New Research Highlights the Value of the CEO ‘Brand’ in Withstanding the Negative Impact of Crises
Research Indicates CEOs
Vocal CEOs Lead Over 80% of Companies with Fastest Growth Since 2015
All Female CEOs Leading Fastest Growing Companies Are Consistent Communicators
While active communication is only one of the many factors influencing corporate performance, this success stemmed from brand equity gained before the COVID-19 crisis. In fact, 81% of the fastest growing companies had a vocal or outspoken CEO. Of these 81% of CEOs, nearly 40% of them embraced the growing importance of ESG and “stakeholder capitalism,” which translated into greater stakeholder confidence during the COVID-19 pandemic. These “stakeholder CEOs” – those
To come to these conclusions,
The data also show that leaders of fast-growing companies are increasingly embracing communications as a tool to support their businesses’ growth. This was true even before the COVID-19 pandemic, with companies either choosing more vocal leaders or leaders becoming more vocal over time, even in traditionally more discrete industries. For instance, in healthcare, a sector that is generally perceived to be less outspoken, CEOs
Interestingly, as many CEOs globally remain hesitant to embrace these new expectations for their role, women seem to be leading the charge. While women were underrepresented among the CEOs in the study (4.7%), all had a distinctive brand and spoke out regularly.
NOTE TO EDITORS: The full report, The CEO Brand and Its Impact on Business, is available here.
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Source: FTI Consulting, Inc.