The Advisory | Brunswick

The Advisory

Issue 5 – 3 min read

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As some companies and their leaders return to the office, Connected Leadership remains more important than ever.

Our 2021 Connected Leadership Report, conducted in 13 markets late last year, showed that for many employees, post-pandemic working environments will no longer be entirely in an office. And a recent Brunswick Insight survey of 1,000 U.S. workers found that 47% of employees would prefer to split time working in the workplace and remotely. For executives grappling with how to engage employees in a flexible working environment, digital channels are key.

By not adapting to this style of visible online leadership, business leaders may leave valuable opportunities on the table—opportunities to empower coworkers, reach key audiences and showcase more authentic and personal leadership. As my latest column explores, being on social media is not about vanity; it’s about leadership.



From the Column

Read the most recent column from The Brunswick Review: Leadership, Not Celebrity

It’s easy to equate social media with frivolity, selfies and viral videos. But for executives, social media is about “we,” not “me.”

Digital has become the default mode of communication for accessible, engaged and connected leadership—yet our research and our client experience has shown that many CEOs remain uncomfortable using social media.

Many executives and their teams tell me that they want to keep their personal lives private, have little interest in becoming the next social media darling and have no need to bask in the spotlight. And while these are valid concerns, there’s good news for the digitally-reticent executive: your social media posts don’t have to be about you. All the better, usually, if they aren’t.

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The pandemic has changed the tactics of how leaders express gratitude but has left the importance of doing so unaltered. Continuing the theme of elevating “we” over “me,” we’re following these three executives who use their platforms to honor coworkers:

Chris Kempczinski
President and CEO, McDonald’s

Kempczinski spotlights his employees in dynamic ways— ranging from his signature series, One on One, where he interviews members of the McDonald’s System, to takeovers of his social media accounts (as seen here when a McDonald’s Owner/Operator documented a day in her life on his Instagram Story).


Michael Dell
Chairman and CEO, Dell Technologies

Dell consistently celebrates his colleagues’ achievements with personalized posts from his platform and by commenting on their original content (like this welcoming message to a new employee). 

Karen S. Lynch
President and CEO, CVS Health

Lynch focuses on elevating her coworkers’ voices across platforms through sharing their stories, commenting on milestones and honoring holidays like Employee Appreciation Day.


Explore the Connected Leadership website, subscribe to receive my latest Connected Leadership newsletter or get in touch to learn more about how Brunswick can help you with your Connected Leadership journey.

Thank you,
Craig Mullaney

Craig M. Mullaney
Partner, Brunswick Group
[email protected] 

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