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
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in