The meeting was attended by Ana Sanches, CEO of Anglo American in Brazil; Claudia Muchaluat, CEO of Intel Brazil and Silvia Penna, CEO of Uber Brazil
According to the research “Trends in Organizational Communication”, presented this month and carried out by the Brazilian Association of Business Communication (Aberje), in the next three years, human capital will continue to be more important than technology in the view of almost half (46 %) of respondents. Furthermore, for 39% of study participants, both questions will be equally important.
This panorama reinforced the relevance of the topics discussed in the panel of CEOs during the 8th edition of Aberje Trends, which dealt with vulnerability, authenticity and empathy as the central themes addressed by the CEOs at the leadership and communication economics table, entitled “CEOs in Focus: Impact Communication in the Age of Transformation“.
Mediated by Rafael Sbarai, Head of Product at Globo’s Cartola Express, the round table highlighted the emerging profile of the “CEO Communicator”. Participating in the debate were Ana Sanches, CEO of Anglo American in Brazil; Claudia Muchaluat CEO of Intel Brazil; and Silvia Penna, CEO of Uber Brazil.The executives discussed the essential characteristics for modern leaders and the importance of humanizing the role of the CEO, highlighting the need for closer and more influential communication with their teams.
Vulnerability was emphasized as fundamental to establishing genuine connections, both with collaborators and the public.
“I came from very masculine industries, which shaped me in a more closed and less vulnerable and empathetic way”, confessed Silvia Penna, CEO of Uber Brasil. “When I took on the position of CEO at the age of 32, I faced people’s distrust and I felt the need to prove myself, which closed me off even more. My challenge has been to open up and create a connection with people, as vulnerability generates empathy and creates true connection,” he explained.
For Ana Sanches, vulnerability was also crucial for effective communication. “I like learning and this starts with active listening and real interest in people. I believe the secret is to like people. A leader who likes people has a difference and goes further, as one strengthens the other. Truly enjoying human relationships is the icing on the cake,” she said.
“At the end of the day, communication is the art of connecting with others. To do this, it is important to know your audience and understand what emotions your message will generate, whether external or internal”, added Claudia Muchaluat, CEO of Intel Brazil.
The panel provided insights into the evolution of the CEO’s role in the era of digital and social transformation, highlighting the need for impactful communication. The CEOs shared their experiences and strategies for developing influential power and effective communication, highlighting the crucial role of communications departments in mediating these relationships.
“The male presence in this sector is greater, but the inclusion of women in operational and leadership careers is a very strong movement and I think we can do more. I am the company’s first female CEO and I have an important role in this journey, showing that a woman’s place is wherever she wants it to be,” said Ana Sanches.
