Many successful companies have learned how to nurture potential buyers throughout the sales cycle, but few have mastered how to nurture new employee so they buy-in to their company. And, isn’t that what leaders really want, employees who have “bought-in” to the company and are invested in making it better?
The truth is: engagement begins from the very first time a person reaches out to your company, whether it is for a sales opportunity or a job opportunity.
Many companies use content marketing to attract and engage with potential buyers. They realize how important it is to share your company’s voice and establish some level of rapport with your audience before expecting them to really listen to you, especially in an online environment. So, these companies share interesting and relevant information with their potential customers with the goal to establish rapport, thought leadership, and brand awareness. But beyond these goals, offering a free service like content sharing will demonstrate a company’s desire to help others. So, you are not just helping people grasp what your company stands for, you are also proving authentic goodwill, which drives buyer engagement.
Like your potential customers, employees can also decide whether or not they will actively engage with your company, and some of their engagement needs are very similar.
Employees also need to grasp what your company stands for and why. They look for acts of goodwill and other proof that their company’s main goal is to help people, including employees. For total buy-in, however, they need to be more than just recipients of company information; they need to be active participates who are invited to provide feedback, aid in decision making, and influence meaningful change.
Employees need both understanding and participation in order to identify their purpose and connect with the big picture. Any exclusion from company news, activity, or progress, will keep employees from participating in any meaningful way, because they don’t really know how to help.
By sharing more information, ideas, and knowledge internally, companies can shift their culture to one that is supportive and inclusive. It is a culture strategy which promotes open, effective communication and provides clear channels for feedback. The numerous benefits of which include: increased employee engagement and employee advocacy, discovery of SMEs(subject matter experts), and higher overall performance.
*Image sourced from: lineshapespace.com