The value of CEO communication on social media for internal relationship management and employees’ social media engagement

Abstract

Purpose

The purpose of this study is to explore how CEOs’ interpersonal communication styles on social media can effectively enhance the relationship with employees and increase their engagement on social media platforms.

Design/methodology/approach

An online survey was conducted with 404 full-time employees working in corporations across various industries in the US. Only employees who “follow” their company’s CEO on social media were included in the study.

Findings

CEOs’ use of a conversational tone on social media helps employees perceive them as approachable and interactive leaders, thereby improving the quality of the CEO-employee relationship and increasing employees’ engagement on social media. CEOs’ personal disclosures on social media were found to promote employees’ perceptions of CEO approachability only when paired with a conversational communication style.

Research limitations/implications

Our study offers theoretical implications for communication and media literature by highlighting the potential of CEOs as chief “engagement” officers, capable of leveraging online platforms (i.e. social media) to foster employee interactions and support.

Practical implications

This study provides CEOs and communication practitioners with practical guidelines for using social media for both professional and social purposes as a crucial tool for internal relationship management.

Originality/value

This study is one of the first empirical attempts to examine the value of CEO social media communication as a key tool for building and maintaining quality employee–CEO relationship and engagement.