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Company A: Employees learn about major strategic changes through an all-company email that raises more questions than it answers. Speculation runs rampant on Slack. Half the team assumes redundancies are coming. The other half wonders if they’re being acquired. Nobody knows what to think, so they assume the worst.
Company B: The CEO records a five-minute video explaining the same changes, acknowledging the uncertainty, addressing the obvious concerns, and outlining next steps. Employees can see their leader’s expression, hear the confidence in their voice, and understand the reasoning behind decisions.
Guess which company’s employees feel more confident about their future?
The difference isn’t just about communication method – it’s about trust. And in today’s business landscape, trust starts with visibility. Your CEO might not be a natural presenter (a lot aren’t), but they possess something that no communications professional can replicate: authentic leadership authority.
Why CEO Visibility Matters More Than Ever
Trust Starts at the Top
When employees hear directly from leadership, rather than through filtered communications, it creates an entirely different dynamic. There’s something powerful about seeing the person making the decisions explain their thinking, acknowledge challenges, and share their vision in their own words.
We’ve worked with organisations where employee engagement scores improved dramatically after introducing regular CEO video updates. It’s not magic – it’s the human need to connect with the people leading our professional lives.
Authenticity Beats Polish Every Time
Your slightly nervous CEO stumbling over a word or two whilst genuinely explaining a difficult decision will always be more compelling than a perfectly delivered corporate message from the communications team. Employees can spot authentic leadership from a mile away, and they respond accordingly.
The goal isn’t to turn your CEO into a television presenter. It’s to help them communicate naturally and effectively with their people.
Overcoming the “I’m Not Good on Camera” Objection
Let’s be honest – a lot of CEOs didn’t climb the corporate ladder because of their on-camera presenting skills. They’re often brilliant strategists, operational experts, or visionary leaders who happen to find cameras slightly terrifying. That’s completely normal and entirely manageable.
It’s Not About Performance, It’s About Connection
The biggest mindset shift is helping leaders understand that video communication isn’t about delivering a flawless performance. It’s about having a conversation with their team. When CEOs stop trying to be perfect and start focusing on being genuine, everything changes.
Some of our most successful leadership videos feature CEOs who initially insisted they were “hopeless on camera.” The secret? We help them forget they’re being filmed and focus on the message they genuinely want to share.
Start Small, Build Confidence
Nobody expects your CEO to deliver a TED talk on their first attempt. Start with brief, informal updates about topics they’re passionate about. Success breeds confidence, and confidence improves delivery.
What Makes Leadership Videos Actually Work
Timing and Relevance
The most effective CEO videos address current concerns or opportunities. Quarterly results, strategic changes, industry challenges, or even responses to external events – these contextual moments create natural reasons for leadership communication.
Regular, predictable CEO updates also build anticipation and routine. When employees know to expect monthly video messages from leadership, it becomes part of the organisational rhythm.
Substance Over Style
Employees don’t need their CEO to look like a news anchor. They need them to provide clarity, direction, and honest perspective. Focus on content that matters: strategic decisions, company performance, future plans, and acknowledgment of team achievements or challenges.
The most engaging leadership videos we’ve produced feature CEOs sharing their genuine thinking about business decisions, explaining the “why” behind changes, or recognising specific team contributions.
Addressing the Unspoken Questions
Smart employees are always wondering about job security, company direction, and leadership decisions. Effective CEO videos anticipate these concerns without being defensive. When leaders proactively address uncertainty or explain difficult decisions, it builds trust even when the news isn’t entirely positive.
For insights on creating broader internal communications strategies that support these leadership messages, explore our thoughts on key ways your internal comms strategy can improve engagement.
The Competitive Advantage of Visible Leadership
Differentiated Employer Brand
In a competitive talent market, visible, accessible leadership becomes a significant differentiator. Potential employees want to understand the people they’d be working for, and authentic leadership videos provide that insight in ways that written communications simply cannot.
This connects directly to recruitment success – candidates who’ve seen genuine leadership communication are more likely to accept offers because they feel they understand the company culture and leadership approach.
Crisis Communication Preparedness
When challenges arise – and they always do – organisations with established leadership video communication have a significant advantage. Employees are already accustomed to hearing directly from leadership, making crisis communications feel natural rather than reactive.
The CEO who regularly appears in video updates can address difficulties with credibility because they’ve already built that direct communication relationship with their team.
Making It Work: Practical Implementation
Create the Right Environment
Leadership video success starts with comfort. This means appropriate preparation, supportive crew members, and understanding that multiple takes are completely normal. If your CEO feels rushed or pressured, it shows in the final content.
For detailed guidance on helping leaders feel comfortable on camera, our easy prep guide for appearing in corporate videos offers practical strategies for reducing anxiety and improving performance.
Focus on Key Messages, Not Scripts
The worst leadership videos happen when CEOs try to memorise word-perfect scripts. Instead, focus on three key points they want to communicate and let them express these naturally. Authenticity requires some spontaneity.
Regular Rhythm Beats Sporadic Perfection
Monthly, consistent leadership videos are more valuable than quarterly productions that aim for broadcast quality. Employees benefit from regular connection with leadership, even if individual videos aren’t cinematically perfect.
Addressing the ROI Question
Measurable Impact on Engagement
Organisations tracking employee engagement consistently report improvements following the introduction of regular CEO video communications. When people feel connected to leadership vision and decision-making, it shows in engagement scores.
For more insights on measuring the impact of leadership communications, read our analysis of the ROI of internal communications videos.
Reduced Communication Friction
When employees regularly hear directly from leadership, it reduces the telephone game effect that often distorts important messages as they filter through management layers. This leads to better decision-making throughout the organisation.
Common Pitfalls to Avoid
Over-Producing the Content
Leadership videos that look too polished can feel disconnected from reality. The goal is professional quality that still feels authentic and accessible.
Avoiding Difficult Topics
The most valuable leadership videos often address challenges honestly. Employees respect leaders who acknowledge difficulties and explain how they’re being addressed.
Inconsistent Frequency
Sporadic leadership communication creates more questions than answers. If you’re going to establish CEO video updates, maintain a regular schedule that employees can rely on.
The Long-Term Value
Investing in leadership video communication pays dividends far beyond immediate engagement improvements. It builds organisational culture, supports change management, and creates a foundation for effective crisis communication when needed.
More importantly, it humanises leadership in ways that transform company culture. When employees feel genuinely connected to leadership vision and decision-making, it affects everything from retention to innovation.
Getting Started
The perfect time to start leadership video communication was six months ago. The second-best time is now. Begin with simple, authentic messages about topics your CEO genuinely cares about. Focus on connection rather than perfection, and build confidence through success.
Remember, your employees want to understand and connect with their leadership. Video provides that opportunity in ways that no other medium can match. When you help your CEO embrace this communication channel, you’re not just improving internal communications – you’re building stronger organisational culture.
Ready to help your leadership team build stronger connections through authentic video communication? Let’s discuss how we can make leadership videos work for your organisation. Because the best business leaders aren’t necessarily the best presenters – but they can become remarkably effective communicators with the right support.