How Execs Can Authentically Show Up in a Digital World

Gone are the days when executives could afford to remain behind the scenes, obscured by layers of corporate anonymity.

In today’s landscape, even the external presence of executives is no longer enough. Rather, it’s the influence of executives that truly supports business success.

According to findings in the inaugural “Resonance Report: Earning Influence” from KWT Global and HarrisX, 80% of executives see a strong relationship between their public-facing presence and the success of their business. Despite this, only about half of executives feel very confident in communicating on social media and in responding to the media. 

With such a disconnect, many leaders feel stumped with where and how to start showing up in an increasingly digital world. However, by learning more about themselves and the current communications landscape, executives can become equipped for success.

Cutting through the noise

In an era of information overload, it takes a lot for a message to cut through the noise. On top of this, consumers demand more transparency from companies than ever before.

This means that communications is now a core business competency. And with an executive’s influence now equivalent to a company’s success, communications is the surest tool to positively drive measurable performance.

Executives’ roles require that they communicate and earn influence with all stakeholders — employees, partners, customers, investors, industry peers and more. Business performance is contingent on their ability to resonate through thoughtful, strategic communications.

When executives communicate clearly and authentically, it also fosters a culture of transparency and trust within their organization. This cohesion is vital for aligning teams with missions and goals, leading to more efficient and harmonious operations.

Building trust through authenticity

At the outset, it’s important to understand that there’s a misalignment between how executives perceive good communicators and how the public perceives good communicators.

According to the research, executives believe that clarity of message, confidence in message and honesty are the most important traits in a communicator. While the general population also values honesty and clarity, they prioritize realistic messaging, indicating consumers’ craving for authentic communication.

Though realistic communicators resonate strongly with consumers and stakeholders in a divided world, 61% of executives say it can be difficult to appear relatable.

More so, executives are split on whether their personal and business personas differ (53% no, 42% yes), with younger executives more likely to note a distinction. Running counter to aspirations to be more approachable through personal content, how do leaders strike a balance?

Luckily, expressions of personality can come in many forms. It doesn’t require sharing family photos or personal details to form a connection with an audience; regularly sharing perspectives on timely news in a consistent tone can begin to establish a personality.

Amplifying brand advocacy

When leaders understand who they are personally and professionally, they can intentionally infuse themselves into communications strategies.

Eighty-four percent of executives agree that customers are more likely to buy a company’s product or service if they can relate to its leader. Executives who show genuine enthusiasm and passion for their company’s mission and values can resonate with audiences, inspiring brand loyalty and advocacy among customers, partners and employees alike.

Additionally, in today’s competitive job market, it takes more than just a paycheck to attract top talent. With employees more purpose-driven today than ever before, many prioritize alignment with organizational values. Executives who authentically showcase their company’s culture on social and in the media are bound to attract like-minded professionals.

Starting small before ramping up 

Through KWT’s work with hundreds of executives, we’ve learned that a lack of proficiency often stems from a lack of confidence.

Many leaders list their external communications skills as an area for growth, though considering that 91% of executives say they are used as part of their organization’s external comms strategy, more competency on this front is essential.

Of course, the best way to accomplish this is through repetition. This can include starting small and gradually ramping up. On LinkedIn, for example, focusing on comments, reactions and reposts before sharing original content can help foster familiarity with the platform. For media opportunities, on the other hand, this can mean starting with trade publications before top-tier outlets.

Moving the needle

Through changing audience expectations, the emergence of new channels and the ebbs and flows of the business landscape, the only variable that business leaders can reliably control is themselves.

The authentic external presence of executives is not a matter of personal preference or vanity; it’s a strategic imperative that directly impacts the success and sustainability of the business.

By mastering the art of communication, executives can ensure that their message is not only heard, but also felt. As the business world becomes increasingly interconnected, the leaders who embrace the responsibility of communicating with authenticity, clarity and consistency will enhance their personal influence while also propelling their organizations toward long-term success.