CXOs: Now, CXOs wear their hearts on their screens

Circumspect and restrained are no longer words that define C-suite executives, who are increasingly airing their professional and personal lives on social media platforms such as LinkedIn, X (formerly Twitter) and Instagram. While some do it by themselves, digital marketing agencies are also reporting a surge in CXO branding and social media requests, of late. The digital outpouring by these corporate leaders is a recognition of the opportunity that social media platforms provide – to not just express oneself, but also inspire others and, possibly, even attract talent to their firms.

“I’ve always embraced an active presence on social media, recognising its potential to connect with a broader audience beyond the confines of traditional communication,” said Sindhu Gangadharan, managing director of SAP Labs India. To her, visibility on social media and YouTube is more than just a personal pursuit.

“It’s an opportunity to inspire and empower the next generation, particularly young women aspiring to break into the tech industry,” she said.

Her videos range from documenting her morning yoga routine, to book recommendations and tweeting about her youngest daughter participating in a robotics competition in Bengaluru.

Famous netizens on social media
Similarly, former Tech Mahindra chief executive CP Gurnani is an avid user of X. He has put up “fan” videos of him visiting Bill Gates’ sprawling mansion, given sneak peeks into the high-flying lives of top corporate families and posted about his grandchildren — Gurnani believes in going all out.

There are other corporate honchos popular on social media, including Mahindra Group chairman Anand Mahindra, who shares everything — from children grooving to a trending dance number to how a polar bear can teach risk mitigation.Others like the Zerodha founders Nithin and Nikhil Kamath are extremely active on X. The latter even hosts a podcast on YouTube.Brand and business specialist Harish Bijoor has seen an exponential rise in the number of clients seeking out experts for personal brand building and strategy. “In 2020, we had around 17 C-suite clients in a full year. Today, we have over 200 clients. Earlier, brands would focus on 70% advertising in the physical domain, but today, 80% is on digital ad spends and CEOs are representatives of the brand,” he said.

India has the youngest and largest workforce right now, “with Gen Z making up the majority. Modern leaders need to engage with this demographic using the same platforms,” said Lingraju Sawkar, president of Kyndryl India, who reckons an executive’s social media presence — or the lack of it — sets the tone for how customers, employees and stakeholders perceive and engage with the brand.

This is so much so that digital marketing firms like The Singularity Project now receive one or two enquiries every fortnight, from individuals or companies, for social media branding. In response, several firms are setting up specialised verticals to handle these clients.

“Platforms like LinkedIn and X become their springboards for thought leadership and industry insights. But it’s not all just business. On platforms like Instagram, we showcase their human side too,” said Shrenik Gandhi, chief executive at White Rivers Media, which is a communication partner for a Fortune500 CEO, an APAC industry-leading CXO and a social network CEO, among others.