Leveraging Employee Engagement for Marketing Success

Whether you’re in B2B, B2C, or some combination thereof, successful marketing is driven by data. Data-driven marketing teams have an advantage when it comes to establishing ROI, and delivering effective campaigns. Behind the creativity, there are spreadsheets, formulas and analytical decision making.

But there’s an important factor that organizations often forget: the employees. When companies make the mistake of treating employees like cells in a spreadsheet, things fall apart, including marketing success.

The Link Between Employee and Customer Experiences

A recent ServiceNow and ESI ThoughtLab study found that 41% of the leading companies reported a greater market share and lower costs from balancing customer and employee experiences.

Furthermore, companies that offer a superior employee experience doubled their customer satisfaction (industry-adjusted NPS), according to a study by MIT Sloan School of Management.

A successful marketing strategy promotes value to customers, so any method that improves the customer experience, which increases customer referrals and positive reviews, should be a priority.

Low Employee Engagement Hinders Marketing Teams

Motivation – The connection between motivation and employee engagement needs little interpretation. No matter their talent or experience, demotivated employees with employee experience concerns have trouble contributing to their team.

Productivity – There’s some overlap here with motivation, but productivity issues are the result of subpar communication, collaboration and transparency – all of which fall under the employee experience realm.

Employee Turnover – An unstable marketing team has little chance of enduring success. Poor employee satisfaction leads to turnover, which causes disconnects within the team. Roles and responsibilities are blurred, and campaigns lack follow through.

An Engaged Workforce is a Marketing Asset

Conversely, companies with excellent employee experiences have an inherent marketing asset. Unlike lead generation campaigns however, this asset helps marketing leaders develop and retain high performing teams over time.

Companies that excel at engagement become top-candidate destinations with tenured employees. High employee engagement benefits the business and HR side of the business.

Talent is mobile right now. People are looking for organizations that provide an employee experience that matches or goes beyond their previous experience. And employees thinking about leaving are evaluating their current company’s employee experience against others in the market.

Lastly, employees perform their own background checks on potential employers. Sites like Glassdoor, Crunchbase and social media profiles act as employer resumes. These platforms can be recruiting assets or drawbacks. HR teams keep these profiles active and updated, but having a standout culture turns them into organic marketing assets.

The Symbiotic Benefits of a HR-Marketing Partnership

Recruiting and retention are associated with HR. That association is correct, but brings up another example of how employee experience affects and connects every department. There are opportunities to create a symbiotic relationship with marketing and HR.

Brand consistency and messaging – During the interview process, candidates look for consistent branding, messaging and overall company personality. This demonstrates professionalism and togetherness, but also attracts candidates with more lasting power as they select companies that fit with their personality and career goals.

Partner on culture videos – Creating videos to celebrate the company culture or to provide a “day in the life” for a typical employee is a mutually-beneficial campaign. HR gets a tool for improving recruiting and marketing implements brand consistency.

Employee advocacy – Another shared focus is employee advocacy. Marketing teams are looking to improve campaign performance through employees’ social networks and word of mouth. HR teams use employee advocacy participation as a measuring stick for engagement and work to improve it annually.

When marketing leaders incorporate employee experience as a critical component to marketing success, they can expect to see improved cross-department collaboration and innovative marketing campaigns that positively impact customer experiences.