Ethische Verantwortung und digitale Sichtbarkeit von Sparkassen-Vorständen auf LinkedIn: Untersuchung der Interaktion und Ableitung eines Verhaltenskodex

Abstract

Corporate communication is becoming more important, especially in the digital space. Social media platforms are key channels for professional interaction, and the way executives present themselves online strongly influences public perception. This study examines the LinkedIn communication of Sparkassen board members, who, as leaders, have a special responsibility for clear and professional communication. To analyze their communication, the study uses the models of Paul Watzlawick and Friedemann Schulz von Thun. These models help assess how well board members present their roles, responsibilities, and corporate values on LinkedIn. Based on these theories, specific criteria are developed to evaluate their communication. The results show both strengths and areas for improvement. While some board members use LinkedIn effectively to communicate their professional role and engage with others, some aspects of their communication could be improved. Based on these findings, the study develops a code of conduct. This guideline, built on the research results, aims to improve the professional and responsible digital communication of Sparkassen board members. It provides recommendations for a consistent, trustworthy, and transparent online presence.