The reputation of companies goes hand in hand with the reputation of their CEO, with the latter gaining more importance each day. Thus, it has become relevant to understand: how can we manage a CEO’s reputation effectively? Find out with us.
The reputation of companies goes hand in hand with the reputation of their CEO, with the latter gaining more importance each day. Thus, it has become relevant to understand: how can we manage a CEO’s reputation effectively? Find out with us.
With social media growing year after year, and with everything shaping up to them, being a CEO and managing this role was no exception. The executive directors of companies become, themselves, part of the business and must manage their image and reputation.
A study carried out by Weber Shandwick in partnership with KRC concluded that a company’s reputation is directly linked, by the public, to the CEO’s reputation and this trend will continue and grow.
Still with doubts? The importance given by the public to the reputation of a CEO is not the only reason why one should invest in the management of this reputation. By doing so, in addition to enhancing the reputation of a business, it allows the CEO to position himself as a specialist in his area while, at the same time, he can enhance his relationship with his company’s public, communicating with them, and can create a relationship of trust with its customers and beyond, positioning himself as a good leader.
Managing the CEO’s reputation means increasing trust in him and in his brand and, ultimately, attracting business opportunities and partnerships. As Zig Ziglar said: “If people like you, they will listen to you, but if they trust you, they will do business with you”.
A good management of the CEO’s reputation can, therefore, be synonymous of trusting the company, increasing its reputation, and discovering new opportunities. Thus, the focus is to treat the CEO as a brand and perform personal branding. What are we talking about?
“Your brand is what people say about you when you’re not in the room,” advocates Jeff Bezos.
Personal branding is about creating presence and authority through a strategy, that in this case is adopted both offline and online.
William Arruda said that personal branding was about “putting your brand on the value you offer to others”. Everything you do represents, in some way, what you are. Thus, the publications, shared content and the comments you make on social media are a way for people to create a perception of you, as well as the way you behave in interpersonal relationships or the way you answer in interviews.
By investing in the management of their reputation, CEOs will be able to position themselves as they wish, convey the messages they want, create the image and reputation they want and, invariably, be associated with their business, making it grow.
How can you create your personal brand?
1 – Get to know yourself. Before you want to convey something, you must know what you want to convey, know your goals, your abilities, your virtues and defects, so that you know if you are unique and authentic.
2 – Know how they see you. Find out what they think about you, to get an idea of the brand you have been creating.
3 – Know who you want to reach. When you want to manage your reputation, you need to know who you will be talking to and, above all, who you want to talk to. With this in mind, the language, tone and channels to use may vary.
4 – Design your strategy. Wanting and knowing what you want are just one step in carrying out this management. With social media, this need is even greater, since only in this way will you be able to enhance the message you want to convey and have an effective way of communicating. Find out which content is relevant, find out how you want to position yourself and how to do it, what you want to talk about and how.
The CEO’s reputation begins to be built offline, with the way of leading the teams and dealing with them, but it is maintained and expanded above all online, with social media acting as a stage for this management, and also through the media presence.
Through personal branding, you can create and manage your personal brand. But don’t forget: as with any brand, it is necessary to analyze the market, outline a strategy, bet on creativity, storytelling and monitor and evaluate your social media.
What are you waiting for to get started?
By Sofia Neves, digital marketing in Media em Movimento
Sources:
https://lizetemangueleze.com/personal-branding-o-impacto-da-reputacao-do-ceo-na-marca-corporativa/
https://www.affde.com/pt/ceo-reputation-management.html