Charismatic leadership. What leader doesn't want to practice this? Charisma is a lovely, positively charged word that refers to the ability to inspire, motivate, draw and hold the attention of listeners.
We've all been there. We present in front of a group of people and it's as if it doesn't quite hit the mark. You're desperately trying to grab the attention of the others, yet you catch Ole checking Facebook under the table and Stine stares unaffectedly out the window as you scan the room for even a single pair of eyes on you.
With a disappointed feeling in your stomach, you finish your presentation and are replaced by Karina, who is about to give her presentation. You instantly see how the room comes alive and quickly everyone is captivated by what Karina is saying - laughing, asking questions and nodding in approval. You regret that you don't have the same appeal as Karina and console yourself that you just don't have the same charisma as her.
Because that's exactly the perception many people have: that charismatic leadership is a unique talent - bestowed by God or other higher powers - that some people have and others just don't. But what if it's not?
In this blog post, we'll explore what charismatic leadership actually entails, what benefits it brings and - perhaps most importantly - how you can become a more charismatic leader.
The backbone of charismatic leadership
Charismatic leadership draws on three crucial elements: power, empathy and presence. These three cornerstones form the backbone of charismatic leadership and are essential to achieving true engagement and loyalty.
The three cornerstones are:
- Power: Body language and tone of voice play a crucial role in creating a natural authority.
- Empathy and warmth: Create an environment where employees feel comfortable and at ease.
- Presence: A charismatic leader has the ability to be fully present in the moment, facilitating true connection and cohesion with the team.
The three fundamental traits of charismatic leadership manifest themselves in both our body language and our mindset. Therefore, it's important to focus on tuning your mindset properly in order to convey effective body language. This type of leadership is essentially about creating personal attractiveness while being able to read and understand the behavior of others on a deeper level.
Read more: Create a healthy learning culture through coaching and curiosity
Does the charismatic leader possess a God-given talent?
When we see a charismatic leader, like Karina in the example above, who can rally people around her, inspire action and make everyone feel part of something bigger, we can't help but wonder: Is charisma something that's built into a select few from birth, as if God has handed them a special gift pack?
In 1875, charisma was actually defined as "a special spiritual gift or power divinely conferred, talent from God". If we take this definition at face value, then it's definitely something you are born with - not just born with, but a blessed gift that God has bestowed upon you. But the answer to the question is actually both yes and no.
It's true that some people seem to be born with a natural charisma and attractiveness. They have that "x-factor" that makes people want to follow them. But that doesn't mean charisma is an exclusive club for the select few. Charisma is not something that is reserved for a certain group of people. It's actually something that can be developed and improved by anyone who is willing to work at it.
Professor of Organizational Behavior at the University of Lausanne, John Antonakis, has shown through studies that charisma can be learned. In particular, Antonakis has focused on charismatic leadership and developed a tool called charismatic leadership tactics (CLT) that can help leaders appear more influential, credible and competent.
So while some may have gotten a head start in the charisma game of life, the ability is not something reserved for an elite few.
Benefits of charismatic leadership
But you might be thinking: What does it matter if I'm charismatic or not - I just need to perform my function as a leader, right? If you're asking this question, it's probably because you're not aware of all the benefits that charismatic leadership brings.
Studies have shown that charismatic leaders create an environment where employees better identify with the company, which means employees are more engaged in their work, are more satisfied and perform better.
In fact, charismatic leadership is something that can be seen directly on the bottom line. In 2015, John Antonakis conducted a study with three other researchers that showed that charismatic leadership boosted productivity by almost 20%. The study divided a group of employees into three groups:
- The first group received a normal speech with instructions (control group)
- The second group received the same speech + an ecomic bonus (the bonus group)
- The third group received a charismatic speech, no bonus (charisma group)
The study showed that the most productive employees were to be found in the bonus group. Their productivity was 20% better than the control group. However, the charisma group was almost as productive. At the same time, the charisma group was the employee group with the lowest work-related expenses. It had 18.9% fewer expenses than the control group. The bonus group, which was otherwise the most productive, had approximately 10% more expenses than the baseline.
The study showed that employees who have charismatic leaders are both more productive and significantly more cost-effective. Therefore, charismatic leadership is not just some fluffy concept - it's a concrete and important ability that can have a tangible and positive impact on the bottom line.
8 ways to more charismatic leadership
Antonakis has identified 12 charismatic leadership tactics (CLT) that help create charisma in a person, drawing inspiration from famous speeches. In general, these eight themes are:
- Use metaphors and analogies
The power of metaphor was harnessed by Martin Luther King in his "I Have a Dream" speech, for example, when he described the plight of black Americans as having "received a bad check". Metaphors make a message easier to understand and remember.
- Tell stories and anecdotes
Personal stories and anecdotes create a sense of connection between speaker and listener, which is especially relevant if the power balance is unequal. An example of someone who managed to use personal anecdotes to his advantage was Barack Obama during the 2008 election campaign.
- Use contrasts
"Don't ask what your country can do for you, ask what you can do for your country" said John F. Kennedy. Antonakis emphasizes contrast as a great tool to clarify your position with a beneficial dramatic effect.
- Ask rhetorical questions
In elementary school, most people learn to use rhetorical questions to make a point. It engages listeners by encouraging critical reflection, like when Sojourner Truth gave the famous "Ain't I a Woman?" to the Women's Convention in 1851.
- Use three-part statements
"We have the best product. We have the best employees. But we didn't reach the goal". The advantage of this tactic is that the point is emphasized sharply and precisely, while making it easier for listeners to remember three precise points.
- Reflect on the group's feelings
Your credibility is strengthened if you are able to reflect the prevailing emotions in the room, such as: "I know what you're all thinking. You're disappointed and so am I, because we've all worked hard to reach this goal".
- Set high goals and exude confidence that they can be achieved
Gandhi aimed to set high goals with great conviction: "India will wrench with nonviolence her liberty from unwilling hands". Setting high goals and being a pioneer yourself builds credibility, encourages drive and clarifies the company's vision.
- Use different tones, facial expressions and gestures
The last point highlights non-verbal attributes when delivering a message. Use body language to grab attention, emphasize key points and make your vision visual through gestures.
There is inspiration to be found in the above points if you want to become more charismatic when spreading a message in public. Feedwork always emphasizes that you only get good at something if you practice, and so does Antonakis. His studies have shown that employees rated their managers 60% better after being trained in these tactics, and an essential part of this training was constant and ongoing feedback.
So if you want to capture a room the way Karina does, try weaving in a metaphor, ask a rhetorical question and try to grab the listeners' attention by varying your tone of voice and gestures. And most importantly, practice and seek ongoing feedback - that way Ole won't check his Facebook for your next presentation.
Now you know a little about charismatic leadership, try also reading about: authentic leadership
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