Upload
b2b-marketing
View
100
Download
2
Tags:
Embed Size (px)
Citation preview
Fran Brosan
Chairman & Founder
Omobono
@franbrosan
@omobono_digital
Is it enough to
make them smile?
The role of emotion in
Employee Engagement
Fran Brosan
Chairman & Founder
Omobono
@franbrosan
@omobono_digital
Is it enough to
make them smile?
The role of emotion in
Employee Engagement
@omobono_digital #B2BConf #www2014
Employee Engagement
• What it is
• Why it’s more important
for B2B than other sectors
• The role of emotion
• What else matters
#B2BConf
@omobono_digital #B2BConf #www2014
“When employees are
engaged in a shared vision
they help make the vision
a reality. They offer less
resistance to change and
often identify new
opportunities that were
not previously envisioned.”
Capgemini Consulting/MIT
26%
@omobono_digital #B2BConf #www2014
Adobe’s 12,000
people are its
best resource
for raising
brand
awareness.” Simon Morris
Director of Demand Marketing
Adobe Systems Europe
“
@omobono_digital #B2BConf #www2014
External Promotion Product Company
Once upon a time
Consumer Goods
Business Products & Services
Product Company External
Promotion
@omobono_digital #B2BConf #www2014
The new world
Business Products & Services
Product Company
Lots of employees
expressing their views
Lots of other
people
expressing views
about the company
@omobono_digital #B2BConf #www2014
“80% of the buying
journey is complete
before you even know
the buyer is
in the market.” Deloitte
“Of the 3 pieces of
information that a buyer
looks at about your
company, only 1 is likely to
be have been produced by
the marketing function.”
SAP
@omobono_digital #B2BConf #www2014
Those companies with a highly engaged workforce improved
operating income by 19.2 per cent over a period of 12
months, whilst those companies with low engagement scores
saw operating income decline by 32.7 per cent over the same
period. Engaging for Success: enhancing performance through employee engagement
David MacLeod and Nita Clarke, 2009
@omobono_digital #B2BConf #www2014
Employee Engagement
• Why it matters
• Why it’s more
important for B2B
than other
sectors
• The role of
emotion
• What else
matters
@omobono_digital #B2BConf #www2014
Most B2B marketers are happy at work
On average, they rate their happiness at work at 7.5 out of 10
6% 10% 22% 30% 12% 14%
1 2 3 4 5 6 7 8 9 10
Just under a quarter
(22%) are not happy (give a score of 6 or lower)
A quarter (26%)
are very happy
Average
happiness: 7.5 out
of 10
Average for marketers
in large companies = 7
Average for marketers
in small companies = 8
Source: WWW2014
@omobono_digital #B2BConf #www2014
B2B marketers driven by strong company values
Good leadership / management
Feeling valued and listened to
Pride in the company and its values
Opportunities to be creative
Salary and benefits Source: WWW2014
60%
46%
56%
50%
42%
@omobono_digital #B2BConf #www2014
Key factors in happiness at work*
• a sense of purpose
• a sense of value
• a sense of autonomy
*HSE Indicator (2004) + list of other papers we can share afterwards.
“People need to be
challenged, but not too
much. So they should
be given tasks that are
a bit difficult for them,
but are still things they
believe they can
achieve.”
Dr L Brosan
Head of Psychology,
Cambridge
@omobono_digital #B2BConf #www2014
The
challenge
19% Creativity
14%
Innovation and
new technologies
14%
Ability to
see an
impact on
customers
19% Ability to see
an impact on
the business
24% Non-transitional
relationships
w. customers
19%
Fast
paced
12%
Range of
markets
7%
Purpose & value important for B2B marketers
Source: WWW2014
@omobono_digital #B2BConf #www2014
Some interesting gender splits
Source: WWW2014
1. Good leadership / management 68%
4. Relationships with colleagues 50% 4. Pride in the company and its values 48%
5. Salary and benefits 36% 5. Salary and benefits 44%
2. Pride in the company and its values 55% 2. Good leadership / management 56%
3. Feeling valued and listened to 55% 3. Feeling valued and listened to 56%
Male Female
6. Work / life balance 36% 6. Work / life balance 37%
1. Opportunities to be creative 63%
Base: All male respondents answering question (22) and female respondents (27)
Q: What are the most important things that affect your happiness at work? Please select up to 5 answers.
@omobono_digital #B2BConf #www2014
Younger marketers see things differently
Source: WWW2014 Base: All respondents under 40 (17) and over 40 (32)
Q: What are the most important things that affect your happiness at work? Please select up to 5 answers.
41%
Und
er
40
O
ve
r 40
3%
Promotion
opportunities
Recognition
and rewards Opportunities to
be creative
Pride in the companies
and its values
35% 24%
22%
59% 59%
35%
Emotion matters
• Build a strong brand – which
people are proud of
• Share the vision of
leadership – where is the
company going
• Communicate strong stories
within the company that
exemplify the brand
• Ensure that people
understand their own role
within the whole
@omobono_digital #B2BConf #www2014
@omobono_digital #B2BConf #www2014
Connect your people with your purpose
100% increase
in familiarity
with the vision
85% of
respondents
identified a
strong direct
relevance to
their own jobs.
@omobono_digital #B2BConf #www2014
Technology is at the heart of it
http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
@omobono_digital #B2BConf #www2014
Top thoughts to go away with
1. Argue for ownership – employee
engagement matters in B2B
2. Employer branding and external branding
must match – particularly in terms of
experience
3. Connect your people with your purpose
4. Think emotional communications and
‘utility marketing’
5. Sweat the technology
@omobono_digital #B2BConf #www2014
It is a truth of
business that if
employees do not
care about their
company, they will in
the end contribute to
its demise.”
Harvard Business Review
January 2002
“
Copyright 2014 Omobono Ltd.
All ideas, concepts, brand-related names, strap line, phrases,
copy/text and creative concepts developed and contained in
this document remain the intellectual property of Omobono Ltd
until such time as they are procured by a third party.
Anyone viewing this document may not use, adapt or
modify the contents without our prior consent.
@omobono_digital T: +44 01223 307000
St Giles Hall, Pound Hill,
Cambridge CB3 0AE
www.omobono.com
Thank you
@omobono_digital #B2BConf #www2014
1. Good leadership /management 68%
4. Relationships with colleagues 50% 4. Pride in the company and its values
48%
5. Salary and benefits 36% 5. Salary and benefits 44%
2. Pride in the company and its values
55% 2. Good leadership / management 56%
3. Feeling valued and listened to 55% 3. Feeling valued and listened to 56%
Male Female
6. Work / life balance 36% 6. Work / life balance 37%
1. Opportunities to be creative 63%
Discuss