Human Beings, Not Human Resources

By now it is well understood that the benefits of an engaged workforce are too significant to ignore. Yet disengagement remains a pressing global issue — the 2017 Gallup State of the Global Workplace report reveals that 85% of employees worldwide are not engaged or are actively disengaged in their job. Clearly there is a problem with how most brands are approaching employee engagement. A new approach is required.

When it comes to addressing the needs of people, HR and marketing have a lot in common. In my experience as chief engagement engineer at a leading marketing engagement agency, we have worked to assess the engagement of the internal audiences of dozens of organizations and have discovered several recurring themes. Some of the most successful brands like Whole Foods and Starbucks use the following three engagement strategies:

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Rob Howard
Rob Howard
Rob is Cult’s Chief Engagement Engineer, helping brands transform ordinary customers into devoted fans with irrational loyalty by forging meaningful, profitable connections with consumers in ways that traditional marketing can’t. Rob’s thought-leadership has been used in university curriculum, and he is the coauthor of the book Fix: Break the Addiction That’s Killing Brands.