How you can actively build your reputation as a „Social CEO“ by engaging in the dialogs that are taking place, so that you will always have a finger on the pulse

1. 01Munich,October2019
Executive
Communication
How you can actively build your reputation as
a „Social CEO“ by engaging in the dialogs
that are taking place, so that you will always
have a finger on the pulse
Dr. Hartmut Hübner,
Hübner Communications GmbH

2. 02Munich,October2019
• "Times have become unusually hard for business leaders."
• Super-fast emerging new technologies overturn proven business
models.
• Aggressive shareholders, unpredictable politicians in America or
Europe, the growing dominance of China and digital companies
such as Amazon are putting decision-makers under unprecedented
pressure.
• Where free world trade is endangered, it is difficult for managers to
keep track and nerve.
• Fatally, the uncertainty leads to growing paralysis: The CFO of a
large Dax group admits in a small group that the rapid changes in
the ecosystem paralyse companies:
• "We wait, we postpone decisions."
• Even successful medium-sized businesses are increasingly suffering from chronic
insecurity."
What challenges do you face?

3. Leaders live by a compelling company or brand purpose
03München,October2019
Source: McKinsey 2017
Cultivating
a growth
mindset
1. Passionate belief in limitless
opportunities for growth and a relentless
"can do" attitude
2. Purpose that inspires
customers and energizes
employees
3.
Storytelling
4. Bias to action and
speed over perfection
5. Keeping
the
entrepreneurial
spirit alive

4. 04Munich,October2019
Building your reputation
You have it in your
hands how you are
perceived
"If you don't position
yourself, you‘ll be positioned
by someone else."
Reason 1
You are the example of
the change you expect
to see
"Digital media is the easiest
and most natural way to
access the new way of
working."
Reason 2
You have the power to
change things.
„Driving your own topic
instead of being driven by
disruption."
Reason 3

5. Proven impact of executive communication
05München,October2019
40%
Executives that are active on social media
appear to be 40% more competitive than others
72%
of team leaders prefer to work for
an executive who is active on social media
57%
The probability that other employees also
act as influencers increases by 57%
58%
higher probability to recruit young
talents to join in
Competitive advantage
Attractive for executives
Multiplier effect
Employer Branding
Source: Weber Shandwick 2018; LinkedIn 2019

6. 06Munich,October2019
Communication
system
Implement a holistic
perspective instead of just
opening a new social
media account
Example:
1x per year
Strategy Review: Review vision, purpose and business model
Daily
Internal Network - LinkedIn - Twitter ("Network Communication")
4x per year
Quarterly Meetings & Leadership Calls: Objectives & Key Results set the agenda
for change
Monthly
#askmeanything - Fishbowl discussions etc. ("collective employee communication")
Bimonthly
Leadership Meetings Working in flexible roles: e.g. Tribes and Squads

7. 07München,October2019
#1. Delivering on Corporate
Brand Purpose
#2. Know and Influence
the Market Influencer
#3. Being an Employer of Choice
#4. Satisfy Increasing Demand
for CEO Activism
#5. Respond to Political Polarization
and Divide
“The world is at a strategic
inflection point”
Our approach
allows to address
the Top
Reputation Macro
Trends
Source: The Reputation Institute 2019

8. 08
Further information?
https://www.hartmuthuebner.com/
München,October2019
(c) Hübner Communications GmbH 2019