There is no single rule to measure the level of public visibility presence or managers in traditional or digital media . And more at a time of hybridization ON / OFF, where many means available OFF platform are replicated ON: press journals, TV, radio…
I differentiate three executives profiles according to their visibility and if you allow me the term- their "findability".
- The Invisible manager
- The discreet manager
- The connected manager
Before developing their profiles, I must say that there is no one better than another, since the choice should be aligned to the values of the person. You neither can force a discreet person to stop being it nor can mute who wants to talk.
What's Executive Branding?
I begin by defining the Executive Branding. The easy way is to think about personal branding for managers, but it is more than that.
Executive Branding is the process that differentiates and gives prominence to a manager in front of others in a market. It is not optional. Not today. A different point is how their public visibility is modulated.
The management methodology is based on the same Personal Branding' Iceberg:
- Diagnostic phase: patterns of self-knowledge to identify the present projected brand, identify the values and see if they are aligned with the professional project
- Strategic phase: definition of purpose, objective, value proposition and business model. Also brand territory.
- Communication phase: Message Definition, keywords, visibility plan, and analysis of related content, Personal Learning Environment (digital)
- Measurement phase: analysis and monitoring of KPI's for the marked correction strategies.
The executive branding is for managers, known as C-Suites, and remember that refers not only to people working in an organization but also they do it to one or more organizations (interim managers, consultants,…).
The executive branding is not about how a manager manages his/her reputation online, this is a small part. It's about becoming a single reference in its field of activity and its area of influence.
Managers according to their visibility: The Invisible manager
This profile corresponds to a person who prefers to leave the minimum mark both in digital trail as in real life. Use to be (not always) of Baby Boomers who prefer to build their reputation in small , but powerful environments. They represent the highest percentage of managers in weighted terms of turnover.
They don't like to give interviews and online presence will drift, since you have not consciously manage, and that makes them appear on websites that surely had not chosen. Let's be honest, It is not easy to disappear from Internet. I recently wrote a post designed for these profiles: Getting an invisible personal brand.
That does not mean it's not a Internet consumer. It is a e-observer, looking for information, following (discreetly) people, publications, but their presence is invisible. 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) or Florentino Perez (ACS).
Managers according to their visibility: The discreet manager
This is the most common profile in more organizations in quantitative terms. Of course they care about their reputation. The build this reputation in small environments, and they have no objection to participating as speakers at symposia, congress, media interviews, etc. Here abounds generation X.
Although they are not very present in social networks, their online presence is wide, and exceeds the administrative appointments in companies. By participating in TV interviews, radio, press, means that are hybrids, It is easy to find many of his references.
As for social media, their presence, is limited to sites such as LinkedIn. But it's testimonial, They do not interact not enter the circle of "online conversation" but mostly for fear of being accosted by people who do not know (or possibly they don't want to know).
Examples of this profile could be Juan Roig (Mercadona), Maria Dolores Dancausa (Bankinter)…
Managers according to their visibility: The connected manager
Definitely, although minority, It is the fastest growing profile. The emergence of millennials in management positions it is changing the landscape of communication in the management area. Reputation matters, personal brand matters. I remind you that Personal Branding, reputation and online reputation is not the same.
They are aware of the footprint they leave and even more of that they don't leave. They have an active profile in conventional media, but also they published with regular frequency in some of them, corporate blogs ...
They have active profiles on social networks as Linkedin, Instagram o Twitter. They interact in some, and they are not afraid to show their values and hobbies through moments beyond work. They do understand that networking is played on the online and offline.
The three profiles of managers according to their visibility coexist in a business ecosystem increasingly complex. As I said, there are no rules or preferences. At a time like today where advertising is becoming less visible and people trust people, maybe I would venture to advise a migration to the connected manager profile. The Executive Branding programs are made for this purpose, but it is also logical to think that if the manager is not connected, one can not expect the rest of the organization to be connected. The employee advocacy programs (programs to boost internal brand ambassadors) make no sense without the management complicity.