Corporate Reputation hinges on Chief executive's Image Factor

"Life is fragile. We're not guaranteed a tomorrow so give it everything you've got."

-Tim Cook, CEO of Apple

At times of the current global economic challenges, it is more urgent and crucial than ever before, that company leaders leverage their Corporate Image and Branding as a distinctive competitive edge. It is time for a change. CEOs and leaders need a new attitude and mindset to meet the new normal employees and consumers. A chief executive officer's (CEO)'s behaviour and reputation can make or break the Company's brand's image. According to a survey conducted by the global Strategic Reputation agency, Weber and Shandwick, a chief executive officer's (CEO) reputation is a fundamental driver of corporate reputation. On what key qualities or attributes would drive a strong CEO reputation, the survey found that highly respected and esteemed CEOs, relative to those lesser respected, had a clear vision for the company, was inspirational, motivational to others, have integrity, ethical, decisive, and communicate well internally. At this time of digitalization and transformation, employees' and consumers' behaviour have changed drastically in response to the covid19 shock and lockdown. It is important for the CEO to have a visible public profile for a company to be highly regarded as transparent to regain trust. CEO visibility is more likely to improve corporate reputation and it needs to be handled with care. 

Image Credit: Pixabay 

CEO visibility is more likely to improve corporate reputation and it needs to be handled with care.

The Importance of a CEO's Reputation and its implications 

"I don't care what others or the media says about me, as long as I have publicity."  - anonymous 

According to executives surveyed by Weber Sandwick "a company leader's reputation' is the fourth highest influencer, with the quality of product and services identified as the most important followed by financial performance and then company's industry as the third most important driver on the overall view of the Company's reputation itself. The CEO's reputation effect can also hinder the company's ability to hire quality candidates and ignoring it will make it more difficult to hold on to the employees that you already have. 

It is important for CEOs to partake in external relationship building and shine a spotlight on their company. 

Many young onboard CEOs, though being well-educated, may not have the right leadership skills and knowledge. It has been highlighted in many employers' conferences that leadership skills or relevant soft skills are not taught in formal education. These young CEOs do not have the opportunity to learn the success skills of successful corporate CEOs. It has also been mentioned by both employers and recruiters that soft skills, leadership, and business skills are the key areas where there's a huge disconnect between academia and industry. The best way to achieve the goal to become a reputable and high esteemed CEO is to learn from successful experts and learning from people who know and with proven experiences. 

Six months into the covid19 pandemic, it is time for company CEOs to act, not to react, to have the right image branding to reposition (or pivot), to take decisive actions to emerge stronger in the next normal. As many CEOs return from remote operations, it is their priority to reenergize their team, and to rebuild for the longer term. Companies that are strong and have high resilience and will be better placed to survive, reposition, and move forward with clear direction. 

In today's social media age, anyone can place every CEO and Company in the spotlight for good or bad. Social media has also given CEOs the opportunity to tell their company stories in untold ways.

A CEO is constantly under the microscope. Today, where anyone is easily accessible to the internet and Facebook page to report the news or have their opinion viewed, it is imperative that all CEOs and executive leaders are mindful of their perception, how their actions or inactions can help shape their company reputation.

Question: Why should the CEO and top management work on improving their Image Factor?

Image credit: Unsplash by Kalie Haulk

CEO's personal success depends on more than their technical expertise and their degrees or MBAs. One important attribute of CEOs or top executive leader(s) is their ability to generate 'trust' and command the 'respect' of people whom they work or associates with, such as board members, customers, employees, the media, industry analysts, institutional investors, community leaders, government regulators, peers, and opinion leaders. 

Knowing how to present themselves in their everyday dealings with people of all levels and stature in society would certainly help CEOs or top executive leader(s) achieve greater interpersonal impact, personal influence in business and earn a competitive edge over others, besides enhancing their Image Factor. To ignore these essential fundamental qualities of a CEO can self-sabotage his or her professional credibility, which may lead to negative personal and corporate perceptions. 

Can CEOs afford a negative impression on their Image Factor? Not when you consider that the success of a CEO is often tied to other's perception of the company or corporate brand. 

Question: How will their Image Factor reflect on their businesses?

Survey made shows evidence that a great percentage of a company's reputation is attributable to the CEO. In my personal encounter as well as feedback from the market, CEO behaviour and reputation can either positively or negatively impact share price and stakeholders' as well as customers' confidence in a company. A favourable CEO's reputation strengthens a company's credibility, bottom-line, and share price. 

The Image Factor of the CEO/top executive leader reflects the qualities the organization endorses and represents. Therefore it is imperative that CEOs leverage their Image Factor to stand out and shine among peers internally and in the marketplace. Customers, employees, and subordinates are constantly branding their CEOs, whether they like it or not. 

As far as the outward exterior perception is concerned, there is a tendency to associate visually attractive or 'groomed' individuals with intelligence and success. These individuals are more likely to be granted more opportunities to prove themselves. 

Question: Any strategies to help improve CEOs' corporate and personal image- a.k.a The Image Factor?

Build Self-awareness: It is to CEOs' advantage to act as though their behaviour is being observed every minute. 

Final Hot Tip:

Dress like how you wish to be addressed.

Image Credit: Pixabay by difisher

Question: What is "appropriate appearance" for CEOs and top-level executives?

The appropriateness of what CEOs or top-level executives wear to work every day and for business functions is defined by the time, occasions, place, demographics, one's profession, the field of business/industry, and who they are meeting. 

Image Credit: Refinement Society
Author, Teresa in CEO Smart Elegant Attire 

Achieving a Positive Image does not happen by accident. It involves deliberate intention, planning, self-awareness, and a keen sense of achieving the right perception of others. This attitude and mindset can be invaluable and priceless in an international business environment or situation. 

To sum up, it is about the CEO's Behaviour, the way you speak, how you look that will enhance and build the X-Factor of the CEO Reputation (In my book, I call it 'The Image Factor'). 

"If we value honesty, and you keep secrets, then something in the system (the company culture) should either punish that behaviour or help reward the behaviour of teaching you How to Say something honestly."

-Patty McCord, Chief Talent Officer at Netflix