There’s all this talk lately about making the customer experience better. How can we keep our customers happy and loyal? But, while businesses are busy giving all of their customers that TLC, they’re forgetting about one very important piece of the company pie: the employees.
The proof is in the numbers. Gallup released a poll in 2013 showing that a shocking 63 percent of employees are disengaged and another 24 percent are actively disengaged. That leaves just 13 percent of employees who are actually excited and invested in their current jobs. It also means that only a small percentage of employees would even consider being a vocal champion for their employer, both offline and on social media.
Which is why we should all sit up a little straighter and pay attention to the survey just released by LinkedIn on the Top 25 Most Socially Engaged Companies. The survey pulled employee engagement data from interactions on – where else – LinkedIn, as well as data on the companies’ social engagement. While only companies with more than 1,000 employees were polled, it was really no surprise that some of the big boys dominated that list – from Google and Salesforce, to Twitter and The Wall Street Journal.
What LinkedIn found is that when companies invest in improving their relationships and communication with employees, they can reap benefits measured in everything from employee loyalty to business profitability. And, we would add, employees who are engaged offline are more likely to champion their employer online as they reach out to prospects and peers on social media.
So, what’s the secret to success? There’s something we can all learn from what LinkedIn found:
1. Brand Ambassadors
When a business fosters a presence across its social channels, it’s opening the door for employees to do the same. LinkedIn’s survey showed that by actively participating via social platforms, companies actually empowered their employees to be brand ambassadors for the business. In fact, 59 percent claimed to use social media to build relationships within the company.
2. Pride in Place
Social engagement builds pride among team members. The LinkedIn study showed that 15 percent of those who are socially engaged are more likely to feel proud about the leadership of their company. If employees are proud of what their companies stand for, they’re more likely to be excited about coming to work each day. And, they’re more likely to share professional information on social media. The study showed that 20 percent of socially engaged companies are more likely to retain talent. Employees will spend their own day being active on social channels and doing their jobs, rather than trolling job sites for the next opportunity.
3. Set an Example
We all know the influence a company can have on its employees: work hard and they’ll work hard. (Encourage them to play hard and, well, they’ll do that too!). The same applies to engaging over social media platforms. According to LinkedIn, when companies share content, 38 percent of employees are more likely to share that content with coworkers and customers. If a business chooses to be active on Twitter, Facebook and the like, their employees will follow suit.
If You Build It, They Will Come
When it comes down to it, building relationships with clients and customers should be no different from how you engage with your employees. The more companies invest in their social engagement strategies, the more quickly they can build employee loyalty and attract top talent. And, the more likely your employees will continue to advocate on your behalf.
This article was written by Caroline Davis from Business2Community and was legally licensed through the NewsCred publisher network.