The Executive Shuffle: Why CEOs Are Building Personal Brands in the Midst of C-Suite Layoffs
A few years ago, I was brought in to help a CEO announce her exit from a company. She had a strong executive brand. Unfortunately, at the time, relationships with the press were strained, and there was a high likelihood the news would be reported in a negative light.
We crafted a proactive statement that spoke to her heartfelt reasons for stepping down. She released it on her own terms, through her owned channels, LinkedIn and Twitter. Because of her established presence and the clarity of her message, news outlets picked up her framing. With limited time or resources to challenge the narrative, the story was reported widely and positively, using the same tone and voice she used in her original posts.
It could have gone another way. But her personal brand led the message, and controlled the outcome. In a moment when headlines were likely to spin, she walked away with grace, clarity, and credibility intact.
With today’s economy, AI, and global instability, layoffs have become commonplace, especially in the C-suite. The pressure to perform, or get cut, is higher than ever and CEOs are investing in their personal brands as a way to protect both their current position and future possibilities.
A Personal Brand is a Strategic Hedge
A strong executive brand gives CEOs a direct channel to show who they are, how they think, and what they value. It allows them to contextualize challenges, showcase learnings, and highlight the wins that often stay behind the scenes.
The 2024 Edelman Trust Barometer reports that 77% of employees say they trust their employer’s CEO more if they communicate regularly on social platforms.
It also helps build deeper relationships with employees. So much of how we come to understand our leaders happens online. When CEOs show up consistently and transparently, they create trust. “Building in public” has become a strategic move, one that humanizes the journey and builds real-world credibility that doesn’t vanish when the title does.
Expectations of Leadership Have Changed
Employees expect their executives to speak up and show up. Investors scan online platforms to evaluate not just a company’s performance, but the leadership behind it. Consumers now factor leadership presence and values into buying decisions.
A PwC 2024 Global Consumer Insights Pulse Survey found that 82% of consumers now consider a company’s leadership values and public presence when deciding whether to purchase.
And this isn’t slowing down. With younger generations entering the workforce and consumer base, the bar for transparency is only getting higher. Executive visibility isn’t just a communications play, it’s a trust signal.
The risk of staying quiet during uncertain times is clear: someone else will fill the gap and the narrative will get told, with or without you.
The fall of Silicon Valley Bank is a case in point. It wasn’t just financial failure, it was a failure to communicate. According to a Stanford Graduate School of Business case study, SVB’s collapse was worsened because 90% of its deposits were uninsured and leadership failed to deliver timely communication, fuelling panic withdrawals.
A lack of timely, clear messaging to customers created panic and collapse. Silence isn’t safety, It’s risk. And in an age where perception shapes reality, not showing up is a vulnerability most CEOs can’t afford.
It’s Better to Build Before the Crisis
The best time to build a personal brand is before you need it. Once you’re reacting to an issue, the narrative is already being written.
A LinkedIn-Edelman 2025 Thought Leadership Study revealed that 71% of B2B decision-makers say they’re more likely to trust and support leaders who build consistent visibility before a crisis.
A well-developed platform allows your audience of employees, partners, customer and investors to already have a sense of who you are and what you stand for. It allows them to understand and respect why you make the decisions you do. When that foundation is in place, the tough moments land differently. There’s already trust and context amongst a community of likeminded supporters.
And if or when you leave a role, your personal brand doesn’t leave with it. It follows you. It’s what makes your next chapter possible, whether that’s consulting, board seats, speaking, or launching something new. It opens doors long after the corner office.
Boards and Investors Are Paying Attention
Boards are not immune to public perception. In fact, more and more CEOs are being installed—or ousted—based on how they show up publicly. The media also takes cues from how executives present themselves online.
Deloitte’s 2024 Board Practices Report shows that 52% of boards now consider CEO reputation and public visibility in succession planning, a steady increase from prior years.
Your brand isn’t a vanity play, it’s a leadership tool. It gives you leverage in the room and resilience outside of it.
The executive shuffle isn’t slowing down, but the leaders who come out ahead won’t be the ones who stayed quiet and hoped for the best. They’ll be the ones who understood the power of narrative, and who chose to lead with theirs.