ON SHAPING BRAND PERCEPTION- Will Key Talent Choose Your Company?

When we think of trailblazers and change agents, we think of Sojourner Truth in the women's rights movement to Mae C. Jemison, the first black woman in space, to Beyonce breaking the record for the most Grammys won by a woman and any singer to name a few.?

Women throughout history have done twice as much to get half the credit of their peers. That narrative should change, and it can start right now.?

For years there has been an ever-moving finish line for women to succeed and be deemed successful. It has led to companies and organizations undervaluing the impact that women can have in their fields.?

The lack of diverse voices is linked to a narrative that women will not be taken seriously or under-perform when put under pressure.?

However, this has been disproven time and time again. It is time to shift the perception of your workplace to upshift your brand's success.

It is not just enough to acknowledge that women are making headway this month. It is also critical that organizations prioritize helping their women leaders become recognized subject matter experts and change-makers online.?

Elizabeth Marvel once said, "If you can see it, you can be it."?

Representation matters and influential women leaders attract a more diverse base of talent.

They see these women's abilities to outperform their peers, build strong, resilient brands, and overcome obstacles, and they work harder to achieve those same goals.?

According to an Accenture report, 65 percent of consumers are influenced to buy a brand, product, or service by the words, actions, values, and beliefs of a company’s employees—not just the CEO or marketing spokesperson. And more than half (51%) say their relationship with a brand starts when they feel the brand understands them and their desires.

If your marketing only caters to one demographic, it is less likely that your brand will reach its full potential.

Companies with visible and influential leaders online are rewarded with solid reputational capital. Investing in the development of the thought leadership of more underrepresented voices is a great way to shift brand perception.

Every company should allocate time and resources to shaping brand perception online or risk being left behind. It can move marketing from a cost-center to a profit center.?

This is not a far-off dream of the future. There are companies already doing this, and women are leading the charge.

Laysha Ward is Executive Vice President & Chief External Engagement Officer at Target.?

Her message encourages innovative community programs to exceed business goals and objectives. Her position of influence puts her in the right place to communicate her personal goals: to be of service to others, focusing on women, people of color, and other underrepresented communities.

She is the image of strong, influential leadership, and her voice brings a welcome focus to Target's brand.

We also have Sylvia James , Chief Diversity and Inclusion Officer at Winston & Strawn.

She is convinced that a true understanding of unconscious bias and how it can impact every aspect of the employment relationship is a game-changer for enhancing diversity and inclusion.

This is one of the reasons she enjoys developing and conducting diversity, cultural awareness, and unconscious bias training.?

Sylvia shows us, through her posts, that you do not have to be concerned about diverse voices... you should encourage them.

These are women leaders who are part of organizations allocating resources to LinkedIn marketing to transform their top women talent into recognized subject matter experts, brand advocates, and trusted industry advisors?

The organizations, in turn, are rewarded with diversity of thought, stronger talent recruitment, and more substantial reputational capital online. They attract a network and community that buy into their ideas, which drives customer retention, loyalty, advocacy, and growth.

We praise the women of the past because they paved the way, and we must support the women of the future as they travel that road.?

The best way forward this women's history month is to give women leaders a voice online so prospective clients, talent, and partners can feel connected with the company and overall brand.

I elevate the visibility of women leaders as trusted industry leaders. After all, I see the value in their contribution because I am my sister's keeper!?

For over 20 years, I have repositioned brands in the marketplace. I have shared my insights on stages in Oprah Magazine and Black Enterprise Magazine, to name a few.?

Moving forward, we can use the shards of the glass ceiling as stepping stones to meaningful change.

Repositioning your brand, recognizing the value and impact of women, diversity, and leadership potential must be our goal. Everything is old news...unless it's new!?

YOUR TURN

The LinkedIn profile and presence of an organization's leaders are often the first contacts a potential customer, employee, or client makes with your organization online.

What they discover may directly influence their decision to do business with your organization or instead opt for a competitor. Additionally, a positive brand reputation can increase consumer trust, improve client acquisition, and attract top talent.

Are you a business leader, executive, or team leader who wants to re-evaluate your positioning strategy online? Or are you looking to make your brand more inclusive online?

60% of B2B decision-makers use thought leadership content to evaluate the expertise of potential advisors and 70% make decisions before getting in touch and use LinkedIn to start the process.

When did you last audit your online brand reputation and positioning? Take this no-cost assessment for a brand reputation health check.

Using a 20 point system, it will rate your online presence and share how to strengthen your brand reputation and influence online to attract and retain loyal clients, partners, and top-tier and diverse talent.

ABOUT DEBORRAH ASHLEY

Author of "InSIDER- How To Leverage LinkedIn To Stand Out As The Industry Leader", Deborrah provides marketing and branding consulting to both businesses and individuals to positively impact business growth to emerge as titans of their industry in this post-pandemic digital marketplace.

With over 1M yearly content views from LinkedIn and strategies that have generated $300M+ in deals for clients, her leadership & influence have been recognized in Oprah Magazine, Black Enterprise Magazine, and the New York Times to name a few.

For Sales Navigator & social selling workshops, webinars, keynotes, and presentations start here: bit.ly/2022TRAINING

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We want to build a community of visible and influential change-makers online!