Does your organisation show off the happiness of its employees? Most growing businesses know the value of showcasing satisfied employees insofar as it can improve recruitment processes, save time and money, and increase access to top levels of talent. Yet what most businesses fail to realise is the happiness of employees can actually affect a customer’s perception of product and service value — making it a great, inexpensive marketing tool accessible to businesses of all sizes.
Employee satisfaction having a positive correlation with customer satisfaction is nothing new; many empirical studies from the past half century have proved as much. Of particular note, Vilares and Cohelo (2000) found that perceived employee satisfaction, loyalty, and commitment had a significant impact on perceived product and service quality — as shown in the graphic below.
This approach isn’t just for the “Kumbaya” organisations out there. It’s a tangible, scientifically proven phenomenon with some pretty outstanding statistics to match. Consider that a study published in the Journal of Occupational and Organizational Psychology (2012) found the link between employee engagement and customer satisfaction to be:
- Over 14 times greater than the link between chemotherapy and breast cancer survival
- Over 5 times greater than the link between smoking and incidence of lung cancer within 25 years
- Over 5 times greater than the link between the effect of ibuprofen on pain reduction
- Over twice as great as the link between alcohol and aggressive behaviour.
Promoting employee satisfaction
If you’ve got happy employees and you want to share it with your customers, a great place to start is social media posts. Social media posts, for example showing employee interactions, social events, examples of organisational culture, internal projects and organisational opportunities, clearly demonstrate employee satisfaction without seeming forced or staged. A lot can be done not just through your social media marketing but also through your content marketing strategy to promote employee satisfaction.
Authenticity in communicating employee satisfaction
This brings me to a very important point. If you’re going to preach about how happy your employees are, it comes across as a lot more believable and authentic if you let your employees do the talking. Let your employees post online about their satisfaction and send them to industry events where they can tell other people in person about it. Empower them to have a voice, and let them do your marketing for you.
If you’d like to work with an agency that knows all about happy employees and authentic communication, contact Lush. We help organisations of all industries develop content marketing strategies and create and implement great business content.
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