People Management – How can the BBC utilise the ‘outsider advantage’?

By Penny Haslam, published in People Management - June 2026

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Article summary - People Management - How can the BBC utilise the ‘outsider advantage’?

When a senior outsider walks into a big leadership job, people don’t always roll out the bunting.

In this article for People Management, Penny Haslam looks at Matt Brittin’s move from Google EMEA to the top job at the BBC and asks a useful question: how can organisations help an external leader land well?

Penny brings two perspectives to the piece. She is a former BBC business journalist, so she knows how protective people can feel about the Beeb. She has also coached Google leaders, so she understands why Brittin’s commercial and tech background could bring real value.

That mix is the heart of the article. Outsiders can see things insiders have stopped noticing. They can ask awkward questions, challenge habits and make bold decisions. But they can also trigger folded arms, rolling eyes and a quiet chorus of “what do they know about us?”

Penny argues that this is where people professionals have a crucial role to play. The outsider advantage does not happen by magic. HR and people leaders need to help the new boss understand the organisation before they start making pronouncements from the top floor.

Her advice is practical. Brief them properly before day one. Not the shiny induction version, but the real one: the tensions, the history, the sensitive issues and the things everyone knows but no one writes down. Then help them listen to employees so they understand how change feels on the ground, not just how it looks in a strategy deck.

Finally, Penny makes the case for regular, honest communication. People need to see and hear from a new leader often, especially when change feels uncomfortable. A weekly update, a few early wins and a bit of genuine personality can go a long way.

The message is simple: outsider leaders can be exactly what an organisation needs, but only if they earn trust before asking people to follow them.

Read the full article by Penny Haslam, Bit Famous in People Management