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Consumer Engagement Requires Employee Engagement And The Implementation Of The Brand Promise

  • By admin
  • April 11, 2016

Every business today wants consumer engagement but it is often found that they are going about it the wrong way. In order to attract consumers they are targeting consumers through various techniques and ad campaigns when in reality they should have been targeting employees.

According to research by eminent sources it has been found that it is usually the motivated employees that bring in business. A company that has secured a motivated worker has in fact secured a gem.

Now the act of motivating the workers rest on the higher authorities and the management bodies. It has been found through research that 42% employees are often aware of the brand value that their company stands for and what differentiates their product from that of its competitors. However, motivation is something that has been reported as the lacking factor through established researches.

According to Gallup research, it has been found that 70% of the time it is the managers who are responsible for employee motivation. This is a high number. Furthermore it has been reported that only 12% of the employees believe that their managers or higher authorities help them set out work ethics to be implemented in their job. While only 13% set out proper aims and objectives to be carried out in the short term perspective and in the long run goal.
Employers have to understand the value of a brand promise which is an unofficial agreement between the employee and the organization that the organization would do the best to provide the employee with the means and tools required for success.

It is only when all the pieces of the jigsaw puzzle fall into place and employees are highly engaged and organizations live up to the brand promise – only then – would consumer brand loyalty and business traffic gradually increase.

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