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 marketing’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.
According to Gallup, employees are disengaged at work — worldwide, only 13% of employees are engaged. This is an astonishing number, and even more so because so many of the new technology offerings targeted to enterprises focuses on employee collaboration, engagement, and advocacy. For this reason, I wanted to research what the state of employee engagement was, especially in light of these digital advances. Has it made a difference? What impact has digital employee engagement had on businesses - if any?
The result is our latest publication, “Strengthening Employee Relationships in the Digital Era: How Digital Employee Engagement AdvocacyTransform Organizations”. Some of the key research findings include:
One of the biggest issues we encountered was simply defining employee engagement — the definition and hence the measure of engagement depended on where you sit in the organization. HR has a program to increase employee feedback, while Communications wants to make sure employees read the latest company news. Executives want to shake hands with employees in town hall meetings, while the Social team struggles to get them to participate on their enterprise social network. And Marketing is marching along with a social advocacy program to amplify the latest campaign — which runs afoul with security and compliance concerns in HR/IT/Legal. 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.
To help align initiatives, we defined digital employee engagement into three areas: Internal Collaboration, Digital Empowerment, and Employee Advocacy.
We also developed three ways to drive a holistic, cohesive strategy across these three engagement areas. Very briefly, these pillars are the following:
But the most compelling finding of our research was the ability for employee engagement to drive transformational change at organizations. Our previous research on digital transformation and relationship economics highlighted the strategic importance of employees and the culture that they create.
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 Marketing’s playbook on how to use modern digital technologies to understand and engage with employees.
We also found that the proliferation of tools and the lack of integration make the selection and implementation of employee engagement platforms a particularly daunting problem, made worse by the fact that employee engagement technologies are bifurcated into internal- and external-facing platforms. We believe that an “Employee Engagement Cloud” will emerge, that ties together the many capabilities needed to deliver employee engagement at a truly enterprise level.
This report is just the beginning — we encourage you to connect with us and share your thoughts about the report, your challenges, and your best practices. We’re all still learning here, and I’m confident that as we share together, we’ll deepen our knowledge together.
And if your organization is in need of some help with your employee engagement strategy, please let us know. Altimeter can help in the following ways:
To learn more about Altimeter’s offerings, contact firstname.lastname@example.org.
Employees are disengaged at work, and organizations have been exploring how social and digital technologies can address this problem.
Charlene Li and I are pleased to offer you Altimeter’s latest research report focused on Social Business Governance.
For our latest report, Altimeter Group partnered with LinkedIn to study the importance of relationship building among the most socially engaged companies on LinkedIn. We found that, by using social technologies to improve relationships, businesses witness incredible results.
There’s a lot of talk about the future of work… Technology is indeed connecting us in ways that improve communication, discovery and connectivity.
It’s no corporate HR secret: the greater investment made into employees, the greater the ultimate reward back to the company.
A key factor to creating and delivering a great customer experience is the ability of a company’s workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
Large enterprises are rolling out social media at scale – and training and education for employees is critical. Well-developed social media education programs can help companies achieve business goals by reducing social media risk and activating employees for engagement and advocacy.
Last week, Charlene Li, Ed Terpening, and I hosted a webinar on how large enterprises — like ARAMARK, Aetna, Kaiser Permanente, RadioShack — are rolling out corporate social media education, and why.
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
Last year, we asked companies about their top social strategy priorities. The second top response was “Developing Internal Education and Training.” Yet, when we surveyed companies earlier this year, we saw that only 38% had any education program in place, beyond ad hoc efforts.
Last month, we published our report, The State of Social Business 2013, based on data and analysis from four years of Altimeter’s annual digital strategists’ survey. Today, we’re happy to release the data charts from that report, in a downloadable, easy to share PowerPoint presentation that you can take and inject in your own presentations.
The concept of using game mechanics to achieve desired outcomes may not be new, but to many brands, the use of gamification across the enterprise to drive business value is gaining speed. In our latest research, Altimeter has found that gamification is quickly evolving to become an important component in many organizations’ internal and external […]
Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning.
Yesterday’s Burger King brandjacking was an important reminder to brands and their agency and software partners about how vulnerable social media accounts are.
In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise.
As mobile becomes the leading means for users to interact with brands, content, and one another inside of organizations, simply “getting to mobile” is not strategy enough.
Groundswell is required reading for executives seeking to protect and strengthen their company’s public image.