Building your reputation as a CEO

Building your reputation as a CEO

According to a CEO Reputation Study by Burson-Marsteller, around 50% of the reputation of a company can be attributed to the standing of the CEO. That’s a startling statistic. If you think about how many people can work for one organisation, for that much of the reputation responsibility to be on one pair of shoulders is quite surprising.

In essence, in today’s business environment the CEO becomes the chief brand ambassador for the company – whether they like it or not. In fact, it has become an integral part of the job and a major factor of consideration in most CEO appointments. It also means that as a CEO you need to focus on your reputation and how it is managed – both for your own personal development but also for that of the company.

Doing this usually involves taking a series of steps that will help you to build your reputation throughout the company and with the general public.

Online presence

This is the reality of the modern world. You need to have a visible presence online, choosing the most suitable sites for the nature of your business. As a serious businessperson, you also need to have a good network on sites such as LinkedIn.

Take an active role

In the past it might have been possible to build your reputation just by doing your job well and allowing nature to take its course. But today more is expected of the CEO. You’re a major branding tool and you need to actively use this for the benefit of the business. This means looking to take on speaking roles as well as writing and publishing as much as possible. If you can get TV or other media exposure, then seize the opportunity.

Establish a personality

A lot of the modern CEO’s reputation is based on personality. Think about Steve Jobs or Elon Musk. These CEOs are not afraid to speak their mind or be a little bit different. Of course, you don’t have to cause controversy for its own sake, but you don’t always have to do what is expected of you either.


Building a reputation takes work. You can’t always just do it off the cuff. That’s why it’s worth taking the time to devise a strategy and plan how you’re going to build your personal brand.

If you would like help or more information on how to do this, then get in touch with a member of our team.

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