empire generals are pretty "meh" in combat.
you want them in the army for "hold the line" and LD9 really.
i find that FP, E.shield, 4++ and crown of command is good for an infantry leader.
he makes halberds stubborn on LD9, rolling on 3D6 so can make them a really solid block. there should be enough change for a cheap magic sword to help deal with ethereals too. his main competition is the arch lector, so weigh up whether you need "hold the line" or hatred + prayers more.
i cant see why i would ever use a general on horseback, i'd always take the TGM instead due to better A,I and WS stats.
where i see the general really shine is on top of a griffon with bloodroar. give him white cloak, fp, shield and cheap weapon, he is a really good terror-bomb and can cause havoc in lower LD armies