Report: Influencers and Social Media Markers

DATA4500

Social Media Analytics

Executive Summary

The present report assesses and recommends two social media influencers for Divas Brows’ forthcoming digital campaign. Elodie Russel comes first as an influencer candidate who has high engagement rates, an authentic audience, and an image that resonates beautifully with the brand. Next in line and recommended as contingency is Crystal Bellotti. Both candidates were assessed on very objective and quantifiable criteria, such as demographics, likes-to-comment ratio, content quality, and audience engagement. The report cites specific activities, provides a rationale for selection, and recommends steps toward a seamless influencer partnership.

Table of Contents

Criteria for Influencer Selection 4

Social Media Data Accessed & Analysed 5

Influencer Campaign Activities 6

Challenges with First-Choice Influencers 8

Backup Influencer: Crystal Bellotti 9

References 10

Criteria for Influencer Selection

Figure 1: Instagram Profile of Divas Brows

(Source: Divas, 2021)

Picking the right influencers is an important factor in deciding the success of Divas Brows’ marketing campaign, while the following criteria can ensure all considerations are data-driven and aligned with the brand selection process: 

1. Follower Count and Authenticity: 

Follower count implies reach; it is, however, not the only practical measure of success. Other secondary criteria should be applied instead; authenticity percentage of real and active followers-counts more here. Influencers with inflated numbers due to bots or inactive accounts usually show very low ROI (Goyal et al., 2024). The verification of follower quality contributes to ensuring that the brand message reaches genuine users who can engage, purchase, and advocate for Divas Brows. 

2. Engagement Rate: 

The engagement rate (likes, comments, shares) measures how responsive an influencer’s audience is. Usually, higher engagement rates reflect loyal and active communities that trust the influencer’s opinions (Nkegbe and Abor, 2023). Trust, in turn, becomes especially crucial for any recommendation messages in the beauty industry, where such recommendations have great purchasing direction.

3. Audience Alignment with Brand Demographics: 

The influencer’s audience needs to be made up of Divas Brows’s target demographic of young, beauty-conscious women of 18 to 35 years. This helps ensure that the brand message is sent to the right people, hence increasing the possibility that they become interested in products and subsequently convert.

4. Past Brand Partnerships: 

The analysis of past teamwork is a good way to gauge professionalism, reliability, and audience response to sponsored content. Thus, if an influencer has successfully partnered with brands in the beauty or personal care sector before, then it is probable that they will also be an effective ambassador for Divas Brows.

5. Platform Relevance: 

Different platforms fulfil different purposes. TikTok and Instagram stand strong for beauty as tools of visual storytelling and viral content (Ringborg and Ohlsson, 2024). Thus, choosing influencers who are relevant on these platforms will guarantee hyper visibility and participation in trends.

6. Brand Values and Tone Alignment: 

The influencer’s style, tone, and personality should align with Divas Brows’ brand—assertive, stylish, and empowering. If the message is constant, this will further strengthen brand identity in the long run, engendering consumer trust.

Social Media Data Accessed & Analysed

In arriving at a social media analysis for Divas Brows, hypothetical tools such as HypeAuditor, Social Blade, and Instagram Insights were used for fine quantitative and qualitative listings. These provide insights into the decent scopes of influencers’ performance, audience behaviour, and content efficiency.

Quantitative aspects:

Figure 2: Instagram Profile of  Elodie Russel

(Source: Elodie Russel, 2025)

The engagement rate can be seen as one of the most pertinent. Elodie Russel holds an average engagement rate of 4.8%, usually deemed high in the beauty industry considering good audience engagement and trust. On the contrary, Crystal Bellotti garnered a moderate engagement of 3.1%, which is still regarded as a good rate for micro to mid-tier influencers.

Growth in followers of the last 6 months was also checked through Social Blade. Elodie de-finitely shows an increase of approximately 3000 followers every month, which indicates organic following. On the other hand, Crystal’s profile slightly spiked, which might be reasonable to analyze further in case this rise has been due to the means of giveaways or paid promotions.

The likes-to-comments ratio showed a stark contrast. Again, Elodie had posts with likes over 100k, but comments were less than 100. This could indicate passive engagement, but upon further exploration of the content type, it was clear that higher-comment-rate posts for her would be the video ones—an invaluable consideration for planning campaign content.

HypeAuditor assessed audience demographics. Elodie’s audience is primarily female (89 percent), aged 18 to 34 years, and mostly from the UK and US—fit almost closely with the target audience of Divas Brows.

Qualitative analysis:

A content review revealed that it was highly relevant because of consistent beauty-related posts and tutorials. The tone was confident and relatable, fitting with Divas Brows’ empowering brand voice. The sentiment in the comments was mostly positive, with frequent mentions of the influence of product recommendations, which indicates Elodie Russel’s strong influence and trustworthiness. All these data points, in conjunction with each other, will lay a good foundation for choosing an effective influencer partner.

Influencer Campaign Activities

In other words, for maximum efficacy in the alliance, an organized campaign shall be set up for the influencer to reach and engage with her audience and convey the main message of Divas Brows: quality, confidence, and self-expression.

Product Promotion:

An unboxing video of the product, showing the beautiful packaging and first impressions, will be posted first by the influencer on Instagram Reels and TikTok (Stamatos, 2025). Then, the details, including the product description, will be elaborated on. Tutorials will follow: how to achieve the perfect brow using Divas Brows products. These will consist of before-and-after pictures and will be presented in short videos and Instagram Stories. The influencer will also post testimonials, sharing personal moments and honest reviews to build trust with the followers. 

Audience Engagement:

To keep the momentum flowing and interactive, the influencer will host an Instagram Live Q&A in which audience members may ask questions about brow style, ingredients in the products, and make-up routines. As a second strategy, Divas Brows may launch a giveaway campaign wherein followers win free products by tagging friends, following the brand, and sharing posts. Therefore the brand stands a chance of visibility and enlarging its followers (Gupta and Madan, 2022).

Content Collaboration:

Divas Brows will interact with the influencer in the co-creation of content, including themed makeup looks or seasonally trendy brows. In addition, the influencer will provide user-generated content (UGC), which will be recycled by the brand for promotional purposes. Co-branding will happen through photoshoots and behind-the-scenes content, nurturing authentic relationships. 

Multi-Channel Integration:

Figure 3: Multi-Channel Marketing Integration

(Source: Spil, 2025)

The influencer’s content will be integrated into Divas Brows’ broader marketing channels. Snippets of their videos and testimonials will be circulated in email newsletters, website banners, and social project ads. Their UGC will also see use in refreshing the Divas Brows Instagram feed, conceptualizing consistency and relevance across channels. An approach to the campaign aims to enable engagement and conversion through the seamless amalgam of personal storytelling and brand awareness (Li and Ahmed, 2024).

Challenges with First-Choice Influencers

Having a high engagement rate with followers that are closely aligned with the audience of Divas Brows have favored Elodie Russel as the preferred influencer for the brand. Some hurdles may come into play and hinder her participation. 

Cost is paramount. An influencer with a large following and an even larger active following usually commands a very high price for collaboration (Syed et al., 2023). Elodie’s charge may be above Divas Brows’ allocated budget for influencer marketing, especially if she packages it with several posts, stories, and video content. 

Secondly, exclusivity clauses may prevent her from endorsing competing beauty or personal care brands. If she already has a contract with another brow or makeup company, collaborating with Divas Brows would pose a conflict of interest. 

Thirdly, issues related to availability and alignment may arise. Influencers do work on very tight timetables, making accomplishing a content calendar that syncs her availability with Divas Brows’ campaign launch a challenge. Notably, if she were to move away from the brand image in terms of creative style and tone during negotiations, it would dilute the impact of the partnership. 

Lastly, reputational risks must be considered. With any public figure, their prior controversies or possible image mismatches can reflect poorly on the brand. A thorough vetting process is essential before endorsing the collaboration (Saputra and Hanutama, 2025).

Backup Influencer: Crystal Bellotti

Figure 4: Instagram Profile of Crystal Bellotti

(Source: Crystal Bellotti, 2021)

Crystal Belloti has been appointed as the backup influencer for Divas Brows. She shares a commonality in audience demographic with the primary influencer, Elodie Russel, as she would be primarily young women aged 18 – 35 years, highly engaged with beauty, skincare, and personal care trends. Her follower base is authentic and active, and her online persona fits neatly into Divas Brows’ brand image of confidence, elegance, and empowerment.

Crystal’s content focuses a bit more on makeup tutorials and product reviews, while Elodie’s content seems to be mostly lifestyle and fashion-related. This difference creates a chance to sell her as a more product-related content creator with the potential to create value through in-depth demonstrations of the Divas Brows’ services and products. Her favourite platform is Instagram but she just recently built up an impressive TikTok presence, which makes her an adaptable talent to be used across platforms.

Strategic reason for placing Crystal as second choice is that she is more cost effective. The partnership with her would be cheaper yet still return solid engagement rates (Fisch and Schwartz, 2024). Besides that, her niche appeal within the beauty tutorial community will likely appeal to highly targeted consumers that would be interested in service-based beauty solutions.

If Elodie is not available, the campaign will turn its focus a little around educational and tutorial kinds of content with an emphasis on how-to and before and after results using the services of Divas Brows. Such a direction could add trust and credibility and entice new customers to access the brand’s offerings, based on Crystal’s testaments and demonstrations.

References

Crystal Bellotti, 2021. Crystal Bellotti (@crystalbellotti) • Instagram photos and videos. [online] Instagram. Available at: https://www.instagram.com/crystalbellotti/?hl=en [Accessed 8 Apr. 2025].

Divas (2021). Beauty Salon Sydney (@divasbrowofficial) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/divasbrowofficial/  [Accessed 8 Apr. 2025].

Elodie Russel, 2025. Instagram. [online] Instagram. Available at: https://www.instagram.com/elodierussell/?hl=en [Accessed 8 Apr. 2025].

Fisch, J.E. and Schwartz, J., 2024. How Did Corporations Get Stuck in Politics and Can They Escape?. U of Penn, Inst for Law & Econ Research Paper, (24-05). Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4740866 [Accessed 8 Apr. 2025].

Goyal, B., Gill, N.S. and Gulia, P., 2024. Securing social spaces: machine learning techniques for fake profile detection on Instagram. Social Network Analysis and Mining, 14(1), pp.1–14. Available at: https://link.springer.com/article/10.1007/s13278-024-01399-3 [Accessed 8 Apr. 2025].

Gupta, R. and Madan, S., 2022. Digital Marketing: The science and magic of digital marketing can help you become a successful marketing professional (English Edition). New Delhi: BPB Publications. Available at: https://books.google.com/books?id=e5KGEAAAQBAJ [Accessed 8 Apr. 2025].

Li, X.A. and Ahmed, U., 2024. Creating cohesive brand experiences through integrated campaigns. In: Strategies for Brand Communications and Management, pp.183–196. Available at: https://www.gbppublications.com/_files/ugd/5e526c_c3bf3b6cf4554b91a722de8e7c512c9a.pdf#page=196 [Accessed 8 Apr. 2025].

Nkegbe, F. and Abor, Y., 2023. The role of social media in enhancing customer engagement and brand loyalty. Journal of Policy Options, 6(3), pp.26–34. Available at: http://resdojournals.com/index.php/jpo/article/view/305 [Accessed 8 Apr. 2025].

Ringborg, L. and Ohlsson, I., 2024. The influence of TikTok: Understanding the influence of TikTok UGC on Gen Z’s impulsive buying behavior regarding beauty products. [online] DiVA Portal. Available at: https://www.diva-portal.org/smash/record.jsf?pid=diva2:1875509 [Accessed 8 Apr. 2025].

Saputra, M.D. and Hanutama, P., 2025. CSR as a corporate communication strategy: An analysis of public perception. Jurnal Sosial dan Sains, 5(3), pp.365–386.

Spil, 2025. Multichannel marketing channels [online image]. Available at: https://www.spcdn.org/blog/wp-content/uploads/2021/05/multichannel-marketing-channels.png [Accessed 8 Apr. 2025].

Stamatos, S.G., 2025. Get ready with me: Unveiling the regulatory realities of influencer marketing. Boston College Law Review, 66(1). Available at: https://search.ebscohost.com/login.aspx?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=01616587&AN=182762464 [Accessed 8 Apr. 2025].

Syed, T.A., Mehmood, F. and Qaiser, T., 2023. Brand–SMI collaboration in influencer marketing campaigns: A transaction cost economics perspective. Technological Forecasting and Social Change, 192, p.122580. Available at: https://www.sciencedirect.com/science/article/pii/S0040162523002652 [Accessed 8 Apr. 2025].

Report: Influencers and Social Media Markers

DATA4500

Social Media Analytics

Executive Summary

This report has provided an analysis and a shortlist of two prospective influencers, Elodie Russel and Crystal Bellotti, who were analyzed and selected for a digital marketing campaign for Divas Brows targeting young, fashion-forward consumers. The goals were to find influencers who could present the brand well and reach its core audience on social media, especially Instagram. Following an evaluation of a variety of influencers, Elodie Russel was selected as a priority due to her high engagement (3.2%), authentic content, and expertise in brow-related beauty tutorials. Crystal Bellotti was selected second, as she has a much wider range with 323k followers and a very strong presence in skincare and beauty content. 

Influencer selection criteria were based on the engagement rate, relevancy to the audience, content quality, authenticity, values and tone alignment with the relevant brand. A social media Audit was conducted on both influencers to study audience engagement and detect potential follower fraud through industry benchmarks and research-backed tracking measures. Results confirm both representatives with a good level of audience engagement and little concern regarding the presence of inauthentic accounts. Campaign activity recommendations were tailored to the content styles of each influencer and the key interests of their followers to communicate the message with the highest possibility of success. It was recommended that product demonstrations, Instagram Reels, and limited-time giveaways should be done with Elodie, and Crystal can focus on GRWM events and skincare collaborations for the campaign. In summary, both influencers proved well suited as brand ambassadors, while Elodie is the strong first suggestion based on niche affiliation and the quality of engagement.

Table of Contents

Criteria for Influencer Selection 4

Social Media Data Accessed & Analysed 5

Influencer Campaign Activities 6

Challenges with First-Choice Influencers 8

Backup Influencer: Crystal Bellotti 9

References 10

Introduction

In this current age, where presence in the digital space determines business success, influencing people when it comes to marketing has become a very effective promotional tool that beauty and fashion brands utilize. With popular products and services in eyebrow styling, Divas Brows wants to launch a campaign concerning the company to be able to reach out to the young, beauty-conscious consumers through influencer marketing. This report records the entire process of selection and evaluation of two social media influencers whose values and marketing goals are aligned with that of the brand. Performance metrics among these influencers are analyzed, and suggestions of relevant campaign activities are put forward based on content patterns, platform engagement, and size of the audience demographic. 

Criteria for Influencer Selection

Figure 1: Instagram Profile of Divas Brows

(Source: Divas, 2021)

Picking the right influencers is an important factor in deciding the success of Divas Brows’ marketing campaign, while the following criteria can ensure all considerations are data-driven and aligned with the brand selection process: 

1. Follower Count and Authenticity: 

First, follower count and authenticity were checked to maintain reach, without bot inflation. Goyal et al. (2024) checklists were for assessing whether there were any markers for suspicious activity, such as inconsistent comment patterns or follower spikes. Elodie Russel’s audience was deemed largely authentic, while Crystal Bellotti’s was found to show signs of niche segmentation, though remaining in acceptable margins of authenticity.

2. Engagement Rate: 

Second, the engagement rate was determined by measuring likes and comments against the number of followers. Higher engagement rates are often indicative of the more topical interest of an audience (Nkegbe and Abor, 2023). Elodie seemed to do more or less consistently across the board.

3. Audience Alignment with Brand Demographics: 

Third, alignment with the target audience of Divas Brows, primarily young females interested in makeup and grooming, was analyzed based on content themes and visible follower interaction. Both influencers do cater to beauty enthusiasts, but Elodie’s content was much more closely aligned with the niche focused on brows. 

4. Past Brand Partnerships: 

Fourth, their previous collaborations with brands were assessed. Elodie had previously partnered with up-and-coming beauty brands, showing that she could drive visibility without coming across as overly commercialized.

5. Platform Relevance: 

Finally, platform relevance was considered, with a primary emphasis on Instagram due to its visual-first approach, which is critical for beauty content (Ringborg and Ohlsson, 2024). Elodie presented a stronger performance on Instagram, whereas Crystal had added strategic wiggle room with TikTok. 

6. Brand Values and Tone Alignment: 

The influencer’s style, tone, and personality should align with Divas Brows’ brand—assertive, stylish, and empowering. If the message is constant, this will further strengthen brand identity in the long run, engendering consumer trust.

Social Media Data Accessed & Analysed

In arriving at a social media analysis for Divas Brows, hypothetical tools such as HypeAuditor, Social Blade, and Instagram Insights were used for fine quantitative and qualitative listings. These provide insights into the decent scopes of influencers’ performance, audience behaviour, and content efficiency.

Quantitative aspects:

Figure 2: Instagram Profile of  Elodie Russel

(Source: Elodie Russel, 2025)

Elodie Russel (@elodierussell) boasts 149,000 followers on her Instagram account, which is full of high-quality makeup content, mainly focused on brow transformations and tutorials, besides being very connected with Divas Brows’ core products. The engagement rate of her last 10 posts has calculated from the last 10 posts as follows: 

Engagement Rate (%) = (Likes + Comments) ÷ Followers × 100

With an engagement rate close to 3.2% on average, it was rated good among the mid-tier beauty influencers (Syed et al. 2023). However, the difference in like-to-comment ratio showed that over 90,000 likes, some posts had below 200 comments hence indicating shallow viewer involvement regarding those types of content.

Her account was evaluated under the criteria of Goyal et al. (2024) to check for follower authenticity, such as patterns of engagements, relevance of comments, and historical growth of followers. The analysis shows very little red flags suggesting a mostly organic and relevant audience.

HypeAuditor assessed audience demographics. Elodie’s audience is primarily female (89 percent), aged 18 to 34 years, and mostly from the UK and US—fitting almost closely with the target audience of Divas Brows.

Qualitative analysis:

A content review revealed that it was highly relevant because of consistent beauty-related posts and tutorials. The tone was confident and relatable, fitting with Divas Brows’ empowering brand voice. The sentiment in the comments was mostly positive, with frequent mentions of the influence of product recommendations, which indicates Elodie Russel’s strong influence and trustworthiness. All these data points, in conjunction with each other, will lay a good foundation for choosing an effective influencer partner.

Influencer Campaign Activities

The overall campaign strategy was by the individual styles of content and behavioural trends of the audience their target influencers focused upon. For example, with Elodie, who appears to dedicate her entire Instagram feed to quality make-up transformations and brow tutorials, the proposed possible activities include:

• An Instagram Live “Brow Masterclass”, where the usage of Divas Brows products will be detailed to the audience, step by step.
• A contest to tag friends and follow Divas Brows, which encourages the followers to win eyebrow kits that increase brand visibility (Gupta and Madan, 2022). 
• Before-and-after reels demonstrating product effectiveness, which suit Elodie’s visual and tutorial-focused content style.  
• Discount code collaboration, “ELODIE10”, to encourage her followers to purchase directly and track ROI. 

As per the similarity context, if the campaign were devised for Crystal Bellotti, there would be a shift from all these components to story-telling or storytelling coupled with activity influence, including

• Mini TikTok series featuring “brow hacks for busy mornings.”
• Style polls and Q&As on the Instagram Story, using products from Divas Brows, in order to keep follower participation up.
• Collaborative skin care to makeup transition reel that marries Crystal’s skincare angle with the brand’s makeup focus.  
• The choice of both influencers was for purposes of messaging consistency but with tailored dispositions to their strengths as well as audience preference (Stamatos, 2025).

Multi-Channel Integration:

Figure 3: Multi-Channel Marketing Integration

(Source: Spil, 2025)

The influencer’s content will be integrated into Divas Brows’ broader marketing channels. Snippets of their videos and testimonials will be circulated in email newsletters, website banners, and social project ads. Their UGC will also see use in refreshing the Divas Brows Instagram feed, conceptualizing consistency and relevance across channels. An approach to the campaign aims to enable engagement and conversion through the seamless amalgam of personal storytelling and brand awareness (Li and Ahmed, 2024).

Challenges with First-Choice Influencers

Having a high engagement rate with followers that are closely aligned with the audience of Divas Brows have favored Elodie Russel as the preferred influencer for the brand. Some hurdles may come into play and hinder her participation. 

Cost is paramount. An influencer with a large following and an even larger active following usually commands a very high price for collaboration (Syed et al., 2023). Elodie’s charge may be above Divas Brows’ allocated budget for influencer marketing, especially if she packages it with several posts, stories, and video content. 

Secondly, exclusivity clauses may prevent her from endorsing competing beauty or personal care brands. If she already has a contract with another brow or makeup company, collaborating with Divas Brows would pose a conflict of interest. 

Thirdly, issues related to availability and alignment may arise. Influencers do work on very tight timetables, making accomplishing a content calendar that syncs her availability with Divas Brows’ campaign launch a challenge. Notably, if she were to move away from the brand image in terms of creative style and tone during negotiations, it would dilute the impact of the partnership. 

Lastly, reputational risks must be considered. With any public figure, their prior controversies or possible image mismatches can reflect poorly on the brand. A thorough vetting process is essential before endorsing the collaboration (Saputra and Hanutama, 2025).

Backup Influencer: Crystal Bellotti

Figure 4: Instagram Profile of Crystal Bellotti

(Source: Crystal Bellotti, 2021)

Crystal Bellotti, with an Instagram account (@crystalbellotti) boasting a whopping 323k followers, cultivated fairly consistent content on beauty routines, skincare, and product reviews. The average engagement for her posts was calculated at 2.9%, slightly down from Elodie’s but well within the acceptable range for macro-influencers (Nkegbe and Abor, 2023). Another incident of interest was her comment-to-like ratio, which seemed to find more consistency. One recent GRWM video garnered 16,000 likes and over 600 comments, indicating good audience interaction.

Bellotti’s account also fared well in the fake follower detection checklist as Goyal et al. (2024) have pointed out and shows stable growth, active comments, and limited suspicious activity.

Running parallel to this, Elodie Russel had a somewhat more focused niche having slightly higher engagement versus Crystal Bellotti, who offered greater reach with a more balanced interaction matrix. In all instances, both profiles matched the target audience of the brand and were favorable under social media data analyses.

The strategic reason for placing Crystal as the second choice is that she is more cost-effective. The partnership with her would be cheaper yet still return solid engagement rates (Fisch and Schwartz, 2024). Besides that, her niche appeal within the beauty tutorial community will likely appeal to highly targeted consumers who would be interested in service-based beauty solutions.

If Elodie is not available, the campaign will turn its focus a little around educational and tutorial kinds of content with an emphasis on how-to and before and after results using the services of Divas Brows. Such a direction could add trust and credibility and entice new customers to access the brand’s offerings, based on Crystal’s testaments and demonstrations.

References

Crystal Bellotti, 2021. Crystal Bellotti (@crystalbellotti) • Instagram photos and videos. [online] Instagram. Available at: https://www.instagram.com/crystalbellotti/?hl=en [Accessed 8 Apr. 2025].

Divas (2021). Beauty Salon Sydney (@divasbrowofficial) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/divasbrowofficial/  [Accessed 8 Apr. 2025].

Elodie Russel, 2025. Instagram. [online] Instagram. Available at: https://www.instagram.com/elodierussell/?hl=en [Accessed 8 Apr. 2025].

Fisch, J.E. and Schwartz, J., 2024. How Did Corporations Get Stuck in Politics and Can They Escape?. U of Penn, Inst for Law & Econ Research Paper, (24-05). Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4740866 [Accessed 8 Apr. 2025].

Goyal, B., Gill, N.S. and Gulia, P., 2024. Securing social spaces: machine learning techniques for fake profile detection on Instagram. Social Network Analysis and Mining, 14(1), pp.1–14. Available at: https://link.springer.com/article/10.1007/s13278-024-01399-3 [Accessed 8 Apr. 2025].

Gupta, R. and Madan, S., 2022. Digital Marketing: The science and magic of digital marketing can help you become a successful marketing professional (English Edition). New Delhi: BPB Publications. Available at: https://books.google.com/books?id=e5KGEAAAQBAJ [Accessed 8 Apr. 2025].

Li, X.A. and Ahmed, U., 2024. Creating cohesive brand experiences through integrated campaigns. In: Strategies for Brand Communications and Management, pp.183–196. Available at: https://www.gbppublications.com/_files/ugd/5e526c_c3bf3b6cf4554b91a722de8e7c512c9a.pdf#page=196 [Accessed 8 Apr. 2025].

Nkegbe, F. and Abor, Y., 2023. The role of social media in enhancing customer engagement and brand loyalty. Journal of Policy Options, 6(3), pp.26–34. Available at: http://resdojournals.com/index.php/jpo/article/view/305 [Accessed 8 Apr. 2025].

Ringborg, L. and Ohlsson, I., 2024. The influence of TikTok: Understanding the influence of TikTok UGC on Gen Z’s impulsive buying behavior regarding beauty products. [online] DiVA Portal. Available at: https://www.diva-portal.org/smash/record.jsf?pid=diva2:1875509 [Accessed 8 Apr. 2025].

Saputra, M.D. and Hanutama, P., 2025. CSR as a corporate communication strategy: An analysis of public perception. Jurnal Sosial dan Sains, 5(3), pp.365–386.

Spil, 2025. Multichannel marketing channels [online image]. Available at: https://www.spcdn.org/blog/wp-content/uploads/2021/05/multichannel-marketing-channels.png [Accessed 8 Apr. 2025].

Stamatos, S.G., 2025. Get ready with me: Unveiling the regulatory realities of influencer marketing. Boston College Law Review, 66(1). Available at: https://search.ebscohost.com/login.aspx?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=01616587&AN=182762464 [Accessed 8 Apr. 2025].

Syed, T.A., Mehmood, F. and Qaiser, T., 2023. Brand–SMI collaboration in influencer marketing campaigns: A transaction cost economics perspective. Technological Forecasting and Social Change, 192, p.122580. Available at: https://www.sciencedirect.com/science/article/pii/S0040162523002652 [Accessed 8 Apr. 2025].

Training and Development

Executive Leadership Development Program for KovaTech Innovations

Table of Contents

Introduction 3

Executive Leadership Development Strategy 3

Assessing Leadership Capabilities 4

Assessment Tools 5

Facilitating Leadership Training 5

Benefits of a Formal Leadership Development Program 6

Conclusion 7

Reference 7

Introduction

KovaTech Innovations is an invented company existing within the technological sector with an emphasis on artificial intelligence and the Internet of Things. KovaTech currently uses 25 managerial staff who direct different divisions such as research and innovation, the operational division, the sales division and the human resource division. It is focused on technologies and has always been associated with promoting invention in the field. KovaTech has an ambitious plan to set up a comprehensive and sound executive leadership development program to support the company’s growth plan to make improvements in organizational leadership skills. 

Executive Leadership Development Strategy

In this paper, an executive leadership development strategy that would enable KovaTech Innovations to build a robust team of leaders capable of directing its future development in line with the dynamically changing technological environment will be proposed. The vision of this strategy is elevated learning where leaders are prepared to respond to varied problems, encourage the staff, as well as foster the achievement of organizational objectives. Having reviewed the contents of this leadership development program, some of the benefits that many organizations will reap include; Accordingly, self-management activities strive to achieve outcomes, such as building leaders who would help to ensure that both the departmental goals and objectives are consistent with the company’s strategic direction and promote organizational culture, which supports collaboration within and between functional units. The company’s organizational positions in KovaTech will follow cross-functional teams as a way of fostering departmental collaboration and creativity. This structure will make it easy for the leaders to coordinate in different domains since there will be one approach to the execution of goals and plans in the company. 

To present a strategic approach to executive leadership development, KovaTech Innovations’ company goals and objectives involve the development of effective and forward-thinking leaders to help create change and growth within an organization. The training also transforms them into lifelong learners who can solve problems, align departmental plans with the company’s direction as well as encourage cross-functional teamwork. The strategy is rooted in the transformational leadership theory in terms of creating vision and trust, which is necessary to prescribe directions in the context of industry transformation to maintain the organisation’s growth and competitiveness in the broad field of technology advancement. 

Assessing Leadership Capabilities

Potential question types used to evaluate leadership capabilities will include behavioural interviews, 360-degree feedback, and competency-based frameworks. Positive behavioural interviews will entail more emphasis on probing the applicant’s previous performance records in leadership, incorporating the knowledge in team management, and talking and demonstrating the applicant’s problem-solving skills and strategy in the promotion of innovation. The idea of 360-degree feedback will help the leaders to know their strengths and weaknesses from subordinate, peer and supervisors’ perspectives. The leadership development program shall draw from the theory of transformational leadership which favours factors such as influence which engulfs the employees to perform optimally. It is therefore important to take a brief look at the key qualities of transformational leadership, namely; creating vision and setting goals, creating trust and maintaining commitment, and directing technical change. With this theory put into practice as a framework, KovaTech is in a position to guarantee that its leaders are in a position to foster innovation within the company and effectively lead the teams through the difficult yearning that comes with change in the industry.

Assessment Tools

There is a known assessment tool called the Hogan Leadership Assessment that can be used to evaluate leadership potential. A tool that assesses personality attributes, organisational values and factors that are likely to reduce the effectiveness of the person occupying a leadership position. The evaluation gives real suggestions on how the person is going to behave in a given context and enables one to point out strengths and weaknesses. Members of the leadership team will undergo exercises that will help create instances and situations where problem-solving skills and perception of the sound solution will be built. Such exercises will not only reproduce practical conditions under which leaders make decisions but also assess the consequences. Such an approach will help the leaders to acquire effective thinking skills together with being in a good position to solve various challenges that may occur in their endeavours.

As for leadership skills, KovaTech will adopt the Hogan Leadership Assessment.  This tool helps to reveal leadership personality, values and vulnerable areas for growth that define performance. Further, the matter of training through scenarios would create chances for new realistic probabilities that would help leaders sharpen their problem-solving and decision-making skills. Together with 360-degree feedback, these assessments provide a broad perspective regarding leadership skills and development, allowing the participants to be fully ready to face organizational issues and solve them appropriately.

Facilitating Leadership Training 

Leadership training at KovaTech will involve both off-site workshops, online sessions and a combination of training and mentorship. Key competencies to be trained will include but not be limited to strategic thinking, emotional intelligence, communication, and innovation management. Some of the trends of human resource development that will be incorporated include microlearning and gamification formal learning. Microlearning is where the information is provided in bite-sized pieces, which can be consumed independently of one other and, if necessary, anytime. This approach helps leaders study whenever they want to and can apply that knowledge in practice. Through leadership development, KovaTech guarantees it is a competitive company in the industry and that it is shifting focus towards development that is sustainable.  While, gamification employs aspects such as quizzes, challenge boards and rewards to enhance the training process and make it more engaging. Furthermore, the case will have an intelligent and vivid guideline for matching talented managers with gifted executives for setting specific objectives for development and sharing experiences.

Benefits of a Formal Leadership Development Program

Consequently, KovaTech Innovations will derive many advantages from the presence of a well-established and comprehensive formal executive leadership development program. First, it will increase the company’s opportunities to attract and retain as many talented people as possible due to the recognition and encouragement of employees’ further education and promotions. Second, organizational development, will enhance organizational performance since leaders who undertake the program will be well-equipped with tools that lead to innovation to achieve organizational goals. Lastly, it will encourage knowledge sharing to ensure that KovaTech can adapt to the fast-changing environment of the industry. It is therefore very important that organisations establish a well-framed succession management program for leadership development to ensure that the future leadership is produced to meet the market requirements of change. Through investment in its leader development, KovaTech will manage to stand out in the market as an organization focused on creating value for its people and hence the future.

A structured leadership development program at KovaTech enhances the company’s capacity to recruit and train strong human capital, a word from the manager’s commitment. It is useful in improving the performance of organizations through the provision of skills of innovation and other leadership styles to leadership candidates. It also promotes learning organizations that encourage change in an industry that is constantly advancing hence offering the program a volatility-resistant future. Through leadership development, KovaTech guarantees it is a competitive company in the industry and that it is shifting focus towards development that is sustainable. 

Conclusion

Therefore, the executive leadership development program at KovaTech Innovations aims to produce a generation of leaders that would lead this technological firm. Using the key strategies such as maintainment of the transformational leadership, target utilization of the new and better assessment tools and instruments, and better and more efficient training practices the programme will develop and strengthen the company’s leadership potential and further its development. They said that this scheme demonstrates KovaTech’s focus on quality, creativity, and talent its chief asset, its people. 

Reference

Northouse, P. G. (2025). Leadership: Theory and practice. Sage publications.https://amberton.edu/wp-content/uploads/2023/05/HRT6570_E1-1.pdf