Brand Success Depends on Employee Engagement

Engagement is the state of being engaged. It can be a business arrangement, a commitment or obligation and is often associated with an entire set of expectations – that if broken, usually ends a relationship. Rather than looking at brand engagement, this post will look at employee engagement.

The critical role of an employee engagement with his or her direct manager was recently explored in a study by MSW Research and Dale Carnegie Training. Employee engagement is important because “engaged employees” are more committed and productive.  The study, What Drives Employee Engagement and Why It Matters, also has some unsettling findings, noting that “only 29% of employees are fully engaged while 26% are disengaged.”

In this study, more than 1,500 employees were surveyed across the nation.  Although there are many influences on employee engagement, there are three main drivers:

  • Relationship with immediate supervisor
  • Belief in senior leadership
  • Pride in working for the company

Measuring and making an impact on engagement requires awareness and effort from both the employee and the manager to affect the drivers above.  The study stated, “The attitude and actions of the immediate supervisor can enhance employee engagement or can create an atmosphere where an employee becomes disengaged.  

The degree of engagement by an employee can make or break an employee’s feelings about work and therefore performance.  Individuals in leadership roles need to realize that the strength of employee engagement is directly related to the behaviors and beliefs of the direct managers.  

Employee engagement is often considered a “soft” HR topic, but the hard reality is poor management behaviors directly cause employee disengagement – and disengaged employees ultimately impact how your brand is perceived.