By Christophe Ginisty (FR), Digital Strategist, Social media intelligence expert, founder of AGOREP, Creator of the ReputationTime cycle of conferences
CEO’s and organisation’s key leaders are exposed like never before thanks to the social media era we live in. Not only are their business performances being appreciated or scrutinised, but also their behaviour, the way they communicate, the values they share, the consistency of their societal commitment, the way they treat employees – everything is scrutinized by a demanding audience in search of more transparency. Moreover, as representative of their organisation, CEO’s are directly held accountable for any major failure of the value proposition.
In April, when a United Airlines passenger was violently dragged off a flight, all commentators expected the airline CEO to respond with empathy and humanity. And when he failed to do, the entire company’s reputation was under immense pressure. When the story went live, shares of United Airlines fell as much as 6.3% in pre-market trading, dropping to $1.4 billion from the now $21 billion company by market cap. In India, the incompetent/poor management of a nationwide reputation crisis by the executives around Maggi Noodles cost Nestlé more than 500 millions dollars in 2015.
Don’t assume it’s simply a communication problem. It’s a real business issue that has real consequences, and should be at the top of every decision maker’s agenda. In 2013, Deloitte has issued its first survey showing that the reputation threat was the number one concern of a majority of business leaders. Year after year, Edelman’s Trust Barometer unveils the decline of trust towards CEO’s.
This is not an option. CEO’s have to take care of their reputation because it will directly have an impact on their organisation’s standing and on their business performance. Leaders can’t hide forever and rely on the fact that people will not care. People do care and they will publicly condemn leaders who do not have an appropriate attitude.
In my masterclass “Reputation for CEO’s” on July 4th, I will help you understand and identify what are the real challenges for CEOs’ reputation and how we can work on it, following 7 golden rules that I will explain in detail one by one. I will show you the way to put the CEO’s reputation under control, using several real-life examples.
Because you work on your image but you earn your reputation, this session will allow you understand the importance of adding this layer to your communication strategy.