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Best Practices for Onboarding New Employees: Maximizing Success

Benefits of Employee Retention Strategies

Guide to Employee Onboarding Best Practices

Often new hires leave too early for an organization to enjoy a return on its recruiting investment. The relationship between manager and new hire is critical to retention and performance. Managers can unleash the energy of their new hires by engaging them in a series of structured, powerful conversations over the first few weeks. By focusing these conversations on six sources of power, managers can connect early and cultivate more productive, motivated, and committed workers. These are: power from relationships, passion, challenges, focus, balance, and intention.

New hires often come fully charged, excited about their new adventure, and filled with energy and potential. By tapping into that energy, knowledge and wisdom right from the start, you can maximize the new hire’s potential, extend the handshake, and fuel that energy well past the beginning of the employment cycle.

While recruitment continues to be one of the most costly human resource processes, its longer-term effectiveness is being eroded by high attrition. Hiring doesn’t stop with the job offer. Today re-recruiting your best people is as critical as hiring them in the first place.

Often new hires leave too early for an organization to enjoy a return on its recruiting investment. And if they stay, are they productive, engaged, loyal, and committed? Have they simply “checked in” or are they “tuned in” and “turned on” as well?

The relationship between manager and new hire is critical to retention and performance. To increase retention and build loyalty during that critical first year, start by building the relationship between new hires and their managers.

Unleashing the Energy: New Employee Onboarding

Unleashing the Energy: New Employee Onboarding Improving first-year retention, decreasing time-to-productivity, and building loyalty and commitment are directly related to how quickly managers develop quality relationships with new hires.

Managers can unleash the energy of their new hires by engaging them in a series of structured, powerful conversations over the first few weeks. By focusing these conversations on six sources of power, managers can connect early and cultivate more productive, motivated, and committed workers.

  • Power from Relationship. There is no greater predictor of retention and engagement than the quality of the relationship between new hires and their managers and colleagues. The closer these bonds, the more new hires trust management, the more they feel cared for and valued, and the greater their focus, productivity, and satisfaction.
  • Power from Passion. People are more passionate about their work when they use their talents and skills to work on tasks and projects that interest them in environments that are consistent with the ways they prefer to work. Managers need to recognize their new hires’ skills, honor their interests, and leverage their strengths.
  • Power from Challenge. People get excited about their jobs (and stay excited) when they learn and grow in ways that have meaning for them. Managers need to become better talent scouts, and recognize potential when they see it. They need to provide for continued development and challenge.
  • Power from Focus. People are more committed when they know what the organization is trying to achieve, and how they can contribute to those outcomes. Managers must help new hires learn to navigate; understand the purpose, mission, and objectives; and appreciate how their efforts serve those goals.
  • Power from Balance. People’s lives extend well beyond the workplace. They have families, friends, lovers, and children to care for. They have finances to manage and households to maintain. They want to stay vibrant and healthy. They want to play and have time for themselves. Managers must make room for new hires and their whole lives.
  • Power from Intention. Managers and their new hires must follow through to earn the commitment and loyalty they both want: What new skills will they develop the first year, and how? What new areas will they explore, and how? What relationships are important to establish? How will the manager or new hire flex to make the relationship work best? What results will new hires be responsible for? How will they be rewarded? What support will the manager provide? It takes more than talk-new hires need to see tangible progress.

Benefits of Employee Retention Strategies

Best Practices for Onboarding New Employees: Maximizing Success What does the organization get in return? Here are a few bottom-line results:

  • Improved first-year retention rates. Engaging new employees early in shaping their jobs, designing their development, and building relationships can decrease first-year attrition.
  • Decreased time-to-productivity. Encouraging managers to be clear about what exactly is expected, and discuss how well new employees are learning their responsibilities can decrease the time required for new hires to get “up to speed.” They will contribute more, and do so more rapidly.
  • Reduced recruiting costs. Convincing new hires that they made the right choice can result in an increase in recruits referred by recent hires. Some organizations attract 70 percent of their new hires from recent hire referrals, reducing recruiting costs significantly.
  • Increased productivity. Making it possible for people to do what they do best, allowing them to pursue their interests, and building meaningful relationships can lead to higher productivity, increased customer satisfaction, and enhanced profitability.
  • Brand development. The more your become known as a great place to work, as an organization that cares about its employees, the more easily you attract the best and the brightest.
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Posted in Education and Career Management and Leadership

Susan Decker Got an Internship Doing a Magic Card Trick

An noteworthy anecdote on Susan Decker from ‘Marissa Mayer and the Fight to Save Yahoo’ by Nicholas Carlson:

'Marissa Mayer and the Fight to Save Yahoo' by Nicholas Carlson (ISBN 1455556610) During her first year in graduate school at Harward Business School, Decker interviewed at a small investment bank called Donaldson, Lufkin & Jenrette.

Decker hadn’t held a full-time job between college and graduate school, so, on her resume, she listed some of the odd jobs she’d done for money. One of them was “professional magician.” It was a stretch. Decker had once performed for a bunch of six-year-olds and made a little money.

Of course, the DLJ interviewers asked her about her magic skills.

Decker was one of those shy people who force themselves to dive into uncomfortable situations because they know that’s the only way they are going to get what they want out oflife. Decker dove in. She said to her interviewers: “Would you like to see a trick?”

They took the bait. Decker said she had an invisible deck of cards in her pocket. She made a show of taking it out and handed it to one of the interviewers. She said: “Pick a card, any card.”

She said: “What’s the card?”

The interviewer played along, made up a card, and said, “It was the eight of hearts.”

Decker pulled out a real deck of cards from her pocket. She fanned out the cards-only ene was face down. Decker turned it over: the 8 of hearts.

She got the internship.

Susan Decker Got an Internship Doing a Magic Trick Susan Decker most famously became president of Yahoo! Inc. and was passed over many a time for the role of Yahoo’s CEO. During her stint at Yahoo, while reporting to a revolving door of CEOs, she defended Yahoo’s business model. At a keynote for the 2008 Advertising 2.0 New York conference, Decker remarked on the transformation in the advertising industry as well as the opportunities and solutions for advertisers, ad agencies, and publishers. Decker asserted that new advertising products, technologies and platforms will make it more efficient to reach consumers. Decker also talked about the importance of striking the right balance between monetization and the customer experience:

Yahoo! is helping to accelerate the transformation of how display advertising is both bought and sold … First, we are developing the technology, products and platforms that are designed to help advertisers find the right audiences and publishers find the right advertisers. Second, we are partnering with publishers to secure and monetize inventory that advertisers and agencies find desirable. And third, we are partnering with advertisers and agencies to channel demand to the right consumer.

Susan Decker holds independent directorships at Warren Buffett’s Berkshire Hathaway, Intel, Costco, and LegalZoom. Charlie Munger, Warren Buffett’s business partner is also on the board of directors at Berkshire Hathaway and Costco. Bill Gates is also on the board at Berkshire Hathaway. His father, William H. Gates Sr., is also on the board at Costco.

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Knowledge is Never Really Acquired

A portrait statue of Socrates The famous statement, “All I know is that I do not know,” is attributed-questionably, according to some scholars-to the ancient Greek philosopher Socrates (c. 470-399 BCE), based on two dialogues written by his disciple Plato (c. 424-c. 348 BCE).

In The Republic (c. 360 BCE), Socrates concludes a discussion with Thrasymachus on “justice” by saying, “the result of the discussion, as far as I’m concerned, is that I know nothing, for when I don’t know what justice is, I’ll hardly know whether it is a kind of virtue or not, or whether a person who has it is happy or unhappy.”

In The Apology (399 BCE), Socrates says of a well-respected politician that “he knows nothing, and thinks that he knows; I neither know nor think that I know.” The resulting slogan was adopted by later thinkers and incorporated into the tradition that became known as “Academic Skepticism.” Rather than believing that it is impossible to know anything, Academic Skeptics actually claim only that we can know very little about reality—namely, truths of logic and mathematics. This contrasts with Pyrrhonian skepticism, which involves an attitude of doubting every positive judgment, including logic and mathematics.

A serious problem with Socrates’s statements is that he seems committed to an incoherent position. If he truly does not know anything, then it is false that he knows that; but if he does know he does not know anything, then it is false that he does not know anything. Thus, the claim “I know that I do not know” is self-defeating (resulting in the statement also being known as the Socratic paradox). In response, many scholars argue that this is an uncharitable reading of Plato. They contend that Socrates’s claims are expressed in a particular context, referring only to specific concepts and not to knowledge generally (“Justice” in The Republic, and “beauty” and “goodness” in The Apology).

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Posted in Education and Career Philosophy and Wisdom

Talented People Work for More Than Pay

Reevaluate your compensation and rewards to create a performance culture

Reevaluate your compensation and rewards to create a performance culture Many companies are changing how they pay to keep the people they need. People who want to remain on a fast career track need to monitor what is happening to pay and rewards. Companies no longer just use options to get and keep the best people. And, when they move to cash compensation, this creates tax problems for key people.

  • Options underwater? Don’t hold your breath for re-pricing options. But companies are making major option grants to key people. You may not get options on your company stock at the current price for a long time. So, if you are up for pay negotiations, it may be a time for more options.
  • 'Fearless Salary Negotiation' by Josh Doody (ISBN 0692568689) 2020 incentives sparse? Many incentive plans are based on earnings growth for their dollars. And some companies missed their goals near the end of 2020. It is time to look at the measures your incentive plan has for 2021. Do they start where the missed 2020 goals left off? Do you have financial goals that are realistic and based on what your company can do in 2021?
  • Base pay adjustments? This will probably be a 4 percent budget year for most companies. So you need to focus on variable pay in the form of incentives and stock options. Companies set their plans at the start of the year, and even if things get better, they don’t change their budgeting processes easily.

Paying Smart: Time of Transition

Talented People Work for More Than Pay This year will be a watershed year for pay and rewards. The game is changing fast. Leaders will have some critical decisions to make, as companies are transitioning from a period of economic growth to a time of uncertainty. In recent years, everything we did with pay and rewards seemed to work. Now companies need a powerful business case for everything they do. Pay and rewards must add value to the business—good news for a change. But people need to be agile and adaptable.

Hiring is changing—from recruitment that placed a premium on all skills to a situation where hiring is more selective. Companies should build a performance culture employment model. Rather than designing rewards to attract and keep everyone, now they need rewards that are attractive to people who add value. As businesses offer incentives and equity lower in the workforce ranks, it is important to link rewards to what drives growth. Use rewards as the engine to make the company grow again. We now know that stock options are not the “secret sauce” of financial rewards. This gives us a chance to restart equity-sharing strategies.

You need to know how to deal with a workforce that is more “pay and reward savvy.” We will now see a return to basic design elements, including workforce involvement, alignment with business metrics, win-win for company and people, and simplicity.

'Designing Effective Incentive Compensation Plans' by Sal DiFonzo (ISBN 0692568689) Companies need pay and reward solutions that are more cost justified and based on contribution to the business. Talented people work for more than pay: total rewards in the form of providing a compelling and attractive future; individual growth so people continue to add value and adapt as they grow in economic value; a positive workplace where people want to do well; and total pay comprised of base pay, incentives, recognition, celebration and benefits.

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How to Create a Personal Leadership Brand

How to Create a Personal Leadership Brand The pressures of work are constant. In a world of discombobulated messaging, you can communicate with more impact and integrity by engendering a personal leadership brand. Personal branding can increment mindshare among audiences as much as branding for products can increment market share.

What rate of return do your speeches, interviews, and visits with customers and partners generate? What impact do these efforts have on your bottom line? A high Return on Communication means that with every interaction, you meet one or more strategic objectives, deliver clear messages that people understand and remember, and enhance your brand and the company’s brand. Executive branding ensures that the time and money you spend on communication translate into desired business outcomes.

Senior executives often communicate without making much of an impression. Either they don’t say anything memorable, or they are remembered for all the wrong reasons-a bad media quote, poor slides, annoying body language. Worst case: their communication is mistrusted and misinterpreted, achieving exactly the opposite of what they intend. High turnover rates and a paucity of effective leaders suggest either that there’s no correlation between studying leadership and leading or that the scientific approach could benefit from a bit more art.

Personal Branding Building a brand is about creating value for other people. The business reasons for executive branding are pellucid: the CEO’s reputation accounts for about a moiety of the reputation of the company; the CEO’s personal brand impacts employee allegiance and resilience; and a brand is the premium that shareholders are disposed to pay for the stock or the product. No bellwether can leave to chance the way that he or she is perceived.

While many leaders know how to brand companies and products, few know how to brand themselves. Why go to the trouble? Let’s look at what personal branding can do for you:

  • Differentiation: A personal brand differentiates you from others, enabling you to stand out and be memorable.
  • Consistency: A personal brand ensures that you are consistent-reliably the same in situations, which creates trust. People know what to expect of you, and you communicate from the same platform, whether announcing good news or bad news.
  • Clarity: When you have a brand, you stand for something. Your brand leverages the power of clear non-verbal messages, and helps determine the verbal messages you want to convey.
  • Authenticity: Personal branding allows you to speak with authenticity. Your brand communicates who you are. When leaders speak with sincerity, they are much more persuasive than when they speak the party line.

There’s been an increased interest in leadership presence over the last few years, perhaps because simply being present has become one of the chief executive obstacles in our highly distracting 24/7 culture. The spread of highly injuctively authorizing, even invasive, technologies is no doubt partly to inculpate. But many organizational cultures have in effect become toxic, which is a designator of pristinely human failure. If we can’t muster up the presence of mind to recognize this state of affairs, we have little chance of learning better leadership.

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The E-Learning Revolution

10 Advantages of e-Learning

Executives face the challenge of recognizing when and where change is coming and how it will affect their business. The knowledge of employees represents a competitive edge that most companies neglect. Only those who have not succeeded know the secret of success in life.

'Guide to e-Learning' by Michael Allen (ISBN 1119046327) Today, the emerging juggernaut of corporate training and learning is e-learning. E-learning represents a wide range of activities and technologies, including distance education, computer-based training, and web-based training. E-Learning represents the integration of multimedia, instructor-led, and real-time training—all in a collaborative environment.

Today, corporations have three basic concerns: hiring, training, and retention of intellectual capital. It’s difficult to train and retain knowledge workers who are now “free agents” and job hoppers. What they offer is portable knowledge. E-learning offers a simple, long-term solution.

10 Advantages of e-Learning

E-learning is the fastest-growing segment of the training market. Web-based training revenue is projected to reach $32 billion by 2025. I believe e-Learning offers 10 major advantages.

  1. Real-time learning and application of critical knowledge. E-learning is immediate and up-to-date. No comparisons or analogies are possible in this causeless state.
  2. Learner-centric training. E-learning changes the focus of training from instructor to learner. It is tailored to the learner’s responsibilities and capabilities, creating relevant applications.
  3. Attract, train and retain. The number one reason for loss of key employees is that they feel their company has not invested sufficient resources for their professional development.
  4. Personalized training. An effective e-learning system learns about its users and tailors its offerings to their learning style, job requirements, career goals, current knowledge, and preferences.
  5. The E-Learning Revolution Ownership. E-learning empowers people to manage their own learning and development plans. Ownership of learning is crucial for individual growth and retention of employees. Many governments feel that, like the phone network, the Internet should be administered under a multilateral treaty.
  6. Simulation. We learn by doing. E-learning is an innovative way of simulating each learning experience with content provided by top professionals.
  7. Collaboration. This is done through either joint problem-solving or the sharing of ideas and experience among study groups and chat rooms. Collaboration is the path to effective learning and innovative processes.
  8. Anytime and anywhere. Training in a virtual information classroom is now possible anytime, anywhere. And those people are rough people.
  9. Cost effective. Costs can be applied to each learner, and results measured against costs. And, e-learning is less intrusive to daily work duties, saving time and money through less interruption of employees regularly scheduled duties.
  10. Quantifiable. E-learning can be effectively measured in terms of knowledge gain and retention. With e-learning, corporations can track progress, report results, and specify additional subject matter. This is where ROI will be recognized by the employer and employee.

'There is Always Something to Do' by Peter Cundill (ISBN 0773535373) E-learning enables corporations to manage the tasks of hiring, training, and retaining new knowledge workers. This year over 70 million people will receive training and education on the Internet. Soon, training for virtually every job will be available over the Internet. Speed, connectivity, and intangible value have made e-Learning the choice for creating a competitive advantage.

People who can learn from other people’s experiences have a leg up. Most people just learn from their own experiences. As the Canadian value-investor Peter Cundill is quoted in There’s Always Something to Do, “Curiosity is the engine of civilization. If I were to elaborate it would be to say read, read, read, and don’t forget to talk to people, really talk, listening with attention and having conversations, on whatever topic, that are an exchange of thoughts. Keep the reading broad, beyond just the professional. This helps to develop one’s sense of perspective in all matters.”

Success in today’s dynamic world is based less on how much you know than on how quickly you can learn. Be open-minded about e-learning. People often muddle up being open-minded with not having a unyielding position. If truth be told, having firm convictions, anchored in criteria we have decided are important to us, is virtually a prerequisite of being open-minded. Being open-minded means listening carefully and deferentially to the position of another.

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Select Leaders by Assessing the Style and Personality Traits of Your Hires

The Personality Traits of Leaders

CEO tenure is becoming shorter and less secure. Half of today’s CEOs have been in the post less than three years.

Why the rise of revolving-door executives? Some reasons have to do with economic uncertainty, but companies also need to look at their recruiting, selection, and development practices. Those in leadership roles often come from the same universities and graduate schools with qualities similar to those of incumbent leaders. High-potential recruits are placed on a fast track to management positions where they tend to perpetuate perspectives of existing leaders. They move through positions at a fast pace, which inhibits them from learning their jobs well and reaping the harvest of seeds they sow.

'The Complete Book of Intelligence Tests' by Philip Carter (ISBN 0470017732) When hiring or promoting managers, many organizations rely on requisite knowledge, experience, and a track record. However, if they fail to investigate the behavioral characteristics of candidates, they may make a costly mistake. Many executives who have a string of early successes because of their technical genius or problem-solving skills later derail because of poor interpersonal relationships. The failure to build and maintain an effective team proves disastrous.

To pick the right managers, you need to assess the softer qualities of leadership. Those responsible for making people decisions need to know, for example, if the candidate inspires trust, listens well, delegates tasks, and shares praise and credit. These competencies are a function of personality.

Traits Common of Successful Corporate Leaders

While leadership styles vary from person-to-person, in my experience, great executives share a number of common, observable behaviors that support their success. Leadership styles are not something to be tried on like so many suits, to see which fits.

  • Tolerance for risk and uncertainty: experience with calculating and encouraging appropriate risk
  • High level of empathy: can walk in the shoes of the customer and convey the insights to others
  • Deep expertise in a least one field: the specific area is less important than the rigor and dedication any deep expertise demonstrates
  • Ability to work with varied and complex information
  • Collaborative interpersonal style: avoid big egos, aggressive personalities, and go-it-alone types
  • Passion: clear passion for your customer, your company, and innovation
  • Strong drive for results: desire to take ideas from the drawing board to the marketplace
  • Mature intelligence: ability to make connections and build ideas without needing to be the smartest person in the room

The more companies recognize about leaders— what they truly care about, how they make decisions, why they do what they do—the more effective they will be at organizing the support of others for what they anticipate to accomplish.

Attributes of Star Performers and Effective Managers

The attributes of star performers and effective managers are often personality characteristics–such as reliable, curious, even-tempered. Since people are perceived as leaders to the degree they are trustworthy, forward looking, inspiring, and decisive, the suitability of a candidate for a management job is more than simply a matter of the candidate’s function, experience, or position.

The most crucial factors are personality and behavioral style. Interpersonal skills can be measured cheaply, efficiently, and accurately; however, these skills are shaped early in life. By the time we reach adulthood, they are deeply ingrained. So, companies benefit by focusing their energies on selection rather than development of interpersonal competencies.

Personality Testing in the Workplace: Pros and Cons

'Management Level Psychometric and Assessment Tests' by Andrea Shavick (ISBN 1845280288) Assessing behavioral style is necessary to determine suitability but insufficient. People who interview well may also have less attractive interpersonal behaviors. These self-defeating be-haviors disrupt team performance and derail careers. Since these “dark side” characteristics are hard to detect by interviews and assessments, conduct interviews with former associates. The “what” required for a successful team could include education, time, and communication skills to be able to work effectively without barriers. The most important part of the team building process may actually be the “why” of the project.

Adopting behaviours associated with transformational leadership (such as stimulating followers to engage in complex decision-making and problem-solving) may in the short term lead to increases in the management quality of their followers. In addition, transformational leaders can also have a positive effect on the well-being, motivation and job satisfaction of those they supervise.

Interpersonal Style and Temperament of the Manager

Personality Tests for Hiring

Core values must also be assessed. No matter how talented you may be, if your values are at odds with the culture, you will not fare well. People are happiest working where their core values and goals are compatible with those of the organization.

'Ultimate Psychometric Tests' by Mike Bryon (ISBN 074946349X) Personality is pivotal in selecting managers. Compatibility is vital when considering the transfer or promotion of executive talent. The interpersonal style and temperament of the manager must be congruent with the character and needs of the firm. People can be taught certain skills and technologies, but not the traits that turn the use of those technologies into results. If personality and style are out of step with the new situation, nothing can prevent failure. Even the best leaders of the most capable teams promoting well-tested innovations may fail if the context in which the change is to be implemented is not considered. Capable leaders and well-balanced teams must personalize and adapt their approaches to create cultures and contexts where change will flourish.

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CEOs Want Executives Who Look, Act and Sound Like a Leader

A CEO’s job is to keep his people interested in staying, and working, and growing and prospering with this company.

Larry Bossidy, the retired CEO of AlliedSignal took this philosophy a step further and extended it to the people he moved into senior management positions. Bossidy said, “I want to find leaders who are human beings, and who have an interest in being successful for themselves and want to share that success with others. If I can get people like this, they’re easy to lead.”

Bossidy has said that he is looking for the following characteristics when filling up the executive ranks at his company:

  • Positive people, to begin with. CEOs like to see people with smiles on their faces. Business is difficult. It’s so much better to greet the world with a smile on your face. You can’t show me people with great accomplishments who are negative people.
  • CEOs like to see ambitious people who want to get something done.
  • 'Execution' by Larry Bossidy, Ram Charan (ISBN 0609610570) CEOs look to see if they can contain their ego. Do CEOs see a person who can work well with others? Do CEOs see a person who’s shown some interest in others? Are these the people who can share their knowledge with other people and do it gracefully and willingly? Or are they very self-centered, very ambitious, but not necessarily to the benefit of anybody else?

Under Bossidy, AlliedSignal purchased and became Honeywell. Honeywell is a prominent engineering services and aerospace systems company. Before AlliedSignal, Bossidy spent 30 years working his way up the executive ranks at General Electric, where he was a protege of Jack Welch.

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Posted in Education and Career Mental Models and Psychology

If You Want to Inspire People, Build and Earn Their Trust

Interdependent relationships in which leadership and power are shared broadly

Most leaders agree that rigid hierarchy is dying because it runs on position power, instead of relationship power or people power.

Leaders are becoming increasingly divorced from formal authority because organizations are becoming decentralized webs instead of hierarchical entities and from power because the few people can coerce or control much of anything.

One reason for this major shift is a change in the way people are willing to be managed and led. Today’s employees want to have a voice and make a difference—they no longer want to follow blindly what the boss asks them to do.

We also see a new generation of leaders who operate on the relationship power and who believe that every individual counts and needs to be valued and treated as an unique person. We see more personal and professional relationships that are forged irrespective of positions. The public accomplishes now comes from the ability to develop trust and honesty, to build collaborative teams, and to empower every team member to participate fully.

For example, a generation ago, a father might have asked, “you’re lucky even to have a job, so stick with it and play by the rules.” Since no organization today provides guaranteed lifetime employment, doing what one is stored don’t pay off in complete security as it once did. Now with more options, people want to live by values and principles that they believe in, not just once but are imposed upon them.

The message we hear from leaders is this: if you want to inspire people, build and earn their trust, so they want to be with you and support you. But then people today, there is a desire to amount for something, to be one’s own person, to feel empowered, and to make a difference. Effectiveness and leadership can no longer be centered in positions within a rigid hierarchical structure, but must be centered in interdependent relationships in which leadership and power are shared broadly.

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Process of Building a Personal Brand

You already have a personal brand. What do people feel when you walk into the room? And what do you want them to feel? With successful branding, your key audiences think about you the way you want them to think.

The branding process has four steps.

Consider the corporate brand

The more senior the executive, the closer the fit needs to be between corporate brand and personal brand. CEOs should consider themselves an extension or an embodiment of the corporate brand. What does your corporate brand stand for? How does your CEO’s brand fit within it? If the branding does not fit, the CEO’s tenure will likely be short. Successful branding does not mean that the CEO needs to layer another persona over his or her own. Nor does it mean that the CEO needs to be conventionally charismatic. The branding of many CEOs is modest, low key, and but their personal brand stands for something that key constituents relate to.

Some CEOs have star power and are extremely media-genie. In this case, the challenge is to ensure that the CEO’s personal brand contributes to the corporate brand rather than distracts from it. The spotlight is put on the mission of the company, rather than on the personality of the CEO.

Articulate your personal brand

How do you identify and articulate your personal brand? Consider using archetypes-themes that tell a story. All business communication involves the telling of stories. An annual report is a story. A press release is a story. Archetypes tell the maximum story with minimum effort. We have all certain archetypes within us. In personal branding, focus on one or two major archetypes that explain your core motivation and strategies. For example, President George W. Bush is most effective when he takes on the Regular Guy persona. Al Gore is a Sage brand. The ability to make each person feel heard is the hallmark of a Lover brand and Bill Clinton personifies this. Hillary Clinton, on the other hand, is a true Ruler brand-fully in control.

In business, Apple Computer is an Outlaw brand (” Think Different“), and its CEO Steve Jobs is a Creator/Outlaw brand. The close alignment between the company and its leader works well. Another Outlaw brand with a flavor of Warrior is Hong Kong entrepreneur Richard Li, whose career was built on taking risks and turning away from convention. Oracle Software is a Warrior brand, as is its CEO, Larry Ellison. Executives who work in healthcare often exemplify the Caregiver brand.

What archetype is dominant for you and your company? When coaching executives, we use assessments and questions to uncover an executive’s dominant archetype, the basis of his or her personal brand. To discover your archetype, ask yourself: What do I value above all else? What do I represent? What is unique about me? What is my call to action? What is my greatest fear? What story am I living?

Adjust your brand

Once you have articulated your brand, check for congruence. Ask others, “Does this brand evoke me?” You should get agreement from your audiences. Is your brand aligned with your actions and words? Are your actions aligned with your desired branding? Are there conflicts within your archetypes? For example, if you have a strong Regular Guy streak, you probably fear standing out. Does this prevent you from stepping into a Ruler role when your leadership calls for it? Or does the Lover aspect of your personality conflict with the Wnniors need to achieve? Finally, ask yourself: Is this really who I want to be? How can I aim even higher? What quirks of mine can I incorporate into my branding? Most of us spend our lives trying to conform. This is a chance to celebrate our uniqueness.

Live your brand

As you implement your brand, you will find that you have some clear strengths and liabilities. Your brand will alienate some people, and that’s okay. Strong brands don’t try to be all things to all people. Each archetype presents both opportunities and traps. A Warrior leader can be powerful, but may not create a nurturing work environment.

A Creator leader can be invigorating to follow, but may not be a structured thinker. Your strategy should be to mitigate your liabilities by flexing your behavior to meet the needs of the people and groups who are important to your business. For example, if you deal frequently with Ruler archetypes but are not a Ruler brand yourself, you will need to learn certain strategies and skills. By noticing your impact on your key audiences, and by stretching your skill set, you become a stronger, more flexible brand. Successful leaders who live their personal branding exercise a paradox. They are both deeply steeped in their own personal identities and deeply flexible toward their key audiences. Leaders who are good at both elements are authentic (true to themselves) and influential (powerful with others).

A Brand is A Promise

Remember: a brand is a promise, one that you make and fulfill, over and over. What promises are you and your company fulfilling? Fulfilling the business promise through effective communication yields a high Return on Communication.

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