New report reveals chief marketers and HR need to revisit the importance of organisational branding and recruitment marketing
Activating and engaging an always-connected, social media-minded workforce can make a big contribution to cultivating the brand and shaping the ethos of a company, according to The CMO Council’s latest report.
Produced in partnership with Executive Networks, the Making the Workplace a Brand-Defining Space report revealed crowdsourcing and sharing employee content have become new areas of strategic focus for brand and HR leaders.
Yet the report also found most enterprises are lagging in the adoption and use of digital channels for real-time engagement with employees and partners. Furthermore, many are not taking full advantage of social media platforms, mobile devices and instant messaging technologies to crowdsource and share employee-inspired content.
While 90 per cent of chief marketers and HR leaders believe brand persona is key to hiring new (millennial) employees and keeping customers, only 37 per cent have a well-defined corporate culture. In addition, under two thirds of organisations have a formalised brand platform.
However, more than 50 per cent of respondents said they want to test or deploy mobile social platforms for real-time employee engagement. Top reasons to leverage social platforms for staff engagement include turning employees into brand advocates, making brands more authentic, unifying the organisation, recognising employee effort and effectively humanise the company.
“Organisations have long struggled to instill shared values, behaviours and ethics that embody and validate brand platforms, personalities and promises,” said CMO Council executive director, Donovan Neale-May. “A tighter linkage between the CMO and the CHRO should be strongly centred on organisational branding and creating cultures that radiate and reinforce core brand attributes and aspirations.”
Sponsored by CultureSphere, the research was based on an online survey of more than 230 senior marketing and HR leaders across North America, Europe, Asia, Latin America, Africa and the Middle East. The survey was conducted in Q2 of 2015.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”
Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.
I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.
Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...
Caroline Scott
7 ways CMOs can improve their customer engagement game
Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...
Quent Sinder
Why empowering others can help make you a great leader
CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...
Anna Janicka
Sensis rebrands to Thryv and brings business software to Australian SMBs
AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...
Alice Labs Pte. Ltd.
CMO's top 8 martech stories for the week - 6 May 2021
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation