Executive visibility impacts nearly every aspect of business, including employee retention and talent attraction, customer trust and loyalty, investor assurance and more. LinkedIn reports that roughly 56% of business professionals say their purchase choices are swayed by the social media presence of CEO. Furthermore, of those who follow a company's top executive online, 66% are more likely to give a brand endorsement.
By strategically demonstrating their industry expertise and deep insights through earned, owned and social media activity, leaders build their visibility, influence and credibility. They move beyond being brand amplifiers to steering their company's strategic narrative and image.
Leveraging social media for executive positioning involves a nuanced understanding of different mediums. For instance, LinkedIn is ideal for sharing deeper industry insights, while X and Threads allow for more immediate, concise engagement on real-time topics. Instagram can be used to give a more personal touch to an executive's profile, sharing moments from conferences, key events or behind-the-scenes looks at company operations.
This multi-platform approach ensures a comprehensive digital footprint, enhancing visibility and impact across diverse audience segments. However, it's important to note that not every social media channel needs to be utilized with executive visibility. Instead, focus on where the audience you’re trying to reach is most active and consider the action you want them to take. From there, build a content and channel strategy accordingly.
The following are some key strategies for creating more transparent and trustworthy leadership visibility:
The corporate landscape is dotted with compelling CEO narratives and executives who have expertly applied branding strategies to redefine themselves while simultaneously elevating their company's profile. The strategic rebranding of Splunk, under the visionary leadership of CEO Gary Steele and the guidance of Highwire, is a standout example.
Navigating through a tumultuous period marked by executive reshuffles and a slump in stock performance, we embarked on a bold course to reposition Splunk. Pivoting from its established data-centric roots, Splunk underwent a remarkable transformation to emerge as a key player in the security industry. This strategic shift involved leveraging Gary's extensive experience in the security sector, formalizing the company's security threat research team (SURGe) and weaving Splunk’s new security narrative into every piece of news, activity and initiative
Steele's intentional engagement in significant industry forums and his targeted media outreach were vital in reshaping Splunk's image as an innovator in the security domain. The results of this strategic redirection were outstanding: a surge in stock prices by 56% from October 2022 to March 2023, a 37% growth in annual revenue and a noteworthy enhancement of $20 million in free cash flow. Read our Splunk case study for the full story.
From Splunk's success, we see that executive branding goes well beyond mere personal image development. It's about aligning that image with the strategic goals and messaging of the company. It requires a comprehensive market analysis, identifying distinct strengths, and utilizing these to establish a commanding leadership presence.
Through strategic communication and promoting the company's initiatives, products and service, executives can positively impact brand perception, foster trust and boost credibility. Social media and digital platforms also provide powerful opportunities to build their personal brands, aligning them with their company's image. This holistic approach can drive revenue growth, foster organizational development, and create new avenues for business advancement.
At Highwire, we excel in boosting executive visibility while enhancing corporate reputation. Our expert team crafts strategies that integrate an executive's personal brand with the broader objectives of your company. Reach out to discover how we can enhance your CEO and executive leadership’s profiles and amplify your company’s brand narrative.