Should you punish the Sales director?

"Take a look at this," urged Tom, the head of HR, as he briskly entered the room holding a laptop. "It's a photo that David posted on Facebook." Peering over his shoulder, you see your head of sales on a ski lift, grinning in a selfie. The accompanying caption reads, "Enjoying a day on the slopes,” and the image was just posted a few minutes ago.

You frown in disapproval. "Is this what David considers 'working from home'?" "It seems so," replies Tom, with a hint of disappointment. "I've always known him to be diligent." "Can we confirm he's not on a planned vacation day?" you inquire. Tom shakes his head. "Completely certain. And he's not the only one; Jane has been caught in similar circumstances. We must address this issue."

"What course of action do you propose?" You ask. Tom sits, contemplating. "Well, we could overlook it since his sales figures are solid. Alternatively, I could have a casual discussion with him to understand his perspective. Or, you could have a formal meeting to express that this conduct is inappropriate and that today will be recorded as a vacation day."

You are the CEO – what would you do?