If you’re a corporate executive, you probably worked very hard to climb the corporate ladder. And in the past 20+ years in the industry as recruiters, marketers and branding experts, we’ve talked with many (hundreds!) of you about your career, skills and goals. Oh, we know you’re all in different industries with a plethora of titles and departments, whether a VP of Marketing for a big retail brand, an Owner of a tech startup, or a CIO in the government sector.
But there’s one thing almost all of you have in common: You don’t think you need a professionally branded online / social presence.
What’s the point, you ask. You’re happily employed. Your company knows you’re amazing. You don’t plan to job search soon. And, you just don’t have the time. Of course, an executive bio and big online professional network are nice-to-haves, not must-haves, you say. Because you think it won’t help you—or your company—at this stage in life right now.
And that’s the biggest misconception of all!
In fact, professional branding is imperative not just for executives but for their companies in today’s increasing dependence on optimized online profiles, SEO and content marketing strategies.
Here’s why every executive should put time and focus into their online brand (reputation).
Your personal brand speaks for your company.
High-level executives’ personal brands can help or hurt their company’s bottom line. 44% of a company’s market value is attributable to CEO reputation, and 80% of corporate stakeholders say the CEO’s reputation influences their decision to recommend that company.
Consumers trust people more than companies. Employees are the heart of the brand. Their expertise and experience matter—and sell. The more consumers trust it, the more they believe in the companies, services and products that come from it.
YOU can control the narrative about your professional background. As an executive, you’re likely interacting a lot with other senior management, partners, clients, customers, investors, press, third-party vendors, and/or event coordinators. If they want to know who you are, what you do, and why it matters, where should they go to find that? They certainly won’t ask for your resume or Facebook. They’re savvy. And, they’ll look you up. Chances are, they’ll probably go to your LinkedIn profile instead of the corporate website to learn about your background. And if they go there right now, will they see your best professional side?
There’s incredible value in being recognized as a thought leader. You have at least a decade of experience, and that’s worth something. Your insight, expertise, failures and successes are valuable because it helps others learn and grow. But, you have to communicate that—and not just through a phone conversation. Thought leadership strategies leverage digital media and can strengthen your overall online reputation, benefiting you AND your company.
Invest in a thought leadership strategy, and brand engagement will explode and translate into prestige and authority for your company.
Exposure and influence grow exponentially leading to more opportunities. Are you interested in being interviewed on an industry podcast? Quoted in a high-profile publication? Invited to speak at a big conference? Promoting your professional story, expertise and personality (writing style, speaking ability, philosophy) can lead to big opportunities that increase your (and your company’s) exposure. If you’re not actively engaging with LinkedIn, you’re already missing out, as 87% of users trust LinkedIn as a source of information.
Don’t rely on people seeing your name and title on a business card to know (or care!) what you’re about.
At Talent Harvest, we know that executive branding takes time and effort—and that’s why we take care of all of that for you! We’ll connect you to industry-recognized branding experts and professional writers who will personally work with you in ways that move you closer to your brand goals.
Contact us today for a free no-obligation executive branding consultation.