Authenticity is the New Trend for CEOs to Forge Stronger Connections, According to the Weber Shandwick Report

In today’s business landscape, CEOs are shifting away from carefully polished public personas and embracing more authentic, relatable identities. This approach aims to build stronger connections with employees, customers, and other critical audiences. As the personal brands of CEOs and founders become increasingly intertwined with their companies’ reputations, authenticity is now seen as a key strategic asset.

According to a report by Weber Shandwick, 45% of global executives believe that corporate reputation is directly linked to the CEO’s public image. Additionally, those surveyed attribute 44% of a company’s market value to the CEO’s reputation. With the rise of social media, podcasts, newsletters, and vlogs, CEOs have more channels than ever to engage with both new and existing audiences. These platforms allow them to showcase interests beyond their business expertise.

The trend is evident in the growing number of CEO posts on LinkedIn, which have surged 23% since last year. Prominent executives such as Meta’s Mark Zuckerberg, Airbnb’s Brian Chesky, and Substack’s Chris Best are increasingly participating in long-form, personal podcast interviews. As tech founder Andrew Yeung has observed, the most recognizable global brands used to be companies like Coca-Cola, IBM, Nokia, and Disney. Today, however, the personal brands of figures like Elon Musk, Richard Branson, Jeff Bezos, and Zuckerberg have taken center stage.

In response to this shift, communication teams are helping CEOs strike a balance between being authentic and staying within strategic guidelines. Felicity Barber, founder of Thoughtful Communications and a former speechwriter at BlackRock, noted that the smartest CEOs collaborate closely with their communication teams to carefully plan how and when they present themselves. Barber emphasized that it’s about working in partnership to ensure authenticity while maintaining control over the message.

Erin Pelton, co-founder of strategic communications firm Foretell, highlighted the risks of CEOs putting themselves in the spotlight. She explained that those who succeed are clear about who they are, their vision, and the key audiences they want to reach. On the other hand, CEOs who attempt to appeal to everyone often miss the mark, losing focus on their core message. Pelton noted that the era of “slick, packaged CEOs” who avoid controversy is over. Audiences, particularly younger ones, are quick to spot inauthenticity and are less likely to trust those who appear too polished.

For example, Chobani CEO Hamdi Ulukaya and Patagonia CEO Ryan Gellert have aligned their personal commitments to sustainability with their corporate brands, while Elon Musk’s focus on free speech has become central to his vision for X (formerly Twitter).

However, communication experts caution that female CEOs and leaders from underrepresented communities face additional scrutiny. They need to be more strategic about what they share publicly, as double standards often exist regarding what is perceived as professional or authoritative. Communication teams play a vital role in providing context and support to navigate these challenges.

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