Why Your Company Must Own Employee Engagement

Why Your Company Must Own Employee Engagement


This post originally appeared on Salesforce.com

Why engaging employees should be part of your social media strategy.

The phenomenon of social marketing has put an emphasis on brand culture. Businesses utilize digital tools to get employees collaborating and encourage them to be the faces of their brand with concepts like employee advocacy. All of this, theoretically, should lead to engagement. Yet a recent study by Altimeter found that employee engagement in the US is at 30% (13% worldwide). If marketers increasingly believe that social media is central to their business and social companies believe that employee engagement matters, then why is the number still so low?

Employee engagement used to fall under the umbrella of HR departments. Now it’s a shared responsibility across departments. The problem arises in that different departments have disparate goals. The result is a splintered employee engagement strategy. Without a holistic approach that your employees can comprehend, get behind and ultimately internalize, “engagement” is just a buzzword.

Employers might think they’ve garnered employee engagement with a marketing and social media strategy like employee advocacy. But often all that means is that employees regurgitate boring brand content onto their networks to satisfy a job requirement. Employee engagement comes from being a true brand advocate. But being a true brand advocate requires the employee to actually be engaged. What a ludicrous cycle.

So what are brands doing? Brands already know that to be competitive, they must elevate the customer journey to an experience that feels unique and relevant to each customer. Well, the same holds true for employees. Employee engagement in itself is a marketing strategy, deserving of the same effort you put towards gaining customers.

When employees love their jobs it’s obvious. Employee engagement doesn’t just affect service; it affects your brand’s image to potential and existing clients, as well as future employees. It affects your bottom line. In the age of social selling, when marketing has been added to the job description of nearly every employee – from employee advocacy to executive blogging – this has never been truer for your brand.

Post Author

Russ Fradin

Russ Fradin is the co-founder of Dynamic Signal and a digital media industry veteran with more than 15 years' experience in the online marketing world. Russ co-founded and was CEO of Adify (acquired by Cox for $300 million in May 2008) and co-founded SocialShield. He was also SVP of BD at Wine.com, EVP of Corporate Development at comScore (NASDAQ:SCOR) and was among the first employees at Flycast (acquired by CMGi for $2.3 billion in January 2000). Russ is also an active angel investor in the digital world and is on a number of boards. Russ holds a BS in Economics from The Wharton School, University of Pennsylvania.