Employee Engagement Versus Employee Advocacy

The work environment has changed and retention and attraction of the best talent is paramount to the success and growth of any organization. Companies that truly understand that their employees represent the most valuable audience they serve have happier, trusting employees that are more informed, involved, represent positive brand stewardship and amplify the corporate message/story.

Key Questions

  • How well do you care for and communicate with your employees?

  • Do your employees feel the same way?

  • How likely are they to recommend your brand to someone else, be that a friend, colleague, family member or other relationship?

Definitions

 Employee Engagement

  • Engaged employees are those who are involved in, enthusiastic about and committed to their work and workplace (Gallup).

  • Employee engagement is the emotional commitment the employee has toward the organization and its goals. This emotional commitment means engaged employees actually care about their work and their company. They don’t work just for a paycheck, or just for the next promotion, but work on behalf of the organization’s goals. When employees care—when they areengaged—they use discretionary effort (Forbes.com).

 Employee Advocacy

  • A behavior of employees when they advocate their company (employer) in external and public communications. In other words it is when employees sincerely support reputation and promote positive image of their organization (TaskManagementGuide.com).

  • Employee advocacy is the promotion of an organization by its staff members. A business may ask employees to actively promote the organization, often through social media, as an element of their jobs. However, the most compelling employee advocacy consists of freely-offered communications on the part of the workforce (WhatIs.com).

Statistics

 Employee Engagement

  • 69% of employees report engagement is a problem in their organization (Psychometrics Engagement Study).

  • 70% of employees who lack confidence in the abilities of senior leadership are not fully engaged (Dale Carnegie Employee Engagement Study).

  • 79% of highly engaged employees have trust and confidence in their leaders (Towers Watson, “Engagement at Risk: Driving Strong Performance in a Volatile Global Environment” Global Workforce Study).

 Employee Advocacy

  • 49% of customers say that information provided by regular employees is credible (Ciceron).

  • 52% of customers say they trust content created by employees of a company (Ciceron).

  • Leads developed through employee social marketing convert seven times more frequently than other leads (IBM).

Take Aways

  1. Company loyalty and advocacy are directly linked to the ethics and culture of the organization. Be authentic and communicate with employees about their satisfaction with the company. Do not gamify or use kitchy tactics to involve employees or brand build. Find ways to listen at scale to your employees, be that through regular communication channels, social tools and/or other tools like surveys.

  2. Engaged employees naturally become external champions of your brand and influence customer relationships. Ensure that your engaged employee advocates have the right talking points to be successful in amplifying the corporate message across in-person, digital and social channels.

  3. Higher employee engagement leads to improvement across service, quality, and productivity. The cascading benefits of more engaged employees result in higher employee retention, higher customer satisfaction, increased revenues, higher profits and greater shareholder return. Make employee engagement a priority and employee advocacy will naturally follow.