Connected Leadership, Powered by Brunswick | Brunswick Group

Connected Leadership

The Authoritative Platform for Understanding Modern Leadership in a Connected World

Our latest research shows that stakeholders expect executives to use social media to lead. But it has never been more important to get it right. Leaders who understand the importance of communicating online build authentic, trusted platforms that advance business objectives and lead to tangible, real-world outcomes.

Research Highlights

We asked 2,800 readers of financial publications and 3,600 employees of companies with more than 1,000 employees – groups emblematic of the stakeholders business leaders want to reach – about their communications expectations of corporate leaders across 7 different countries and markets. In parallel, we conducted 16 in-depth interviews with best-in-class Connected Leaders and their teams to understand the tangible benefits of digital leadership across every industry and business critical issue.

From recruiting new talent, to fostering investor and media relations, to leading through crises, investing in effective Connected Leadership is now a business imperative.

4 to 1
By a 4 to 1 ratio, employees prefer to work for a CEO who uses digital and social media.

86% of financial readers say it is important for business leaders to use social media to communicate.

6 to 1
Financial readers trust Connected Leaders more than an executive who does not use social media by a 6 to 1 ratio.

Five years from now, any company that does not have an executive social media strategy will be completely behind in this space. The amount of engagement that you can generate with customers, clients, employees, and even recruits can be so incredibly valuable that every company in the Fortune 500 needs to seriously consider building out an executive social media function if they haven’t already."

– Multinational Investment Bank and Financial Services Company

Read our report to learn why Connected Leadership matters and how to get started.


Find more information about Connected Leadership, our previous research and additional resources about our Digital offering.

About Brunswick Digital

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Meet the Author

Craig Mullaney is a Brunswick partner in Washington, DC. Craig advises clients on a broad range of critical communications issues, with a specialist focus on crisis, public affairs, and digital communications. He is one of the leading authorities on executives’ use of digital media. He joined Brunswick from Facebook where he led strategic partnerships and founded Facebook’s Global Executive Program. Craig has provided strategic counsel on critical communications issues to leaders ranging from former heads of state and Fortune 50 CEOs to presidents of major charitable foundations, spiritual leaders, scientific luminaries, and entrepreneurs. He is a New York Times bestselling author, and decorated Army combat veteran.

During the Obama Administration, Craig served as a senior advisor at the U.S. Agency for International Development (USAID) and at the Pentagon. Previously, Mullaney was on the national security policy staff of President Obama’s 2008 presidential campaign.

Mullaney is the author of the 2009 New York Times bestseller The Unforgiving Minute: A Soldier’s Education. He has appeared on CBS, CNBC, BBC World News America, National Public Radio, The Colbert Report, and The Daily Show with Jon Stewart.

Want to Know More?

We can help any executive—from the C-suite and board to next-gen leaders—to explore a tailored approach to Connected Leadership. Contact us to learn more about our research and how Brunswick can help you and your leadership be more successful online.

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