RANKING OF THE MOST INFLUENTIAL EXECUTIVE COMMITTEES OF THE SBF 120

In 2024, the debate has evolved from questioning whether leaders should engage on social media to determining how they can make the most impactful use of it. Leadership Advocacy has emerged as a strategic necessity, fundamentally altering the dynamics between corporations and their stakeholders. What was once exceptional has become the standard expectation, soon to be seen as the bare minimum.

Leaders now embody the values and aspirations of their organizations, and their authentic, strategic communications are reshaping relationships with stakeholders. If this role once was the domain of a few pioneers, it has now been fully integrated into ExCom strategies as a critical driver for mobilization, unity and inspiration.

Every day, new voices emerge, establishing new beacons of leadership. Over the past four years the percentage of active SBF 120 executives has increased from 55% in 2021 to 92% in 2024, with their communities expanding by an impressive 16% in a year. This dynamic brings with it a refined understanding of social media norms: less frequent posting (a drop of 19% this year) yet increased influence, as indicated by a 7% rise in Influence Scores.

This maturity did not appear in a vacuum. It is underpinned by a more strategic approach from communication departments and leaders who recognize that their influence extends beyond traditional institutional roles. Their audiences crave authentic voices that can clarify complex topics with transparency and relevance.

However, not everything is evolving at the same pace. Leaders realized that the durability of their influence relies on the stability of the land on which it is built. 17% of them were active on Twitter in 2020. In 2024 most of them drifted away from the platform now called X and only 7% of them keep posting there.

As detailed in this report, the ascendancy of new leaders and the growing sophistication of veteran communicators are transforming the landscape of leadership advocacy. While some leaders assertively defend their position—such as Jean-Claude Legrand from L’Oréal, the most engaging HR director since the first edition of the ranking—once-dominant figures are being overtaken. Luca de Meo (Renault Group) emerges in 2024 as the most engaging CEO of the SBF 120, surpassing Aiman Ezzat (Capgemini)—who just last year was still significantly outpacing his competitors—thereby propelling Renault Group into the ranks of the top ten most influential executive committees.

With the increasing democratization of engagement and the accelerated development of artificial intelligence enhancing creation processes, the future is certainly poised to deliver further surprises…

Ioana Erhan, Senior Sales Director France, BeneLux & Italy, LinkedIn Marketing Solutions

Eliott Siegler, CEO & Co-fondateur, AmazingContent