HR Leader, Step into the Picture! 10 Tips for Better Visibility

Are you as a leader clearly enough in the picture? If not, then it's wise to contemplate the right actions. I shall assist you over the (false) embarrassment and explain how you can approach this in a manner befitting top leadership.

The resistance to and the desire to be visible for every leader, both internally and externally, I observe in many. Why do you see that particular CHRO always in the picture? Why are they the first to be asked for interviews? Why are they regularly part of a panel discussion and/or standing as a speaker on a platform?

C-suite leaders often don't view themselves as a brand, yet they are precisely the talent magnet for both active and passive jobseekers. When I subsequently answer these questions and elucidate to my coachees what they could do to start experiencing the same, my advice is immediately followed by the same initial reactions; “isn't that much too exaggerated?”, “everyone will certainly think, there he/she goes again.”“That's not me” or “I've done nothing truly extraordinary to talk about.” “What exactly must one do, and how then does one proceed?” In 2016 I won the award for CHRO of the Year in the Netherlands and in 2017 in Germany. How did I come into the picture? As a CHRO at Hunkemöller, I had gained experience over a few years with the power of social media, branding, and storytelling. I learned much from my marketing and e-commerce colleagues. I decided to apply more or less the same principles to the people & culture domain. A large movement of brand ambassadors, both internally and externally, was the result. The effect was mind-blowing.

Hunkemöller became one of the most popular employers of that moment. It prompted me to think even further. If this knowledge and method are successful in building a very strong brand, and these ingredients have the same positive effect in creating a popular employer brand (i.e., a strong employee value proposition), why not apply the same knowledge and techniques in expanding your own personal leadership brand? Enhancing OnlineVisibility and Popularity In 2019 I conceived the idea for my start-up Fanployer. Part of the proposition is, among other things, to bring the top leadership of an organisation into the picture on relevant online platforms and to provide concrete tips on how these various C-suite leaders can enhance their online visibility and popularity. We always begin with the visibility of the CHRO and CEO. The most common findings are that:‍ ● C-suite leaders often don't see themselves as a brand, whilst they are indeed the talent magnet for both active and passive job seekers. ● There is no vision and concrete action plan for the visibility of the executive team as a whole and the directors as individual leaders separately. ● The internal marketing and communication resources haven't been asked to help profile the leadership brand outwardly. ● Active use of social media, videos, podcasts, etc., is minimal. ● The individual leaders have not crafted a unique narrative with imagery and sound.

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What first 10 tips can I give you if you wish to become more visible?

1. Firstly determine your goal. What do you wish to achieve in terms of visibility by 2024? Dream big!

2. Why do you want this? Repeat this question after each answer and do it 6 times.

3. Describe for yourself: What do I as a CHRO stand for, what do I commit to?

4. What is your USP? What makes you unique compared to fellow directors and other CHROs?

5. Write a headline for your LinkedIn profile as an exercise. What is your identity in a nutshell?

6. Compose a narrative. Tell the above in a compelling story. Consider a Disney Story structure*). Seek assistance if necessary.

7. Convert it into a short bio and a keynote. Turn the story into a short bio for LinkedIn and     a keynote to be able to present next year, both internally and externally.

8. Ensure strong visualisation. Invest in a professional portrait series with diverse imagery that suits your narrative. Overcome your embarrassment, regard a good portrait as a valuable tool :-).

9. Make a concrete plan. Involve others for more input and courage. Seek advice from those you trust.

10. Take the first step today and keep going. Visiting the dentist just once a year won't give you a brilliant smile.
    

Truth or dare? Are you as a leader clearly in the picture? If not, you probably haven't found it important enough to take the right actions until today. It doesn't happen by itself. If you don't start working on your own leadership brand, who will? And if that little voice still says “You know, that's all far too exaggerated, just be normal…” then listen to that other voice (mine); people want to work for authentic, honest, passionate leaders who know where they are heading and invite and encourage others on the journey. How is everyone to know what you stand for and what you aim for if you don't share it? Step into the picture!”