While companies are increasingly investing in executive profiling, only 9% of Europeans have ever been personally impressed or influenced by a business leader, according to APCO.
Research from the public affairs and strategic communications consultancy revealed a stark disconnect between the visibility efforts of corporate leaders and how the public actually perceives them.
The report highlighted both the importance of executive visibility and the gaps in how it is currently executed. More than half of those surveyed (54%) said that statements from executives shape their perception of a company more than advertising.
Yet, when it comes to authenticity, trustworthiness and accuracy, executive communications lag behind, with only 31% of respondents finding communications authentic, 35% trustworthy and 32% accurate.
The research also demonstrated that executive visibility is not just a public relations exercise; instead, it has a measurable impact on business outcomes as nearly three-quarters of respondents (73%) said visible leadership inspires employee confidence, while 61% believe executive thought leadership improves company reputation.
In addition, expectations for leaders to speak out are highest during crises, particularly economic ones, with 87% of respondents agreeing that executives should take a visible stand during turbulent times.
Arnaud Pochebonne, APCO’s Europe lead for the corporate reputation practice and chair of APCO in France, said: “Our research shows that business leaders are presented with an unprecedented opportunity,
“The public recognises the importance of executive visibility and expects leaders to step forward, especially during turbulent times. However, most executives are failing to connect authentically with their audiences, meaning companies need to invest more in executive reputation and greater visibility.”
This disconnect represents a missed opportunity for companies, given the influence executive reputation can have on critical business decisions. According to the survey, 63% of respondents said it affects whether they would recommend a company, 64% said it influences employment decisions and 55% said it shapes investment choices.
APCO’s research also identified key factors for more effective executive communication. Europeans value consistency between stated corporate values and actions (61%) and alignment with the company vision (59%).
In addition, business leaders must understand generational nuances in how their messages are received. While traditional media and word-of-mouth remain influential across all generations, younger audiences increasingly rely on technology-assisted tools. Almost half of Millennials (47%) and 44% of Gen Z said they use generative AI to form opinions about business leaders.
The findings suggest that companies cannot rely solely on traditional visibility tactics. Executives must build authentic, consistent and relatable profiles that reflect both their personal leadership and their organisation’s values. By doing so, they can better influence employees, investors, and the wider public.