Comment: Executive visibility – a way of attracting the best employees
Guest writer Raluca Ene writes about the need for a CEO to step into the spotlight and talk about the company they lead, which is especially important in Romania, which has a culture of spoken word and reputation.
A company’s CEO, be it a country manager or an entrepreneur, or even a department manager, represents the team they lead in the public eye. Maybe they are shy, maybe they just don’t like to talk about things that are part of their everyday business lives with strangers. But they are required to, and sometimes it is even written in the job description. But do they have to, really?
Yes, they do! Once appointed in the top position of the company, the CEO ceases to be just a project manager and becomes a strategist and a team leader above all. He is the one who delegates, guides and inspires, he is the one who has to know every member of the team better than anyone else. And, at the same time, he is the one who has to attract new members to the team. Since the best results come from the best people, while the best people are so hard to get nowadays, the CEO’s reputation might play a tremendous role in convincing them to join the company.
This is especially important in Romania, where we have a true culture of spoken word and reputation. It’s important for us to work in companies people have heard about, and this motivates and inspires us. That is why it is so important for CEOs to be 'present in the agora' and to talk about the company they lead, about their activity and their team’s work.
CEOs are also putting a human face over a company, which reinforces people’s trust that the company is a system that is run by people, and not just an alienating set of heartless rules.
It’s even more important for Romanians to have managers they respect and follow as leaders. Lessons of courage and gaining experience, stories about leading winning teams are motivational and attract talents. And when the spoken word and the written word (be it in print or electronic format) meet, then that company, and hence that manager, becomes a true employer of choice for good professionals.
It is true that it’s not always easy, and might not seem a job for everyone, but there are a lot of communication instruments that can help a top manager increase his visibility without being too intrusive. Starting from the traditional interviews and speeches to industry or leadership events and going towards social media and back to the old, yet extremely powerful one-to-one meetings with colleagues interested in a direct dialogue with the company leader.
But they are effective only if the manager realizes that this initiative is not only for the good positioning of the brand and/or business or for communicating important information to the wider public. It is also about the team managers represent through every word they say. It is about the working environment created for the team and using its entire potential. It is also about the future employees – they will gladly choose a manager they have heard about or read about and whose ideas and opinions they share.
It is a known fact that the top managers represent the way the company performs, both professionally and as a team. Let people know who you are – and they will learn to appreciate the company you are leading. Let people know what you think and how you foresee the company’s evolution and it is highly likely that the best team players on the market come to you proactively.
After all, it is not a company in itself that hires, but a team of people whom you lead.
By Raluca Ene, guest writer
Raluca Ene is the Managing Director of Chapter 4 Romania. She is a public relations specialist with over 8 years of professional experience. She is focused on strategic consultancy, corporate communication and employer branding, as well as brand PR. She has in her portfolio large clients in industries such as IT&C, home&garden, retail and FMCG, as well as local companies and NGOs. Raluca has a Master’s degree in Strategic Marketing from the Romanian Academy of Economic Science, as well as a BA in Public Communication from the Bucharest University.