Employee Engagement in the Digital Age: How Companies Can Activate and Empower Their Workforce
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The document discusses the rise of employee engagement and activism in the digital age. It finds that most employees now experience frequent change in the workplace and are more connected than ever through internal and external social media. However, only a minority of employees are deeply engaged with their employer. The document advocates that companies embrace employee-generated and distributed content to improve engagement. It provides examples of companies that have activated their workforce through social media policies and ambassador programs.
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Employee Engagement in the Digital Age: How Companies Can Activate and Empower Their Workforce
- 1. EMPLOYEES RISING A NEW ERA OF EMPLOYEE ENGAGEMENT
- 2. IT’S A NEW WORLD OUT THERE
- 3. EMPLOYEES EXPERIENCE CHANGE IN THE WORK PLACE LIKE NEVER BEFORE In Fact Can describe what their employer does 42% Are deeply engaged with their employer 30% Recently experienced a change at their place of work 84%
- 4. EMPLOYEES EXPERIENCE CHANGE IN THE WORK PLACE LIKE NEVER BEFORE In Fact Recently experienced an employer change Can describe what their employer does Are deeply engaged with their employer 50% 44%90%
- 5. Content that is: pervasive personalized real-time (even if it’s unpolished) transparent immersive participatory and they want it at work, too. THEY’VE COME TO EXPECT A LOT
- 6. Blogs Communities & Workspaces Intranet Corporate “YouTube” Face-to-face AND THEY HAVE A VOICE LIKE NEVER BEFORE EXTERNAL INTERNAL EMPLOYEES Facebook LinkedIn Instagram Twitter Face to Face YouTube
- 7. IT’S A TALL ORDER FOR COMPANIES LARGE AND SMALL.
- 8. SMART BRANDS ARE FORGING A PARTNERSHIP WITH EMPLOYEES AUDIENCE SOURCE CHANNEL EMPLOYEE CONTENT
- 10. E M P L O Y E E - G E N E R AT E D C O M PA N Y- G E N E R AT E D E M P L O Y E E - D I S T R I B U T E D C O M PA N Y- D I S T R I B U T E D THE OLD WAY
- 11. THE NEW WAY C O M PA N Y- G E N E R AT E D E M P L O Y E E - D I S T R I B U T E D C O M PA N Y- D I S T R I B U T E D E M P L O Y E E - G E N E R AT E D
- 12. EMPLOYEE GENERATED COMPANY DISTRIBUTED: PFIZER SOURCE : Employees | CHANNEL : Company | AUDIENCE : Internal
- 13. 13FOR INTERNAL WEBER SHANDWICK USE ONLY! NOT FOR EXTERNAL USE! COMPANY GENERATED EMPLOYEE DISTRIBUTED: PEPSICO SOURCE : Company | CHANNEL : Employees | AUDIENCE : External
- 14. 14 EMPLOYEES AS A CHANNEL
- 15. 15 WHAT DROVE OUR THINKING In FactWeber Shandwick partnered with KRC Research to conduct a global online survey of 2,300 employees in 15 markets Asia Pacific Australia China Hong Kong India Indonesia Japan Singapore South Korea Latin America Brazil North America United States Canada Europe United Kingdom France Germany Italy
- 16. A TREND THAT’S ALREADY UNDERWAY use at least one social media site for personal use have posted something about their employer in social media that they wish they hadn’t 14% post messages, pictures or videos in social media about employer very often, somewhat often or from time-to-time 50% have shared praise or positive comments online about employer 39% have shared criticism or negative comments online about employer 16% 88%
- 17. A TREND THAT’S ALREADY UNDERWAY use at least one social media site for personal use have posted something about their employer in social media that they wish they hadn’t 26% post messages, pictures or videos in social media about employer very often, somewhat often or from time-to-time 72% have shared praise or positive comments online about employer 70% have shared criticism or negative comments online about employer 46% 94%
- 18. MANY COMPANIES HAVE J OINED THE MOVEMENT TO AC TIVATE TH EIR EMPLOYEES Does your employer encourage employees to use social media to share news and information about your work or your employer? 33% 56% 11% Y E S N O N O T S U R E
- 19. MANY COMPANIES HAVE J OINED THE MOVEMENT TO AC TIVATE TH EIR EMPLOYEES Does your employer encourage employees to use social media to share news and information about your work or your employer? 50% 41% 9% Y E S N O N O T S U R E
- 20. 4% 12% 17% 23% 33% Very often Somewhat often From time to time Almost never Never employees are posting without any employer encouragement 33% WAKE UP CALL…EMPLOYEES POST ABOUT WORK WITH NO ENCOURAGEMENT FROM THEIR EMPLOYERS 1/3 % employees posting messages, pictures or videos about their employer or work but whose employers don’t encourage it
- 22. 22 ENCOURAGEMENT YIELDS EXTERNAL ROI Encouraged others to buy company’s products or services 72% 48% Recommended employer as place to work 68% 54% Made positive comments about employer publicly 63% 32% Defended employer to friends and family 60% 44% Done volunteer work for a cause employer supports 55% 30% YES NO EMPLOYER ENCOURAGES USE OF SOCIAL MEDIA TO SHARE COMPANY CONTENT EMPLOYEES HAVE TAKEN THESE ACTIONS
- 23. Two in 10 employees are all taking positive actions to support their employers THE EMPLOYEE ACTIVIST IS NOW AMONG US 21%
- 24. One-third of Brazilian employees are all taking positive actions to support their employers THE EMPLOYEE ACTIVIST IS NOW AMONG US 34%
- 26. WORKFORCE ACTIVISM SPECTRUM PreActivists ProActivists InActives 34%23% 11% Detractors ReActivists HyperActives 16%6% 10%
- 27. 27 5 STEP ACTIVATION GUIDE Embrace the new reality of employee activism. Leverage the new reality. 1 Identify your workforce segments. One size does not fit all. 2 Activate from the top. Leadership matters.3 Flip the right activism switches. Attend to your igniters. 4 Encourage social. Have a clear plan and policy.5
- 28. 28 IBM Social Media Stats • No IBM corporate blog or Twitter • 17,000 internal blogs • 100,000 employees using internal blogs • 53,000 members on SocialBlue (like Facebook for employees) • A few thousand “IBMers” on Twitter • Thousands of external bloggers • Almost 200,000 on LinkedIn • As many as 500,000 participants in company crowd-sourcing “jams” • 50,000 in alum networks on Facebook and LinkedIn
- 29. 29 IBM
- 30. 30 SOCIAL MEDIA PILOT PROGRAM Powered by Dynamic Signal PILOT PLATFORM SOCIAL MEDIA AMBASSADORS SHARING STORIES TRACKING RESULTS AND INCORPORATING FEEDBACK Giving socially active and motivated employees a platform where they can share content with their friends, family and peers EXISTING DIGITAL CONTENT ASSOCIATE- GENERATED CONTENT
- 31. WAL-MART SOURCE : Employees & Company | CHANNEL : Employees & Company | AUDIENCE : Internal & External
- 32. OBRIGADA