xvi congresso nacional do marketing - sarah harmon //how to make your ceo social s harmon
TRANSCRIPT
How to Make your CEO Social?
Sarah Harmon
Country Manager, LinkedIn Spain & Portugal
1
Executive Conversation with LinkedinAmy 2015
7
CEO Sociability yields multiple dividends
News Reputation Trust
The Company behind the Brand: In Reputation We Trust, Weber Shandwick, 2011
8
CEO as trusted as Employees
2014 Edelman Trust Barometer Annual Global Study
Company’s CEO Company’s Employee Media Spokesperson
Think about different types of information you may read, see or hear about a company. For each topic,
select which person you trust most to provide you with credible and honest information about a company.
Support your Strategy with Data
6% 6% 7% 8%10% 11%
70
29%
44%
52%
0%
10%
20%
30%
40%
50%
60%
Talent Brand Index
Keep cultural differences in mind
14Weber Shandwick and KRC Research, The Company behind the Brand: In Reputation We Trust
Hotel and tripadvisor
Knife fork and plate / Toque de chefExecutives at Socially Engaged
Companies are…
More likely to actively encourage employee use
of professional social media
Relationship Economics, Linkedin / Altimeter Group, 2014
In closing
Your leaders are your brand
Stop hiding
Better to start sooner than later
Your employees are everywhere
Face your fears
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