Marketing, employee engagement... and why my first hire will get equity

Employee engagement.

It's a massive part of marketing because we need a team of super bought-in believers to operationally deliver the promises we make to customers. This is critical in all types of business whether you deal with professional clients or walk-in customers.

And we all know how to get it really. Don't we?

1. We treat people with respect.

2. We run recruitment processes properly. 

3. We tell the truth about our company in interviews.

4. We write job specifications that detail out the responsibilities AND the opportunities that delivering brings.

5. We paint a picture of the journey people just like our new recruits have already taken in our company.

6. We talk about what success looks in the role and how it will be evaluated.

7. We start them on reasonable packages because we're serious (i.e. slightly above 'industry benchmarks' rather than using the same benchmarks as some kind of cap).

8. We have them do work that matters. 

9. We train and inspire them.

10. We encourage them to contribute ideas, to find what isn't working and fix it.

11. When they have issues, we back them.

12. We make them feel like going out on a limb for us.

All to ensure they prosper - and stay.

Sounds like where you work, right? 

Do you work in a company that communicates company goals (beyond the financial) and has a set of values that are cherished?

Or at the least, a story that is at least dusted off and retold regularly?

Do people who work in your company know what the next three years look like?

And what does hitting financial target mean to them? 

How do customers experience that story?

Are you bought into what your company is trying to achieve?

My belief, having worked in a number of businesses and with different types of business owner, is this.

No one cares as much as the owner because they are not invested. You only get invested, engaged employees when something that goes beyond a functional job specification and monthly pay check is on the line.

Why do John Lewis / Waitrose continually out perform the market? 

The people. The service. The personal investment. They are all part of the John Lewis / Waitrose marketing proposition. 

My first hire (no opening yet)!) if and when it happens, will have equity in the business.

Because, only when someone is emotionally connected to the success and future of a business, can they really care. And only when they care, can they make the intelligent decisions and do their best work.

The impact of good or bad employee engagement on marketing is actually profound but is rarely included in a marketing plan.

But how can you effectively deliver marketing and ultimately business success on shaky resource foundations? You're building a super charged team of brand advocates and ambassadors.

So, before you make your next bold marketing promise, check you're able to deliver on it.

If you don't, you could fall at the first hurdle and lose a customer forever.

Read more:

• A month in - an entrepreneur's story
• How to position a professional service
• What story is your marketing telling?
• How to connect properly on Linkedin?
• Are you using Linkedin like Facebook?

For more on how we can help you position your business to the people that matter, visit www.visionb2b.co.uk