How Goldman Sachs showcases its leaders in authentic messaging

Glean tips from the finance giant’s savvy approach toward amplifying, humanizing and harmonizing its execs’ voices online.

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What image does “bank executive” conjure?

You might envision a stodgy, scowling, besuited old man—possibly wearing a monocle—but how about an Instagram-savvy DJ?

The latter is true for Kaydee Bridges, Goldman Sachs’ VP of digital and social media strategy, who spoke at Ragan’s 2019 Leadership and Executive Communications Conference in Washington, D.C.

Bridges shed light on Goldman Sachs’ strategy for making its execs shine online, offering these tips, tactics and takeaways to the packed house of nearly 100 communicators in attendance:

Use social media to tell your own story. Bridges opened with a concession that Goldman Sachs’ reputation suffered as a result of the 2008 financial meltdown. There was plenty of content about the bank (and its executives) online—not much of it flattering. Her team has set out to counter the negative perceptions of bankers as a homogenous gang of aloof, wealthy fat cats.

“Social media is the best channel for being approachable, authentic and transparent,” she says. “It’s a great way to increase trust, take a stand, respond to critics, and speak directly to the public.”

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