The resistance and desire of every leader to be visible, both internally and externally, are observed in many. Why do we always see that one CHRO in the limelight? Why are they the first to be asked for interviews? Why are they often part of panel discussions and speakers on stage?
When I answer these questions and explain to my coachees what they could do to experience the same exposure, my advice is often met with initial reactions like, "Isn't that too exaggerated?". Some may say, "That's not me" or "I haven't done anything really special to talk about."
So, what exactly should you do, and how do you do it?
In 2016, I won the CHRO of the Year award in the Netherlands and in 2017 in Germany. How did I become visible? As a CHRO at Hunkemöller, I gained experience in the power of social media, branding, and storytelling over a few years. I learned a lot from my Marketing and E-commerce colleagues. I decided to apply similar principles to the People and Culture domain. A significant internal movement of brand ambassadors, both internally and externally, followed. The effect was mind-blowing. Hunkemöller became one of the most popular employers of that time. It led me to think one step further. If this knowledge and method are successful in building a strong customer brand, why not apply these ingredients to building a popular employer brand (EVP)? And why not use the same knowledge and techniques to enhance your own personal leadership brand?
In 2019, I conceived the plan for my startup, Fanployer. Part of the Fanployer proposition is to showcase the top leadership of an organization on relevant online platforms and provide concrete tips on how these C-suite leaders can increase their online visibility and popularity. We always start with the visibility of the CHRO and CEO. The most common findings are that:
· C-suite leaders often don't see themselves as a brand, even though they are the talent magnet for active and passive job seekers.
· There is no vision and concrete action plan for the visibility of the executive team as a whole and the directors as individual leaders.
· Internal marketing and communication resources are not asked to help profile the leadership brand externally.
· There is minimal active use of social media, videos, podcasts, etc.
· Individual leaders have not created a unique narrative with visuals and sound.
What are the first 10 tips I can give you if you want to become more visible?
1. First, determine your goal. What do you want to achieve in terms of visibility in 2024? Dream big!
2. Why do you want this? Ask yourself the same question after each answer. Do this 6 times.
3. Answer these questions: What do I stand for as a CHRO, and what am I striving for?
4. What is your USP? What makes you unique compared to fellow directors and other CHROs?
5. Write a headline for LinkedIn as an exercise. What is your identity in a nutshell? Keep it short and simple!
6. Write a narrative. Tell the above in a captivating story. Think of a Disney Story structure. Consider seeking help if needed.
7. Convert the narrative into a short bio and a keynote.
8. Become visually strong. Invest in a good photoshoot with visuals that align with your story(narrative). Overcome any reluctance :-).
9. Make a concrete plan. Involve others for more input and courage. Ask for help.
10. Take the first step today and keep going. Going to the dentist only once a year won't give you a radiant smile.
Truth or dare? Are you currently in the spotlight as a leader? If not, you probably haven't considered it important enough to take the right actions until today. It doesn't happen on its own. If you don't work on your own leadership brand, then who will?
And if that little voice still says, "Oh, that's all too much for me…” then listen to the other voice (mine): People want to work for authentic, sincere, passionate leaders who know where they're going and invite others to join and encourage them on the journey. How will everyone know what you stand for and strive for if you don't share it? Step on the stage and shine your light!