Your Biggest Brand Champions Are Missing Out: New Research from Mindshare NA and Dynamic Signal

October 13, 2015

New Research from Mindshare NA and Dynamic Signal Shows Employees Want to be Company Advocates

New Survey Uncovers How and Why Companies Need To Rethink Communications For Mobile Savvy Workforce

74% of employees feel that they’re missing out on company information and news

San Bruno, Calif. (October 13, 2015) – Dynamic Signal, the leader in employee advocacy and Mindshare North America, the global media agency network that is part of WPP, have released new industry research with insights into companies’ most underutilized marketing asset: employee advocacy. Using The Pool (Mindshare's proprietary research tool), the insights help determine what long term communication strategies and technologies are needed for businesses to grow employee engagement and advocacy in the market.

Employee advocacy is the act of informing and engaging employees to become experts, advocates, and contributors. Today the dominant feature of that is social sharing.  A recent global survey by Gallup found that less than one-third of U.S. workers were engaged in their jobs, with Millennials as the least engaged group, at 28.9%. However, companies with engaged employees outperform others by 202%. The question becomes how to communicate and encourage Employee Advocacy with the part of the workforce that is not engaged.

The research from Dynamic Signal and Mindshare revealed key insights on how to tackle that issue. Sample findings include:

  • To be engaged, you first have to be informed: 74% of employees feel that they’re missing out on at least some company information and news.
  • Traditional favored comms channels don’t align with how digital natives share content:  87% of employees today typically receive company information via email, intranet, or in-person. Businesses are lacking in mobile and social solutions.
  • More employees are ready to be advocates than you may think: 66% of employees believe that they are already an advocate for their company.
  • Leaders need to lead by example when it comes to social: 81% of senior leadership believe they are advocates for their companies, but only 37% have ever shared company news or information on their social channels.
  • Companies need better content strategies for thought leadership and brand values: Only 37% of senior leaders and 24% of junior level employees said that they would be excited to share content about their company’s strategy. However, 59% of employees overall would be motivated to share things related to their company’s products or services. Organizations should strive to create content about their brand and culture that motivates social sharing on par with content about product launches and service offerings.

Social & mobile are critical for a successful Employee Advocacy Program

  • For employees who have not shared company information on their social networks, more than half (53%) said a single platform/application to consolidate all company info would make it easier to get and share content.
  • Of those employees who don’t believe they are an advocate today, 41% said that they would be if their company had a formal and organized program.
  • 55% of employees said that a mobile application would help them be more informed and engaged with their company.

“The data clearly demonstrates an interest by employees to be advocates for their employer. The question becomes, how can companies unlock this potential and inform and engage employees?” said Russ Fradin, CEO, Dynamic Signal. “The biggest opportunity to maximize employee advocacy programs is to reflect the lifestyles of a workforce that is social-minded and mobile-powered. And this is not a generational thing: we are all mobile-enabled. Think about it… when was the last time you left your phone behind?”

Key Takeaways: Allow your workforce to be brand advocates by rethinking communications both internally and externally. Help employees be more informed and engaged with digital-age communications via social platforms and mobile apps that digital natives already use in their personal lives.

“Our teams work with clients every day on adaptive media strategies that reach and engage consumers at scale,” said Wendi Smith, Managing Director, Agency Communications & Content, Mindshare NA. “It’s important for brands to understand that the same kind of rigor and creativity should be applied internally as well – your best brand advocates are your own people.”

Research Methodology

Mindshare NA surveyed more than 800 employed adults across various industries nationwide through The Pool, ages 18 and up. 

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