Some time ago I wrote in this same blog an article about the three types of managers according to their visibility. Distinguish between invisible, the discreet and the connected.
For the invisible one still exists, and now I have renamed it an ostrich, so today, with more data, treatment of the CEO's ostrich.
Here's a one-minute video summary:
CEO's ostrich: basic features
It said then that this profile corresponds to a person who prefers to leave the minimal trace both digitally and in real life. It's usually treated (although not always) of the Baby Boomers who prefer to build their reputation in small environments, though powerful. Represents the highest percentage of managers in weighted terms of turnover.
They don't usually give interviews and their online presence drifts, because they DO NOT consciously manage it, and that makes them appear on websites they probably wouldn't have chosen. Let's be honest, it's not easy to disappear from the Internet. I recently wrote a post designed for these profiles: How to get an invisible personal brand.
That doesn't mean I'm not an internet user.. It's a profile e-observer, look for information, Go on (Discreetly) people, Publications, but his presence leaves no trace. Some have been able to create a troll or false profile to loiter on social networks like Twitter.
Examples of this profile could be Amancio Ortega (Inditex Group) o Florentino Perez (ACS).
The reasons for ostrich behavior
I would explain that behavior for three possible reasons.:
- Ingrained custom. The famous "this has always been done this way". It's funny that some of these ostrich CEOs continue to trust their reputation to their company's results.. Mr.. Ignacio Sanchez Galan, CEO of Iberdrola, can preside over a very lucrative company, but his reputation falls far short of those results.
- Imposter syndrome. Professionals with a lack of self-esteem or self-confidence. They don't believe in their competences, at least in the communication and, either delegate to other people in the organization or maintain administrative silence.
- Asch syndrome. Psychologist Solomon Asch did an experiment that showed that sometimes we are able to doubt our own judgment by not contradicting the group's criteria.. In the social conformity it's not just shame what people manifest, it is a profound doubt of one's own criteria in the face of collective consensus.
Consequences of CEO's ostrich on the projection of the brand
I've been reading the study summary Brand orientation and business performance recently promoted by the Forum of Renowned Brands of Spain and Summa Branding.
The study defines a brand-oriented company as "one that puts its brand and purpose at the center of all strategic decisions·
Well, for companies with a brand orientation, things are much better. They are more productive and create a 22% more employment.
As part of your brand culture, bet on the brand from Senior Management, with a long-term vision, involve the CEO with the brand and its disclosure, actively disseminate brand culture at all levels of the organization, train new employees in brand culture and consider them as brand ambassadors.
In brand-oriented companies, THE CEO's are an active part of the dissemination of the brand.
They are the ones who actively act as spokespersons, both inside and outside the company and becoming its best brand ambassadors.
They offer certain advantages over Ostrich CEO's:
- They humanize the brand and the company in general . It's harder for a big brand to build credibility than it is for one person. Developing the social presence of CEOs as a visible face of the brand can help build the link between the consumer and the brand.
- Generate greater trust with clients and rest of stakeholders . When they post regularly on social media and connect with their audience they have a better chance of earning their trust.
- Make the company a more desirable place to work. Top talent appreciates CEOs who demonstrate the brand's core values and, often, encourage other managers to be found online.
If CEOs are ostrich, Who is the main spokesperson for the brand? What will be the dissemination of brand culture if these CEOs do not actively participate??
The study concludes that the greater the brand and purpose orientation, greater economic and business performance. Go, better results.
I recover a study of MSL Group with a piece of information:
The 77% of consumers are more willing to buy from a company whose CEO actively uses social media.
So these Ostrich CEO's have an expiration date, since due to his inaction he is not achieving that brand orientation, and therefore to results.
Stock Photos from alphaspirit.it / Shutterstock
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.