Leadership Lessons with Bennett Golder, Managing Director at FGS Global

Our Head of Digital, Daisy Hughes recently had the opportunity to sit down with Bennett Golder, Managing Director at FGS Global to talk about key leadership skills, industry challenges, and more.

Bennett’s expertise in navigating the complexities of digital communications and leadership in a constantly evolving landscape offers valuable insights into what it takes to succeed in the digital age.

Take a look.

What leadership traits do you think are most important for navigating today’s digital landscape?

Adaptability and curiosity are at the top of my list. You have to be willing to respond quickly to changes in the digital world and be curious enough to explore new ways of thinking.

It’s also important to be able to teach, explain, and train others in clear, accessible language. In the digital realm, things can get complicated, and it’s crucial that leaders can break down these complexities for their teams.

Lastly, while not strictly a leadership trait, you need to be able to think outside the box. Digital doesn’t exist in isolation; you need to understand the broader world around you and how digital fits within it.

Looking forward, which skills do you think will be most valuable in the digital and communication sectors over the next decade?

The ability to take a broader view of the world as opposed to looking solely at the small world of digital, or the immediate communication challenge sitting in front of you.  The  reality is, the world is becoming so much more complex every day, and the issues our clients face are increasingly multifaceted.

Digital practitioners can’t afford to think in silos. We have to understand the broader communications landscape, the challenges our clients are up against, and how digital strategies can support them effectively.

How can digital departments contribute to the success of client campaigns, and how do you measure the impact of digital?

Ideally, the digital team should be involved in projects from the get-go, at the ideation stage. There’s nothing worse than being told, “We need a digital slide” without having been involved in any of the initial conversations.

Digital is a primary channel for campaigns now, so we need to be involved in brainstorming and creative discussions. When it comes to measuring impact, there’s no one-size-fits-all approach. It really depends on what the campaign aims to achieve.

The great thing about digital is that almost everything is measurable. This can include web traffic, dwell time, increased search around key terms, positive social mentions, engagement or followership growth, and newsletter sign-ups, among many others.

How do you stay updated on industry trends and ensure your digital strategies remain relevant?

At FGS Global, we have a fantastic global network of digital practitioners, and there’s a lot of information sharing within our groups. On top of that, I keep up with publications like Wired and Digiday, as well as specialist social media resources.

It’s our job to be digitally native, so our team is constantly across all channels and maintains regular contact with the platforms themselves to stay up to date with their latest updates and priorities.

What emerging digital trends or technologies do you think will significantly impact the industry soon?

Everyone’s talking about AI, obviously, so I’m not going to spend too much time on that one. Other than that, I think the death of X (formerly known as Twitter) is significant in terms of what it means for other platforms.

One trend that stands out is the rise of LinkedIn for personal brand building. More clients are starting to recognise the power of LinkedIn as a tool for establishing a personal brand, and there’s a growing imperative for executives to be seen as visible brand carriers.

Additionally, the evolution of search, especially in light of the rise of chatbots, will significantly impact reputation management in the years to come. It’s going to redefine what SEO looks like and how brands need to position themselves online.

What do you find most rewarding about your role as Digital Director, and how do you stay motivated?

I find the creative problem-solving aspect incredibly rewarding. Digital is a complex medium, and there’s no one set way to solve a communication challenge. It forces us to think on our feet, and that keeps the role dynamic and interesting.

And finally, what advice would you give to someone aspiring to be a Digital Director? What skills or experiences are most important?

My best piece of advice would be not to pigeonhole yourself solely in social media. You need to understand the wider communications landscape and the world around you. Nothing happens in a vacuum anymore, and to be a great advisor, you have to have a thorough understanding of all the communication challenges your clients are facing. This broader perspective will make you far more effective in a digital leadership role.