Mention the term ‘engagement’ and people tend to think that you are talking about the members of an organisation.

Such an instinctive reaction is completely understandable – but they’re missing a trick too.

Engagement should start at the top.

 A CEO has an essential role to play in helping foster a genuine connection between association members. It is important that the CEO recognises the importance of their role in terms of engagement. It is also our job to convince them.

They are an association’s figurehead, an inspirational leader that members look to set an example. And what better example than having a senior leader that actively engages with others? Participation is a key part of this.   

A CEO contributing to discussions on social media will garner more feedback than one that shuns the social spotlight. And a senior leader who takes a hands-on role during member events will create a connection that cannot be replicated through other channels of communication.

Such a positive approach breeds engagement throughout an organisation. But it does more than that, in short, the CEO can set the standard and the others will follow.

Other leaders within an association will replicate the CEO’s approach and help to ensure engagement is a central theme running throughout the entire organisation.

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