There is a truth in the executive market that most people don't say out loud: the marketplace doesn't always reward the best. It often rewards the best known.
Without a strong personal reputation, even the most capable leader risks being a well-kept secret, respected by those who know them, invisible to those who don't.
Building a strong professional reputation is not about ego. It is about aligning credibility with visibility, so the right people find the right person at the right moment.
That is the problem the Hunter Reputation Index was built to solve.
Why This Matters More Than Ever
Generative AI has fundamentally shifted how professional reputations are built, searched, and found. AI is now likely the first place most people go to research someone, more often than Google. Executives who are not actively managing their presence in AI-generated results are ceding ground in the most important new reputation channel to emerge in a generation.
When a board chair, journalist, investor, or prospective client wants to understand who you are, they ask an AI. Within seconds, they receive a confident, synthesised answer drawn from everything those systems can find. Not a list of links. A verdict. Often taken as fact.
That verdict is forming right now, whether you are managing it or not.
What Is the Hunter Reputation Index?
The Hunter Reputation Index (HRI) is a proprietary diagnostic framework developed from decades of understanding how Perth's executive market works, what boards look for, and how reputation actually moves in this AI ecosystem.
It is not a search query. It is not a generic scan. It is a precise, evidenced analysis of where a client's reputation stands today, benchmarked against peers, scored across five key personal brand markers, and paired with a personalised strategy on how to move it toward where it needs to be.
You can Google yourself or ask AI. But what you cannot do is interpret, benchmark, and then strategically act on what you find the way Nicole Moody can.
How It Works – Four Structured Steps
The HRI follows four structured steps, each building on the last.
Step 1: Believed
Before the audit begins, the client provides their context, including their goals, their target audience, their archetype, and their self-assessment across the five reputation markers. This is the baseline. It ensures everything that follows is personalised to them, not generic.
Step 2: Perceived
A rigorous proprietary audit intelligence tool sweeps all publicly available data, including mainstream media, LinkedIn, corporate websites, annual reports, ASX announcements, and social media. It then assesses the client's personal brand against the five markers. The result is a scored, benchmarked picture of how the wider marketplace actually perceives them, compared against two nominated peers or aspirational leaders.
Step 3: Desired
This is where the real value of the HRI emerges. Drawing on the audit data and Nicole's deep knowledge of the WA business environment, a customised 90-day strategy is developed, identifying the single most important gap, five specific and practical priority actions, and a 90-day horizon of strategic moves. The strategy is WA-specific and built around the client's actual objectives. Not a generic playbook. A plan written for this person, in this market, at this moment.
Step 4: Measured
After 90 days, the HRI audit is run again using the same criteria to measure the change in visibility.
What Makes This Different
The HRI is not an AI tool. It is not a dashboard. It is not a self-service scan.
It is a proprietary framework, built from Nicole Moody's decades of experience in strategic communications, corporate affairs, and personal brand advisory in the WA market. The intelligence it surfaces is real. The strategy it produces is human, informed by a deep understanding of how Perth's business community works, how boards think, and how reputation genuinely moves in this ecosystem.
The gap between who you are and what AI says you are is the new reputational risk. The HRI identifies that gap precisely and then helps close it.
