Report: Companies lag behind on organisational branding, social employee engagement

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in