If a leader is not visible, trust cannot form. Here are 3 steps to creating strategic visibility.
How is it possible that in a country branded as a digital nation, many organizations are still led by people whose digital presence is close to zero? When leaders remain invisible, their influence eventually disappears too.
We like to present ourselves to the world as a showcase of digital success: e-government, digital ID, e-residency. A country where technology is a natural part of leadership culture. And yet, when you look at the actual digital presence of Estonia’s top executives, a paradox emerges: we have a digital society, but analog leaders.
Google a top leader and too often you’ll find only an old media interview and a half-empty LinkedIn profile. No personal viewpoints. No consistent presence. No visible thinking or engagement.
But we live in an era where more is expected of leaders than just filling a role. It is no longer enough to run a company—you are expected to also lead conversations, values, and direction—visibly, clearly, and responsibly, in both physical and digital spaces.
The 2025 Edelman Trust Barometer shows that leaders are trusted more than brands. More than 80% of employees and nearly 70% of customers prefer organizations where leaders are visible, values-driven, and voice their own positions rather than hiding behind press releases. If a leader is neither seen nor heard, it is no longer read as modesty. In today’s information environment, it is increasingly interpreted as avoidance of responsibility—or silent abdication of the leadership role.
Invisibility is no longer neutral. Silence today can mean risk. Especially in Estonia, where the digital image of the country no longer matches the communication culture of many leaders. If the leader is not visible, trust cannot take root. And in a crisis, the audience will not be ready to listen—because no connection has been built. Digital visibility is no longer a marketing option. It is an inseparable part of leadership.
Traditional Leadership vs. the New Standard of Visibility
Start-up founders, younger leaders, and technology executives use social media intuitively—for them, posting on LinkedIn is as natural as a Zoom call. They instinctively understand that leadership, communication, and social media are inseparable.
But in more traditional sectors, where leaders are used to authority coming with the title, a culture of invisibility prevails. Today, that no longer works. A title alone no longer guarantees attention or trust. People want to hear a leader’s voice, see them live their values—not just talk about them—and understand their thinking and humanity, not just their position. Silence is no longer interpreted as restraint, but as insecurity or lack of opinion.
Thus, an invisible barrier emerges—a bank of knowledge to which the public has no access. Deep experience, value-based decisions, and leadership wisdom remain locked behind closed doors. And with them, influence.
Silence is costly. When a leader does not speak, all their experience, decision-making logic, and values stay trapped within company walls. That potential—which could strengthen the brand, attract investors, inspire employees, and influence society at large—goes to waste.
Estonia’s Situation: A Few Act, Many Watch
Today in Estonia, consultants and trainers dominate much of the leadership conversation on social media. Top executives’ voices are often too quiet. Leaders fail to realize that visibility is not only the currency of influence, but also a protection mechanism.
In a crisis, you have only one chance to control the narrative—and that is by owning your own audience. If you have already built a trusted relationship with followers, you can tell your story yourself, instead of letting others tell it for you. That is the real value of visibility: thousands of people who listen to you, trust you, and amplify your message.
Yes, leaders are busy and lack time for social media—that is understandable. But just as no one else can step on stage and speak on your behalf, no PR or marketing team can speak for you in the digital space. They can help with strategy, topics, and preparation—but visibility always requires the leader’s own voice, thoughts, and opinions.
The clearest example is LinkedIn—people genuinely expect leaders’ perspectives and stories. Even modest, consistent posting allows an audience to grow organically. Over time, strategic visibility becomes a valuable digital legacy.
Does Visibility Have to Be Loud? Not at All.
Many fear visibility means vanity, noise, or inflated personal cults. In reality, it’s the opposite—the best visibility is quiet, consistent, and meaningful. A visible leader doesn’t need to post daily or overshare personal life. But they must create a credible presence through which employees, clients, and partners understand how they think, how they lead, and what they stand for.
Three Estonian Leaders Who Show Visibility Without Noise
1. Karoli Hindriks (Jobbatical) – Visibility That Needs No Loud Voice Karoli doesn’t use social media to “be visible”—she is visible because she has something to say. Her LinkedIn is filled not with noise, but with content reflecting her positions, social responsibility, leadership awareness, and global ambition. She writes about topics most leaders avoid: global workforce mobility, systemic talent shortages, value-based entrepreneurship, and the evolution of leadership culture. Her visibility doesn’t build a personal cult—it creates a thought platform. She doesn’t shy away from difficult topics or soften her message. That authenticity makes her presence powerful and lasting.
2. Kaarel Ots (Nasdaq Estonia) – Visibility Through Dialogue, Not Position Kaarel uses visibility not to dominate, but to create space for dialogue. His presence is not monologue, but thoughtful conversation—such as his LinkedIn video series with Nasdaq company leaders. These discussions cover not just markets but also values, philosophy, and social responsibility. He positions himself not as a spokesman, but as a moderator who fosters meaningful debate. In Estonia, this is rare. His approach shapes not just his reputation, but the culture of the entire capital market.
3. Madis Toomsalu (LHV Group, former) – Visibility Through Achievements and Social Capital Madis’ visibility is grounded in results, not promises. His posts marked milestones: LHV’s growth from zero to a €5B loan portfolio, international expansion, cultural strength, and social impact. Each message served a strategic purpose—building trust, authority, and influence. When he announced his departure, it wasn’t just a resignation—it was a digital legacy, an invisible yet tangible currency: social capital. This is the “golden handshake” of visibility—not just respect for past work, but credit for the future.
Three Steps Any Leader Can Take Today
- Forget third-person press releases—speak yourself. Don’t hide behind corporate phrasing. Use your own voice, words, and network. Don’t give a monologue—start and lead conversations.
- Begin with one thought per month. You don’t need to become a content creator. One honest reflection a month on what you’ve learned, decided, or observed as a leader builds more trust than five polished news items.
- Make visibility a habit, not an exception. Set a rhythm that works for you. Visibility is not a temporary project—it’s part of leadership today. The sooner it becomes natural, the more it works for you and your organization—even after you leave office.
Digital Visibility Is the New Standard of Leadership
Estonian leaders don’t need to become social media stars—but they do need to be visibly present. Digital presence is not vanity, nor a job for the marketing department. It is a strategic responsibility of leadership itself.
Globally, the “Social CEO”—a leader consciously present on social media—is no longer a future trend but the current standard. Estonia must catch up.
Because a leader who is neither seen nor heard is not truly a leader at all—they are merely a role-holder. It’s time to leave that mindset behind and start shaping your own influence—consciously, strategically, and consistently.
Link Original article: https://visionest.institute/2025/08/07/mojukus-ei-tahenda-mura-miks-eesti-juhid-kaotavad-kui-nad-jaavad-nahtamatuks/
