Leaders are four players you see in the orange window on the right.  If you become a leader, you will be more noticeable.

Leaders

To you become a leader, make a bid.  Click on «Bid»

«Bid» icon

«Bid» window will pop up.  Bid varies depending on the number of people who want to become a leader.

«Confirm bid» window

If you are ready to make a bid, click on «Bid» and your profile will appear in «Leaders».