Does Your Executive Presence Now Exist Primarily Online?
- 2 days ago
- 7 min read
Liz serves as an Executive Coach and mentor with a unique emphasis on Wellbeing. She is keen to help businesses see that the emphasis on values centred on human needs can not only improve the wellbeing of the people but also foster a successful enterprise. Her mantra is "People first, performance will follow."
There was a time when executive presence was something you gained the moment you entered the room, whether it was the boardroom, the conference stage, or the leadership meeting. It was shaped by the way you spoke, the confidence you showed, the decisions you made, and the trust you built in person.
For many years, that was what leadership meant. But things have shifted. Now, people often encounter a leader before ever meeting them. They might have read an article the leader wrote, watched a short video, listened to an interview, looked at their LinkedIn profile, or searched for their name before deciding whether to connect. The first room your leadership enters each day is no longer a boardroom. It is someone’s smartphone. That changes what executive presence means.
Leadership has entered a new era
A clear example of this shift is how public figures like Andy Burnham, the UK Prime Minister, have changed their communication style. Regardless of political views, his approach highlights something important about modern influence.
In the past, leaders mostly relied on formal interviews, carefully crafted statements, and established media channels. Now, leaders tend to use direct communication, shorter content, personal stories, and informal exchanges to connect with their audiences. This shift in communication reflects a broader cultural movement. More leaders are using the engaging styles popularized by creators and influencers, bringing different energy to their messages.
The concept of “aura farming” has even entered everyday language to describe the deliberate building of a relatable and engaging public image. Whether or not that term appeals to you, the basic change is clear. People increasingly want to know the person behind the position. They want context and perspective. They care not only about what a leader has accomplished but also about how they think.
This is not limited to politics. It is happening in business, entrepreneurship, and executive leadership as well. The rules of influence are changing, not because expertise is less valued, but because expertise now requires connection.
When executive presence lived in the boardroom
It is important to recognize that traditional executive presence is not a mistake. It shaped the expectations of its time. Leadership presence came from being nearby. People saw your decision-making. They noticed how you handled stress. They observed how you treated others. Your reputation was mostly built through direct contact.
Now, proximity is less necessary. People might form an opinion of your leadership before ever working with you. A client could look you up before reaching out. A potential employee might check your leadership style before applying. A conference organizer might want to understand your perspective before inviting you to speak. Your reputation now precedes you.
This does not mean every executive must become a content creator. Not at all. The goal is not to lead entirely online. The goal is to make your leadership easy to find.
Many executives I work with admit to feeling uneasy about having their actions and decisions under scrutiny, especially online, not because they lack expertise, but because visibility feels personal. They have spent years building credibility through achievements. Now they are asked to share their point of view more publicly. That can feel exposing.
Perhaps this is an opportunity. It is not about inventing a new version of yourself. It is about making it possible for others to discover the leader who is already there.
Trust leaves clues
If executive presence has moved beyond the room, what are people truly seeking? The answer is simpler than many leaders think. Trust.
Before people decide to work with you, follow you, or listen to you, they are quietly wondering: Do I trust this person? Do they understand the world I operate in?
Trust is rarely built from a single impressive event. It is formed through patterns, the way you communicate, the way you think, and the consistency of what you offer.
That is why some leaders gain influence online even without trying to become influencers. They are not chasing attention. They are building understanding. They share lessons, clarify complex topics, offer perspective, and help others see things differently.
A strong digital presence is not about saying, "Look at me." Instead, it provides something useful. Leadership has always relied on relationships. The starting point for those relationships has changed a lot.
The leaders people choose to follow
If you look closely at leaders who continue building both trust and attention, you will notice something. They are not just broadcasting. They are interpreting.
Brian Chesky, CEO of Airbnb, has built a reputation by being open about the company’s decisions and the reasons behind them. His open approach connects with stakeholders and strengthens trust in the brand.
Satya Nadella is recognized not only for transforming Microsoft but also for how he talks about learning, curiosity, and empathy. Leaders like these show a real shift.
People no longer expect leaders to simply make announcements. They want a leader who helps them understand change. Today’s executives are not expected to have all the answers. They are there to help people deal with uncertainty. This is a different kind of leadership presence.
Those who stand out do not need the biggest audience. They are the ones who keep providing value. They teach, clarify, connect ideas, and make complicated things easier to grasp.
That is why many business owners get frustrated when asking: How can I make my content go viral? The better question is: What might make someone stop and think? Virality cannot be predicted. Trust can.
"Virality is borrowed attention. Trust is earned and kept."
The Digital Executive Presence MatrixTM
Even if trust is the base, visibility alone is not enough. Someone can be very visible but lack credibility. Another leader might have deep expertise but be hard to find.
It helps to think about four leadership profiles:
The invisible expert: Highly knowledgeable. Highly experienced. Yet their thinking remains hidden. They have expertise, but few people see it.
The viral performer: Highly visible. Gets attention. Drives engagement. But without substance, attention rarely leaves a lasting mark.
The hidden leader: Trusted inside the organization. Respected by colleagues. A strong leader whose views rarely reach beyond their immediate circle.
The trusted authority: Visible. Credible. Consistent. They do not just share achievements, they share their thoughts. They make their expertise accessible. The goal is not simply popularity. The aim is to be a recognized voice in your areas of experience.
The real question is not: How do I get more attention? It is: How do I make my expertise easy for the right people to find and trust?
The cost of being invisible
Many experienced leaders face a quiet challenge: visibility. They have built up valuable knowledge, but much of it stays within their organizations. Reputation formerly grew naturally through relationships and proximity. Now, opportunities often come from being discovered.
People search. People investigate. People form opinions. Your digital silence still communicates something.
Not everyone needs to be highly active online. Each leader should ask if their online presence matches the value they bring in person.
If your expertise stays hidden, someone less experienced but more visible may be the first to get noticed and heard, unless visibility is not what you want and you are happy being the best kept secret.
This is not about self-promotion. It is about contributing, sharing your knowledge, and offering useful ideas to others. Let your leadership reach further.
The TRUST FrameworkTM
The executive presence of the future is not about becoming someone else online. It is about making visible the kind of leadership people already see in person.
The TRUST FrameworkTM offers five simple points:
T: Tell stories, not just achievements. Results matter. People connect with the experiences and lessons behind them.
R: Remain consistent. Trust grows from repeated experiences, not occasional appearances.
U: Understand before you communicate. The best leaders start with curiosity. They know what others need and respond thoughtfully.
S: Show your thinking. The more people understand your perspective, the more valuable your expertise becomes.
T: Teach generously. People remember those who help them grow.
This is the kind of change happening in leadership now. It is not just about how you present yourself when you enter a room. It is also about the impression you make before you even arrive.
Twenty years ago, executive presence was built in the rooms you entered. Now, it starts in people’s minds as they discover you.
The leaders who succeed do not need to be the most visible. They will be those who are most trusted. Leadership has always been about trust. The main difference now is where trust begins.
Read more from Liz Emelogu
Liz Emelogu, Executive Strategy & Wellbeing Coach/Mentor
Liz Emelogu works with business leaders to enhance their effectiveness and realise their full potential while protecting their mental and emotional health. She is an award-winning business mentor (received as part of her role in mentoring UK-based Businesses). She is a certified NLP practitioner, certified mental wellbeing coach, and an ILM executive coach. Her approach as a Holistic Business Architect helps leaders create a bespoke framework around strategy, people, and processes, with people at the centre of it. The emphasis on values centred on human needs can not only improve the well-being of the people, but also foster a successful enterprise that is constructed around the lives of both its employees and its customers.
References for further reading:
Edelman Trust Barometer, global research into trust in institutions, leaders, and communication.
Amy Edmondson, research and writing on psychological safety and leadership.
Robert Zajonc, research on familiarity and human perception, including the mere exposure effect.
Research on founder-led brands and executive visibility from organizations such as Deloitte, PwC, and LinkedIn.
Commentary on the evolution of creator-style communication in politics and leadership.
