On Tim Stating the Obvious, I had the chance to interview, Jess Jensen, to get her insights on the importance of effective leadership in both professional and personal environments. As a communication strategist, she explored the impact of social media on leadership and discussed her commitment to servant leadership and creating meaningful digital connections. She founded Co-Pilot Communications with the goal of helping leaders enhance their digital presence, aiming to inspire optimism and drive positive change. Throughout her career, Jess has held positions at major companies like Microsoft and Adidas, supported by her educational background in psychology and business administration. During my conversation with Jess, she emphasized the evolution of social media from a personal tool to an essential business resource, noting how many senior leaders are now actively engaged on these platforms. However, there’s a noticeable inconsistency in how effectively leaders utilize social media—some build genuine connections, while others rely on outdated PR tactics that fail to engage. Jess also touched on challenges faced by leaders, particularly those with military backgrounds, in navigating social media without jeopardizing their careers. She suggested starting with clear social media policies developed in collaboration with legal and communications teams. Jess offers five strategies for authentically enhancing an online presence, highlighting the importance of supporting team members rather than competing with customers. Publicly recognizing employees is crucial for boosting engagement and loyalty. Jess shared an example from Qualcomm, where the CEO acknowledged an employee’s adaptability during the pandemic, illustrating how such recognition can be more impactful than financial rewards. She emphasized the importance of acknowledging both customers and employees to strengthen relationships and morale, urging senior leaders to establish thought leadership on social media based on their experiences. Leaders should clearly articulate their visions for the future of their industries, engaging audiences with personal values and insights beyond company metrics. Successful thought leadership develops over time through consistent sharing and engagement with feedback, as demonstrated by Scott Galloway’s ability to predict industry trends using technology, marketing, and economics. Qualitative feedback is vital in shaping business strategies, and Jess highlighted Brian Chesky, CEO of Airbnb, as an example of effectively addressing customer input. She recommended starting with small social media interactions, especially on LinkedIn, to build a rhythm of engagement. Two-way communication is key, along with collaboration strategies between marketing and public relations teams. During her time at Qualcomm, she worked on integrating digital marketing with PR efforts, advocating for breaking presentations into smaller content pieces for broader reach. At Co-Pilot Communications, her approach with clients involves thorough preparation and understanding their needs through a three-phase operational method, starting with strategic audience identification and self-evaluation for effective communication. This process includes consulting with others to understand their communication style and conducting a detailed audit of their digital presence. Best practices from industry leaders inform the development of a narrative roadmap aligned with the leader’s values. The “flight plan” phase operationalizes this strategy through platform training, such as LinkedIn, equipping leaders for effective communication. Jess's strategy includes updating social media profiles, creating a 30-day content calendar, and measuring engagement rates and qualitative sentiment. Regular evaluations allow for content adjustments, and sharing plans with team members ensures collaboration. She places great value on measurement and feedback, preferring clients who are curiou
