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Forrester: Tech-Savvy Workers More Upbeat About Employers

November 30, 2010

Employees who use technologies at work such as smartphones, social media, and the Internet after hours tend to be stronger advocates for their employers, and those who use social media are among the most positive promoters of their companies' products and services, according to a report by Forrester Research.

Information workers—those who use a PC or smartphone for at least one hour a day—were asked to rate their likelihood to recommend their company's products or services to a friend or family member.

Similar to the 10-point scale used in Net Promoter methodology, people were counted as promoters if they rated that likelihood a 9 or 10, neutral if they rated it a 7 or 8, and detractors for 0 through 6.

Overall, companies have more detractors than promoters: 49% of workers are detractors for their company, 24% are neutral, and 27% are promoters. That's a net score (promoters minus detractors) of -23%.

Interestingly, there is little variation with age, income, or size of company. Directors, VPs, and executives are more likely to be net promoters, but individual workers, managers, and supervisors are more likely to be net detractors.

Below, other findings from the Forrester report titled Do Your Employees Advocate For Your Company?

Advocacy and Technology

In contrast to the generally negative results, workers who are both optimistic about technology and readily equipped by their employers to use modern communications tools are more likely to be advocates. In particular, the adoption of three tech behaviors—social media, smartphones, and Internet use after hours—correlates with high levels of employee advocacy.

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