Too many leaders remain invisible. In Estonia, we have an abundance of wise, capable, and strategic leaders—but no one knows them. Not because they lack results, but because they are simply not seen. A leader who is not noticed loses influence long before they can use it.
LinkedIn says the same thing about most Estonian leaders: “This person hasn’t posted yet.” But when will they? When crisis strikes? When a competitor has already told their story? When the market has invented their image for them?
We are no longer talking about visibility as a marketing choice. We are talking about visibility as a measure of leadership quality. A leader who does not manage their perceived presence surrenders space—and with it, influence.
Future leaders will no longer be chosen solely based on their CVs or results. They will be chosen for how they shape the space around them. Can they speak, inspire, and invite others—both in physical and digital environments?
Visibility is not vanity. It is today’s currency of trust. And trust is the only foundation upon which lasting influence can be built. Influence is leadership, and leadership begins with presence.
Traditional vs. Digital Visibility – Why the Gap Has Grown
Older leaders were not wrong—they didn’t need to be visible in the past. There was no social media, no audience in your pocket, no digital presence, and therefore no need to consciously manage a personal brand. They led systems, not attention. Reputation was built slowly, with dignity, and traditionally: through work, results, and a long path to the top. Media, closed rooms, and word of mouth carried their image. A leader was visible because they were the leader.
Today, that is no longer enough. Visibility is no longer granted by position—it must be created through presence. And presence must be created by the leader themselves, before someone else creates it for them.
Modern leaders—especially in the start-up world—are born out of visibility. For them, digital presence is not marketing, but part of leadership culture. They don’t wait for a press release. They build and tell their own story.
And this is where the gap keeps growing. Today, people don’t only choose leaders by what they have done—but also by what they say and how visible they are. By who they are as people, not just as leaders. A whole generation of experienced leaders risks being left in the shadows—not for lack of substance, but for lack of visibility. They have decades of experience, strong values, and lessons learned the hard way. But if they are not in the digital space, they will not reach the next generation. They will not inspire, because they are not seen. They will not influence, because they are not heard. And that is not just a personal loss—it is a loss for our entire leadership culture.
Visibility as Responsibility
Writing this article made one thing crystal clear: Estonia has far too few digitally visible leaders. Not because they have nothing to say, but because they are absent from the spaces where the next generation is looking for them. They do not speak. They do not write. And their social media profiles—if they exist at all—still say: “This person hasn’t posted yet.”
That is why this piece includes only five examples. Not because there aren’t more good leaders, but because there are fewer digitally visible ones than there should be. Much fewer. These five don’t wait for an invitation. They don’t rely on the hope that their work will speak for itself. They speak for themselves. And because of that, they have influence—far beyond the meeting room.
Influence is born out of visibility. And visibility begins with the courage to say: “I am present.”
5 Examples of When Visibility Becomes Influence
1. Build your platform before crisis or competition forces you Ragnar Sass built his platform long before most people even knew LinkedIn. Today, his audience is larger than that of Eesti Ekspress (17,904 followers vs. 15,800 readers, according to industry data). He doesn’t just share company news—he shapes values, develops communities, and speaks about culture.
Every post is a clear and strong opinion. This makes him a leader even without a title. Not because he was chosen, but because he is heard. Every time he speaks, the equivalent of a full concert hall reacts. But this did not happen overnight—it took years of building.
What can you, as a leader, do? Don’t wait for visibility to come with the title. Choose your channel. Choose your topic. Don’t wait to be invited into conversations—create the platform where you lead them. Today. Not when crisis is already at the door.
2. Leaders don’t need to shout—but they must resonate Kadri Tuisk (Clanbeat) doesn’t post daily. She isn’t loud. But when her name appears, people read, listen, and share. Her visibility is not built on frequency but depth. She speaks rarely, but always meaningfully—on psychological safety, future leadership, health, and work culture.
She doesn’t dominate space—she invites it. She doesn’t build noise—she builds trust. Leaders often underestimate the power of a single authentic, timely, personal post a month. That’s not marketing—it’s leadership presence.
What can you do? Visibility is a habit, not a campaign. Schedule it like a strategy meeting—even once a month, but consciously and consistently. Share your vision, not just information. Be present.
3. Start conversations—don’t wait to be invited Jonna Pechter (ex-Bigbank, now Luminor) doesn’t post to react—she posts to shape direction. She talks about empathy, people-first leadership, and values that companies embody—not just company results. She doesn’t stay neutral—she takes a stand.
Leaders today have two choices: wait to be invited or start the conversation themselves. Jonna doesn’t wait. She brings issues to the table before they trend. That’s what separates leaders from communication managers.
What can you do? Ask yourself: – What issues matter but aren’t being discussed? – What values should you stand for more openly? – What change do you feel compelled to talk about—even if it’s uncomfortable?
Then write it. Say it. Start the conversation.
4. Visibility is not about form—it’s about meaning Indrek Kasela doesn’t post for “activity.” He doesn’t follow a content calendar. But when he speaks, it matters. He talks about culture, politics, and identity—topics many leaders avoid. His presence pushes boundaries, which is exactly why it resonates.
What can you do? Don’t ask what you should post. Ask what truly moves you, what matters to you, and what you can speak about authentically—even if it’s not universally popular. Visibility that carries meaning doesn’t need volume—it only needs clarity.
5. Visibility as responsibility: speak for your field, not just yourself Kristel Kruustuk (Testlio) doesn’t use her platform just to promote her company. She speaks for the testing community, women in tech, and start-up culture. She creates space for others.
This is service-driven visibility: not “look at me,” but “look at what matters.” That’s what builds trust and long-term influence. Her posts are personal and sincere, but always point outward. She doesn’t just say what she did—she explains why it matters to others.
What can you do? Ask: – What isn’t being said enough in your field? – Who are you truly representing? – What would you still stand for, even if your title changed tomorrow?
Because leadership is bigger than the role. Visibility is not just brand-building—it’s creating space, amplifying voices, and growing trust.
Why Talk About This at All?
Too many strong leaders stay invisible. Too many young leaders search for role models and find only silence. Too much wisdom, strategy, and experience stays locked in meeting rooms.
Estonia is not short of ideas. We are short of visibility. And visibility is not vanity—it is responsibility. If you don’t speak, someone else will. If you don’t lead your presence, the algorithm, the noise, or pure chance will do it for you.
A digitally visible leader is not a marketing gimmick. They are the leaders of the next generation. They don’t wait for the stage—they build their own.
Original article: https://arileht.delfi.ee/artikkel/120393345/olesija-saue-jargmise-polvkonna-juht-peab-olema-digitaalselt-nahtav-liiga-paljud-juhid-on-nahtamatud
