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CEO videos in Annual Reports

Studies say that nearly half of the reputation of a company can be on average attributed to the reputation of the CEO

There is no doubt that your CEO and the board members have a huge impact on the capital market, on the reputation of your company and also on investment decisions by analysts and financial institutions.

Studies say that nearly half of the reputation of a company can be on average attributed to the reputation of the CEO (source: webershandwick ) while  research shows that both employees and the public are very eager to hear from the CEO what the company is planning and doing.

So, how can we use annual reports to give voice to CEOs? How can we make the most of digital reporting in order to put your CEO in front of your company stakeholders in a less conventional and institutional way?

We have shared 3 interesting formats of CEO video during the #drc:

Nutreco, Adidas and Bpost

What makes a CEO video effective and successful?

  • TIME. As time is for sure an issue for your CEO, you can arrange things in such a way that you ask him/her not more than 30 minutes of shooting time
  • PREPARATION. To ask your CEO 30m and not half-a-day, you should invest in preparation and taking every detail into consideration. This means that setting, storyboard, timing and location need to be defined well in advance.
  • DURATION. Users have a short attention span. Nobody watches a 10 minutes CEO video. Go for a max 2 minutes video
  • CROSSMEDIA. CEO video should be included not only in the online annual report, but also on the corporate website, on the intranet and on digital media such as YouTube, Facebook and Twitter.  However, different platforms must be taken into consideration before producing the video, as this will result in different requirements for the video format.
  • CREATIVITY. There are too many boring CEO statements in frontal settings out there. Try to make a lasting impression. Adidas achieved this by creating a mystery atmosphere, Nutreco adopted a conversational format and Bpost based its CEO video on a hands-on approach and authenticity.

 

You can watch the recorded session about “Board Communication” here.

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