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.
"No press is good press" - this saying is no longer valid. Everything can and will be discussed online, judged and often (rashly) convicted.
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
Increasing socialization in the network means that people who do not meet each other 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 on the social media channels with a thousand other people.
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.
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
Of course, the performance of a CEO must be right. But what really matters is its effect. What effect he and his behavior have on the company and thus on the customers. However, if one asks oneself the question in this context: "What are we being trimmed in education and training?", The answer is, astonishingly still: on achievement 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
Reputational care begins with one's own behavior and one's own communication. And reputation maintenance is connected with work. The communication department can support these purposefully. But the main dynamic must always come from the CEO himself. In addition, the CEO must constantly take the view of customers and employees and wonder what their expectations of him? He must also "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.
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 today what a CEO stands for. They want to know what motivates him, how he works and what he works for. Our values are in line with 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.
The clearer our environment is to us, the more credible, reliable and trustworthy we are, which in turn strengthens our reputation. Fact is: "Without clear, communicated and experienced values, not a stable, positive reputation." Here, emotions once again beat pure fact-communication.
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