How. We. Feel. About. Our. Employer. Drives. Our. Intent. Every. Single. Day
This truth sits at the heart of great employee engagement. It was something I was delighted to discuss as part of my keynote at Strata’s recent event on ‘building brands from the inside out’.
Externally, making our target audience feel something is priority number one, but brands must also apply this thinking on the inside if they’re to unlock the benefits of increased #employeeengagement (better service, improved efficiency, more sales, higher productivity, the list goes on…).
The bar is much higher for internal audiences, though. Their individual and collective intent drives your business’ success, or otherwise. Get it right and performance can skyrocket. Get it wrong and, well…
We are all longing for connection, including with our employer. So, find what’s unique about what you do and tell stories through your people. Your people know everything about your business, and they won’t stand for anything that feels, or is, inauthentic. Put them at the heart of it.
The most successful brand stories feel relevant beyond your marketing department and take flight from the hearts and minds of your people.
So, here are three takeaways:
1. ‘Nice’ stories aren’t interesting – they need to reflect the ups, downs and everything in between. Start by truly listening to colleagues and surface stories from within.
2. It needs to be sustained. Find something authentic for your brand, create a lightbulb moment which employees can get behind, tell stories from and through your people, and keep it going. It’s not one and done.
3. There are no shortcuts to employee advocacy. Before you can hope to create a fan of your brand, you’ll need to get the fundamentals of employee wellbeing in place first: a foundation of psychological safety, readiness to work, motivation, and finally, emotional commitment.
It’s fascinating work. Is it easy? Absolutely not. But the truth is, businesses have to take the opportunity to make their colleagues feel something. To re-establish that emotional connection with their business. That’s how they’ll keep key people and supercharge performance internally and externally.
Get this right, and you’ll soon build an army of advocates for your business more powerful than any brand-led message.
#momentsthatmatter #strata #scarlettabbott #employeeengagement #brandadvocacy #employeeexperience
Regional Director, America West, Preferred Hotels & Resorts
2w😀