Professional development | Secure a NED role

Why online visibility matters for board members

January 15, 2025
NEDonBoard

Offline isn’t invisible: why board members need a digital footprint

The strategic importance of leadership reputations

The first thing people know about you is likely what they find online. In the age of search engines and social media, your digital profile isn’t just a byproduct of your career: it’s a vital part of your professional identity. For board members and aspiring directors, this digital footprint carries weight. It shapes first impressions, influences credibility, and can even impact the opportunities that come your way.

Why visibility matters for board members

Board members often assume that their work speaks for itself. While this is true in part, the internet has redefined how reputations are built. Whether you like it or not, people will Google your name before meeting you or inviting you to join a board. A lack of online presence doesn’t inspire confidence, it raises questions.

Consider these truths:

First impressions are digital: A 2021 survey found that 85% of hiring managers say they’ve reviewed an individual’s online profile before making a decision. The same applies to board placements.
Visibility drives credibility: Having an intentional online presence demonstrates leadership, transparency, and thoughtfulness. Being invisible online can convey a lack of adaptability or a disconnect from modern communication norms.
You control your Narrative: Without an intentional digital presence, others define your narrative—or worse, leave it blank.

For board members, the challenge is finding balance. Too little online presence, and you risk irrelevance. Too much, and you risk appearing unpolished or unprofessional.

Native analogs vs native digitals

The concept of Native Analog versus Native Digital, a framework developed by Category Pirates¹, introduces the differences between people whose primary life experience is Analog-first (in the real world) from people whose primary life experience is Digital-first (online). Native Analogs, who built their careers before the digital revolution, may prioritise privacy and caution, often perceiving online visibility as a risk. In contrast, Native Digitals, immersed in technology from a young age, tend to share more openly, sometimes without fully considering the professional implications.

The reality lies somewhere in between. Building a thoughtful, intentional online presence can be one of the most valuable steps a board member takes to enhance their reputation and influence. Here’s why and how to start.

Strategies for enhancing your digital profile

Choosing to stay invisible online doesn’t just mean missed opportunities. It can actively harm your reputation. A blank or outdated digital presence can lead others to perceive you as:

Out of touch with modern trends.
Uninterested in engaging with stakeholders.
Lacking leadership credibility.

Even worse, a lack of presence creates room for misinformation or negative narratives to dominate search results. Board members who take control of their digital identities protect themselves and their organisations from these risks.

If you want to elevate your online presence without overexposing yourself, it’s important to approach it strategically. Your goal isn’t to become an influencer; it’s to establish a professional, credible, and intentional brand.

1. Define your online brand

Ask yourself:

What do you want people to know about you?
What values or expertise do you want to emphasize?
What do you want to avoid sharing?

Your online presence should reflect your leadership style, career accomplishments, and areas of expertise. Whether it’s corporate governance, ESG (Environmental, Social, and Governance), or cybersecurity, focus on topics that align with your professional role.

2. Audit your current digital presence

Start by Googling yourself. What comes up? Are the results accurate? Are they professional? Tools like LinkedIn or personal websites often rank highly in search results, so it’s important to ensure these profiles are polished and up to date. If there’s irrelevant or outdated content, consider using reputation management services to clean up your digital footprint.

3. Build a strong LinkedIn profile

For board members, LinkedIn is the cornerstone of your online identity. Here’s how to make the most of it:

Headline: Use a headline that highlights your expertise (e.g., “Experienced Board Member | ESG Advocate | Digital Transformation Leader”).
Summary: Write a clear, engaging summary that reflects your career trajectory, skills, and areas of interest.
Content: Share articles or insights on governance, leadership, or your industry to demonstrate thought leadership.

4. Share thoughtfully, not frequently

You don’t need to post daily to maintain a strong digital presence. Focus on quality over quantity. Share content that aligns with your professional identity, such as:

Articles on governance trends.
Reflections on leadership experiences.
Commentary on industry news.

Avoid sharing polarising opinions or overly personal content, as these can detract from your professional brand.

5. Use a personal website as a digital hub

A simple personal website can serve as a central hub for your online presence. Include your biography, board roles, areas of expertise, and links to relevant articles or media appearances. This ensures that anyone searching for you will find accurate and curated information.

6. Protect your privacy

Building visibility doesn’t mean compromising your security. Take steps to protect sensitive personal information online:

Use strong, unique passwords for all accounts.
Monitor your digital footprint for potential vulnerabilities.

Final thoughts: visibility as a leadership asset

For board members and those aspiring to board roles, digital visibility is no longer optional. It is a leadership asset that, when managed thoughtfully, can enhance credibility, open doors to new opportunities, and strengthen trust with stakeholders.

By defining your online brand, curating your digital footprint, and engaging strategically, you can elevate your profile in a way that reflects your expertise and values. In a world where the first impression is often digital, board members must ask themselves: What story is my online presence telling?

It’s time to make that story intentional, professional, and impactful.

Chad Angle is the Managing Director of Reputation Defender, a Norton company. Reputation Defender delivers concierge-level service which paves the way for individuals and organisations to take control of their digital identity, safeguard their privacy, and elevate their online reputation.

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