The document discusses the importance of employee engagement, particularly for B2B companies. It notes that engaged employees help realize an organization's vision, are less resistant to change, and identify new opportunities. The role of emotion in engagement is discussed, as well as factors like autonomy, purpose and feeling valued. Gender differences in factors affecting happiness at work are also presented, showing that women place more importance on opportunities for creativity.

1. Fran Brosan
Chairman & Founder
Omobono
@franbrosan
@omobono_digital
Is it enough to
make them smile?
The role of emotion in
Employee Engagement

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@omobono_digital

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Employee Engagement
•What it is
•Why it’s more important for B2B than other sectors
•The role of emotion
•What else matters
#B2BConf

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“When employees are engaged in a shared vision they help make the vision a reality. They offer less resistance to change and often identify new opportunities that were not previously envisioned.”
Capgemini Consulting/MIT
26%

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Employee engagement
matters
Who is actually responsible?

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#B2BConf
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#B2BConf
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Employee engagement. Not a priority?

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Adobe’s 12,000 people are its best resource for raising brand awareness.”
Simon Morris Director of Demand Marketing Adobe Systems Europe
“

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External Promotion Product Company
Once upon a time
Consumer Goods
Business Products & Services
Company Product
External
Promotion

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The new world
Business Products & Services
Company Product
Lots of employees
expressing their views
Lots of other
people
expressing views
about the company

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#B2BConf
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“80% of the buying journey is complete before you even know the buyer is in the market.”
Deloitte
“Of the 3 pieces of information that a buyer looks at about your company, only 1 is likely to be have been produced by the marketing function.”
SAP

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Those companies with a highly engaged workforce improved operating income by 19.2 per cent over a period of 12 months, whilst those companies with low engagement scores saw operating income decline by 32.7 per cent over the same period.
Engaging for Success: enhancing performance through employee engagement
David MacLeod and Nita Clarke, 2009

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Employee Engagement
•Why it matters
•Why it’s more important for B2B than other sectors
•The role of emotion
•What else matters

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#B2BConf
#www2014
Sainsbury’s – Live Well For Less

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Smile more

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Most B2B marketers are happy at work
On average, they rate their happiness at work at 7.5 out of 10
6%
10%
22%
30%
12%
14%
1
2
3
4
5
6
7
8
9
10
Just under a quarter (22%) are not happy
(give a score of 6 or lower)
A quarter (26%)
are very happy
Average happiness: 7.5 out of 10
Average for marketers
in large companies = 7
Average for marketers
in small companies = 8
Source: WWW2014

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B2B marketers driven by strong company values
Good leadership / management
Feeling valued and listened to
Pride in the company and its values
Opportunities to be creative
Salary and benefits
Source: WWW2014
60%
46%
56%
50%
42%

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Key factors in happiness at work*
•a sense of purpose
•a sense of value
•a sense of autonomy
*HSE Indicator (2004) + list of other papers we can share afterwards.
“People need to be challenged, but not too much. So they should be given tasks that are a bit difficult for them, but are still things they believe they can achieve.”
Dr L Brosan Head of Psychology, Cambridge

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The challenge
19%
Creativity
14%
Innovation and new technologies
14%
Ability to see an impact on customers
19%
Ability to see an impact on the business
24%
Non-transitional relationships w. customers
19%
Fast paced 12%
Range of markets
7%
Purpose & value important for B2B marketers
Source: WWW2014

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Some interesting gender splits
Source: WWW2014
1. Good leadership / management 68%
4. Relationships with colleagues 50%
4. Pride in the company and its values 48%
5. Salary and benefits 36%
5. Salary and benefits 44%
2. Pride in the company and its values 55%
2. Good leadership / management 56%
3. Feeling valued and listened to 55%
3. Feeling valued and listened to 56%
Male
Female
6. Work / life balance 36%
6. Work / life balance 37%
1. Opportunities to be creative 63%
Base: All male respondents answering question (22) and female respondents (27)
Q: What are the most important things that affect your happiness at work? Please select up to 5 answers.

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Younger marketers see things differently
Source: WWW2014
Base: All respondents under 40 (17) and over 40 (32)
Q: What are the most important things that affect your happiness at work? Please select up to 5 answers.
41%
Under 40
Over 40
3%
Promotion opportunities
Recognition and rewards
Opportunities to be creative
Pride in the companies and its values
35%
24%
22%
59%
59%
35%

22. Emotion matters
•Build a strong brand – which people are proud of
•Share the vision of leadership – where is the company going
•Communicate strong stories within the company that exemplify the brand
•Ensure that people understand their own role within the whole
@omobono_digital
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Connect your people with your purpose
100% increase in familiarity with the vision
85% of respondents identified a strong direct relevance to their own jobs.

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Help them do their jobs better

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Technology is at the heart of it
http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

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Top thoughts to go away with
1.Argue for ownership – employee engagement matters in B2B
2.Employer branding and external branding must match – particularly in terms of experience
3.Connect your people with your purpose
4.Think emotional communications and ‘utility marketing’
5.Sweat the technology

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It is a truth of business that if employees do not care about their company, they will in the end contribute to its demise.”
Harvard Business Review
January 2002
“

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Why does it matter?

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31. Copyright 2014 Omobono Ltd.
All ideas, concepts, brand-related names, strap line, phrases, copy/text and creative concepts developed and contained in this document remain the intellectual property of Omobono Ltd until such time as they are procured by a third party.
Anyone viewing this document may not use, adapt or modify the contents without our prior consent.
hello@omobono.com
@omobono_digital
T: +44 01223 307000
St Giles Hall, Pound Hill,
Cambridge CB3 0AE
www.omobono.com
Thank you

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1. Good leadership /management 68%
4. Relationships with colleagues 50%
4. Pride in the company and its values 48%
5. Salary and benefits 36%
5. Salary and benefits 44%
2. Pride in the company and its values 55%
2. Good leadership / management 56%
3. Feeling valued and listened to 55%
3. Feeling valued and listened to 56%
Male
Female
6. Work / life balance 36%
6. Work / life balance 37%
1. Opportunities to be creative 63%
Discuss