But it's not just employee-driven issues where CEO voices could make a difference – 71 percent of employees say it's critically important for their leaders to also respond to industry issues, political events and national crises. (Photo: Shutterstock)
Chief executives should be the new bully pulpit, according to the “2019 Edelman Trust Barometer: Expectations for CEOs.”
Rather than waiting for governmental entities to impose changes that could improve lives for both workers and society as a whole, three-fourths (76 percent) of the 33,000 people responding to the survey say that CEOs should take the lead.
Corporate leaders could be a positive force in advancing such issues as equal pay (65 percent), prejudice and discrimination (64 percent) and training for the jobs of tomorrow (64 percent).
But it's not just employee-driven issues where CEO voices could make a difference – 71 percent of employees say it's critically important for their leaders to also respond to industry issues, political events and national crises.
However, many don't feel their leaders are standing up enough, according to the survey, which included 6,000 “informed public respondents,” people follow public policy issues in the news at least several times a week, among other criteria set by Edelman.
While 54 percent of employee respondents say they expect CEOs to “speak up publicly on controversial political and social issues I care about,” only 48 percent say CEOs are doing this. Seventy-three percent expect CEOs to embody their organizations' values, but only 60 percent say they are doing so.
“The expectation that CEOs will step out from behind their desks and speak up on the issues that matter has never been higher,” says Edelman's president and CEO Richard Edelman. “At the same time, issues of character are now in play, with a desire for CEOs to be more relatable, speak directly, act honestly and model their organization's values.”
Two-thirds (64 percent) of respondents say they would trust a CEO who prioritizes work/life balance “to lead us to a better future,” compared to 36 percent who say that a CEO should work long hours and weekends and rarely take vacations if that what it takes to accomplish that goal.
Interestingly, respondents in Japan and South Korea – two countries conventionally known for a demanding work culture — care most about whether their CEOs should model work/life balance (83 percent) and South Korea (81 percent), respectively.
Other key findings include:
– A majority (63 percent) of respondents say they would prefer a leader who speaks spontaneously over one who delivers well-rehearsed speeches (37 percent). Fifty-six percent say they would prefer a leader who speaks like a regular person versus one who speaks like a highly educated person.
– Seventy-four percent say they would trust CEOs to lead them to a better future if they make decisions based on data and research, versus 26 percent who say the same about CEOs who follow their instincts.
– Sixty-three percent of respondents say that CEOs should communicate regularly and directly to the public using social media.
“CEOs must consider several factors when determining how, when and on what to speak out about,” says Justin Blake, Edelman's global head, leadership positioning. “But the top considerations should include the issues that matter most to your employees and most align to your company's values.”
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Katie Kuehner-Hebert
Katie Kuehner-Hebert is a freelance writer based in Running Springs, Calif. She has more than three decades of journalism experience, with particular expertise in employee benefits and other human resource topics.
