The importance of Online Reputation Management for Non-Executive Directors
Non-executive directors (NEDs) inhabit a unique corner of the corporate ecosystem. While they are not salaried employees of the companies they advise and represent, they still play a critical role in guiding these businesses through the influence they exert as board members. Whether they are providing strategic guidance, creating long-term business plans or overseeing the activities of the board, they are essential to the effective administration of companies.
The hidden risk: the digital reputation of NEDs
While it might be tempting to think that NEDs are not as vulnerable as executive directors in terms of online attacks, publicity around controversies and negative posts, the reality is that they have the same legal responsibilities and susceptibilities as executive directors. The content posted about them online has a direct impact on the reputations and economic viability of the companies they represent.
Unfortunately, even the most ethical, compliant and well-behaved NEDs are susceptible to negative search engine results, because they simply cannot control what others post about them online. Whether through malicious misinformation, cases of mistaken identity, misinterpretation of the facts or simply something that one of their family members did sometime in the past, any negative publicity that NEDs receive online can have far-reaching implications. Even worse, once something is published online it is typically there forever. This is why it is so important to avoid negative press, reviews and posts, but also why it’s equally important to invest in effective online reputation management (ORM).
What is online reputation management
ORM is a multi-faceted approach to protecting NEDs from the detrimental effects of negative online content. It involves continuous auditing of relevant sites and search engines to identify any new content that pops up; suppression of negative or potentially damaging content; and the ethical, organic development of positive content that can help position the director and their firm in the best possible light. ORM professionals also work to remove, or de-index outdated information, keeping in mind that missing information can sometimes be as detrimental to an online reputation as the presence of negative or incorrect information.
Management of NEDs’ social media presence is also essential. Many people are unaware of how much gets exposed through their family’s social media posts. While much attention is given to the dangers of negative information being posted online, the reality is that seemingly innocuous data, such as addresses, travel plans, family members’ names and social habits, and other private information, can be used to orchestrate scams, identity theft and even physical attacks. While this vulnerability exists for anyone with an online presence, it is heightened for high-net-worth and high-profile individuals. And NEDs tend to fit both of these categories.
In addition to hiring ORM companies to keep tabs on their online presence and adjust them when necessary, NEDs should also invest time and energy into becoming educated about best practices for protecting themselves. Organisations such as NEDonBoard provide training and resources that can equip NEDs with the knowledge and skills they need to better manage their online activity.
Data insights: a wake-up call
In a recent survey conducted by NEDonBoard in partnership with ReputationDefender, more than 150 non-executive directors were asked about their approach to personal branding and online presence. The findings were eye-opening:
- 70.5% believe a strong personal brand enhances their credibility and boardroom influence.
- 63.8% worry that their online visibility makes them a target.
- Yet only 18.8% have taken steps to mitigate online risks.
- Just 25.5% have a clear, strategic articulation of their board expertise online.
These numbers reveal a stark disconnect between awareness and action. Many NEDs recognise the stakes, but few have embraced a comprehensive ORM strategy.
Whether this gap exists due to a lack of knowledge about tools and opportunities, a lack of urgency in regard to online vulnerabilities or a general resistance to investing in ORM, the fact remains that a large majority of NEDs are susceptible to attacks, lost opportunities and other reputation-related challenges and that not enough is being done to protect them from these risks.
Taking control: where to start
While partnering with ORM professionals provides deep protection, there are foundational steps that all NEDs should take:
- Self-auditing (such as Googling yourself) provides a superficial snapshot of your online reputation, which can often be enough to make directors aware of their need for more robust protection.
- Google Alerts has basic self-monitoring tools that help to keep people aware of new content that is popping up online.
- Effective use of privacy settings on social media (and establishing baseline family rules surrounding social media use) can help to keep sensitive information out of the public eye.
The protection of NEDs’ online reputations is essential for them to protect their companies, their families and themselves. The only question is how long they will wait before investing in security.
The role of NEDonBoard in elevating ORM literacy
At NEDonBoard, Institute of Board Members, we recognise that reputation is a director’s most valuable currency. This is why members gain access to specialist training, curated resources, and thought leadership on topics such as personal branding, cyber risk, and digital governance.
We advocate for a proactive approach, hence our partnership with Reputation Defender, because once a reputational issue arises, the cost of remediation often far outweighs the cost of prevention.
