Leveraging the personal branding of a CEO and employees: how to maximize impact on company reputation?

Initial situation

A digital reputation misaligned with company values

Qualibroker is the second-largest insurance brokerage firm in Switzerland.

Its rapid growth through mergers and acquisitions has posed two major challenges: low market awareness and a dissonance between the corporate culture and the employer brand image.

Gregory Feret, the CEO, sought our assistance in bridging the gap between the company's image and its strong values of respect, progress, enthusiasm, and customer satisfaction.

Qualibroker's Objectives:

impressions generated

over 0

profile score

+ 0 %

of profile views

x 0

In the heat of action

Nurturing employee personal branding to improve Qualibroker's Image

The idea was not only to make employees spokespersons for the company but also to help them cultivate their personal branding, transforming them into influential opinion leaders. In other words, they would become experts with a notable influence on public opinion, including clients.

How did we proceed?

We developed a communication guideline for employees

We developed a communication guideline for employees, outlining the tone to be used, the types of banner and profile photos to be utilized, establishing a cohesive and consistent visual identity across social media platforms.

Once created, we worked to ensure that employees embraced these guidelines.

During a half-day training session, we raised awareness about best practices on the LinkedIn social network, while also highlighting the risks associated with online reputation crises. The goal was to foster a comfortable communication environment while mitigating reputational risks.

We implemented an employee-ambassador program

We implemented an employee-ambassador program, which involved supporting and guiding six employees in their LinkedIn communication for six months. From defining their personal brand strategy to developing their editorial plan and crafting their posts, the aim was to showcase their specialized expertise, positioning them as true opinion leaders.

Simultaneously, we assisted Gregory, the CEO of Qualibroker, who embodies the company's vision

The goal: establish him as an innovation expert in entrepreneurship.

Concretely, we analyzed how he perceives himself and how others perceive him. Based on this groundwork, we developed a robust communication strategy and provided support in its implementation on LinkedIn.

The impact of this support opened unexpected doors for Grégory. In the four months following our collaboration, Grégory was already invited to speak at five conferences, sharing his journey and insights on entrepreneurship in Switzerland. We helped him embrace his new role as a public figure both online and offline. For instance, we created frameworks for several presentations and ensured media coverage for his various projects.

Impact

Strong Personal Branding and Unprecedented Visibility on LinkedIn and Beyond

The numbers speak for themselves... The significant improvement in employees' visibility on LinkedIn had a notable ripple effect on the company's visibility. Qualibroker succeeded in humanizing its communication.

You may have seen these ambassadors communicating on LinkedIn – not surprising! The support enabled them to autonomously manage their communication effectively.

Media coverage of Grégory also skyrocketed. He is now regularly approached for media appearances in Swiss Romandy.

Profile views (over 90 days)

Thoughts

Gregory shares his experience

"When I used to post on LinkedIn, I would get a maximum of 600 views. Today, my posts rarely have less than 4,000 views and sometimes reach up to 50,000. Not a week goes by without someone mentioning my LinkedIn activities. This generates business opportunities for Qualibroker and provides me with invitations to participate as an expert in conferences, panels, juries, or interviews."