Regular visitors will know the tired drumhead I beat is about connecting internal communications to extenal communications, while not losing sight of the HR necessities that glue it all together. All too often our professional (over-) specialisation into marketing, HR or internal communications tactics and techniques blinds us to the bigger picture.
Gallup has published some interesting stuff in the past 6 months about where their Human Sigma(TM) product meets their Q12(TM) product.
In essence, in a study of 2,000 units across 10 companies, units with superior customer engagement (e.g. brand loyalty) outperformed the baseline by 170%. Those units with superior employee engagement (e.g., brand engagement) outperformed the baseline by a similar 170%.
However, things got interesting for the units that were above average (not leading, necessarily) in BOTH customer and employee engagement – with their performance at 340% above baseline.
This all links nicely to the Vivaldi study in 2002 that had these metrics at 160% and 320% respectively — more than coincidence? Probably not.
The point? If you can align your brand and marketing efforts with your internal communication and HR efforts, both your customers and your people benefit, and you make more money. Again, it’s the AND that is more important than the OR. Marketing alone is an OR. Employee engagement alone is an OR.
Or, in other words, employee engagement is OF EQUAL IMPORTANCE TO EXTERNAL COMMUNICATIONS in business performance. Are the budgets equal?