Leadership visibility has become crucial for building trust, attracting talent, fostering client loyalty, and creating long-term business success

By Wael Jaber, CEO & Founder of CLAN 

As the role of leadership evolves beyond simply managing operations and making strategic decisions, CEOs can no longer afford to stay behind the curtain. Today’s leaders must be visible and engaged in shaping their company’s narrative both internally and externally. This evolution is particularly evident in the Middle East, where rapid transformation is underway, and where visibility has proven to be a defining factor in a leader’s success.

Building trust through visibility

Trust is the bedrock of any successful organization, and for today’s CEOs, it is closely tied to visibility. In an era where corporate accountability is scrutinized like never before, leaders must make themselves accessible and transparent. A 2024 study by Deloitte shows that 86% of employees and 74% of leaders believe that enhancing trust and transparency in the relationship between workers and the organization is either highly important or essential. A visible CEO fosters trust by communicating openly and positioning themselves as reliable and approachable figures, whether through public appearances, social media, or corporate communications. The ability to make timely decisions, share strategic directions, and speak candidly about challenges helps build a relationship with both internal teams and external stakeholders.

For instance, take the UAE’s rapid business transformation, particularly during uncertain times like the COVID-19 pandemic. CEOs who made their presence felt—regularly updating their employees and clients—played a key role in reassuring everyone involved. Those who stayed visible throughout periods of crisis demonstrated resilience and accountability, strengthening the trust placed in them.

Attracting and retaining top talent

Visibility has become a crucial factor in attracting talent, especially in competitive sectors. Prospective employees no longer choose employers solely based on salary. There is a growing trend of looking at the values and vision that leaders embody. Being visible and authentic in the public eye allows CEOs to communicate their company’s culture, mission, and commitment to employee well-being. This creates a direct connection that helps align candidates with the organization’s objectives and values, fostering deeper commitment.

Consider the transformation led by Satya Nadella at Microsoft. Under his leadership, Microsoft’s public persona evolved to be synonymous with values like empathy and inclusion, making the company a magnet for talent from diverse backgrounds. In the Middle East, the same dynamic is at play. Companies such as Majid Al Futtaim Group, under the leadership of its CEO, have emphasized their commitment to innovation and employee empowerment, further cementing their status as top employers in the region.

Enhancing brand credibility and client loyalty

A visible CEO serves as the face of their brand, and their presence in the media, industry forums, or cultural events can humanize the company and elevate its credibility. Clients seek assurance that they are working with a stable, reliable partner, and a CEO who actively represents the company’s values reassures them that their investments are in good hands.

For one, we have witnessed firsthand how leadership visibility has helped us build strong relationships with both clients and strategic partners. Whether through events, public speaking engagements, or active involvement in global conversations, the visibility of our leadership has played a significant role in reinforcing the company’s commitment to excellence. From our experience, this approach is key. It not only strengthens client loyalty but also fosters brand recognition, positioning us as industry leaders on the global stage.

Cultivating a personal brand for long-term success

Building a personal brand has become an essential element of leadership. For today’s leaders, their personal narrative is as important as their business strategy. Visibility is a vehicle for crafting a personal brand that aligns with both professional goals and societal expectations. A CEO’s personal brand can be a powerful tool for attracting investors, clients, and talent who resonate with their vision and values.

Leaders like Elon Musk and Richard Branson have effectively used their visibility and personal brand to shape the identities of their respective companies. Their public personas often reflect the values of their businesses, whether it’s Musk’s focus on innovation and sustainability or Branson’s commitment to adventure and social responsibility. In the Middle East, leaders like Khaldoon Al Mubarak of Mubadala Investment Company have used their visibility to promote not only their companies but also the broader vision of sustainable economic development in the UAE.

Driving long-term value through visibility

In emerging markets like Saudi Arabia, the pace of change is accelerating under initiatives like Vision 2030. CEOs who remain visible in this environment are not only reinforcing their leadership but also aligning themselves with the future of the nation. A visible leader can bridge the gap between traditional values and modern ambitions, providing a sense of continuity and stability during times of transition. PwC’s 2024 Middle East Workforce Hopes and Fears Survey revealed that 85% of employees have a clear understanding of their organization’s goals, and 88% believe their daily work supports these objectives, indicating a workforce that is aligned with leadership and the broader vision of the country.

Visibility in this context also enables leaders to champion key initiatives such as sustainability, technological innovation, and social responsibility. In the UAE and Saudi Arabia, we are already seeing how CEOs are leveraging their positions to advocate for sustainable practices and diversification in sectors ranging from energy to tourism. Such an alignment with national goals not only enhances the leader’s credibility but also places companies at the forefront of industry transformation.

CEOs who embrace this visibility and use it to amplify their values, foster collaboration, and innovate in their industries will lead the way in shaping the future of business. The true value of leadership visibility lies in its ability to turn a leader’s presence into a force that drives not just organizational growth, but societal impact.