the team."
Belen Tokarski, Caliber's president and COO, echoed this sentiment. "When visibility is distributed thoughtfully, it makes the company feel more human and gives people a clearer sense of the expertise behind the brand." The goal is to give multiple credible leaders a platform.
Determining the right balance between personal and professional content is a significant challenge. Executives must decide how much to share while staying authentic. Too much concern about perception can result in inauthentic or robotic communication. Conversely, sharing too readily can lead to overwhelming audiences with noise. A trusted advisory group can provide valuable feedback to help strike the right balance.
Executives should consider their natural inclinations when developing their personal brand. What topics do others turn to them for? What discussions can they comfortably engage in without relying on a script? These conversations often form the strongest foundation for a personal brand. Authenticity is crucial; if an executive's public statements differ significantly from their usual conversations, the content may appear forced.
Ultimately, executive visibility should align with broader business goals. An executive might aim to become a recognized voice in their industry, focus on recruiting, build client relationships, or raise awareness about a specific area of expertise. Measuring the impact of executive visibility can be complex, but metrics such as media share of voice, engagement, speaking opportunities, and broader business outcomes like client retention, sales, and recruiting data can provide valuable insights.
With the rise of AI search and LinkedIn's growing influence as a citation source, executive activity on LinkedIn is becoming increasingly important.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
