Propel’s ‘The Digital Reputation Report – ASX200 CEO LinkedIn Analysis’ stats reveal the alarming social media gap we have at the highest level of leadership across our listed entities. Numbers like nearly 70% of all ASX200 CEOs with a LinkedIn profile only posted five times or less in almost 12 months. In fact, 52% posted just once or not at all in that same period. What a missed opportunity.

But the purpose of the report isn’t to dwell on these missed opportunities – it is to help leaders harness the future potential. For leaders and comms advisors looking to improve, we’ve detailed what matters, what doesn’t and the practical steps leaders can take to progress.

We’ve also highlighted some of the best industry examples – CEOs like Vicki Brady at Telstra, Shayne Elliott at ANZ Bank, and even how Medibank CEO David Koczkar responded to the company’s recent cyberattack on LinkedIn. There’s a wealth of valuable information in there.

If you’re responsible for leadership comms, digital reputation presents a huge opportunity for your leader and organisation. Digital anonymity wasn’t an effective strategy in 2022, and it certainly won’t be in 2023 – your leaders need to be informed and empowered today.

In fact, with that in mind, don’t keep these stats, insights and examples to yourself. Please share this with at least one person you know working in comms or with leadership, and encourage them to rethink social.

Likewise if you’re a part of any industry groups, feel free to share the report widely – we’d love for it to be a catalyst to see Australian leadership voices amplified on the global stage.

We hope you can find some quiet time yourself in the coming few days to read and absorb the report. I’d genuinely love to know what you think – please reach out with comments, questions or ideas.

And if you want to know how your leader compares with our benchmarks, please do reach out to Propel’s MD, Roger Christie. We have the data for all 200 CEOs across the 322-day analysis period this year, and we’d love to share what we can to help you feel more informed and more empowered online.