Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

How to Use Employee Feedback to Build Better Marketing Campaigns

by Claire Lew  |  
March 17, 2017
  |  2,389 views

If there is truth in clichés, the well-worn phrase "we're all in marketing now" has something to teach companies. What your employees say about your company—in person and on social media—holds weight.

That's why brands are going big on employee advocacy programs.

In a 2016 survey, Altimeter found that 90% of surveyed companies are engaging employees in brand advocacy or plan to do so soon. That makes sense: Employee advocacy on social outperforms digital advertising, according to the report, "Social Media Advocacy: Tapping Into the Power of an Engaged Workforce."

At the same time, though, other studies tell us employee engagement is low: Only one out of every three people report trusting their employer.

When the fundamental basis of trust is missing, the tenet that "we're all in marketing now" becomes a far less optimistic statement.


What do your employees truly think about your brand? Do they trust your leadership team? And when they talk about the company publicly, does that support or undercut your marketing goals?

The authors of a 2013 Harvard Business Review article, "Connect, Then Lead," Amy J.C. Cuddy, Matthew Kohut, and John Neffinger, cut to the heart of the problem. "Without a foundation of trust," they wrote, "people in the organization may comply outwardly with a leader's wishes, but they're much less likely to conform privately — to adopt the values, culture, and mission of the organization in a sincere, lasting way."

How can employees who feel this way advocate for their companies? They can't.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Claire Lew is the CEO of Know Your Company, a software tool that helps companies with 25-75 employees get to know their employees better and overcome growing pains.

LinkedIn: Claire Lew

Twitter: @cjlew23

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment

Comments

  • by Sarah Mon Oct 9, 2017 via web

    You do a great job here of highlighting some key questions that must be considered as managers try to make improvements for both their employees and their customers. Surveys are a really good tool to collect employee feedback from across an organization. Plus, something that痴 online makes it easy for employers to make and for employees to take!

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!