Introducing “ERM” to Activate Your Secret Weapon: Employees

We’ve applied customer relationship management (CRM) concepts to all kinds of audiences – donors, fans, influencers and prospects. Yet, why have we not seen a proliferation of “ERM” – employee relationships management – programs that focus on employee enablement – especially when both the knowledge of the company and the CRM/integrated marketing technology is already in use?

Very few companies fully engage employees in the work of connecting with customers, prospects and new markets, according to a 2014 Altimeter Group survey of HR and marketing executives. Only 41 percent of respondents reported having a strategic approach for employee engagement, and just 43 percent say they have a culture of trust and empowerment. Yet, Altimer finds that companies who do engage employees in a purposeful digital outreach enjoy measurable business impact, greater reach and improved customer satisfaction.

One of the biggest factors in this untapped opportunity, according to the report, is that most employees don’t have a clear understanding of what they can or should share on behalf of the brand. As a result, most stay quiet.

A quick way to measure the impact on your business is to assess the variance between the collective reach of your employees on LinkedIn, Twitter or Pinterest and the number of fans and followers on your branded corporate pages. That delta is your opportunity – every professional post or pin by an employee is an opportunity to connect people back to your corporate properties.

Of course a purposeful approach to empowering employees must be respectful of everyone’s personal brand and voice. Forcing people to stiffly spout the company line will not only backfire in terms of employee loyalty, it will be a turn off for readers. The engagement has to be authentic in order to resonate.

The technology is here – in the past decade there has been a plethora of new digital tools for helping employees connect with each other and with their professional communities. Many tools are embedded in the CRM and sales enablement tools already in use for outside engagement. Why aren’t people using them internally?Perhaps because the presence of a tool itself is not enough – to create business value the tools must be accessible, helpful and aligned with the business culture.

Marketers who want employee engagement must develop a repeatable and respectful plan for advocacy:

  • Cross-Functional Reach. While sales, marketing and service teams often advocate for the business as part of their job descriptions, employees across the organization can also be incentivized to participate. Making these activities a win-win for the employee and the employer is key to participation.
  • Training. Most employees would be happy to support a respectful program, but truly do not know what to say. Setting clear boundaries and sharing sample messaging is a start, but also be explicit about the “how to” aspects. Encourage employees to make the message personal – and thus of higher impact – by translating the corporate message into their own voice.
  • Culture of Mutural Respect. Employees who cannot be trusted with confidential information also can’t be expected to fully engage in any innovation or forward-thinking programs. If this is the case for your organization, then your culture may not be a fit for employee engagement.
  • Content. Most businesses are publishers today – from blogs to social media to customer service scripts. These are rich sources for content that can be easily shared and amplified through employee engagement.

Creating active and visible employees may give some managers pause. Altimer recommends encouraging personal brand building anyway, claiming the risk is low that top talent will be poached. The opposite is usually true, the report says. Employees build a sense of pride and connectedness, and become invested in the company success.

Beyond email signatures and call center scripts, how is your company tapping the rich network of your employees to build the brand, amplify messaging and generate leads? Are your employees already active participants in sharing your company brand story? If so, how can you bring that forward into a more purposeful program? Share your challenges and ideas in the comments section.

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