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
What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...
Tareq
Digital disruption isn’t disruption anymore: Why it’s time to refocus your business
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration