Engaging Employees Starts with Remembering What Your Company Stands For

Only 13% of employees are engaged, and disengaged employees cost U.S. companies $450 billion to $550 billion per year in lost productivity. Why? Most engagement efforts are designed to cultivate employees’ commitment in generic, general ways. A more precise, robust approach is employee brand engagement, which is when your workers are connected to what the brand really stands for. Employees must internalize the organization’s purpose and values so that they make decisions that clearly support those priorities. Ultimately they design and deliver on-brand customer experiences that strengthen the brand’s competitive position and build equity in the brand. Employee brand engagement doesn’t produce just happy, engaged employees; it develops happy, engaged employees who produce the right results.