Producing content is no longer an activity for influencers to become a skill strategic in the corporate world. The assessment is by Júnior Borneli, founder and CEO of StartSe, which has been using the social media as a reputation, networking and business generation tool.
“We are all fighting for attention. Those who don’t communicate lose relevance”, he says. The phrase summarizes what the executive considers a new chapter in the relationship between leaders and the public.
Founded in 2015, StartSe is the first International Business School created to train leaders prepared for a world in constant transformation. The company was born when Bornelli was still living in the interior of Minas Gerais. Without access to capital, network or large centers, he found social media the only way to scale his business. “The first sales, the first teachers and even the first sponsors came from LinkedIn”, he recalls.
The bet was supported by consistency. For 13 years he has been writing four posts a day, including on weekends. “Consistency is a competitive advantage”, he summarizes. “And authenticity matters too, a lot. People can tell when it’s not you.”
The executive rejects the use of automatic tools for text production. “Half of the content today is made by AI. The difference is original thinking”, he states. For him, Artificial Intelligence brought volume, but it did not replace the human gaze or the credibility that an audience demands.
The businessman was this week’s guest at Level Uppodcast presented by Roberto Indech, head of institutional relations for variable income at XP.
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In addition to the reach strategy, presence on networks, according to Borneli, has a direct impact on reputation and business. “LinkedIn is still underestimated in Brazil. It positions, connects and opens doors that would be impossible through other channels”, he says. For him, company boards, executives and investors get information there. “It’s very common to walk into a meeting and have someone say, ‘I read your post.’ It changes the conversation.”
Borneli also believes that CEOs need to also become communicators. “The CEO cannot be a hologram reading a teleprompter. Communication matters, a lot”, he states, causing what he considers the biggest gap between leaders and their audiences: the lack of voice, clarity and presence.
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For the CEO of StartSe, authenticity is one of the ingredients that should gain the most weight in the coming years. “Handmade content is worth more”, he compares.
Regarding the future, the founder believes that the relationship between leader and company will intensify. “The CEO’s reputation strengthens the company, and the strength of the company feeds back to the CEO.” In this sense, social networks become a strategic asset and not just an exposure channel. For the executive, the game is not about likes, but about relevance.
To find out more details about StartSe’s success and the social media strategies used by Junior Borneli, see the full episode on Level UP. The program is available as a video on YouTube and in its podcast version on the main streaming platforms.
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Level UP
Level Up is the newest program in InfoMoney. Roberto Indech, head of institutional relations for variable income at XP Inc., presents a relaxed chat with influential and relevant people in their respective niches, from different market segments, who enhance their businesses through personal social networks. Check out new episodes every Wednesday at 7pm.
