[NEW INSIGHT] 6 ways to build executive visibility without burning out
As customer habits evolve, technology advances and challenger banks continue to disrupt the market, traditional high-street banks are increasingly investing in thought leadership.
An active presence across social media, media coverage, and events has become essential to restore confidence and protect banks’ reputations, which have shifted from what they once were.
In this article, we’ll delve into the challenges banks face today and explain how executives can become successful thought leaders themselves. Read on to discover more.
Banking thought leadership is when senior executives share their expertise, address industry challenges, and provide timely perspectives on trends to build trust and strengthen connections with key stakeholders.
Over time, this can help the executive improve their personal credibility and, eventually, their bank's public image and profitability.
Fortunately for banking leaders, there is no shortage of thought leadership topics to discuss, from inflation and mortgage lending to ethical investing, providing numerous avenues for a strong campaign.
But what makes banking thought leadership especially crucial today?
Innovation within traditional banks has stalled. Customers and investors want reassurance that banks can still adapt and lead.
Challenger banks have been luring customers away. Seen as more agile and customer-focused, they highlight the need for visible, authentic leadership to keep traditional banks relevant.
Regulatory expectations are rising. Governments and watchdogs demand greater transparency and responsibility, areas where thought leadership can demonstrate authority.
Stakeholder trust remains fragile. Past crises have shaken confidence, making consistent, credible commentary from senior leaders essential to rebuild long-term trust with customers, investors, and employees.
In this environment, thought leadership isn’t just a nice-to-have, it’s a critical tool for banking leaders to demonstrate adaptability, build trust, and secure their bank’s long-term relevance.
Campaigns should adopt multiple channels to connect with stakeholders on a deeper level, including social media, online blogs, earned media coverage, and live events.
However, while thought leadership can help banks, executive thought leaders must provide tailored, personable, and distinctive insights that add value for their stakeholders.
For instance, a media forecast might explain what rising interest rates mean for portfolio managers, helping them make better investment decisions, or a webinar could outline what a recession might mean for customers.
If this value is lacking, audiences simply won't engage, mainly because of the sheer competition in the banking thought leadership space.
This is also why campaigns should always adopt multiple channels to connect with stakeholders on a deeper level, including social media, online blogs, earned media coverage, and live events.
That said, certain channels will be better for different audiences. For instance, trade publications will be better suited for finance professionals and investors, while broadcast slots could reach a broader retail banking audience.
Customers are just one of a bank's many stakeholders. While important, banks also play a broader role in shaping the financial sector.
By positioning itself as a forward-thinking leader:
It can attract top talent who want to work at organisations driving innovation and best practices, setting new standards for professional excellence.
Regulators and policymakers can gain a clearer view of emerging trends and responsible practices, helping shape stronger, more resilient financial systems.
Its strategies and insights can serve as benchmarks, influencing how the sector approaches risk management, cybersecurity, and customer service.
It can also highlight its commitment to social and environmental goals, encouraging wider adoption of responsible practices across the industry.
The list goes on.
You need to ensure your communications team is in tune with what's being spoken about in the media to ensure you interject with timely insight.
Banking thought leadership campaigns must always be hyper-focused.
On one hand, you need to decide on a singular objective you want to address at one time, whether that's attracting new talent or overcoming a crisis, to keep your messaging tight, clear, and succinct.
In fact, too many contrasting signals can actually jeopardise your campaign, whereas repetition can help bake key messages and positioning into the minds of your audience.
Every campaign should incorporate high-quality video content. It humanises banking thought leaders and differentiates them from their competition.
On the other hand, ensure your communications team is in tune with what's being spoken about in the media to ensure that you interject with timely insight.
So, make a habit of regularly skimming banking headlines and social debates to keep up to date.
You should also think carefully about the spokesperson most qualified to comment on different issues. For instance, a Chief Technology Officer would be better suited to discuss AI than a bank's General Manager.
As a whole, these basic steps will give you a good idea of the issues you can and should be commenting on, which will, most importantly, increase your chances of achieving media cut-through.
Every campaign should incorporate high-quality video content. It humanises banking thought leaders and differentiates them from their competition.
And it makes content exponentially more engaging, which is essential when discussing often complex topics like inflation trends, mortgage market shifts, retirement planning strategies, sustainable investing, or cybersecurity risks.
More journalists will want to hear from you, while research shows that social media audiences are 52% more likely to share your content if it contains a video.
Banking executives have many trends they could shape, but one set to transform the industry in the coming years is open banking.
This is just one example of how a bank can shape a trend through thought leadership. Many others exist where the same approach can secure visibility and influence.
Open banking gives customers greater control over their financial data, allowing them to make payments, access services, and manage accounts through third-party providers, often more conveniently than traditional banking alone.
With this new access comes responsibility. Concerns around data privacy, security, and misuse have emerged, putting banks in the spotlight as guardians of trust.
This presents a unique opportunity for banking thought leaders: by educating customers and the broader market about open banking, its benefits, and potential risks, banks can help people make informed decisions while positioning themselves as leaders in a rapidly evolving financial ecosystem.
By investing in thought leadership, executives can demonstrate transparency and highlight lesser-known benefits of open banking, such as promoting financial inclusion through affordable credit.
This is just one example of how a bank can shape a trend through thought leadership. Many others exist where the same approach can secure visibility and influence.
Here’s a simple framework:
Identify a trend.
Address misconceptions.
Educate and improve understanding.
Reference your bank’s initiatives to reinforce credibility.
While the future of banking is uncertain, likely, it won't be long until we all face a cashless society.
This transition has already begun to take place. For instance, in the US, the world’s largest economy, as much as 84% of payments are being made digitally.
Yet, despite this, there is still a prevalent lack of banking thought leaders on the topic.
With this in mind, executives have a great opportunity to take leadership and provide guidance on what a cashless society would mean for customers and other key stakeholders, and whether it is something banks should or shouldn't pursue.
The media are bound to be receptive to any fresh perspectives, predictions, and ideas, particularly among the fintech press.
All executives should focus on targeting more niche trade publications before they hit the bigger hitters like Bloomberg, the FT, Reuters, and more.
For one, trade outlets are initially much more receptive to insights from industry professionals in the form of byline articles and interviews, while larger outlets can be far more selective.
Second, trade publications reach a highly specialised audience that is already deeply engaged in the sector, meaning your insights are more likely to influence decision-makers, shape industry conversations, and build credibility among peers than you might think.
After a while, having developed lots of media relationships and spent time on media training, you'll be in a better position to not only secure more significant coverage, possibly even on broadcast, but journalists will approach you about potential collaborations because of the credibility and influence you've been able to build.
It’s easy to focus on established customers, investors, and industry peers, but younger audiences, emerging professionals, new investors, and digitally savvy consumers are the future of banking.
Engaging them through relatable, accessible content not only builds long-term trust but also positions your bank as forward-thinking and adaptable in a rapidly evolving financial landscape.
With this in mind, don't neglect unconventional platforms like podcasts, which 75% of 18-24-year-olds listen to.
This is exactly the audience challenger banks are attracting, and reaching them requires the kind of awareness, creativity, and 360-degree thinking covered in this article that makes banking thought leadership truly effective.
To see an example of impactful banking thought leadership in action, listen to our podcast featuring Jamie Dimon, Chairman and CEO of JPMorgan Chase →