2021 Connected Leadership Research

Last updated January 2021

Our 2021 research showed that corporate stakeholders expect business leaders to be adaptive, connected, and engaged – using digital & social media to do so.

Research Highlights

We asked readers of financial publications and 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.

5 to 1
By a more than 5 to 1 ratio, employees prefer to work for a CEO who uses digital and social media.

9 out of 10
9 out of 10 financial readers cite the importance of social media communications by CEOs during a crisis.

60%
60% of employees considering joining a company will research a CEO’s social media accounts.

9 to 1
By a margin of 9 to 1, financial readers trust a Connected Leader more than a CEO who does not use social media as part of their work.

Connected Leadership is engaging, authentic, and sustained. Connected Leaders embrace digital sources to get closer to employees. They directly engage stakeholders through new forms of communication and on issues beyond the balance sheet. Their connectivity is their resiliency through today’s crises and tomorrow’s.

Want to learn more?

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

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The 2021 Connected Leadership Survey was conducted by Brunswick Insight. The 6,500 employees surveyed were individuals across major global markets who are full-time or part-time employees at a for-profit company with over 1,000 employees. The margin of error for the overall sample is +/- 1%, but increases per specific markets and subgroups. Data was collected from September 28 to November 29, 2020. The 5,200 financial readers surveyed were members of the public across major global markets that regularly read at least two financial news publications. The margin of error is +/- 1% and the data was collected from September 28 to November 24, 2020.

The survey was conducted among respondents that had affirmatively opted into participating in a pre-existing GDPR-compliant online sample. The survey did not collect sensitive personally identifiable information. Surveys for both audiences were fielded in English with the option of the market’s native language, where applicable.

Market Employees Financial Readers
United States N=1,000 N=400
United Kingdom N=1,000 N=400
France N=600 N=400
Germany N=600 N=400
Italy N=600 N=400
Brazil N=600 N=400
India N=1,000 N=400
Singapore N=600 N=400
Hong Kong N=500 N=400
China -- N=400
Japan -- N=400
United Arab Emirates -- N=400
Saudi Arabia -- N=400