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Topics Covered
- CEO profiling
- The importance of CEO profiling
- The categories of CEO profiling
- Efficient profiling
- Mission statement
- Leadership styles
- Thought leadership
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External Links
Talk Citation
Kaul, A. (2022, June 29). CEO profiling [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 5, 2024, from https://doi.org/10.69645/ZALK6493.Export Citation (RIS)
Publication History
Other Talks in the Series: Corporate Communication: Concepts and Practices
Transcript
Please wait while the transcript is being prepared...
0:00
Hello, everyone. Today I'm
going to be talking to
you about "CEO Profiling".
0:08
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.
0:46
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.
1:11
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.