As our world becomes increasingly driven by digital technologies and the workforce experiences generational shifts, employee engagement is rising as a top focus area for many companies. After all, according to Gallup’s 2017 State of the American Workplace study, just 16% of the American workforce is “actively” engaged.
Of course, when employees aren’t engaged, they’re a flight risk. In fact, Gallup’s research also revealed that 51% of employees are actively looking for a new job or watching for openings. Furthermore, those employees who fall into the “actively disengaged” category, are almost twice as likely as engaged employees to seek new jobs. And when employees leave, that can have a big impact on your bottom line when it comes to recruiting and back-filling costs.
So, after reading all of that, you’re probably wondering: What does employee engagement have to do with marketing?
Well, marketer friends, the truth is that employee engagement has everything to do with marketing.
At the most basic level, without an army of engaged employees, your marketing efforts—whether it be recruiting top talent or fostering employee advocacy on social media—can’t reach their full potential. But on a deeper level, there are couple other important marketing benefits you could be missing out on:
Without an army of engaged employees, your #marketing efforts can’t reach their full potential. – @CaitlinMBurgess #EmployeeEngagement
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#1 – Engaged employees can be gold mines for marketing insights.
Regardless of department, every employee boasts first-hand insights into “who” your company is, what it cares about, what your customers are saying, the quality of your products or services, and what they see as the biggest value adds or opportunities.
As a result, your employees are absolute gold mines for getting insights that can help you refine and drive your marketing efforts. But in order to mine for those honest insights, employee engagement has to come front and center.
Why? Because employee engagement helps build rapport, strengthen communication and mobilize people to take a more active role. So, if employees aren’t engaged, they’ll be less likely to go the extra mile by sharing their insights with you.
Employees are absolute gold mines for getting insights that can help you refine & drive your #marketing efforts. @CaitlinMBurgess
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#2 – Engaged employees can help stretch your marketing dollars.
Marketers are often thought of the spenders within an organization, but engaged employees can help turn that notion on its head a bit. As mentioned in the section above, the insider insights that you can uncover are not only authentic and helpful, but they don’t cost you a thing—just the time and care in gathering them.
Of course, this means you can’t simply ask employees to weigh in from time to time. They need to feel like they’re valued from top to bottom within the organization, which means regular nurturing and engagement that trickles throughout the organization.
Don’t just ask employees to weigh in from time to time. Nurture them regularly. #EmployeeEngagement
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