[WEBINAR] Building your executive profile for B2B
A well-planned executive portrait shoot is one of the most effective tools to build visibility, credibility, and trust as a leader.
But to make the most of it, you need to do more than just show up. You need to approach it with the same clarity and intention you’d bring to any high-stakes leadership moment.
From messaging to outfit changes to where your content will live, here are six things every executive should know before stepping in front of the camera.
The first thing to consider before your shoot is where your content will be used.
If you’re not comfortable with your image or videos appearing on social media, in publications, blogs, and marketing materials, there’s little point in doing a shoot at all.
That said, skipping your executive portrait could put you at a real disadvantage.
Today, professionally shot and regularly updated multimedia is just as important as the written content you produce.
Images add polish to your online bios, offer journalists visuals for articles, and bring personality to LinkedIn posts.
Videos go a step further, showcasing your personality, confidence, and insights in a more digestible format. They also generate 1,200% more shares than text and images combined.
So, while it may feel uncomfortable at first to see more photos and videos of yourself online, it’s essential if you want to stand out as an industry leader.
The first time a new client joins us for a multimedia shoot, it's not uncommon for them to ask us to shorten sessions or only shoot photography.
Some sessions can take up to four hours, and of course, we know executives are very busy people. But to make executive portraits worthwhile, it's vital to give the process time.
Your content should support your campaign over several months. Even if 100 minutes of photo and video are captured, only about 10% will make the final cut.
This is because it takes time to warm up in front of the camera. You might make mistakes early on, and you often feel more comfortable experimenting later, which is when you'll start to capture your best content.
Besides, the more material you capture, the longer you can go without another shoot. In a whole year, you might only need three or four, which is hardly a major commitment.
Taking this approach is all about ensuring you walk away from the experience satisfied, not disappointed, where the blame could otherwise unfairly fall on your multimedia team.
Don't rush the process.
Want to shoot your executive portrait but short on time? Consider shooting in motion.
By this, we mean documenting moments as they naturally happen throughout your day, just like established CEOs such as Satya Nadella do.
Office conversations seem natural.
Board meetings convey authority.
Team socials showcase culture.
Major industry events highlight expertise.
This not only allows you to gather valuable content while staying productive, but also helps visualise your leadership, humanise your messaging, and showcase raw authenticity.
After all, if you don’t do the shoot now, when will you? Diaries only get fuller. So why not be proactive and make your brand part of your day-to-day?
And beyond professional headshots, you don’t always need a multimedia team to start. Sometimes, a quick photo snapped on your phone can feel more organic and less contrived than a highly polished production.
Not every executive portrait involves video. But if yours does, take time to prepare what you want to say.
Start by reading relevant publications and social debate to understand the key issues affecting your industry and what your stakeholders care most about.
Then, draft a list of questions and points you want to cover. Just don’t over-rehearse. It’ll make your delivery feel stiff.
Keep your messaging sharp and specific. Instead of saying “we believe in innovation”, say “we're investing 40% of our R&D budget into climate tech to meet our net-zero targets.”
Finally, make sure your messaging aligns with your broader campaign, so nothing feels off-topic or disconnected.
And if one video doesn’t feel like enough, consider creating a series. It’s a great way to extend the life of your content and offer audiences a clear narrative to follow.
For every executive portrait shoot, bring several outfits.
This gives each piece of content its own context and identity, while masking the fact everything was shot in a day.
You might choose smart-casual attire when showcasing behind-the-scenes company culture, and formal wear when creating content tied to industry commentary or thought leadership.
You should also consider experimenting with different angles and backgrounds for each outfit.
This helps you get the most out of every look and adds much-needed visual variety to your content. Without experimenting, you risk losing your audience’s attention over time.
The simplest piece of advice? Smile.
You’d be surprised at how many executives don’t, and it often ruins otherwise great content by making them seem disinterested, cold, or unapproachable.
Even if you’re not feeling your best on the day, aim to appear upbeat and engaged.
As you become more established and speak with the media more often, this habit will help you make the best possible impression of both yourself and your company.
First impressions count, so start strong from your very first shoot.
You've captured your content, now what?
Will the photos and videos you shot live on your website bio, in media pitches, or be used for social media campaigns?
If you're unsure, it’s probably because you didn’t plan ahead, and that’s a recipe for underwhelming results, even with the best executive portraits.
Before you even step in front of the camera, sit with your team and agree on a clear distribution strategy.
Know which video or image supports what message.
Know where it will appear.
Know who it's meant for.
Timing matters, too. A video about innovation posted without context may go unnoticed. But tied to a product launch or industry milestone, it can spark meaningful momentum.
With the right planning, your content won’t just be seen, it’ll be remembered. So, make your executive portrait count.