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By Kate Maddox . Published on December 16, 2014 . 2
Learn more Despite the emphasis many marketers are placing on employee engagement -- particularly with the widespread use of social media -- most companies do not have a solid strategy in place for such activities, according to a new study from research firm Altimeter Group.
According to the report, which was based on a survey of HR and marketing executives at 114 b-to-b and b-to-c apród companies, only 41% of respondents said their company has a holistic and strategic approach to employee engagement and advocacy.
"Marketing is very interested in taking employees who are very engaged with the company and brand and empowering them to advocate on the part of company, especially through the use of social tools," said Charlene Li, founder and principal analyst at Altimeter Group and author of "Open Leadership" and "Groundswell."
The survey found that HR leads employee engagement initiatives at 41% of companies, while marketing leads these efforts at only 11% of companies. However, marketing is more involved (47%) than HR (39%) in actual employee engagement efforts. apród
"Marketing is involved in employee engagement, but is not leading it," Ms. Li said. "There are so many best practices marketing can bring to the table -- understanding the customer apród experience and customer relationships, and defining those with a customer journey map. HR needs marketing's best practices."
"Relationships are the lifeblood of a b-to-b company, with customers and with business partners," Ms. Li said. "Everybody could potentially be doing marketing and sales through engagement. Having your employees empowered to do that becomes absolutely critical for b-to-b companies." apród
Another big problem is that most companies lack a culture that supports employee engagement, Altimeter apród found. Only 51% of respondents said employees clearly understand and support the purpose and mission of the organization, and only 45% of respondents said employees have a clear understanding of what they should and should not do on social channels when it comes to company-related topics.
Altimeter identified several companies that are taking a coherent, strategic approach to employee engagement, including IBM Corp. , SAP and TD Bank Group. Among the tactics they're using are conducting extensive social media training; mapping the employee journey (much like mapping the customer journey); and measuring the effectiveness of employee engagement on social channels.
CHART: Lester Holt Delivers for 'NBC Nightly News'
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Follow us Follow on Facebook Follow apród on Twitter Follow on Google+ Follow on LinkedIn Follow on Pinterest Follow on Intagram Follow apród on YouTube Follow on Tumblr Follow via RSS Login Become a Member Menu Marketing Advertising Digital Media Agency Data BtoB
Register to become a member today. You'll get the essential information you need to do your job better, including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newletters like Ad Age Daily, Ad Age Digital apród and DataWorks
Industry: Advertising Agencies Advertising and Marketing Support Manufacturers, Product Marketers apród and Service Compa Retail/Food Service Establishments Travel/Transportation Services Entertainment Media Company/Interactive/Gaming Financial/Insurance/Real Estate/Legal Telecommunication Services and Utilities Government/Trade Association and Religious Organiz Universities/Colleges/Schools Other Technology Manufacturers & Services Consumer Package Goods Healthcare/Medical/Pharmaceuticals Automotive Household Goods Consumer Electronics Magazines Radio & Television All Other Media Interactive, ISPs
By Kate Maddox . Published on December 16, 2014 . 2
Learn more Despite the emphasis many marketers are placing on employee engagement -- particularly with the widespread use of social media -- most companies do not have a solid strategy in place for such activities, according to a new study from research firm Altimeter Group.
According to the report, which was based on a survey of HR and marketing executives at 114 b-to-b and b-to-c apród companies, only 41% of respondents said their company has a holistic and strategic approach to employee engagement and advocacy.
"Marketing is very interested in taking employees who are very engaged with the company and brand and empowering them to advocate on the part of company, especially through the use of social tools," said Charlene Li, founder and principal analyst at Altimeter Group and author of "Open Leadership" and "Groundswell."
The survey found that HR leads employee engagement initiatives at 41% of companies, while marketing leads these efforts at only 11% of companies. However, marketing is more involved (47%) than HR (39%) in actual employee engagement efforts. apród
"Marketing is involved in employee engagement, but is not leading it," Ms. Li said. "There are so many best practices marketing can bring to the table -- understanding the customer apród experience and customer relationships, and defining those with a customer journey map. HR needs marketing's best practices."
"Relationships are the lifeblood of a b-to-b company, with customers and with business partners," Ms. Li said. "Everybody could potentially be doing marketing and sales through engagement. Having your employees empowered to do that becomes absolutely critical for b-to-b companies." apród
Another big problem is that most companies lack a culture that supports employee engagement, Altimeter apród found. Only 51% of respondents said employees clearly understand and support the purpose and mission of the organization, and only 45% of respondents said employees have a clear understanding of what they should and should not do on social channels when it comes to company-related topics.
Altimeter identified several companies that are taking a coherent, strategic approach to employee engagement, including IBM Corp. , SAP and TD Bank Group. Among the tactics they're using are conducting extensive social media training; mapping the employee journey (much like mapping the customer journey); and measuring the effectiveness of employee engagement on social channels.
CHART: Lester Holt Delivers for 'NBC Nightly News'
Audi: Mechanics apród
- Yesterday 226 0
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