{"id":12699,"date":"2017-09-26T19:06:21","date_gmt":"2017-09-26T19:06:21","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=12699\/"},"modified":"2024-05-21T20:37:05","modified_gmt":"2024-05-21T20:37:05","slug":"company-reputation","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/company-reputation\/","title":{"rendered":"4 Steps to Boost Your Company Reputation Through Executive Branding"},"content":{"rendered":"

When you\u2019re curious about a company or brand, what\u2019s the first thing you do? <\/em>
\nProbably google them.
\nThanks to the internet and social media, everything we want to know about a company is literally a <\/strong>
\nclick<\/em> away. This is a huge<\/em> shift from traditional marketing, where the brand has always been in control of what to communicate to its audience. <\/strong>
\nEven though the ball may now be in the audience’s court, it\u2019s still the responsibility of the company to provide what can be found about them online. Especially the information about their executive team.
\n\"company-reputation-google-it\"
\nWhether you\u2019re a potential client, investor, jobseeker, or journalist, you\u2019ll want to know the people behind a company for a number of reasons. They might be your future boss, the subject of your next article, or who you invest millions of dollars with. Naturally, you\u2019d want to know what their credentials are, what other projects they\u2019re involved in, and what they\u2019re like as individuals.
\nBecause anything <\/em>can be found online <\/em>now, the reputation of a company\u2019s leaders is as important as the the business\u2019 own. After all, it\u2019s hard to think about Virgin without the eccentric Richard Branson, or Facebook without Sheryl Sandberg. For many businesses, [Tweet “C-level executives are now seen not only as the head of the company, but also the face.”]
\n 
\nIn other words, your CEO\u2019s reputation can directly affect your company reputation. For this reason, C-suite executives will want to ensure that they build an authentic and distinct online presence.
\nThis is where executive branding<\/strong> comes in.
\n\"company-reputation-branson\"
\nSource: Richtopia<\/a><\/p>\n

What is executive branding?<\/h2>\n

The term executive branding<\/a>
\n
\n\t <\/a>
\n<\/strong>means to build out the profiles of key leaders within a business by highlighting their expertise, personality and opinions in a way that aligns with the values of the company.
\n\"company-reputation-sheryl-sandberg\"Source: Huffington Post<\/a>
\nWhen done right, executive branding can help improve brand awareness and company reputation, foster better business partnerships, and prolong customer loyalty.<\/strong> While this doesn\u2019t mean that every CEO needs to be a Branson or a Sandberg, it does mean that your communications team should spend some time googling your executives and helping them improve what they find.
\nAccording to Forbes<\/a>, executive branding was considered to be the number two B2B marketing trend of 2017: \u201ctraditional company branding and digital marketing efforts are no longer sufficient. Especially in B2B environments, executive branding is now considered a necessity.\u201d
\nIn this blogpost, we\u2019ll look at three steps that can help your communications team implement an effective executive branding strategy to boost company reputation:<\/p>\n

1. Listen and Monitor<\/h3>\n

\"company-reputation-monitor\"
\nChances are, people are already talking about the C-suites of your company online. All you have to do now is track those conversations.
\nSimilar to conducting a social media or brand audit, you want to get a feel of what people think about your executives, and identify areas where they can improve. For example, you could:<\/p>\n