Saturday, 23 April 2011
Why Employee Engagement is Key
Understanding the link between effectively managing reputation and strong employee engagement was a light bulb moment for me. Engaged staff are not only ambassadors for the brand, but they're the best way to get your message out there - to customers and stakeholders.
Ask yourself, if you read something in a newspaper about John Lewis or you spoke to somebody who worked there, who would you be more likely to believe? I think most people would trust the person above the newspaper, particularly if it was someone they knew. In addition, engaged employees = happy customers so the organisation's reputation is doubly boosted if you can crack employee engagement.
Essentially, without effective employee engagement, reputation management will always be on the back foot, responding to external situations rather than leading the agenda.
I've developed the reputation model above for Wolverhampton Homes. It's based on a brand management model developed by Manchester Business School and I think is probably relevant for most housing organisations. It shows that employee engagement represents about 25% of our reputation, with the other quarters being customer experience, image and identity.
Feel free to use it/adapt it for your organisation or to challenge it if you don't agree.