Inspiring Consumers from the Inside Out

26Jan08

Monster is running some pretty interesting spots aimed at workers dissatisfied with their current jobs.

What better and bigger group to target considering a startling statistic from Careerbuilder.com that….

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What?! 84%! This should shock any manager AND marketer to think seriously about employee relations. As marketers, we spend so much time and money assessing and selling the innovations, values, story and “big idea” behind the brands we represent. But, here’s an idea:

Any company will fail to inspire potential customers if 84% of its key stakeholders, its workers, aren’t passionate about their work with the company.

As a marketer, employee relations is as much a part of my job as helping clients with public and media relations.

I’d like to help companies:

1. Work as hard, if not harder, to keep employees informed and excited about the company’s news and innovations as it does keeping media, consumers and investors informed and excited.

2. Hire more employees who aren’t necessarily looking for a new job; Recruit employees who are passionate about their current jobs, their companies, the teams they work with… and bring that kind of energy into the company.

3. Encourage horizontal channels of communication. Eliminate the glass ceiling and open up more seats at the table. Regardless of position, if a company’s leadership doesn’t value and support an employee’s contribution and success, that employee shouldn’t be hired in the first place.

I’d like to see more marketers, whether you work on the corporate or consumer end, to make reducing this statistic a key focus.



One Response to “Inspiring Consumers from the Inside Out”

  1. I think that most companies have a better grasp on how is their product positioned in the marketplace than how are they positioned as an employer. Most companies don’t like change, nevertheless they bring in talented people with a lot of potential, place a lot of expectations on them, and then don’t give them the leeway to develop and make a difference.

    The short term orientation of most corporations are also a problem. All it takes is one or two bad quarters, and the strategic direction (and the bosses) are usually replaced. If this happens too often, employees don’t know what they should be doing any more.

    Those are, in my view, the two biggest sources of employee dissatisfaction.

    You lay down some very good suggestions to improve.



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