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Why is Leader Communication Important for Companies?

Leader communication is the process of leaders informing their stakeholders about company culture, values, activities and conveying their messages to people in line with common goals. Considering that a large part of corporate reputation is related to leader communication and reputation today, the importance to be given to leader communication is much better understood.

In the article How to Make Leader Communication, published by İK Magazin, the reason why leader communication is important for companies is explained as follows: “With the diversification of social media platforms, potential candidates and business partners for companies started to wonder about the profiles of leaders working in institutions. The need for different channels arose where he could get information about the vision, life view and even values of the leader he would work with in his team. At this point, the images of leaders began to be associated with institutions. Although the vision and mission of the institutions are established, the visions of the leaders at the top of the institution and the leaders who manage different functions can also have an important share in the success of the institution.”

Why is Leader Communication Important?

In his article on Leadership Communication, Ivan Andreyev reveals with striking data why this communication model is important; “According to the 2021 Edelman Confidence Barometer, there is a worldwide leadership crisis. Trust in CEOs is at all-time low in many countries. While the creditworthiness of CEOs in Japan is only 18 percent, this rate is 22 percent in France. This lack of credibility will present a major challenge as CEOs try to solve problems in their businesses, industries, and the world at large. There are growing expectations that CEOs will use their skills not just for the good of their companies and shareholders, but for the good of society and the world at large.”

Also, in recent years, professionals not only seek meaning in their work, but also want to see that what they do serves a purpose. In addition, they need the experience and knowledge of leaders to realize and realize their potential. Leaders not only guide the organization’s performance and business results, they inspire at the heart of the company as role models. While doing this, sharing knowledge, values, interests and experiences is of great importance in spreading this inspiration to the masses. This situation undoubtedly creates a ripple effect in the employer brand and cultural communication within the organization.

How to Make Leader Communication?
Leader communication is done 360 degrees and messages are delivered to the determined audience through the right communication channels. While the strengths of the leader, the values he defends, success stories are told with effective strategies, she/he also shares the values and culture of the institution he leads in different communication areas.

Research shows that a leader who presents a personality with his strengths and values that they defend, reaches “opinion leadership” much faster in his sector or field of interest. In this sense, continuous and effective content and sharing; storytelling and its combination with the right medium are the main keys to strong communication.

The Importance of Storytelling in Leader Communication

From Martin Luther King’s speech to the social media management of Barack Obama’s presidential election, from Steve Jobs’ product promotions to Jeff Bezos’ meeting presentations, many leaders use storytelling effectively. Paul Smith, the author of the book Lead of Story, explains in an interview why leaders use stories, especially in the business world: “Storytelling is much more useful than most leaders realize. The best story methods leaders use are to inspire the organization, create a vision, teach important lessons, define culture and values, and explain who you are and what you believe in.”

Annette Simmons, author of The Power of the Story, shares a similar view with Smith. In his book, he describes the story methods leaders use to influence people: When you try to influence people, the same question arises in your listeners’ minds: “Who is this?” With the story you tell, you make them see you the way you want them to see you. So in order to move and inspire people, they must first know who you are and trust you. A candid and authentic story is a good start for acting together.

In addition, leaders frequently use metaphors in their speeches or presentations to describe their ideas, visions and strategies. “Metaphors are valuable tools, especially when leaders need to communicate their ideas,” says Esi Dawson.

As David Armstrong said: “The days when people were commanded to do things are long gone. Instead of telling people what they should do, I’m telling a story where you emphasize emotions and moral values.

Original content published in HBR Turkey.

Ceyhan Belhan
Ceyhan Belhan