We are living through an inflection point in terms of executive reputation. The Fifth Edition of The Changing Face of Executive Reputation, a collaborative study by Qnary and Blanquerna Emerson Center for Global Communication, signals ubiquitous acceptance by all professionals of the business and reputation value of executive online presence. Report results also highlight a generational shift with millennials viewing Instagram and YouTube as key executive thought-leadership platforms and TikTok as a potential emerging platform of importance. No longer is LinkedIn seen as THE singular executive platform but instead, it is a critical part of a broader set of professional channels.

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“The research results show that we are living through a watershed moment for executive presence online as professionals universally accept the value of having a strong digital footprint especially in today’s hybrid work world,” remarked Bant Breen, Founder and Chairman of Qnary. “It was particularly interesting to see that as millennials reach leadership positions they are extending these activities outside the core professional channel of Linkedin to more multimedia friendly platforms.”

The Qnary team partnered with Emerson College in Boston and The Blanquerna School of Communications in Barcelona via the Blanquerna Emerson Center for Global Communication on the research study. This 2021 Study is robust with a total of 1,821 senior executives participating which is a 58% increase over last year’s report. The core of all media and communications and much of the general marketplace for business is digital and the 2021 Changing Face of Executive Reputation reflects this new reality.

Some of the Report’s highlights include:

• Image and video-based social media channels such as Instagram, YouTube, and even TikTok, are emerging as important executive reputation platforms. (Executives claiming that they follow other professionals on YouTube increased by over 7% to 40.7%, on Instagram by 11% to 39.7%, and TikTok by 12% to 25%)
• There is a highly positive perception of executives who are active and post on social media platforms. (68.4% of respondents view colleagues or leaders positively who share professional news and content on social media.)
• The COVID-19 pandemic was the watershed moment for mass acceptance and agreement on the importance of managing one’s online presence and reputation. (56% of those surveyed are using social media more as a result of the COVID-19 pandemic.)

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