80 per cent of employees say they would rather work for a social CEO, and 2 out of 3 customers say that their perception of the CEO impacts their perception of the company. *)
Increasingly, we choose our jobs based on whom we work for and not what the company is like on paper. Therefore, your organisation's presence on LinkedIn and other social media is becoming a crucial element in attracting the right candidates for your vacant positions.
In this context, your CEO's expression on LinkedIn is important, but it doesn't stop there. Ideally, the CEO should act as beacon of social media for the rest of the organisation. However, sharing compelling stories about your company is one thing; getting relevant traction and eyeballs is an entirely different ballgame.
For instance, if your CEO writes a LinkedIn update about new job openings in your fantastic IT department, it probably won't be seen by many developers and IT professionals. But if the current employees in your IT department likes and/or shares the CEO's update, the number of views will multiply and - more importantly - more relevant people will see the update.
The benefits are twofold: Your job openings will be viewed by possible candidates and your CEO and your organisation are seen as highly social.
Naturally, you need to ensure that your employees' LinkedIn profiles are top notch. If only there was an easy way to achieve this... ;)
*) The Social CEO: Executives Tell All, Weber Shandwick, 2013 & The LinkedIn Executive Playbook.