Why Employees are a Better Representation of a Company Than a CEO
18.07.23, 10:19, Msk
Most companies are structured like a pyramid. At the top sits the CEO, below him are directors and middle management, and the bottom row is made up of the frontline workers and operational staff. The CEO serves as something of a figurehead, the public face of the company and the brand. However, it is in fact the employees who are often the best representation of a company. Why is this? Read on to find out.
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They Know the Business Inside Out
Few people know a business quite like the staff who maintain and operate it day to day. The CEO will be removed from these daily duties, concerning themselves with financial reports and long-term business growth. While this is vital for the business as it looks to grow and scale, it has little bearing on the smaller issues frontline staff have to deal with on a daily basis.
Employees will know how the business works at a foundational level intricately. They’ll know how best to get things done and where to go if there is a problem. They’ll be keenly aware of the business’s operational strengths and weaknesses and can be a valuable source of information when looking to optimise processes.
It’s for these reasons that we’re seeing employees increasingly used in social media advocate initiatives. They are best suited to promote the business as they have a deep understanding of what makes it a success.
They Deal with Customers
Perhaps the main reason why employees are often the best representation of a company is that they deal with customers and clients. When doing so, they have to act as ambassadors for the brand and convey a sense of professionalism, authenticity, and legitimacy.
Customer and client-facing roles can be incredibly stressful. Your employees will have to deal with a range of requests, queries, and complaints, and must have the skills necessary to deal with different situations while always remaining professional.
A CEO will rarely, if ever, have to deal with customers in a one-on-one situation. Employees, on the other hand, interact with them every day. As customers ultimately determine whether or not a business is a success, this gives employees a key insight into the current health of the company and what areas may need improvement.
They Can Offer an Outside Perspective
A CEO will have likely been with a company for a number of years. This can create something of an insular atmosphere, high-ranking executives may be less aware of what’s going on outside of their bubble, which can cause tunnel vision.
Employees, on the other hand, may not have been with a company for very long. What this means is that they’ll have a unique perspective when compared to the CEO, they’ll know exactly how consumers perceive the business, as they were one themselves not long ago.
This alternate perspective is key and means employees are better representatives as they are more aware of what people want to hear and experience when interacting with the business.
Conclusion
While the CEO is usually regarded as the face of a brand, employees are often the best representatives of a business, a fact that all business owners should be aware of.