Top Management: Be not afraid using Social Media

Managers are part of the employer brand

Social media is everywhere and on everyone’s lips. However, top management executives in Germany are restrained: only a few can be found, and if so, the profiles are orphaned.

Often the argument is:”I don’t have time for that“. However, top management is the flagship of the employer and the brand that results from it.


When top executives are on the move in social networks, however, neither orphaned nor agency-managed profiles should be used. Interaction with other users increases on the one hand the credibility of the person behind the big name and thus gives a sympathetic aura. As a pleasant side effect, it also helps to perceive not only the pre-fabricated opinion of the management level below, but also the moods from the base. This basis is decisive for the well-being of the company. Anyone who has experienced the panic of a divisional manager when he has to face the board knows how many rounds the PowerPoints fly through until they are finally presented.

The easiest way to position oneself as a real person you can ask questions about is to interact with yourself. Many ways are possible, in the b2b context a start with LinkedIn could be a way. For companies, which are strong in consumer products, a start with Facebook or Instagram is although a great idea.

It works!

I do not want to give any negative examples: Unfortunately, these can be found too quickly. But authenticity can be achieved with relatively little effort (and without any agency at all): Just be there, try yourself out. One positive example for me is Janina Kugel from Siemens. This shows activities and interacts, also personally, with employees or interested parties. This will make you immediately seem likeable. But also Dieter Zetsche from Daimler, who recently pointed out the use of LinkedIn:

Zetsche auf LinkedIn

He is a so-called “influencer” on LinkedIn and regularly publishes articles there. In the interactions one can see that he is quite open to the opinions of his readers. With his carpool recruiting, he also shows that he is prepared to question the tried and tested and to commit himself to new ideas:

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