The value that employees bring to customer relationships is becoming ever clearer.
It does, however, raise important questions: Why don’t internal communicators and marketers work more closely together? Aren’t employees basically your internal consumers?
A recent Gallup study revealed that two-thirds of employees are disengaged at work. Actively disengaged employees cost U.S. companies $483 billion to $605 billion each year in lost productivity.
Here’s what HR pros and internal communicators can learn from their marketing colleagues:
1. Listen more.
Marketers know the biggest competitive advantage in business is a greater knowledge of consumers. For communicators, the biggest cultural advantage should be a greater knowledge of employees.
Consumer marketers obsess over emotional insights: What makes our audience tick? What motivates them, inspires them, turns them off? The smartest brands have access to thousands of data points.