Connected Leadership in the United States | Brunswick Group

Connected Leadership in the United States

New research from Brunswick reinforces that social media use continues to be a leading source of information for key stakeholders in the U.S., especially for employees working from home due to the COVID-19 pandemic. With teams and stakeholders globally dispersed, business leaders must adapt to be more accessible, transparent, and connected.

Key Findings

  • People increasingly experience business leaders and their companies through their screens. Four in five U.S. employees use social media to get information, the second year in a row the data topped 80%. Social media use by financial readers was similarly high in 2019 but is nearly ubiquitous in 2020.
  • The COVID-19 pandemic has altered the way people live, work, and receive information. Employees who are now working from home are more likely to get information from social media than employees who have not changed locations, and among those who expect to continue working from home beyond the pandemic, 89% get information from social media.
  • Leaders who use social media have a competitive advantage attracting and keeping talent. After benefits and compensation, U.S. employees cite leaders who communicate directly and transparently as a top reason to stay with a current employer.
  • Employees would prefer to work for a leader who uses social media by more than a 3:1 ratio, while financial readers would trust a CEO who embraces social media by more than an 8:1 ratio.

The Landscape


of employees cite direct and transparent leadership communications as a reason to stay with an employer.

8 to 1

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

9 out of 10

employees cite
the importance of social media communications by CEOs during a crisis.

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
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