This episode of The Business Conversation Podcast features Arik Hanson, Principal at Arik Hanson Social Media and adjunct professor on digital and social media strategy at the University of Minnesota and strategic communications and social media marketing at the University of St. Thomas. Corporate communications especially on LinkedIn have become intertwined with the executives who lead their organizations. In many cases, outspoken c-suite executives who post the same content as their corporate accounts tend to garner much more engagement, and Arik explains that this because this level of transparency is not very common. For the executives who do this, turning corporate events into PR events has a huge impact on how their brand is viewed and how desirable it looks to the general public. But especially today, Arik explains that executives who give what people want from them, like transparency and empowerment, increase trust and engagement considerably.