Fran Brosan

Chairman & Founder

Omobono

@franbrosan

@omobono_digital

Is it enough to

make them smile?

The role of emotion in

Employee Engagement

Fran Brosan

Chairman & Founder

Omobono

@franbrosan

@omobono_digital

Is it enough to

make them smile?

The role of emotion in

Employee Engagement

@omobono_digital #B2BConf #www2014 @omobono_digital

@omobono_digital #B2BConf #www2014

Employee Engagement

• What it is

• Why it’s more important

for B2B than other sectors

• The role of emotion

• What else matters

#B2BConf

@omobono_digital #B2BConf #www2014

“When employees are

engaged in a shared vision

they help make the vision

a reality. They offer less

resistance to change and

often identify new

opportunities that were

not previously envisioned.”

Capgemini Consulting/MIT

26%

@omobono_digital #B2BConf #www2014

Employee

engagement

matters

Who is actually

responsible?

@omobono_digital #B2BConf #www2014

@omobono_digital #B2BConf #www2014

Employee engagement. Not a priority?

@omobono_digital #B2BConf #www2014

Adobe’s 12,000

people are its

best resource

for raising

brand

awareness.” Simon Morris

Director of Demand Marketing

Adobe Systems Europe

“

@omobono_digital #B2BConf #www2014

External Promotion Product Company

Once upon a time

Consumer Goods

Business Products & Services

Product Company External

Promotion

@omobono_digital #B2BConf #www2014

The new world

Business Products & Services

Product Company

Lots of employees

expressing their views

Lots of other

people

expressing views

about the company

@omobono_digital #B2BConf #www2014

“80% of the buying

journey is complete

before you even know

the buyer is

in the market.” Deloitte

“Of the 3 pieces of

information that a buyer

looks at about your

company, only 1 is likely to

be have been produced by

the marketing function.”

SAP

@omobono_digital #B2BConf #www2014

Those companies with a highly engaged workforce improved

operating income by 19.2 per cent over a period of 12

months, whilst those companies with low engagement scores

saw operating income decline by 32.7 per cent over the same

period. Engaging for Success: enhancing performance through employee engagement

David MacLeod and Nita Clarke, 2009

@omobono_digital #B2BConf #www2014

Employee Engagement

• Why it matters

• Why it’s more

important for B2B

than other

sectors

• The role of

emotion

• What else

matters

@omobono_digital #B2BConf #www2014

Sainsbury’s – Live Well For Less

@omobono_digital #B2BConf #www2014

Smile more

@omobono_digital #B2BConf #www2014

Most B2B marketers are happy at work

On average, they rate their happiness at work at 7.5 out of 10

6% 10% 22% 30% 12% 14%

1 2 3 4 5 6 7 8 9 10

Just under a quarter

(22%) are not happy (give a score of 6 or lower)

A quarter (26%)

are very happy

Average

happiness: 7.5 out

of 10

Average for marketers

in large companies = 7

Average for marketers

in small companies = 8

Source: WWW2014

@omobono_digital #B2BConf #www2014

B2B marketers driven by strong company values

Good leadership / management

Feeling valued and listened to

Pride in the company and its values

Opportunities to be creative

Salary and benefits Source: WWW2014

60%

46%

56%

50%

42%

@omobono_digital #B2BConf #www2014

Key factors in happiness at work*

• a sense of purpose

• a sense of value

• a sense of autonomy

*HSE Indicator (2004) + list of other papers we can share afterwards.

“People need to be

challenged, but not too

much. So they should

be given tasks that are

a bit difficult for them,

but are still things they

believe they can

achieve.”

Dr L Brosan

Head of Psychology,

Cambridge

@omobono_digital #B2BConf #www2014

The

challenge

19% Creativity

14%

Innovation and

new technologies

14%

Ability to

see an

impact on

customers

19% Ability to see

an impact on

the business

24% Non-transitional

relationships

w. customers

19%

Fast

paced

12%

Range of

markets

7%

Purpose & value important for B2B marketers

Source: WWW2014

@omobono_digital #B2BConf #www2014

Some interesting gender splits

Source: WWW2014

1. Good leadership / management 68%

4. Relationships with colleagues 50% 4. Pride in the company and its values 48%

5. Salary and benefits 36% 5. Salary and benefits 44%

2. Pride in the company and its values 55% 2. Good leadership / management 56%

3. Feeling valued and listened to 55% 3. Feeling valued and listened to 56%

Male Female

6. Work / life balance 36% 6. Work / life balance 37%

1. Opportunities to be creative 63%

Base: All male respondents answering question (22) and female respondents (27)

Q: What are the most important things that affect your happiness at work? Please select up to 5 answers.

@omobono_digital #B2BConf #www2014

Younger marketers see things differently

Source: WWW2014 Base: All respondents under 40 (17) and over 40 (32)

Q: What are the most important things that affect your happiness at work? Please select up to 5 answers.

41%

Und

er

40

O

ve

r 40

3%

Promotion

opportunities

Recognition

and rewards Opportunities to

be creative

Pride in the companies

and its values

35% 24%

22%

59% 59%

35%

Emotion matters

• Build a strong brand – which

people are proud of

• Share the vision of

leadership – where is the

company going

• Communicate strong stories

within the company that

exemplify the brand

• Ensure that people

understand their own role

within the whole

@omobono_digital #B2BConf #www2014

@omobono_digital #B2BConf #www2014

Connect your people with your purpose

100% increase

in familiarity

with the vision

85% of

respondents

identified a

strong direct

relevance to

their own jobs.

@omobono_digital #B2BConf #www2014

Help them do their jobs better

@omobono_digital #B2BConf #www2014

Technology is at the heart of it

http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy

@omobono_digital #B2BConf #www2014

Top thoughts to go away with

1. Argue for ownership – employee

engagement matters in B2B

2. Employer branding and external branding

must match – particularly in terms of

experience

3. Connect your people with your purpose

4. Think emotional communications and

‘utility marketing’

5. Sweat the technology

@omobono_digital #B2BConf #www2014

It is a truth of

business that if

employees do not

care about their

company, they will in

the end contribute to

its demise.”

Harvard Business Review

January 2002

“

@omobono_digital #B2BConf #www2014

Why does it matter?

@omobono_digital #B2BConf #www2014

Copyright 2014 Omobono Ltd.

All ideas, concepts, brand-related names, strap line, phrases,

copy/text and creative concepts developed and contained in

this document remain the intellectual property of Omobono Ltd

until such time as they are procured by a third party.

Anyone viewing this document may not use, adapt or

modify the contents without our prior consent.

hello@omobono.com

@omobono_digital T: +44 01223 307000

St Giles Hall, Pound Hill,

Cambridge CB3 0AE

www.omobono.com

Thank you

@omobono_digital #B2BConf #www2014

1. Good leadership /management 68%

4. Relationships with colleagues 50% 4. Pride in the company and its values

48%

5. Salary and benefits 36% 5. Salary and benefits 44%

2. Pride in the company and its values

55% 2. Good leadership / management 56%

3. Feeling valued and listened to 55% 3. Feeling valued and listened to 56%

Male Female

6. Work / life balance 36% 6. Work / life balance 37%

1. Opportunities to be creative 63%

Discuss