Summer may be over, but the four lessons we learned from this past June’s Cause Marketing Forum Conference Session “Making Progress on Employee Engagement” are only the beginning of the new approach to employee engagement. Speakers JetBlue's Icema Gibbs, (2016 BCA 10 Honoree) Johnson & Johnson's Susan Can, INPEx's Mal Schwartz, and Realized Worth's Chris Jarvis provided valuable insight, summarized here:
1. Make sure to consider and measure two main elements of employee engagement: Chris
- Positive Action – Take note of not only how many people are participating, but also their level of interest and the impact of their work.
- Sharing – Keep an ear out for employees sharing their experiences, what they feel they learned, and more importantly, invitations to participate based on their experience.
2. Engaged employees equals higher business value: Icema, Susan, Chris
- JetBlue “Speak Up Surveys” not only revealed a correlation between volunteering and higher crewmember morale levels, but also a direct relationship between time crewmembers spent volunteering together and how quick the plane took off.
- Johnson & Johnson’s annual survey showed that employee engagement means a more productive environment, higher recruitment and retention rates, and appeals to millennials.
- A value of $2,400 per employee that participates in corporate community engagement initiatives was calculated by Research by the Corporate Executive Council.
3. The value of meaningful community engagement opportunities cannot be understated: Susan, Mal
- Johnson & Johnson has 130,000 employees; partnerships with hundreds of organizations and encouragement to volunteer where each individual’s passions lies ensures that no one is working for a cause they don’t truly believe in.
- Research by HAVAS Worldwide shows that people are looking for brands to go local when it comes to community outreach. (Image below)
(Download the full HAVAS study, INPEX’s Scale UP & Go Local Infographic & FREE Toolkit)
4. Use technology to your advantage: Mal, Susan
- Technology is already ready to use so help discover what people are doing in their communities in real time, instead of waiting for delayed, less accurate input via annual survey.
- Employees may communicate messages, images, etc. about their community engagement, just as they already do on everyday social media.
- You can create a communication loop for a continuous flow of info about details of a project, from every input to every output—and all the stops in between.