“Employees are disengaged at work, and organizations have been exploring how social and digital technologies can address this problem. But Altimeter found that only 41% of organizations believe they take a strategic approach to employee engagement, while only 43% believe they have an organizational culture of trust and empowerment. Our research found that leading organizations with strong digital employee engagement take a page out of marketingâ€™s deep expertise around digital customer engagement and apply it inside the organization by injecting marketing expertise, practices, and technologies into its practices. The end result: These organizations drive business impact and cultural change through their employees.”
Most organizations donâ€™t have a coherent employee engagement strategy
Authentic employee engagement only happens when there is trust in the relationship
Part of the problem is that there is no natural owner of employee engagement.
There remains significant untapped opportunity to use digital tools to enhance employee engagement.
We found that there existed some type of friction or disconnect between these siloes in nearly every organization we interviewed, driven by the pursuit of these disparate goals.
Create Alignment and Culture With a Vision of How Employee and Customer Relationships Intersect.
Map the Employee Journey. A new but growing practice within companies is to take a page out of the marketing playbook and to map the â€œemployee journey,â€ going far beyond a transactional â€œHireTrain-Retainâ€ framework to look at how relationships can be deepened to drive business results and organizational change.
Measure and Develop Each Employee Relationship. Employee engagement is usually expressed as some sort of organization-wide number â€” average employee satisfaction, average employee engagement. The value of digital is that we can now see at the individual level â€” through an employeeâ€™s actions and their network quality â€” how their engagement is developing and hopefully deepening.
One highlight was the need for CHROs and CMOs need to forge a tight bond for two reasons. Marketing needs the support of HR to activate employee engagement that results in delightful experiences for customers. At the same time, HR needs to take a page from Marketingâ€™s playbook on how to use modern digital technologies to understand and engage with employees.
“As a result, organizations around the world are rushing to engage with their customers and employees. Itâ€™s easy to see why. Without engagement, the influence of brands will continue to decline and big organizations will lose out on the best workers. Our studies at Constellation Research have found that engaged workers â€” those who participated in a forum, helped out a colleague in a chat, or provided feedback on an enterprise initiative â€” are 37% more likely to stay with their employers. Meanwhile, engaged customers are three times more likely to recommend or advocate a product or service to a friend. Improved engagement creates business value and strategic differentiation, and technology is enabling a shift from transactions to engagement.”