Why CEO Visibility Has Become Business Infrastructure

In early 2024, PayPal posted a job listing that caught the attention of marketing and communications professionals worldwide: Head of CEO Content, with a salary range of $191,500 to $291,500.

This wasn't a PR role. It wasn't a ghostwriter position. It was a strategic hire to manage the CEO's public presence across platforms, craft thought leadership, and ensure the executive's voice aligned with business objectives.

The message was clear: CEO visibility is now business infrastructure.

The Shift: From Optional to Essential

For decades, CEO communication was reactive. Leaders spoke when there was a crisis, a product launch, or an earnings call. The rest of the time, they stayed behind the scenes, letting the brand do the talking.

That model is dead. Today's stakeholders—customers, employees, investors, and partners—expect to hear directly from leadership. They want to understand the vision, the values, and the thinking behind decisions.

Research backs this up:

• 82% of consumers say they trust a company more when the CEO is active on social media (Sprout Social)
• 77% of employees say they're more likely to stay at a company with a visible, communicative CEO (Edelman Trust Barometer)
• Companies with visible CEOs see 6x higher engagement rates on corporate content (LinkedIn)

CEO visibility isn't about vanity metrics. It's about trust, talent, and revenue.

Why CEO Visibility Drives Business Results

1. Trust in an Era of Skepticism

Trust in institutions is at an all-time low. According to the 2024 Edelman Trust Barometer, only 48% of people trust businesses to do the right thing. But trust in individual leaders remains higher—63% of people say they trust CEOs more than brands.

When a CEO communicates openly—sharing challenges, decisions, and values—they humanize the company. This builds trust that no marketing campaign can replicate.

2. Talent Attraction and Retention

Top talent wants to work for leaders they respect and understand. A visible CEO who shares insights, celebrates wins, and acknowledges challenges creates a culture of transparency that attracts A-players.

LinkedIn data shows that companies with active CEO profiles receive 2x more applications and have 30% lower turnover rates.

3. Revenue and Market Positioning

In B2B markets, buyers want to know who they're doing business with. A CEO who shares thought leadership, industry insights, and company vision positions the business as a category leader—not just another vendor.

Research from Weber Shandwick found that companies with visible CEOs have 50% higher market valuations than those without.

What CEO Visibility Looks Like in Practice

CEO visibility isn't about posting selfies or sharing motivational quotes. It's about strategic, authentic communication that aligns with business goals.

Thought Leadership

CEOs should share perspectives on industry trends, challenges, and opportunities. This positions them as experts and builds credibility.

Company Updates

Sharing milestones, product launches, and strategic decisions keeps stakeholders informed and engaged.

Culture and Values

Highlighting team wins, company values, and workplace culture humanizes the brand and attracts talent.

Crisis Communication

When challenges arise, a visible CEO can address concerns directly, reducing speculation and maintaining trust.

The Bottom Line

PayPal's $291,500 investment in CEO content isn't an outlier—it's a signal. Executive visibility has moved from nice-to-have to must-have. Companies that treat CEO communication as infrastructure will outperform those that don't.

The question isn't whether your CEO should be visible. It's whether you're building the systems to make it happen.