THE most overlooked factor in a great brand

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  • For employers, creating a work culture that fosters employee happiness can have real, measurable impact on your business and your bottom line.
  • Happy employees are more likely to exceed expectations and achieve goals.
  • According to Gallup, companies who invest and attain higher employee engagement achieve 3 times the operating margin than those with low employee engagement.
  • Your employees ARE your brand. If they aren’t engaged do you really think they will go the distance to keep customers?

There are 3 types of employees:

  1. Engaged employees work with passion and feel a profound connection to their company. They drive innovation and move the organization forward. 13%
  2. Not Engaged employees are essentially “checked out.” They’re sleepwalking through their workday, putting time — but not energy or passion — into their work. 63%
  3. Actively Disengaged employees aren’t just unhappy at work; they’re busy acting out their unhappiness. Every day, these workers undermine what their engaged coworkers accomplish. 24%
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Companies with engaged employees see a 240% improvement overall business results. They build brand ambassadors who reflect positively on the business with each interaction with customers, potential new talent, fellow employees and society at large.

But…

A POLITICO review of data disclosed in Securities and Exchange Commission filings shows the executives, who often receive most of their compensation in stock, have been profiting handsomely by selling shares since Trump signed the law on Dec. 22 and slashed corporate tax rates to 21 percent.

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Following the tax cuts, roughly 28 percent of companies in the S&P 500 mentioned plans to return some of their tax savings to shareholders , according to Morgan Stanley. Public companies announced more than $600 billion in buybacks in the first half of this year — already toppling the previous annual record.

And a new study from Harvard showed that when employees move from a traditional office to an open plan office, it doesn’t cause them to interact more socially or more frequently. Instead, the opposite happens . They start using email and messaging with much greater frequency than before. In other words, even if collaboration were a great idea (it’s a questionable notion), open plan offices are the worst possible way to make it happen. And by the way, employees hate open offices.

But why?

1ne: Corporations, for the most part, primary responsibility is to shareholders and Wall Street.

2wo: Too many CEO’s compensation is linked to share price.

3hree: There is a mentality that all employees are replaceable.

4our: Marketers really don’t care about employees and believe that things like big data and advertising are more important than employee morale.

If you really want your brand to succeed you need employees who care about your company, its brand and customers. We’re living in an age where the quality of the brand-consumer interaction is more important than trying to win new customers.

Originally published at www.newmediaandmarketing.com on July 30, 2018.

Marketing contrarian with over 15 years of developing leading edge and award winning digital marketing initiatives.

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