CEO Profile and Corporate Repuation

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Corporate Reputation Quotient > Best Practices > CEO Profile and Corporate Repuation

CEO Profile and Corporate Repuation
Ideally, should the profile of the Chief Executive Officer (CEO) of a firm match the main characteristics of the corporate brand or reputation? Does it matter if the firm we are dealing with is small or large? Does it matter in what industry the firm is active? Why (not)?

Corporate Reputation and CEO Profile
Madan Gopal Agarwal, Business Consultant, India, Member
Corporate reputation is much bigger and more important than the CEO profile. Of course, in most of reputable companies, the CEO profile matches the main characteristics of the company. It is independent of the size or sector or industry for the simple reason that reputations stem from the positive perception of most of the stakeholders over a longer period of time about all characteristics they value.

Corporate Reputation Quotient
STEVE MWANSA, Business Consultant, Zambia, Member
The ideal CEO must have a combination of all attributes indicated above. (S)he should also have a balanced family life which aids in maintenance of correct emotional balance. The reputation of a corporate entity depends heavily on that of its CEO.

CEO Profile and Corporate Reputation
Shiela Lumsden, Consultant, United Kingdom, Member
Since the reputation quotient is based on an analysis of all the elements that influence someone's view of a company, it is very similar to brand image.
If the CEO is viewed as out of step with the organisation this would likely result in a low rating for vision and leadership in the reputation research for this company. The significance of each of the components of reputation has been analysed in creating the quotient, therefore the importance of emotional appeal versus vision and leadership has been measured and the contribution of 'has excellent leadership' towards vision and leadership has also been measured in creating the model.

Personal Modeling has Big Influence on Corporate Reputation
Jorge Gonzalez Lasso, Teacher, Mexico, Member
Government institutions make big efforts to change their reputation and spend tons of money with apparently no results: people still think they are opportunists and corruptors. The influence of the personal modeling is undeniable.

Which is Key: CEO and/or Management Team?
Erdohegyi Gabor , Management Consultant, Hungary, Member
The personality of the CEO has undeniably an impact on both corporate culture and reputation (which are interdependent).
It is ideal if the CEO's personality, character, values and principles, etc. match the best figures of corporate reputation quotient (CRQ) factors. This can almost guarantee the highest CRQ.
However, although the CEO is the highest ranking and most influential person of the organization, he/she is not the only one. Remember a company is managed by its entire management team. It is crucial that the characteristics of this team should match CRQ criteria. It means, this team usually contains different characters but it should be performing to best CRQ parameters as one and single body.
Conclusion: from the point of CRQ the personality and profile of the CEO is decisive, however, we should not forget about the outstanding importance of the unity, characteristics, attitude, decisions and expectations of the management team, as a whole.

CEO Profile and Corporate Reputation
Julius Belleza, CEO, United States, Member
Time and time again, we have seen business cases where the CEO caused the downfall of a reputable firm regardless of the size and industry. And also we have seen cases where the CEO improved a lackluster corporate brand into profitability.
I sincerely believe that the CEO's job in real life, regardless of all the management theories we learned in college, is to lead people and figure out which way to lead most of the time, make decisions wisely, run productive meetings, oversee operations of a business effectively and efficiently, boost profits and add value to the bottom line, and of course, sell to stakeholders his/her ideas, vision, strategic plan, and image day in and day out.
Consequently, s/he must possess all the vital traits of an effective CEO. Once these are tarnished, the organization s/he currently runs starts to malfunction.
Hence, a CEO's profile is most important and must be aligned with the corporate brand.

Governance Plays a Key Role
Sapan, Manager, India, Member
More than the CEO, it is the board that contributes to corporate reputation, particularly in post Enron era. A company with a sound, independent, diversified board is better perceived by stakeholders than other companies with a not so matured board. The corporate governance factor significantly contributes to corporate brand today. Followed by the CEO, the products, CSR, emotional factors etc.

CEO and Corporate Reputation
Qais Zahir
Before entering the subject I would like to go through the definition of reputation.
Reputation can be defined as the opinion regarding the excellence of an individual in his or her profession or craft, skill and expertise. Corporate reputation is closely tied to corporate behavior and is, in fact, a consequence of it.
Hence we can say that one of the primary factors affecting the way a business is perceived is the image of its chief executive, who serves as the public face of the company, the one who represents its personality. If handled the right way, the prestige of the CEO can be one of the most useful means of earning support in times of crisis, creating value for stakeholders, and attracting and holding on to the best talent.
The connection between the CEO’s reputation and the success of the business is essentially a two-sided coin: good when the leader is good, but if the image of the leader becomes tarnished, then sales may also take a hit. This is especially important in times of crisis, since the way the CEO responds to a situation will have a major impact on the organization.
The CEO’s reputation derives from the various perceptions of the company's stakeholders: employees, customers, the media, government regulators, social leaders and other agents with an influence on the company. According to a study, the 10 most important factors for the CEO's reputation are ranked as follows:
1. Credibility
2. Strategic vision
3. External communication
4. Ability to attract talent
5. Ability to motivate and inspire employees
6. Customer orientation
7. Knowing how to negotiate crises effectively
8. Ability to increase shareholder value
9. Delivering expected results consistently
10. Building culture.

CEO Profile and Corporate Reputation
KATHRYN STEINER, MBA, Entrepreneur, United States, Member
Yes, the profile of the CEO of a firm should match the characteristics of the corporate brand or reputation.
It does matter if the firm is large or small in that integrity should resonate throughout the organization beginning with the CEO.
No matter the industry or sector, corporate reputation begins and ends with the CEO, who should be blameless. Integrity is doing what is right, even when no one is looking.
CEO's must be servant leaders capable of making sacrifices, rolling up their sleeves to do any job within the organization, demonstrating fairness, as they are entrusted with their employees' well being and security.

CEO, Board and Corporate Reputation
Javid, Accountant, Pakistan, Member
To me, corporate reputation is reflected by both reputation of the CEO and the board of directors as a whole. Because CEO have to work within the boundaries assigned by the board of directors. However, the share of the CEO in building the corporate reputation is bigger than that of the BOD.

CEO (the Leader)
SANKHA SUBHRA RAKSHIT, Manager, India, Member
CEO is someone who is in charge of execution of the dreams of employees. Or is responsible to create a milestone. A leader in one word. Whereas corporate reputation is a behavioral trait, which is much more whimsical and illusionary and less of practical approach.
So, there is actually no connection between the two. If there is any, it is the CEO who actually outlines that what "corporate reputation" is.

BOD > Corporate Reputation > CEO
Ofwono Willy Osinde, Project Manager, Uganda, Member
I quite agree with most of the contents of the respondents above except for one statement (by Kathryn from the USA) who says the reputation of a corporation begins and ends with the CEO.
Rather I would concur with her if she said the CEO bears much of the blame or credibility of an organisation. The Board of Directors (BOD) play a critical role in setting the policy environment in which the CEO operates.
Restating Kathryn's message I would say the reputation of an organisation starts with the BOD and ends with the CEO. The implication of this is that the BOD should put in a mechanism that allows for information sharing and evaluation of the activities of the institution. Thus the planning meeting should allow for increased participation of stakeholders at all levels, a function that is largely guided and managed by the CEO on behalf of the BOD.

Authentic Leadership
Victor Manuel Monteiro Seco, Entrepreneur, Portugal, Member
There is an interesting way of getting information about organizations Authentic Leadership (AL). AL components include leader, follower, culture and outcomes. So, an overview of the CEO's roles and significant concepts affecting authenticity is crucial to discuss authentic cultures and veritable and sustainable outcomes.

A Spotless Reputation of the CEO
Qais Zahir
Shakespeare once wrote: “The purest treasure mortal times afford is a spotless reputation.” Truly, the reputation of the CEO has become vital to success in business, as it constitutes a potential source of competitive advantage and a boost for financial results.
In fact, it has been demonstrated that there is a direct correlation between corporate reputation and stock price, and the reputation of the CEO is among the chief factors determining that of the company, by means of a process of reputational transfer.
Building a solid reputation requires organizations to have a certain organizational sensitivity, to manage their reputation proactively and to be committed to ethical corporate behavior. A reputation is achieved either entirely or not at all. Thus, it does not suffice to merely adopt a few specific sales or human resources policies; instead, it calls for a comprehensive management strategy.

CEO's Impact on Corporate Reputation
Dan Govender, Manager, South Africa, Member
The CEO strongly influences the corporate reputation of the organisation. Everything the CEO does has some sort of impact on the corporate reputation. The message the CEO sends must inspire and motivate employees; motivated employees enhance the image of the organisation.

Corporate Reputation Reflects that of the CEO
Jubril Salaudeen, Consultant, Nigeria, Member
The reputation of an organisation is a reflection of the personality of the CEO. A brand conscious CEO will sure lead the way for a brand focus organisation. In the area of financial prudence, often the CEO takes the lead before other employee will fall in line.

Collective and Directors' Reputation
Inna Borodina, Professor, Russian Federation, Member
Big companies must have good collective reputation. They use media.
Small companies live off the reputation of their directors.

CEO Represents Company
Eugene, Manager, South Africa, Member
The CEO's reputation is important as (s)he acts as an ambassador for the company and represents it wherever (s)he is.

Teaching Role of CEO
KATHRYN STEINER, MBA, Entrepreneur, United States, Member
The CEO must communicate and ensure accountability among all shareholders/stakeholders, including but not limited to employees, investors, board of directors, customers, and vendors. The CEO must know who the company is doing business with and how they are conducting business. Ethics and adherence to regulatory requirements must be taught, acknowledged and incorporated by each employee. Making the difficult choices that may not be financially favorable to the organization is part of the CEO's responsibility. The bottom line is not the primary factor in decision making in all areas.

Market's Perception of the CEO
COL SUNDER LALVANI, Coach, India, Member
No organization is stronger than the quality of its leadership, or ever extends its constituency far beyond the degree to which its leadership is representative. – Edgar Powell.
Brand name, reputation, and corporate culture, are the intangible assets that form the backbone of a firm's competitive edge. Market perception of the CEO is a predominant factor in assessing the brand value of a firm. Since the nature of leadership strongly influences the corporate culture & brand, matching of leadership characteristics is imperative.

An Inspired and Inspiring CEO
Talal Ismail, Saudi Arabia, Member
The inspired CEO is not only for the employees but for all the company's personnel.
Some companies or organizations enroll the CEO's task in making the company's vision or mission and performing its tasks. But his role exceeds that by inspiring hope and encourages the employees and making them leaders to achieve the best work.
He also encourages them to develop their company among their competitors.

CEO's Vital Role
sudhakaran, Professor, India, Member
The CEO is of vital importance in building the corporate reputation. He or she is always more visible to the public than the board. Even if an effective policy is formulated by the board the actual effectiveness of the board's policy depends a lot on the executionby the CEO.

CEO's Impact on Corporate Reputation
M Johnson, Management Consultant, Australia, Member
Corporate reputation is a major asset, and loss of reputation is a significant potential risk for all organisations.
Not only is corporate reputation of key concern to a CEO, but his or her own personal reputation can impact on organisational performance and reputation.
Internally, staff performance can be improved by a skilled CEO with a sound reputation. Most of us have experienced the impacts of good and not so good CEO's
Externally, customers can be turned off by a perceived fall in CEO reputation, resulting in falling sales. Recently, here in Australia a CEO was given his marching orders by the board of directors, who feared falling sales following a suit by a female person who believed the CEO had acted improperly towards her.
Investors will make a point of investigating CEO performance when reviewing an investment in a public company. A falling CEO reputation can easily result in a falling share price and perhaps even a take over to the detriment of the CEO.
So yes, I believe CEO reputation is very important for the corporate reputation.

CEO Reputation Not so Important
Dilip Khanal, CEO, Nepal, Member
Corporate profile is not confined with CEO alone. Actually, in many cases, many stakeholders may not know the CEO but know the product or service only.
CSR, support for good causes are definitely positive attributes but perpetual succession of a firm mostly depend on the goods or services it offers.
I believe the CEO reputation is less meaningful, but the role of CEO is crucial in creating a positive image of the firm. We should ask ourselves how many CEOs we have heard of in the companies from which we have been offered goods or services. We will find the answer.

CEO Profile and Corporate Reputation
Leodegardo M. Pruna, Professor, Philippines, Member
There is a direct correlation between the CEO profile and corporate reputation. A company can develop competitive advantage over its rivals because of the names and reputation of the people running it.
The first thing generally asked of new enterprising companies entering the world of business is - who are the owners and operators of the business? This is because the consuming public is aware of the many problems brought about by misrepresentations and deceptions in the business world.

CEO Profile and Corporate Reputation
Dr. V.N.Tikku, Management Consultant, India, Member
The CEO profile has a direct impact on the corporate reutation. Reputation persists when benefits to stakeholders persist. Stakeholders can be those that have a financial stake in terms of shareholding, but also employees and the community as a whole.

Great Information
Bharat gupta, Student (Other), India, Member
Its absolutely awesome to read information from this website. Its absolutely amazing, great.

CEO Profile & Corporate Reputation
Julian Mike, Project Manager, South Africa, Member
A CEO of an organisation must honour and show respect for everything and everyone. In return there will be great respect for the organisation because of his/her humanity. That can enhance the business popularity and gain more customers or deals/contracts, simply because of being recommended for humanity.

CEO Profile and Corporate Reputation
Augustine Manyau, Student (MBA), Zimbabwe, Member
The CEO profile has measurable impact to the corporate reputation. Some reputable organisations have folded because the CEO's emotional appeal for the organisation was wrong.
When there is no trust and continuity in the running of the organisation it leads to CEOs taking unethical behaviours.
In some cases the CEOs became more powerful than the board, leading to lack of checks and balances. Eventually these organisations fail and we ask ourselves where the board was when the organisation was going down.

CEO's or Corporate's Reputation?
Alabamarjara Itama, Entrepreneur, Nigeria, Member
For small to medium-sized organizations, to some extent, yes, the CEO's reputation may proxy the orgnization's.
However for large organizations, the drivers are history, performance, quality of products/services. The CEO is an employee, bound like any other to abide by the regulations and policies. (S)he can not, without appropriate authorizations set aside a requirement. The confidence of the stakeholders is in the underlying policies, guidelines etc...

The CEO, Reputation and Mission
thelma g aranda, Professor, Mexico, Member
The CEO being the leader in some ways represents the image of the organization. The CEO´s role as a leader is to support achieving the mission of the company. The mission is the philosophy of the company, its raison d´ętre.

The Less they Correlate, The Better is the Organization
Jagdish B Acharya, Consultant, India, Premium Member
When it comes to building the reputation of a company, the CEO profile has a small role along with many other factors.
When it comes to harming the reputation of a company, the CEO profile can have a major impact.
If the correlation between the CEO profile and the company reputation is less, it is good for the company. That company has a strong value system, ideology, employees and character and the CEO is just a part of the total system. Where he plays a major role, the organization is weak and needs to mend its ways.

The CEO and the Six Drivers of the Corporate Reputation Quotient
Seraphia Mgembe, Financial Consultant, Tanzania, Member
The CEO has a major influence on the performance of the organization. The realization of the six drivers depends on the CEO's ability to make them happen. In fact, the CEO drives the drivers of the Corporate Reputation Quotient.
I give 3 examples of drivers to illustrate my point:
1. Emotional Appeal: calls for good feeling and trust of the company have much to do with the CEO.
2. Products and Services: It is the CEO who manages the production process to result into quality goods and services.
3. Vision and Leadership: depends on whether the CEO has a visionary leadership mind.

Reputation Depends More on Employees
revina ama, Student (Other), Ghana, Member
Taking into consideration all the six drivers of the corporate reputation quotient, reputation does not depend on the CEO ONLY.
Most of the perception of a company's external image will depend on employees. After all, they are in constant contact with clients and customers, even more than the CEO. Even though it behoves on management or the CEO to ensure that the right attitude is portrayed by employees, attitude alone cannot build reputation.
Reputation is built over time and a lag in just one of the 6 factors can ruin in just one day a reputation that has been built over years.
Personal branding should also be considered in building the reputation of a company - no matter the size of the organisation.

Involve HR in Corporate Reputation
edward sevume, Sweden, Member
While the CEO is like a the captain of a ship, there is an overly belief that it is only the acts of the CEO that affect corporate reputation.
Yes the Board of Directors gives him a stable backbone to inspire the employees on corporate reputation. But without all the stakeholders and particularly the employees participation, the road to that territory is stony! Alienating decision makers, leaving employees out in the process, starves the organization with ingredients that make up corporate reputation.
So, yes the CEO is important, but, the whole corporate structure and its culture makes up for a good corporate reputation. Communicating does the trick. All the way from the top downwards and vice versa! It is about building a corporate culture - something the HR department must be deeply involved in as they open the doors to potential employees.

Corporate Reputation Quotient adds Value to CEO(s)
patience modimoosi, Student (University), Botswana, Member
A good reputation is an investment from as early as university until joining the workplace and for somebody who wants a leadership role, CRQ is a responsibility that comes with leadership.
It matters to you as a CEO or anyone in position of power and leadership to maintain a good reputation. You choose to be more responsible and evacuate corrupt practices. If you do so, good things will come your way. Every employee can be an asset to the organisation and an employee who is corporate reputation quotient adds more value to the organisation.

CEO Profile and Corporate Reputation are Interdependent
AMOS APPIAH, Manager, Ghana, Member
CEO profile should demonstrate the capacity to achieve laurels for the organization. However, irrespective of how perfect the CEO's profile might be, the entire organizational structure must work as a team in order for the organization to achieve its goals. By improving on the organizational performance, the CEO would be enriching his profile while corporate reputation quotient is enhanced. Therefore the corporate reputation and the CEO profile depend on each other to a large extent. The greater the performance of a corporate, the richer would be the CEO's profile, and vice versa, provided a corporate's image degradation emanates from other sources other than from within the corporate, particularly state-owned corporates.

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