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 ».