What does employee engagement have in common with marketing? Managers and business owners frequently ask me this question.
Hear me before you head off to your compartments in dismay at this crazy idea.
What is the number one goal of marketing? To find the best way to reach new customers. Is employee engagement one of the most effective ways to achieve this goal?
C.J. AdWeek says the secret to turning employees into brand ambassadors is to make them passionate. Follini. We agree.
Follini says that employees engaged in their work become more productive and more tuned to customers’ needs. This results in greater customer satisfaction as employees don’t just work hard and are more engaged in their work. They will deliver work that exceeds your customers’ expectations.
Your employees will perform better than their peers if they feel their work is more important than just making a profit. They will be brand ambassadors.
Like their religious namesake, brand evangelists are passionate about the company’s benefits to customers. They believe in the company’s mission, no matter if it’s building skyscrapers or manufacturing sprockets. This is why it spreads the word about its goods and services to all interested.
This is when revenue rockets. Follini notes that businesses with highly engaged employees grew 2.3 times faster than those with employees who showed average engagement.
Imagine – more than twice the revenue just from engaged employees! This is a significant increase in your company’s bottom line.
This stat would make even the Accounting Department’s suits swoon. How can you engage your employees so that they become brand ambassadors?
Empower Your Employees
Cameron Brain points out that it empowers them to be thought leaders. They will be happy to spread the word about your content marketing efforts through social media and in their offline networks.