How Digital Employee Engagement and Advocacy Transform Organizations

Employees are disengaged at work, and organizations have been exploring how social and digital technologies can address this problem. But Altimeter found that only 41% of organizations believe they take a strategic approach to employee engagement, while only 43% believe they have an organizational culture of trust and empowerment.

Our research found that leading organizations with strong digital employee engagement take a page out of marketing’s deep expertise around digital customer engagement and apply it inside the organization by injecting marketing expertise, practices, and technologies into its practices.

The end result: These organizations drive business impact and cultural change through their employees.

Key Takeaways

  • Most organizations don’t have a coherent employee engagement strategy — only 41% of organizations believe they have a holistic and strategic approach to employee engagement and advocacy
  • Authentic employee engagement only happens when there is trust in the relationship — only 43% of survey respondents believe they have an organizational culture of trust that supports employee engagement
  • Part of the problem is that there is no natural owner of employee engagement. In 41% of organizations, HR leads employee engagement efforts, while 17% and 11% have Employee/Corporate Communications and Marketing leading efforts, respectively
  • There remains significant untapped opportunity to use digital tools to enhance employee engagement. Only 36% and 25% of respondents have organizations where many employees use their internal collaboration platform and enterprise social network, respectively

Charlene Li

Founder, Altimeter