Organizational leaders must become thought leaders

In recent years, organizational communication has been marked by an interesting oscillation between irony and sincerity, belief and skepticism, cynicism and hope. But this does not work in times of crisis. When the world is facing a pandemic, war, climate disasters, or the challenges posed by artificial intelligence, such oscillation begins to look like an avoidance of making choices.

Recent studies indicate that organizational communication is returning to a focus on truth, accountability, authority, and clear values. And the most important role here is designated to the leader, who today is no longer simply an inspirer or a corporate storyteller, but a person who helps others understand what truly matters while also taking responsibility for the team’s results. The stance of 'I share my doubts,' 'I am human,' or 'I don't have all the answers' is no longer enough. Leaders do not need to know everything, but they do need to take responsibility for the impact they create.

This means that leaders need to start developing their personal brand and strategically dedicate time to communication so that audiences can perceive accountability through it. And for those who get goosebumps from the phrase “personal brand,” I want to clarify one very important nuance: a personal brand does not mean fame. When a person is famous, it is important for them to be known by as large a part of society as possible. In that case, all paths and means of publicity are acceptable. By contrast, a person with a strategically developed personal brand is known, respected, and trusted by the people who matter to them most. That is why focus and clarity are essential — clarity about your target audience, your goals, and your key messages. Then your name evokes specific associations in people’s minds. In the context of leaders and experts, I even prefer to use the word influence rather than personal brand.

Recently, my communications agency, Olsen+Partners, conducted a public survey to identify which personalities people consider to be the most outstanding women in the Latvian business environment today. The results revealed that people are inspired both by women who have been active in business for many years and by entrepreneurs who have emerged more recently: Lotte Tisenkopfa-Iltnere, Vija Kilbloka, Elīna Didrihsone, Ieva Plaude, Ieva Treija, Baiba Rubesa, Kristina Andža, Egija Gailuma, Santa Anča, and Benita Danilenko (Sadauska).

When I looked at this list, I started wondering what all these women have in common. These leaders represent different industries and generations. And then I realized: they all have a well-developed personal brand. They have worked purposefully on their communication and have told their stories. Each of these leaders has taken a different path toward recognition, using different channels and approaches. What unites them, however, is a clear sense of mission and the ability to communicate it convincingly to society.

And this is highly important, because research shows that a strong leader’s reputation helps an organization position itself more precisely in the media, reduces crisis risks, improves employee retention, and makes it easier to attract new talent.

Over time, the so-called Matthew Effect also begins to take hold — visibility generates even more visibility. Well-known experts are quoted more often than lesser-known ones. That is why the most advantageous position is to become top of mind in your field, so that when a  specific need arises, your name is the very first one that comes to your target audience’s mind.

This is also connected to the fact that, in an age of information overload and fake news, people need trustworthy sources, filters, and interpreters. Authoritative experts and organizational leaders are increasingly taking on this role. At the moment, I see that demand in this area still exceeds supply. In the public space, especially on social media, influencer opinions dominate – opinions that are not always grounded in knowledge and experience. These are people who know how to deliver their message to an audience, yet they often lack deeper expertise.

Unfortunately or fortunately, today it is not the most talented who win, but those who are able to capture and sustain attention. However, the true champions will be those who can combine competence with strong communication skills. That is why now is the best possible time for leaders and experienced experts to invest in their personal influence. Professionalism alone is no longer enough – you also need to know how to demonstrate it.

People, by nature, trust people rather than amorphous organizations. Statistics show that when an expert or leader shares professional content on their personal social media channels, engagement and reach are significantly higher than when the same information is published through an organization’s profiles.

A strategically developed personal brand allows leaders to achieve more. For example, the moment they signal availability in the job market, a wave of offers follows. They also influence public processes: the media seeks their opinions, and society listens to them. It becomes easier for them to build social capital and gain access to higher-level networks. Influence also becomes a kind of insurance policy during crises, because audiences pay attention not only to critics, but also to their arguments.

Today, leaders in every field need to train their communication “muscles.” It is no coincidence that leading business school programs clearly emphasize the 70/30 principle: regardless of the industry, leaders should dedicate around 30% of their time to communication. Moreover, research shows that it is almost impossible to overcommunicate. Leaders are criticized for communicating too little ten times more often than for communicating too much. And this has serious consequences: leaders who communicate too little are perceived far more negatively than those who communicate excessively. A lack of communication is also frequently interpreted as a lack of empathy.

Influence and a personal brand are liquid assets — they cannot be taken away and they generate substantial dividends both for the leader personally and for the organization. Today is the right moment to invest in them.

Dr. sc. comm. Olga Kazaka, Partner at the communications agency Olsen+Partners, author of “The First PR Book