The C-Level View: Leadership Insights from Top Executives

Crafting Your Leadership Image

Is your image an asset or a liability? Contrary to popular thinking, image isn't just a surface issue. Your image is tied to your effectiveness as a leader.

A recent study of 150 executives who attended CCL's Leadership at the Peak program showed that the leader's image has a significant impact on perceptions of leadership skill. Leaders who demonstrated a strong image rated higher on several factors than those who displayed a weaker image: ability to lead change, being dynamic, competent in strategic planning, being enterprising, inspiring commitment, being original and having an appropriate executive image.

"Whether someone is forming an impression of you through a first meeting, over time or even through the media, your image is being broadcast and your reputation is being formed," says CCL's Corey Criswell. "Your personality, behavior, body language and speaking style all contribute to your image."

Criswell offers the following tips to hone your leadership image:

Warm up. Leaders don't need to be serious to be taken seriously. A smile and some warmth is a good thing. Leaders who are overly reserved look wooden, stiff and uncaring.

Voice it well. In a media-saturated world, people know a good speaker when they hear one. The standard is high, and a leader with a flat or monotone vocal style, inappropriate volume or poor diction isn't tolerated.

Be clear. Leaders who speak in vague, disjointed or rambling sentences confuse people. If the message is unclear and non-specific, listeners will tune out and assume you don't know what you're talking about.

Think "we." Leaders who overuse "I," "me" and "my" are isolating themselves and not engaging their audience. Even if something is your idea, your vision and your responsibility, keep in mind that your job as a leader is much bigger than yourself.

Find the thrill. When you were in school, which teacher captured your attention and imagination? The energetic teacher who seemed to love her job? Or the one who lectured dispassionately from the podium? For a leader, energy, interest and passion for his or her work are incomparable assets.

Be confident. It's painful to watch a leader who is uncomfortable in front of a crowd or awkward in conversation. If you are tentative or uncomfortable in the roles you play, people will doubt your ability to be an effective leader - especially in difficult situations.

"Crafting your image isn't about creating a fake image," says Criswell. "It is about understanding the image you would like to portray, gaining a clear picture of the image people currently are receiving and developing the skills to close the gap."

She adds, "You invest in your career in many other ways: education and training, experience, networking and goal setting. Don't let a negative or poor image limit or sabotage your leadership potential."

Reality Check: What's Your Image?

What do others see? Try these tips for getting a clear picture of the image you convey:

Sit in the hot seat. Do what CCL does with executives in our Leadership at the Peak program: simulate a media interview or business talk show. Have the interviewer ask you, the guest, about your vision for your company, department, or project. Videotape the session and reflect on how you did. What does your on-camera behavior tell you about your image?

Seek feedback. Talk to people in your organization to get a better handle on your image. With some people, the direct approach will work; with others it is wise to look for clues and ask indirectly. If your organization uses a 360-degree assessment, take advantage of it.

Use the buddy system. Enlist a coworker to observe you for a week or two. Have him or her give you feedback on which behaviors project a strong leadership image and which actions may undermine a positive leadership image.

This article is adapted from Crafting Your Leadership Image, a forthcoming CCL guidebook, by Corey Criswell and David Campbell.

http://www.ccl.org/leadership/enewsletter/2007/AUGcrafting.aspx