Your employees want you to post on social media

Far from a frivolous sideshow, platforms like Twitter and LinkedIn have increasingly become a way for C-suite executives to communicate directly with staff, investors and the public. — Dreamstime/TNS

CEOs who think having a Twitter account is optional may want to think again.

Employees prefer working for business leaders who are active on social media by a ratio of 4 to 1, according to a survey by Brunswick Group, an advisory firm. Executives who are vocal online are seen as more transparent and accessible, a perception crucial for retention and recruitment, the firm found.