CRA Inc

13 Jan 09 @ 7:52 am

Executive Leadership Visibility: Who me? Yes, you!

Executive leadership visibility is a necessary component of any great strategic internal communication plan. The executives who are usually in the plan, however, do not always believe that they’re a necessary component. As a result, we’re often asked to provide benchmarking information or other rationale for why we include a visibility mix along side a vehicle portfolio. While there are academic studies we could site, I typically use the more approachable list of reasons below.

Why should executives be visible?

• Employees expect it. Fortunately for communicators, and unfortunately for shy executives, employees have come to expect visible communication from all levels of leadership. (You can thank all of the former CEOs who have published books in the last five years.)
• The most listened to message is the one from executives. When the CEO, SVP, or other leaders with a C, V, or P in their title speak, employees listen. They want to hear about the direction of the organization and they want to hear about it from those who are steering.
• It’s a sign of respect. Without the employees, there would be no organization. Acknowledge this and give them the courtesy of seeing or hearing from their leaders.
• It’s a sign of strength. In the absence of information, employees will create their own—and most often, this information is worse than reality. When there is little information flowing from the executive team, employees believe something is wrong—even if it’s just because the CIO is uncomfortable in front of people. On the other hand, when information is flowing from the executive team, employees believe the organization is thriving. Visible executives signal to employees that either (1) the organization is doing well or (2) executives are confident in the organization’s direction.
• More visible executives are more credible executives. When employees believe their leaders—executive or otherwise—are competent in their role and have character, then employees believe they’re credible. Because of executive leadership’s positional authority, they often receive a pass on competence—but not on character. Getting out in front of employees will help to establish perceptions of character; multiplying the visibility events will improve these perceptions.

The list above pertains to any point in time–good or bad. During bad times, though, it’s even more important that employees see their leaders. If you haven’t already, consider increasing the frequency of leadership visibility in your organization–you won’t regret it.

posted in category(s): Leadership Communication