A new study from BRANDfog (via eMarketer) might explain why employees are up in arms over (inflated?) reports that hiring managers are asking for Facebook credentials.
It seems that it could boil down to a complete lack of trust in any company executive that doesn’t “get” social media. According to employees surveyed, 82% of them have more trust in a CEO that engages in social media.
That would suggest that an open, transparent CEO–one who is not afraid to be in the trenches–lifts employee moral and also the bottom line:
The majority of BRANDfog survey respondents (77%) are more likely or much more likely to buy from a company whose CEO uses social media to clearly define company values and leadership principles. And 94% said C-suite social media participation enhances a brand image.
Now, this is all well and good, so long as your CEO is not a jerkface or likes the taste of his own feet.
(hat tip to @Cord)