TMI #59: Trust in your Executives

We receive more requests for executive personal branding than any other content type these days. Insurance and risk C-suites have more to say than you think.

For decades, executives opined only on the state of the market or challenges within their business. Their John Hancock-penned article was reserved for the first page of the annual report.

Things have changed.

Today, executives are publishing their big ideas, illustrating their hard-earned industry knowledge and sharing their personal stories in more relatable ways — all in the pursuit of a stronger personal and professional reputation.

We find an executive is willing to venture into the spotlight if doing so will earn him/her the trust and loyalty of customers and employees alike. In fact, executives tell us that publishing on LinkedIn, in Forbes, Fast Company or industry publications strongly impacts their standing — and the business’ ability to hire and retain culture-fit employees.

What does your business stand for? 🎙️

Executive personal branding has taken off in part because B2B — like B2C — buyers are consumers, too. They also want to do business with people they know, like and trust. That have a culture they would stand behind. That they can TRUST.

Businesses are now the most trusted institutions in the world, according to the Edelman Trust Barometer. That’s ahead of NGOs, the media and the government. It is a sad state of affairs, but also one that serves as a call to action for businesses across industries.

If you’re a B2B marketer, I hope you’re asking: How can we earn and maintain the trust that’s out there for the taking?

Getting started with executive personal branding content 📣

If you take nothing else away from this article, know this: Not every executive is a thought leader. And that’s okay. Creating a successful personal brand for an executive is first about choosing the right leader and then, creating the right strategy around them.

Here are the elements of any executive personal branding program:

Step I: Choose wisely. Pick the leader that’s a sure thing and launch a pilot program. Someone who already has an industry following. A charismatic executive or industry expert with real leading thoughts that mirror — or lead — the values of the business.

Step II: Strategize and create. Build out a list of topics your leader can get behind and start interviewing him/her. Harness their ideas, channeling them into the best distribution channels for their position and your business. (HINT: You don’t have to go it alone. This is our secret sauce!)

Some examples:

A CHRO who espouses vulnerability, leadership and accountability
A CTO who explains InsureTech
A CEO who shares a piece of herself in the pursuit of managing your wealth
A CFO who challenges us to up our personal finance ledger

Step III: Publish and wait. Here’s where you evaluate established metrics for success, watch as other executives in your organization emerge and request their day in the sun too, and bask in the newfound brand awareness for your business.

This year, elections will take place in 50 countries, with as many as 4 billion people — half the world’s population — heading to the polls. We will all be looking for a leader we trust.

While we hope the right leaders win all their respective races and this world becomes a kinder, safer place to live and work, until then, we’re calling on you, insurance marketers, to put your best executive thought leader forward and help them create a personal brand we can all trust.

All the best, Mindi :)

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