Connected Leadership in France | Brunswick Group

Connected Leadership in France

New research from Brunswick reveals that while employees and financial readers in France expect executives to be active and accessible through social and digital media, just 35% are so today. Business leaders who adapt to meet these demands will have a competitive business advantage in talent recruitment and are more likely to emerge stronger from crises and sustain trust with stakeholders.

Key Findings

  • People increasingly experience business leaders and their companies through their screens. Despite employees and financial readers believing it is important for business leaders to use social media, just one third of employees report that their company’s
    leaders actively communicate with them online.
  • To build and sustain trust at a time when trust in leadership is fragile, executives must forge and fortify their reputation online. By a 2:1 ratio, employees trust a CEO more who uses social media than one who does not. For financial readers, this is even higher.
  • Connected Leadership is a competitive business advantage to attract and retain talent. Future employees are already looking for a leader’s social media presence – nearly half of employees in France will review a CEO’s social media accounts before joining a company.
  • Crises are magnified without Connected Leadership. During a crisis, executives are expected to respond with speed and transparency on social media.

The Landscape

3 in 4

financial readers say business leaders should use social media to communicate with the public.


of employees say it is important for CEOs to actively communicate on social media. This jumps to 77% in a crisis.

3 to 1

financial readers trust a CEO more who uses social media than one who does not.

Download in English
Download in French
Contact us to learn more about our research and how Brunswick can help you and your leadership be more successful online.


Get the 2021 Report

We asked 5,200 readers of financial publications and 6,500 employees of companies with more than 1,000 employees – groups emblematic of the external stakeholders business leaders want to reach – about their communications expectations of corporate leaders across 13 different countries and markets.

From misinformation to employee engagement to crisis, the data is clear. Stakeholders expect executives to adapt to the changing circumstances they face. They expect a Connected Leader.

Get the Report