Anahita Thoms (Baker McKenzie) and Laura Bornmann (GenZ Talents) argue in their guest commentary in Handelsblatt that top talents demand employers to take a stance. In the current environment, it is increasingly important that people of influence respond to the major challenges of our time, such as climate change, human rights abuses, wars, diversity, poverty and sustainability. This includes CEOs, who can play a decisive role in shaping socio-political discourse. Top talents, especially from the younger generations, place higher expectations on their employers, requesting them to take responsibility and demonstrate a commitment to their beliefs, even in uncertain and politically tense times.
Decision-makers should walk their talk and keep their values congruent with those of the company, the two authors recommend. Recent years have shown that, in the digital age, the CEO's personal branding has a significant impact on a company's image. Thoms and Bornmann recognize the delicate balancing act that is public positioning, acknowledging that it can also pose a threat to a company's reputation if not handled carefully. To be successful, one should use modern communication channels, face controversial discussions and endure other opinions.
