This summary is provided by the IPR Digital Media Research Center based on the original study by Brunswick Group

Brunswick Group examined how stakeholders expect executives to lead using social media.

Surveys were conducted with 2,800 readers of financial publications and 3,600 employees in large companies (more than 1,000 employees) across the globe. In-depth interviews were also conducted with 16 leaders and their team members at leading companies around the world. These companies represent over 3.1M employees across 11 different sectors and more than $1.6T USD in revenue in 2021.

Key findings include:

  • 82% of employees said it is at least “somewhat important” for business leaders to use social media to communicate about the company’s mission, vision, and values.
    • 88% of financial publication readers said it is at least “somewhat important”
  • All else being equal, 75% of employees would prefer to work for a CEO who uses social media compared to one who does not.
  • 82% of employees said they research a CEO’s online presence when considering joining a company.
  • 88% of employees said that “leaders who communicate directly and transparently” were at least a “somewhat important” factor when deciding whether they will stay at their current employer.

Learn how executive use of social media impacts perceptions

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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