Connected Leadership in Hong Kong SAR | Brunswick Group

Connected Leadership in Hong Kong SAR

People increasingly experience business leaders and their companies through their screens. New research from Brunswick shows that CEOs who adapt to a more accessible and transparent style of leadership and embrace social media have distinct business advantages over those who do not. Especially as working arrangements remain fluid, it is critical that business leaders reach people where they are: online.

Key Findings

  • Digital and social media use is higher in Hong Kong SAR than in many places around the world. 93% of employees1 and 97% of financial readers2 in Hong Kong SAR have used a digital or social platform in the past month for work or personal use, compared to 86% and 91%, respectively, globally.
  • 85% of employees and 90% of financial readers say it is important for CEOs to actively communicate on social media about their company. However, only 27% think their leaders are doing this very effectively, providing vast opportunities for growth.
  • Staying connected with employees is even more important given the fluidity of working arrangements in Hong Kong SAR. While 69% of employees in Hong Kong SAR said they were required to work in a new location due to the pandemic, employees now shuffle between the office (56% primarily but not exclusively) and their homes (34% primarily but not exclusively) during the week.
  • WhatsApp, Facebook, LinkedIn, YouTube, and WeChat emerge as top platforms employees and financial readers want corporate leaders to use to communicate with them and the public.

The Landscape

13 to 1

employees say they would trust a CEO who uses social media as a part of their work more than one who does not.


of financial readers in Hong Kong SAR think it is important for CEOs to actively communicate on social media about their company.

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


1 Employees living in Hong Kong SAR who work at for-profit companies with 1,000+ employees
2 Financial readers living in Hong Kong SAR who regularly read national and international finance publications

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
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