5 reasons your executive team should be active on social media

Multilocation Healthcare Executive Social Media Marketing

Marketing professionals have long understood the power of social media to shape perceptions, drive engagement, reach new audiences, and forge deeper connections. Now, that same understanding should extend to company leaders and is a key driver in getting them to be active on social media platforms. More and more, employees are expecting company leaders to have an active social media presence. If your leadership team is not using social media and is hesitant to, look no further than the following five reasons why they should start posting, and then, lend a hand to help them get started on relevant platforms.

  1. Builds transparency and authenticity

Consumers seek brands that value and display honesty, transparency, and integrity. Social media provides a unique opportunity for executives to demonstrate transparency and authenticity by engaging directly with audiences and giving a deeper look into the inside world of the leadership team and the company. Executives that share personal insights and present an insider look into decision-making processes and company values, help to humanize their brand, making it more accessible. It is this openness that builds trust with customers and strengthens their loyalty to the brand at a time when fake news and clickbait seem to be inescapable. Consumers have limitless choices when it comes to brands, by including executives in the push for authenticity, brands can forge much deeper connections with their audiences. 

Some executives might be worried that being authentic on social media opens the company to retaliation or increases the risk of sharing sensitive information. AS long as you carefully curate content to ensure executives aren’t sharing trade secrets, company intellectual property, or details protected by NDAs, posting on social media will be mostly beneficial. In fact, social media posts can help to keep executives and stakeholders accountable. For example, if an executive posts about company culture and the company’s commitment to being flexible, it’s in their best interests to ensure that is true or risk getting called out in a public forum. This encourages accountability and helps executives stay in touch with employees and public perception. 

  1. Boost recruitment campaigns

The best and the brightest are searching for companies and jobs that align with their values and provide an environment in which they can grow and flourish, not just spend each day dreading the 9-5. What better way to learn about a company’s culture, mission, and vision than through the leadership team? Leaders that take time from their busy schedule to drive home the most important and attractive parts of their company are sure to connect with job candidates on a deeper level. It also serves to make the company more attractive to candidates, and current employees. Most job seekers do thorough research on a company and part of that research is often diving into what employees and leaders have to say about the company, whether that’s on Glassdoor or Facebook. When leaders and employees match in their enthusiasm and authenticity for the company, it showcases that company as a place people want to work. 

Leaders can give a sense of what it is like to work at their company through engaging posts, live Q&A sessions, and behind-the-scenes content. Other strategies for leadership to help boost recruitment campaigns on social media include providing enhanced visibility into the company culture, engaging directly with high-level candidates on platforms, spotlighting employee success stories, demonstrating thought leadership through videos or articles, and creating a community around brand values. When executives get involved in recruitment campaigns it can help to attract the right talent and build a stronger employer brand. 

  1. Serve as role models for stronger employee engagement

Executives on social media set a precedent for open communication and engagement within the company. When employees recognize that leaders are willing to publicly share their success and stories, it can foster a sense of pride in the company. When executives have a public voice, it can help employees feel connected to their company’s leaders and may even encourage great employee engagement and boost morale. It is especially important when times are tough or clinics are understaffed. 

Posting on social media can be time consuming and feel pointless for some employees, but that can shift when they see the notoriously busy leadership team posting on social media. Even if your executives only post on LinkedIn, it can help drive home the importance of these platforms for lead generation, recruitment, and brand awareness, all vital components of a successful business. This can also foster more brand ambassadors for the company who can actively engage with audiences on a variety of topics. 

  1. They are already your champion thought leaders

Executives are often the visionaries behind their companies. Most are tapped to lead because of their industry knowledge, spot-on insights, and impactful leadership qualities. When visionaries share their expertise on social media, they reinforce their position as thought leaders and elevate the brand’s authority in the industry. Moreover, people also listen to what they have to say, meaning you won’t have to work so hard for views, likes, and shares, because leaders already create valuable, relevant content. Considering that, “61% of customers say thought leadership content is ‘a lot more’ effective at showcasing your company’s value than traditional marketing,” it’s worth testing the waters. 

The power of thought leadership is very clear when “55% of decision makers say content from thought leaders is especially important to win them over during economically bleak times.” This highlights the significant impact of executive thought leadership on both customer perception and decision-making processes, underscoring the importance of their presence on social media. In light of current economic uncertainties and the forecasts of a looming recession, it’s best to have your thought leaders on social media before it’s necessary

  1. Engage with new audiences

Social media platforms provide a limitless untapped audience for executive and marketing professionals. Social media gives executives the leeway to be a bit more informal and personal by engaging with their personal and professional networks and actively courting potential customers, partners, and influencers. This engagement can lead to new audience segments discovering your brand, thereby expanding your reach and influence.

It’s also a great way to get in front of Gen Z, which we’ve mentioned before. Gen Z values transparency and authenticity, and they want to connect with brands that put their clients first. Executives can speak directly to Gen Z to start bridging the gap and address their concerns head on. Any brand leaders that are willing to have the tough conversations are going to be more likely to succeed and usher in a new generation of brand ambassadors that authentically connect with the company.

The benefits of having your executive team active on social media far outweigh the risks. The impact of executives on social media can be profound as they increase your brand’s ability to build trust with your current audience, recruit top-tier candidates, encourage great company transparency and authenticity. Some executives might require more support and guidance than others to get a social media profile up and running, but as long as their content aligns with your broader goals and objectives, you really can’t go wrong.