Directors' Download: What is Your Board's Role in Leading Organisational Culture Online?

Get information and expert opinions on topical, current issues facing today's Director with our Directors' Download Series.

It is said that ‘Culture eats strategy for breakfast’ but Culture is one of the most challenging aspects of governance, because it can be intangible. However, the organisation’s culture is perfectly visible online. Outside of the organisation’s brand communications program, content on social media describes the culture - through media reports, customer reviews, and what staff members are saying on their social profiles. Despite best intentions of staff, social media is not really private – but most people are unaware of this. Online activity is another layer of culture that can break down positive aspects and perpetuate negative ones if not attended to.

In our increasingly online world, the board must insist on a pro-active strategy to inform and empower an organisation so that it can represent and build on the culture it aspires to. With the current trends in corporate personal branding and organisational LinkedIn strategy, there are clear implications for boards in terms of leading the way. Directors can individually set the tone with well-defined personal brands on LinkedIn that speak to who you are and why you do what you do.

Key points:
• Boards setting the tone: A focus on the ‘who’ and ‘why’
• Private social media profiles are not really private
• The challenge of ownership: Leading the way to empower rather than attempting to restrict how team members use their personal social media profiles
• A pro-active approach to shaping and managing online representation of culture, and minimising risk
• Leading the way with your own personal brand on LinkedIn: how to represent your varied roles