The bar has never been higher for leadership confronted by a global pandemic, economic turbulence, and social upheaval. In the face of such challenges, new research from Brunswick shows that business leaders in Brazil must adapt to be more accessible and transparent than ever before – using social media to do so.
- Business leaders must reach people where they are. Social media use is high in Brazil. 93% of employees and 97% of financial readers use social media for work or personal use.
- Where and how people work won’t be the same after the pandemic. 80% of employees report working in a new location due to the pandemic, with two-thirds working from their home.
- Connected Leadership is a competitive business advantage to recruit and retain talent. By a 10:1 margin, employees would prefer to work for a CEO who embraces digital tools. Employees believe CEOs who use social media are more accessible, more transparent, easier to communicate with, and better able to keep teams connected.
- Social media is key to building and sustaining trust. 84% of employees and 89% of financial readers trust a CEO who embraces digital tools - up to 23 points higher than their global counterparts.
- Connected Leaders are better prepared for a crisis. 98% of employees and financial readers in Brazil say it is important for CEOs to respond to a crisis through social media.
7 out of 10
employees and financial readers believe it is very important for business leaders to communicate on social media.
16 to 1
employees trust a CEO who uses social media more than one who does not.
of employees and financial readers cite the importance of social media communications by CEOs when a company is in crisis.