Masters of Comms Unleashing the Power of Executive Thought Leadership to increase brand engagement
4 snips
Jul 10, 2023 
Sarah Goodall, CEO and founder of Tribal Impact, a specialist in activating employee voices on social media. She explains why leaders must be visible on LinkedIn and how social leadership shapes culture. She outlines three content pillars for leaders, ways to build trust by listening, and practical steps to start and measure leadership advocacy programs.
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Hybrid Work Makes Executive Social Presence Essential
- Hybrid work reduced leaders' physical visibility, making executive activity on LinkedIn critical for consistent presence with employees and future hires.
- Sarah Goodall links leader visibility to recruitment needs, citing travel limits and distributed in-office days as drivers for social leadership.
Map Social Activity To Each Leader's Business Goal
- Tie executive social activity to each leader's role-specific goals so they see measurable value, for example recruiting talent in Asia.
- Sarah describes a chemical exec who, after a tailored six-month plan, attracted enough applicants and earned a promotion.
Leader Behavior Shapes Culture Through Social Signals
- Culture is felt through leaders' behaviour rather than formal documents, and visible social leadership models that behaviour for employees.
- Sarah cites Jeff Abbott as an example of a CEO using LinkedIn presence to demonstrate servant leadership and inspire staff.
