Thought leadership is well regarded as an essential function for business success and brand building, but we regularly see teams struggling to get an executive visibility program off the ground and make it successful. Here’s how to get buy-in for your executive visibility program.
Gabby Apuzzo | September 17, 2024
Thought leadership is well regarded as an essential function for business success and brand building, and many organizations see the value in putting their experts forward as thought leaders to be a voice of the brand and its expertise. And yet, we regularly see teams struggling to get an executive visibility program off the ground and make it successful. Maybe your organization can’t seem to prioritize it, or maybe your leaders aren’t bought into the importance and can’t justify the time investment.
Thought leadership directly impacts purchasing decisions. Edelman reports that 54% of decision-makers made a new purchase from a company after engaging with its leadership’s thought leadership content. Executives with strong public presences shape opinions, build trust, and generate leads.
A strong presence on LinkedIn allows executives to be seen as industry authorities. Edelman also found that 73% of decision-makers view thought leadership as a more trustworthy basis for assessing a company’s capabilities and competencies than traditional marketing materials.
Companies with visible and transparent leadership are more attractive to potential employees, and more likely to retain their talent as well. A Sprout Social survey revealed that 22% of job seekers are positively influenced by an active CEO on social media
Use data to demonstrate the tangible returns of executive visibility, such as business opportunities, strategic partnerships, and increased sales. Provide examples of competitors or other industry leaders as well. The New York Times’ 2024 guide on the power of thought leadership and Entrepreneur’s report on the leg up that digitally present CEOs create are two great sources.
Align visibility efforts to your company’s strategic objectives. Whether you’re entering a new market, launching a new capability, or looking to attract talent, executive visibility should support these goals. Prioritizing leaders with expertise in key areas ensures relevance and broader buy-in.
Provide a clear roadmap, including personalized audits of each leader’s current presence and a step-by-step plan to improve it. Offer support through resources such as social media training and ensure your experts know exactly what investment is required from them.
By demonstrating the measurable benefits and offering a clear, strategic plan, you can gain internal buy-in for an executive visibility program that not only enhances your leaders’ public profiles but also supports efforts to drive business growth.
