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How important is it to set up an executive bio section on your website?
Best Answer
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Posted on
Sept. 15, 2010
I think it depends on the market and the state of the business.
In companies where the market is paying a risk premium for the intellectual foundations implied by the Execs (like start up pharma, or media) then it's a good idea. Where the industry is more static and stable (smokestack) I don't think it makes much difference.
I believe bios are a good idea for start-ups in general and for companies/organizations which have deep "personal" ties to their brand's communities.
There are also a cautions. I have seen some companies pulling Exec bios. In one case this happen during a time of chronic turnover. My assumption is they thought their own postings were creating negative effects i.e. showing instability.
Attention is a double edged sword.
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Related Activity
Yes, you need executive bios on your website:
Here's why:
1. The old school sales rule of "The most unique thing you have to offer is yourself" -- I was taught that in sales training, that outside of value props, etc is you the people. It's true and it works
2. Credibility -- There are a couple ways to think about credibility. First if you don't have the exec team on your site, you invite questions. Secondly, if you do, it should be viewed as a marketing OPPORTUNITY.
3. People are becoming more powerful than organizations -- thanks to social media, people and corporate superstars are becoming the brands.
What about some new ideas for the exec staff page?
1. Social Media Links -- more and more companies are doing this. You should have their linkedin, twitter, blog, etc on the exec staff page.
2. Speaking Engagements on the page -- what if you made the page more dynamic and had "places to hear ..." and had a list of events they are speaking at, etc.
So maybe exec bios are more important than every and how you present them can be new and exciting