Wolf&Grayson EditorialPersonal branding for leaders stands to carry as much weight as the companies they lead when it comes to influence and reputation. Thomas Homsi, Senior Strategist and the Global Sales Team Lead at Whitefriar, has spent nearly a decade helping C-suite leaders establish themselves as trusted industry leaders. His approach to executive public relations harnesses technology to implement measurable digital strategies that elevate influence and business growth in a way that’s both cost effective and results-driven.
From his experience in online perception management and businesses advisory in the technologies and real estate industries, Homsi’s understanding of how online perception shapes leadership opportunities is disrupting the traditional PR landscape. With a focus on results, Homsi’s approach streamlines content distribution to build a strong online presence across all social media platforms and online search engines. “LinkedIn is a dating resume where you are telling the world how great you are,” he explains. “But Google pulls all the information on you online and tells a story. Do you like the story it tells? Is it going to get you where you want to go?”
Executive Online Presence is Good for Business
In the digital space, where everyone has the tools to conduct due diligence on the brands and people they engage with, a strong online presence is a critical factor in shaping credibility. Investors, clients, and top-tier talent now look beyond brands to assess the leadership behind them. Homsi emphasizes that an executive’s digital footprint is often a key factor in business negotiations, as well as a potential selling point for consumers.
“A well-crafted online presence signals authority,” he says. “Executives aren’t just leading companies; they’re branding themselves. The way they appear in search results, their engagement in thought leadership, and their ability to shape industry conversations all contribute to long-term success; this has a ripple effect on the brands they lead.”
However, many executives overlook personal branding, often because companies prioritize corporate identity over individual leaders. Homsi sees this as a costly oversight. “It’s a huge mistake,” he asserts. “One day, an executive may no longer be with the company they’re leading today. Their personal brand should be an asset they can leverage throughout their career.”
The Three Pillars of Thought Leadership: Authority, Visibility, and Trust
Building a strong online presence requires a strategic approach. Homsi focuses on three essential pillars for executive branding: authority, visibility, and trust. “The new currency in business is all about being seen, being known, and being trusted,” explains Homsi. Across an impressive portfolio of clients, Homsi advises executives to leverage their own leadership journeys and expertise to provide valuable insights and perspectives across a range of media to establish their credibility as business leaders and industry experts. This ensures stakeholders, from potential investors to competitors, find a compelling online narrative of leadership and impact.
These first two pillars of authority and visibility have been key in Homsi’s success in helping clients navigate the trajectory of their careers. “What we do is elevate the executive as they are, keeping in mind where they want to go. Whether that’s leading their company for another five years or changing industries,” says Homsi. “Trust is all about safeguarding an executive’s professional legacy,” he explains. “This pillar really focuses on reputation management, which plays a crucial role in shaping public perception and reinforcing credibility.” Through carefully curated media placements, search engine optimization, and consistent thought leadership initiatives, Homsi ensures that executives maintain a powerful online presence that helps build trust among key stakeholders, benefiting both personal and company brands over time.
Rethinking PR: A Tech-Driven Approach
Traditional PR models typically require costly retainers without guaranteed results. Homsi’s approach streamlines this process, ensuring impactful online visibility with minimal time investment. Recognizing that executives often juggle multiple responsibilities, from board memberships to advisory roles and public speaking engagements, this approach also looks at the executive holistically to curate an image that goes beyond their current company.
“We solve three major issues in executive PR: time, cost, and outcome,” Homsi explains. “Executives don’t have time for lengthy PR meetings, they need cost-effective solutions, and most importantly, they need guaranteed results.” Using a data-driven strategy, Homsi helps leaders enhance their influence without demanding excessive time or resources. This approach involves creating a tailored digital strategy that aligns with an executive’s expertise and vision, leveraging technology to streamline content distribution and reputation management.
Elevating Executives for the Future
Leaders play a vital role in informing first impressions of a brand. The importance of personal branding will only continue to grow as people increasingly prioritize authenticity and visibility from brands to build trust. Homsi points to figures like Elon Musk and Gary Vaynerchuk as examples of leaders whose influence extends far beyond their companies. “People buy from people, not just brands,” he says. “Executives who recognize this and build their personal brands accordingly will always have the upper hand in capturing the public imagination.”
As digital-first impressions become the norm, executives must ask themselves: does their online presence reflect their expertise and influence? “It’s hard to separate your ego from your online presence. Start with a self-analysis, but take a step back, then we can really start to transform and take control of your digital narrative” says Homsi.
For regular insights on personal branding for executives, you can follow Thomas Homsi on LinkedIn or visit his personal website.
