A Case Study of Stockmann’s CEO
Stockmann is a brand defined by dignity, consistency, and systematic presence. Yet even within such established organizations, cultural change often happens — not through strategic meetings, but through unnoticed moments.
Moments that are not officially planned, but carry the deeper message of modern leadership.
As part of the “Crazy Days” campaign, Stockmann Estonia posted a fast-paced, trend-driven Instagram reel featuring CEO Priit Peterson. It wasn’t a traditional address to employees or customers — yet this short clip became a turning point, sparking greater emotional connection and internal resonance than many previous formal leadership initiatives.
Peterson described it on LinkedIn:
“We posted an Instagram reel — a simple, trendy clip where I was just present. It wasn’t planned as internal communication, but that’s what it became. People started writing, stopped me in the hallways, commented. One short video created more connection than many of our meetings.”
And this is where the value of this case study lies. It wasn’t a consciously planned strategic experiment, but an intuitive act that deserves strategic analysis.
Authenticity as a Perceptible Signal
For many, linking leadership with social media still feels uncomfortable — associated with superficiality, performance, or vanity. Yet by 2025, it has become clear that when a leader appears online honestly and naturally, the impact can be far greater than the most polished PowerPoint presentation.
Modern leadership theory speaks not only of authentic leadership but of authenticity as a sequence of visible signals that people intuitively and automatically perceive. It’s not about whether the leader fits an ideal, but rather: “Is what I see consistent with the values and energy this person embodies?”
Peterson’s presence in the video — quick, unfiltered, amidst the energy of “Crazy Days” — worked precisely because it activated the visible signal that the leader is there, part of the team, and present where real life happens.
Leadership No Longer Happens Only in Meeting Rooms
Meetings share information, but trust is built through human connection. Today, those connections often emerge not in formal settings, but in spontaneous, unfiltered moments — beyond roles and protocols.
Peterson noticed this himself:
“Right after the video was posted, colleagues began stopping me. They didn’t talk about sales figures. They just said they liked what I did. They felt something. It changed the atmosphere.”
Neuropsychologically, this can be explained through mirror neurons — the mechanism through which we perceive another person’s state, not just their words. When a leader appears online not as a “leader,” but as a “participant,” it subconsciously signals ‘I’m one of you.’
This also reveals the parasocial closeness effect — even without direct conversation, regular first-person presence creates a sense of accessibility. In today’s workplaces, where distance from leadership is often psychological rather than physical, that feeling can be transformative.
Conscious Spontaneity Is the New Strategy
Peterson’s video wasn’t staged leadership communication — and that’s precisely why it was powerful. It shows that spontaneous yet sincere visibility can have greater impact than formal messaging — if it’s genuine, timely, and human.
Modern leadership theory includes the logic of warranting — the idea that credibility isn’t formed by what a person says about themselves, but by how others silently assess their behavior. Not self-presentation, but action — especially in contexts where no one expects the “official version.”
Such visibility thus becomes not only a reflection of culture but a mechanism for building trust capital.
So What Actually Happened?
A single Instagram reel didn’t change Stockmann’s structure. But it shifted the internal climate, activated belonging, dissolved invisible barriers, and brought the leader into the team’s perceptual field.
What mattered most wasn’t the number of views or shares — it was what happened inside Stockmann. Employees who had perceived the CEO as distant and formal began to see him as a real person — one of them.
It revealed something deeper than good social media. It exposed what people and organizations truly need: Not just leaders who can manage processes and make decisions, but leaders whose presence can be felt — even when they’re not formally leading or speaking.
Because in those moments, when a leader shows up in an unexpected context — not to instruct or address, but simply to be present — trust is born. Not from protocol or words, but from perception and behavior.
When a leader can step into a frame that seemingly belongs to marketing — yet in doing so, shapes company culture — leadership has reached a new level. It’s no longer just a function or role, but a signal that the leader is truly there.
What Can Other Leaders Learn From This?
Priit Peterson’s and Stockmann’s case is not a one-off anomaly but a vivid example of how modern leadership can evolve even in structured, traditional organizations. It doesn’t require following trends or relying on social media experts — but it does require intentional awareness.
Here are five strategic insights any leader can apply:
- Don’t chase the perfect message — quality of presence matters more than content. People don’t always expect answers from leaders; they expect presence. Think of visibility as a series of micro-moments, not big campaigns. Being visible doesn’t mean talking, but allowing yourself to be seen.
- View social media as a space of cultural resonance. If your employees spend part of their lives online, don’t lead only from your office. Appear in their cultural field — not as a boss, but as a person.
- Build trust through consistent, values-based presence. Authentic leadership in the digital space means your tone and presence are coherent across platforms. Don’t show one version of yourself on LinkedIn and another on Instagram. Consistency equals credibility.
- Use visibility not for self-promotion, but for trust creation. Trust is born not just from decisions, but from micro-moments: a direct gaze, genuine participation, honest presence in a story. These moments work because they’re signals, not statements.
- Visibility is the new leadership signal. If you don’t lead visibly, others will fill that gap with their own interpretations. Be the one to send the signal — even if it’s just one quick, unfiltered, unscripted video. It might become your organization’s new cultural anchor.
Visibility is not vanity or softness. It’s one of the most underestimated yet powerful strategic currencies of 21st-century leadership. Not to make the leader stand out — but to make people feel that the leader is truly there.
You can watch the reel here: https://www.instagram.com/reel/DH8W0e8Nazn/?utm_source=ig_embed
Read original article https://arileht.delfi.ee/artikkel/120408402/juhtimine-labi-sotsiaalmeedia-uks-video-voib-muuta-rohkem-kui-mitu-koosolekut-stockmanni-juhi-juhtumiuuring
