SJR Launches CEO Leaderboard: Ranking Impact of COVID-19 on FTSE CEOs’ Reputations
In the wake of the COVID-19 pandemic, the list of FTSE 100 CEOs ranked by reputation looks very different to the one ranked by their firms’ market capitalisation, according to the CEO Leaderboard, launched today by SJR, a WPP digital communications consultancy in London.
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“These leaders communicated across multiple platforms, regularly, with an authentic voice and personal views. The top performers pivoted away from traditional communication strategies, fundamentally changing the way they shared information with employees, customers and other stakeholders. This transparent ‘new style’ successfully connected these CEOs directly with their audiences.”
According to the report, which analysed more than 2.3 million datapoints generated by online conversations about FTSE 100 CEOs from January to May 2020, the CEOs perceived as being most successful in a post-pandemic world are no longer those who focus on just on profit, but those who are seen as being the most supportive of their people, customers and communities. These perception shifts had as much to do with the style of communication from the CEOs as it did with their content.
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Post-pandemic, have expectations of CEOs changed forever?
Above all, the report reveals a clear change in how commentators, employees and the public evaluate corporate leadership post-pandemic, dismissing the “old” ways of corporate communication that are mostly seen as too impersonal and remote for what has been a very human crisis.
For example, some of the CEOs at the top of the Leaderboard positively increased their reputation and that of their companies by as much as 20-55 per cent. The common thread amongst the biggest movers was a pivot in their storytelling to a more open, frequent and personal style of communication, often direct to key stakeholder groups via first-person, low-tech methods on social media and owned digital channels.
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