#ExecutiveBranding Three types of managers according to their visibility

There is no single rule for measuring the level of public presence or visibility of managers in traditional or digital media. And more in a time of on hybridization / Off, where many OFF media have an ON platform where to replicate content: Press magazines, Tv, Radio...

I differentiate three managerial profiles according to their visibility and - if you allow me the term- its "finding".

  1. The Invisible Manager
  2. The discreet manager
  3. The connected manager

Before developing their profiles, I must say that there is no one better than the other, because the choice should be aligned with the person's values. You can't force a discreet person to stop being discreet, and you can't silence the person who wants to talk.

What is Executive Branding?

I start by defining executive branding. The easy way is to think that you're trying to personal branding for managers, but it's more than that.

Executive Branding is the process that differentiates and gives relevance to some managers over others in a market. It's not optional. Not today. Another thing is how your public visibility is modulated.

Management methodologies are based on the same Personal Brand Iceberg:

  • Diagnostic Phase: self-knowledge guidelines to identify the brand that is projected today to others, identify the values and check if they are aligned with the professional project
  • Strategic Phase: definition of purpose, Objective, value proposition and business model. Also from branded territory.
  • Communication Phase: definition of messages, Keywords, visibility plan, and analysis of related content, personal learning environment (Digital)
  • Measurement phase: KPI's analysis and monitoring for correction of flagged strategies.

Executive branding is for managers, known as C-Suites, and let's remember that it's not just about people who work in an organization, but also those who do for one or more organizations (interim managers, Consultants,…).

Executive branding doesn't address how a manager manages his or her online reputation, that's a small part. It's about how you work to be a unique benchmark in your field of activity and your area of influence.

Managers according to their visibility: The Invisible Manager

This profile corresponds to a person who prefers to leave the minimal trace both digitally and in real life. It's usually treated (although not always) of the Baby Boomers who prefer to build their reputation in small environments, though powerful. Represents the highest percentage of managers in weighted terms of turnover.

They don't usually give interviews and their online presence drifts, because they DO NOT consciously manage it, and that makes them appear on websites they probably wouldn't have chosen. Let's be honest, it's not easy to disappear from the Internet. I recently wrote a post designed for these profiles: How to get an invisible personal brand.

That doesn't mean I'm not an internet user.. It's a profile e-observer, look for information, Go on (Discreetly) people, Publications, but his presence leaves no trace. Some have been able to create a troll or false profile to loiter on social networks like Twitter.

Examples of this profile could be Amancio Ortega (Inditex Group) o Florentino Perez (ACS).

Managers according to their visibility: The discreet manager

discreet managers
Image: Life on Times @ Shutterstock.com

This is the profile that is perhaps most found in organizations in quantitative terms. Of course they care and a lot about their reputation. They build it in small environments, and have no problem participating as speakers in symposia, Congresses, media interviews, Etc. Here abounds Generation X.

Although are not very present on social media, their online presence is wide, and exceeds administrative appointments in companies. By participating in TV interviews, Radio, Press, which are hybrid media, it's easy to find a lot of your references.

As for networks, their presence, either it's null or limited networks like Linkedin. But it's testimonial, they don't interact because they don't get into the circle of "internet conversation" but mostly for fear of being approached by people they don't know (you don't even want to know).

Examples of this profile could be Juan Roig (Mercadona), Maria Dolores Dancausa (Bankinter)…

Managers according to their visibility: The connected manager

No doubt, though minority, is the profile that grows the most. The emergence of millennials in senior positions, the communication landscape is changing in the management. Reputation matters, personal brand matters. I remind you that personal brand, reputation and online reputation is not the same.

They are aware of the footprint they leave and even more so than they do not leave. They have a active profile in conventional media, but they also publish regularly on some of them, corporate blogs...

They have active social media profiles like Linkedin, Instagram or Twitter. They interact in some of them, And they're not afraid to show their values and hobbies through moments beyond work. They understand that networking is played on and off the grid.

Examples of managers based on their visibility of this profile could be Rosa Maria Garcia (Siemens), Antonio Huertas (Mapfre), Teresa Palahí (ONCE Foundation) Or Jm. Alvarez Pallete (Telephone).

The three managerial profiles according to their visibility coexist in an increasingly complex business ecosystem. As I said, there are no rules or preferences. At a time as present where advertising is becoming less visible and people trust people, perhaps I would dare to advise a migration to the connected manager. The Executive Branding programs they're for that, but it's also logical to think that if the manager is not connected, you can't expect the rest of the organization to be. The employee advocacy (impulse programs for in-house brand ambassadors) it makes no sense without the complicity of the managers.

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