The resistance to and the desire to be visible forevery leader, both internally and externally, I observe in many. Why do you seethat particular CHRO always in the picture? Why are they the first to be askedfor interviews? Why are they regularly part of a panel discussion and/orstanding as a speaker on a platform?

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

Hunkemöller became one of the most popular employersof that moment. It prompted me to think even further. If this knowledge andmethod are successful in building a very strong brand, and these ingredientshave the same positive effect in creating a popular employer brand (i.e., astrong employee value proposition), why not apply the same knowledge andtechniques 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 ofan organisation into the picture on relevant online platforms and to provideconcrete tips on how these various C-suite leaders can enhance their onlinevisibility and popularity. We always begin with the visibility of the CHRO andCEO. The most common findings are that:
‍
● C-suite leaders often don't see themselves as a brand, whilst they are indeedthe talent magnet for both active and passive job seekers.
● There is no vision and concrete action plan for the visibility of theexecutive team as a whole and the directors as individual leaders separately.
● The internal marketing and communication resources haven't been asked to helpprofile 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 andsound.

‍

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 theright actions until today. It doesn't happen by itself. If you don't startworking on your own leadership brand, who will? And if that little voice stillsays “You know, that's all far too exaggerated, just be normal…” then listen tothat other voice (mine); people want to work for authentic, honest, passionateleaders who know where they are heading and invite and encourage others on thejourney. How is everyone to know what you stand for and what you aim for if youdon't share it? Step into the picture!”

“Leadership in the Picture” is thetheme of the Leadership in HR Summit 2024. For more info, click here