Connected Leadership in India | Brunswick Group

Connected Leadership in India

More than ever, it is vital for business leaders in India to connect with their stakeholders using digital and social media platforms. Brunswick’s global, annual survey of employees and readers of financial publications highlights the ubiquitous use of social media by corporate stakeholders, their high expectations for transparent, accessible leadership, and the impact of COVID-19 on workplace communications in India.

Key Findings

  • Business leaders must reach people where they are. Higher percentages of employees and financial readers in India use social media than their counterparts globally. WhatsApp, Facebook, and YouTube emerge as the most used platforms.
  • Connected Leadership is a competitive business advantage to attract and retain talent. Nearly all employees would prefer to work for a CEO who uses social media. In fact, 81% strongly agree with this – a higher proportion than any other country surveyed.
  • Almost unanimously, stakeholders in India would trust a CEO who uses digital and social media as part of their work and communications more than a CEO who does not.
  • Executives should engage with employees using digital enterprise tools. Employees in India use digital enterprise tools, like Slack, Discord, Workplace, and Yammer, and expect leaders to communicate using these channels.
  • Connected Leadership is vital to engaging a remote workforce. 3 in 5 employees currently work from their residence and nearly half expect to remain working remotely when the pandemic ends.

The Landscape


of employees and financial readers believe it is important for leaders to communicate publicly on social media about a company.

48 to 1

employees prefer to work for a CEO who uses digital and social media over a CEO who does not.


of financial readers use LinkedIn or Twitter to follow business leaders.

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.

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