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Published on June 29, 2022 26 min
Other Talks in the Series: Corporate Communication: Concepts and Practices
What is corporate responsibility?
- Mr. Nitin Mantri
- Group CEO at Avian WE and President at ICCO, India
Using social media in corporate communication
- Dr. Vidhi A. Chaudhri
- Erasmus University Rotterdam, The Netherlands
Hello, everyone. Today I'm going to be talking to you about "CEO Profiling".
Let me give you a brief about myself. I'm a Professor in the Area of Communication at the Indian Institute of Management Ahmedabad, India. My current areas of interest are corporate reputation, corporate communication, crisis management, CSR, and social media. I have published extensively in these areas, written books, articles, and cases. I'm also the recipient of many awards for contribution in the area of communication. For a detailed CV, visit my profile at IIMA website or the link that is provided.
The agenda for the discussion today is what is CEO profiling? Why is CEO profiling required? What are the different categories of CEO profiling? How can CEO profiling be done? Can CEO profiling be learned? And finally, the conclusion.
What is CEO profiling? When you talk about CEO profiling, it is referred to as a method to facilitate positive perception image of the CEO and the organization. CEO profiling is a tool that helps one to obtain a positive image of the brand that the CEO represents. Who are the leading figures from the organization on the media scene is a powerful tool which helps build status, heightens credibility, and strengthens loyalty among stakeholders. The purpose of positioning is to influence the place that a company or its brand or leader occupies in the minds of stakeholders and how it is distinguished from competitors. Broadly speaking, a strategic profile tries to capture insights into the filters, processes, and various other adversaries specific stimuli that can and do shape decision-making. It's a concept that gets the CEO to avoid mirror imaging and focus on categories such as history and culture, strategy and doctrine, leadership, conditions, and beliefs, etc. Some questions that could be asked. What actions should I, as a CEO take in the near term to reinforce? Which of the attributes should I present? Which would be of elevated importance going forward? How can these attributes be hardwired into our company's operating model? In conjunction with all this, it's important to remember that a CEO in a moment of crisis leads in a way so that the to-be concept gets elevated to the level of to do, guidance and calm in the face of uncertainty and anxiety are what characterize CEO profiling. An article in Spark shared the following data. Seventy one percent of the top ranked employers in the world have one or more C-suite or leader profiles personally active on LinkedIn. This was a statement which was made by Jeff Weiner, LinkedIn CEO. Eighty percent of talent leaders agree that a purpose driven employer brand has a significant influence on their ability to hire great talent. This is a percentage which is provided by LinkedIn Talent Solutions. Eighty one percent of the world's most reputable CEOs engage socially and are on company profiles with engaging and inspiring content, reports Weber, Shandwick and KRC Research. Seventy nine percent of decision makers think successful thought leadership offers insights on industry trends and challenges for and by leaders, is reported in Edelman LinkedIn research study. Companies are in a perpetual state of flux and meaningful influence doesn't happen easily. Profiling at the highest level is critical in order to ensure that there is an intimacy between the brand and its stakeholders. Thought leadership and inspiration in such moments stand out more than anything else. Building an authentic, engaging, and unique personal profile facilitates a CEO in demonstrating credibility, leadership, visibility, and commercial advantage. Positive reputation, trust, and loyalty are inextricably tied to success of a brand in which the consumers are more than willing to invest emotionally and commercially. In today's world of personality led, values driven communication, a CEO's global reputation is important. An efficient profiling, in line with the vision and mission of the organization, can prove to be extremely beneficial for the company. To understand this concept, let us consider the example of Microsoft and the stand of Satya Nadella against the immigration law. The mission statement of Microsoft is, to empower every person and every organization on the planet to achieve more. The vision statement is to help people and businesses throughout the world realize their full potential. Satya Nadella once said, "Hey, you work for Microsoft, but you should make Microsoft work for you." In this letter, he writes, "Our first priority whenever there is change in immigration laws anywhere in the world, is to address immediately the needs of our employees and their families. As we have in other instances and in other countries, we are committed as a company to working with all of our employees and their families. Microsoft believes in a strong and balanced, high-skilled immigration system. We also believe in broader immigration opportunities. We believe that immigration laws can and should protect the public without sacrificing people's freedom of expression or religion." The letter clearly reflects the values of Microsoft respect and integrity. Respect is clearly demonstrated when Satya Nadella writes, "Our first priority whenever there's a change in immigration laws anywhere in the world is to address immediately the needs of our employees and their families and so on and so forth." Integrity, "We make sure that we do everything we can to provide fast and effective legal advice and assistance," and it carries on. This letter can also be viewed as a statement on the accountability of the leader or the organization. The values that emerged from the letter being an immigrant himself, deep commitment and empathy towards immigrant employees. Belief in importance of protection of legitimate refugees associated with Microsoft and its employees. Pro communication on issues of immigration and citizen protection, openness, and willingness for a dialogue. The leader profiling and accountability mapping can now be done. Accountability mapping to the U.S. Immigration Department, towards a community of immigrants as a whole. Towards all the employees and families who are directly or indirectly impacted, to the shareholders and board of the company.