Reputation of CEOs and Executives as a Customer Magnet: 7 Tips for Leadership Brands


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A CEO, managing director, director or company manager is under constant observation today. Every “unfortunate” statement reaches all media in no time at all. If the reputation of a leader suffers, that of the entire company also quickly suffers.

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Sereina Schmidt Best of HR – Berufebilder.de®Sereina Schmidt is an entrepreneur, consultant, sparring partner and speaker.

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The CEO - face of the company

The strong personalization of Company is the phenomenon of our time. You want to know who is behind a company. You want to communicate with people and not neutral with the company.

Everything becomes more transparent and personal. If a customer is not satisfied today, they can do it in detail on Google. So if someone is looking for us, they will not only find our website, but also comments from (hopefully) satisfied customers. Special platforms even make it possible to evaluate companies in even greater detail.

Target customers

"No press is a good press" - this saying has long since ceased to apply. Everything can and will be discussed, assessed and often (prematurely) condemned online.

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Not only the social media channels and news portals are involved, but also the classic print media, which are vehemently fighting for their circulation. But if the CEO's reputation suffers, the whole company suffers.

7 Tips for Leadership Brands:

So it's high time to look at the CEO's reputation and manage it.

1. The co-sponsoring society

Through increasing socialization on the Internet, people who otherwise do not meet communicate with each other. Anyone who does not agree with a company, a product, a service or even the statement of a CEO can "discuss" this with thousands of other people on the social media channels.

And the worse the reputation is, the faster people will find themselves verbally beating up on the company or its CEO. A frightening everyday picture!

2. New communication strategies

Many companies are experiencing great difficulties with these facts. They are forced to completely change their communication both internally and externally. A company can no longer afford to neglect reputation management today.

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This must be integrated into the corporate strategy as well as the reputation of the own CEO must be specifically managed. There is no alternative!

3. Effect in the first place

Clearly the performance of a CEO has to be right. But what it is all about is its effect. What effect he and his behavior have on the company and thus on the customers. However, if you ask yourself the question: “What are we being trained for in training and further education?”, The answer is still surprisingly: performance and knowledge!

How we present the resulting, hopefully positive effect, but in the best possible way, is usually not subject matter. Nevertheless, the formula applies: effect + behavior + communication = reputation

4. Reputational care is work

Reputation maintenance begins with your own behavior and communication. And maintaining reputation is connected with work. The communication department can provide targeted support. But the main dynamic must always come from the CEO himself. In addition, the CEO always has to take the customer and employee perspective and wonder what expectations they have of him? He also has to “manage” these expectations.

For companies, bad perception of their CEO is more dangerous than poor performance. According to a study by Roland Berger of 2015, a bad impact in 71 percent of cases was the causal cause for a CEO's resignation and not his lack of performance.

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5. The call is liable

That raises the legitimate question: As CEO, do you have to keep an eye on your reputation just for the company? No certainly not. The call is always something very personal. Therefore it is of course worthwhile to take care of it for yourself. After all, the reputation remains and you take it with you - in other companies as well as in your private life.

Business on the one hand, private life on the other - that can not be separated today. Certainly not when it comes to the reputation and reputation of a person.

6. Authenticity and integrity

Customers, but above all employees, want to know “what” a CEO stands for today. They want to know what drives him, what makes him tick and what he works for. Our values ​​correspond to our beliefs.

That's what we stand for, that's what we stand for. But with this common value-based mission alone, this can usually only be inadequately communicated. Authenticity and integrity are in demand and must be demonstrated and communicated in such a way that they arrive in the truest sense of the word.

7. As a CEO, you can experience it

A CEO is a human and not a neutral machine. Reputation management is about making our personal beliefs, attitudes and values ​​tangible.

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The clearer our environment can be based on us, the more credible, reliable and trustworthy we are, which in turn strengthens our reputation. The fact is: "Without clear, communicated and tangible values, no stable, positive reputation." Once again, emotions beat pure fact communication.


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