“Employee engagement is just as important as customer engagement,” Conrado said. “We spend about 95% of our time on customer engagement, but what marketers will walk away from is employee engagement.”
He said engaging with employees and giving them a sense of purpose about their jobs and the company is one of the most effective strategies for success.
Srere, whose agency is a partner with Motorola in developing brand and corporate strategy, said the most important engagement with customers happens when a single employee picks up the phone to talk to a client. “How do you turn your employee base into an army of focused believers? If driven into the organization, purpose is the single most important determinate of long-term success,” he said.
Purpose-driven companies outperform non-purpose-driven companies by a factor of 2.5 to 1, based on research, Srere said.
Conrado said successful marketers should work with their employees to help them develop a sense of purpose about the mission of the company and their role in it.
“Purpose is something that every employee should live. It is the difference between a successful company, in which employees understand its purpose, and those in which employees do not live it,” he said.
This summer, Motorola will launch an employee engagement campaign, developed by Siegel+Gale.