It’s no secret that an executive’s reputation directly impacts the company, from market value to talent attraction and retention. While there are a range of earned, owned, and paid levers to help enhance a leader’s reputation, often overlooked in this mix is the importance of owned digital channels. In fact, Brunswick’s 2022 Connected Leadership Report and Digital Investor Survey found that:
- 74% of employees say that the overall reputation of their CEO is an important factor when deciding to stay with their current employer
- 82% of employees will research a CEO’s online presence when considering whether to join a company or not
- 62% of employees form their first impressions from the company’s corporate website
- 65% of investors refer to Investor Relations (IR) websites to acquire information that is more accurate and reliable than traditional media
With so many key stakeholders forming impressions of companies and leaders on owned and social channels, it’s critical for companies and leaders to optimize these channels to define their online reputation before others do.
Read on for more on this topic and be sure to check out my recent publication on how leaders from different companies can best collaborate for a greater good here.