Overly-Social CFOs?

It’s often challenging just to get a CFO to dip their big toe into social media (Linked In), so the article by Steve Tobak, “The Hazards of Being Too Social in the Age of Social Media” may not apply to many Chief Financial Officers. However, he does raise some excellent points and it might be worth a read.

Tobak’s focus is on C-suite executives who self-destruct on social media because their social media communications focus on their companies. That’s definitely a recipe for serious problems.

From a career perspective, though, might I suggest that your “branded visibility” be around your area of subject matter expertise, passions, and/or interests RATHER than about proprietary or sensitive corporate issues related to your current position?

For example, if you happen to be a subject matter expert in turning around companies and it is what you would like to do more of in the future, create your social media presence around that topic. Share your depth of knowledge; provide examples of past successes without violating confidentiality; or if you regularly speak on a specific topic, share your slides on your Linked In profile.

Or, if you happen to be passionate around a specific interest or hobby, particularly if the skills that are used in that interest or hobby are some of the same skills you use in and on the job, you could make that the central theme of your digital footprint. Two clients come immediately to mind. One is a competitive tennis player and another one is a serious bike racer. The discipline and teamwork that are required in both sports transcend just the sport.

You can be a social CFO … particularly if you are leveraging your authentic branded positioning to attract the right kinds of opportunities. Just be smart about it!

CFOs and Blogging

Today’s technology demands an answer to this question … If I don’t exist in Google, do I exist?

Google has transformed the networking and career management landscape, and as I’ve covered previously, there is no going back. An online presence is a necessity for every executive today. We’ve covered Linked In and Twitter, but what about blogging? As Mark MacLeod commented in one of my previous posts, 

The most visible thing you can do to establish your credibility and voice online is to have your own blog.

He’s right. A branded blog can position you as a subject matter expert, naturally attracting an audience who wants/needs your expertise. Once you’ve built your blog, you can leverage the power of Google to create visibility. 

I’ll be adding a Blog Roll for CFO’s who blog … for now, here’s a few I follow:




CFO Strategist 

Zoom Into Visibility

According to a recent statistic I read in the ERE daily, ZoomInfo is used by the top 10 executive search firms and more than 20% of Fortune 500 companies to meet their hiring needs.

In a teleseminar seminar by Marketing Professionals, branding guru William Aruda offered these updated statistics …

–87% of recruiters use Google to source candidates, and even HR is using Google to evaluate potential candidates

–35% of the 86% said they eliminate candidates based on what they find (or do not find), up from 26% last year

–23% of corporate employees Google each other

As I've mentioned in previous posts, building a visible online presence that brands you as unique and valuable is going to continue to be an effective job search strategy.

Look at it this way. Think of the job search as a football field. When you are  primarily playing the posted position game in the job boards, it is as if all the players from both teams are crowded into the end zone. Your chances of being "found" depend on where you are standing.

On the other hand, the rest of the field, 100+ yards, are empty. Being visible online means that you get to play in the very less crowded, very less competitive 100+ yards … which means your chances of being found are significantly improved.

What are you doing today to increase your visibility online?