Every company needs to audit its reputation with a Google search—right now. Reputation management starts with paying attention, so as not to lose the trust and relevance earned by being quoted in the news, speaking at an industry event or maintaining a positive presence on LinkedIn and other digital channels. Business reputations change. Ours needs to change always for the better.
Here’s how:
- Prioritize LinkedIn profiles. Are they up to date with the current photograph, titles, board memberships? Spelling errors and typos are surprisingly common, overlooked because no one feels responsible. A sloppy LinkedIn post and profile reads like spam, with all the same warning signs. It hurts the executive branch most, since senior executives receive 4x more engagement than the average user.
- Promote thought leadership. Call attention to bylined articles in trade publications, interviews that lead to quotes in news articles, even a story in an alumni publication. Reputation is peer review as well as customer satisfaction, and nothing communicates leadership better than a public voice.
- Get visible. Personal Instagram accounts, public X profiles, TikTok accounts and Google search results all prove you’re in the game and fully committed. Tag posts to prove you’re there, too. Make every platform align with the company’s business goals and brand values. Be a voice to be heard from.
- Hit the goal. When an executive’s voice and image matches the broader company mission, it fosters trust among employees, customers, and investors. Over 75% of employeestrust a company most when leadership states goals with clarity and consistency
- Take the stage. Consumers say (more than 80%) they’re most likely to trust a company whose CEO is active on social media. CEOs who avoid visibility not only lose credibility but put their company’s reputation at risk by letting competitors define the narrative.
Bottom line: If a business leader’s online presence falls flat, the time to fix it is now. Executive visibility isn’t a vanity project. It’s a proven business strategy.
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