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Employee Engagement: What Is It Anyway?

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Employee Engagement: What Is It Anyway?


    (Editor’s Note: This is the first in a two part series on employee engagement.)

    Now that the job market is improving somewhat, organizations have started to think more about retention, and the concept of “employee engagement” is being bandied about in offices across North America and Europe.  But what exactly is employee engagement, how do you know if you have it, and why should anyone care?

    Let’s begin with a simple definition. Employee engagement is a person’s degree of attachment to their company, role, and co-workers.  When employees are engaged, managers don’t have to force them to perform or monitor every task.  Rather, they are intrinsically motivated to do what’s in the best interest of the organization and can be trusted to do terrific work.

    Employee engagement is not the same thing as employee satisfaction.  The latter term was invented during the industrial age, when factory owners needed to ensure that masses of angry workers didn’t mutiny.  Satisfied employees don’t treat the organization as part of their family like engaged employees do, but they also aren’t gunning for its demise.

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    How Do You Know If People Are Engaged?

    To some extent, it’s easy to tell if an employee puts in that intangible but emotionally charged extra effort on the job.  But for those who like metrics, the good news is that there are many reliable ways to measure employee engagement.  Gallup, for one, has based its survey model on more than 30 years of in-depth behavioral economic research with 17 million employees.

    The company’s researchers identified 12 core elements, which they called the Q12, that predict employee and team performance and also link to essential business outcomes.  The questions include:

    • Do you know what is expected of you at work?
    • Do you have the materials and equipment you need to do your work right?
    • At work, do you have the opportunity to do what you do best every day?
    • In the last seven days, have you received recognition or praise for doing good work?
    • Does your supervisor, or someone at work, seem to care about you as a person?
    • Is there someone at work who encourages your development?
    • At work, do your opinions seem to count?
    • Does the mission/purpose of your company make you feel your job is important?
    • Are your associates (fellow employees) committed to doing quality work?
    • Do you have a best friend at work?
    • In the last six months, has someone at work talked to you about your progress?
    • In the last year, have you had opportunities at work to learn and grow?

    It’s easy to create a similar questionnaire to track engagement in your organization. You can ask these questions monthly, quarterly, or annually and have employees rate how much they agree or disagree on a scale of 1 to 5.

    Why Should You Care?

    It has been well demonstrated that the advantages of an engaged workforce include increased productivity, retention, and customer satisfaction.

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    Engaged firms have higher profits too.  According to the Towers Perrin Global Workforce Study, high-engagement firms grow their earnings-per-share (EPS) at a faster rate (28 percent) while low-engagement firms experienced an average EPS growth rate decline of 11.2 percent.  Likewise, HR consulting firm Hewitt Associates found that highly engaged firms had a shareholder return that was 19 percent higher than average.

    Even the organizational psychologists are singing the praises of employee engagement.  A study in the Journal of Applied Psychology claimed that resulting impact on revenue ranged from $960,000 to $1,440,000 per year per business unit when comparing those companies in the top quartile on employee engagement versus those companies in the bottom quartile.

    On the flip side of employee engagement is employee disengagement, and this presents an even bigger issue.  Before continuing with the discussion of disengagement, let’s characterize three types of employees:

    Actively engaged: These employees are always looking for ways to improve and work more efficiently.  They go above and beyond the call of duty to exceed expectations so that the company is more successful.

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    Not actively engaged: These employees show up to work and do their jobs, and leave as soon as the clock strikes 5PM.  They may be happy enough with their work, but have no desire to excel or help take the organization to new heights.

    Actively disengaged:  These employees are holding a grudge against the organization and look to undermine it at every turn.  They are the most dangerous because their negative attitude is contagious and can result in very real performance and morale problems.

    In the U.S., the estimated cost of disengagement in the workplace, which includes the actively disengaged and the not actively engaged, is over $350 billion in lost productivity, accidents, theft and turnover each year.  Gallup recently found that approximately 71 percent of American workers are not actively engaged or actively disengaged.

    When you consider these numbers, it’s no surprise that the majority of employees would be happy to leave their current organizations if a better opportunity presented itself.  And this is going to be expensive.  According to Ross Blake in his article Employee Retention: What Employee Turnover Really Costs Your Company, talent replacement costs an organization between 30 and 50 percent of the annual salary of entry-level employees, 150 percent of middle-level employees and up to 400 percent for specialized, high level employees.

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    Hopefully you’re now convinced of the need to address employee engagement with a fresh eye.  Later this month, we’ll explore some ways managers can improve team member engagement.

    (Photo credit: Business Engaged via Shutterstock)

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    Last Updated on August 25, 2021

    Why Personal Branding Is Important to Your Career

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    Why Personal Branding Is Important to Your Career

    As a recruiter, I have met and interviewed hundreds of candidates who have no idea who they are.

    Without a personal brand, candidates struggle to answer the question: “tell me about yourself—who are you?” They have no idea about who they are, what their strengths are, and how they can add value to the company. They present their CV’s believing that their CV is the key to their career success. In some ways, your CV still has its use. However, in today’s job market, you need more than a CV to stand out in a crowd.

    According to Celinne Da Costa:[1]

    “Personal brand is essentially your golden ticket to networking with the right people, getting hired for a dream job, or building an influential business.” She believes that “a strong personal brand allows you to stand out in an oversaturated marketplace by exposing desired audiences to your vision, skillset, and personality in a way that is strategically aligned with your career goals.”

    A personal brand opens up your world to so many more career opportunities that you would never have been exposed to with just your CV.

    What Is Your Personal Brand?

    “Personal branding is how you distinctively market your uniqueness.” —Bernard Kelvin Clive

    Today, the job market is very competitive and tough. Having a great CV will only let you go so far because everyone has a CV, but no one else has your distinct personal brand! It is your personal brand that differentiates you from everyone else and that is what people buy—you.

    Your personal brand is your mark on the world. It is how people you interact with and the world see you. It is your legacy—it is more important than a business brand because your personal brand lasts forever.

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    I have coached people who have very successful careers, and they come to me because they have suddenly found that they are not getting the opportunities or having the conversations that would them to their next role. They are having what I call a “career meltdown,” all because they have no personal brand.

    A personal brand helps you become conscious of your differences and your uniqueness. It allows you to position yourself in a way that makes you stand out from the pack, especially among other potential job applicants.

    Don’t get me wrong, having a great CV and a great LinkedIn profile is important. However, there are a few steps that you have to take to have a CV and LinkedIn profile that is aligned to who you are, the value you offer to the market, and the personal guarantee that you deliver results.

    Building your personal brand is about strategically, creatively, and professionally presenting what makes you, you. Knowing who you are and the value you bring to the table enables you to be more informed, agile, and adaptable to the changing dynamic world of work. This is how you can avoid having a series of career meltdowns.

    Your Personal Brand Is Essential for Your Career Success

    In her article, Why Personal Branding Is More Important Than Ever, Caroline Castrillon outlines key reasons why a personal brand is essential for career success.

    According to Castrillon,[2]

    “One reason is that it is more popular for recruiters to use social media during the interview process. According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.”

    The first thing I do as a recruiter when I want to check out a candidate or coaching client is to look them up on LinkedIn or other social media platforms, such as Facebook, Instagram, and Twitter. Your digital footprint is the window that highlights to the world who you are. When you have no control over how you want to be seen, you are making a big mistake because you are leaving it up to someone else to make a judgment for you as to who you are.

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    As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room.”

    In her book, Becoming, Michelle Obama writes about the importance of having a personal brand and her journey to defining her personal brand. She wrote that:

    “if you don’t get out there and define yourself, you’ll be quickly and inaccurately defined by others.”

    When you have a personal brand, you are in control. You know exactly what people will say about you when you leave the room.

    The magic of a personal brand is that gives you control over how you want to be seen in the world. Your confidence and self-belief enable you to leverage opportunities and make informed decisions about your career and your future. You no longer experience the frustrations of a career meltdown or being at a crossroads not knowing what to do next with your career or your life. With a personal brand, you have focus, clarity, and a strategy to move forward toward future success.

    Creating your personal brand does not happen overnight. It takes a lot of work and self-reflection. You will be expected to step outside of your comfort zone not once, but many times.

    The good news is that the more time you spend outside of your comfort zone, the more you will like being there. Being outside of your comfort zone is where you can test the viability of and fine-tune your personal brand.

    5 Key Steps to Creating Your Personal Brand

    These five steps will help you create a personal brand that will deliver you the results you desire with your career and in life.

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    1. Set Your Personal Goals

    What is it that you want to do in the next five years? What will your future self be doing in the next five to ten years? What is important to you? If you can answer these questions, then you are on the right path. If not, then you have to start thinking about them.

    2. Create Your Unique Value Proposition

    Create your unique value proposition by asking yourself these four questions:

    1. What are your personality features? What benefit do you offer people?
    2. Who are you and why do people enjoy working with you?
    3. What do you do and what do people want you to do for them? How do you solve their problems?
    4. What makes you different from others like you?

    The answers to these questions will give you the information you need to create your professional story, which is the key step to creating your personal brand.

    3. Write Your Professional Story

    Knowing who you are, what you want, and the unique value you offer is essential to you creating your professional story. People remember stories. Your personal story incorporates your value proposition and tells people who you are and what makes you unique. This is what people will remember about you.

    4. Determine Which Platforms Will Support Your Personal Brand

    Decide which social media accounts and online platforms will best represent your brand and allow you to share your voice. In a professional capacity, having a LinkedIn profile and a CV that reflects your brand is key to your positioning in relation to role opportunities. People will be connecting with you because they will like the story you are telling.

    5. Become Recognized for Sharing Your Knowledge and Expertise

    A great way for you to promote yourself is by sharing knowledge and helping others. This is where you prove you know your stuff and you gain exposure for doing so. You can do this through social media, writing, commenting, video, joining professional groups, networking, etc. Find your own style and uniqueness and use it to attract clients, the opportunities, or the jobs you desire.

    The importance of having a personal brand is not going to go away. In fact, it is the only way where you can stand out and be unique in a complex changing world of work. If you don’t have a personal brand, someone will do it for you. If you let this happen, you have no control and you may not like the story they create.

    Standing out from others takes time and investment. Most people cannot make the change by themselves, and this is where engaging a personal brand coach is a viable option to consider.

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    As a personal brand coach, working with my clients to create their personal brand is my passion. I love the fact that we can work together to create a personal story that defines exactly what people will say when you leave the room.

    Other People’s Stories

    Listening to other people’s stories is a great way to learn. In his article, 7 TED Talks About Personal Branding, Rafael Dos Santos presents the best Ted Talks where speakers share their stories about the “why,” “what,” and “how” of personal branding.((GuidedPR: 7 TED Talks About Personal Branding))

    Take some time out to listen to these speakers sharing their stories and thoughts about personal branding. You will definitely learn so much about how you can start your journey of defining yourself and taking control of your professional and personal life.

    Your personal brand, without a doubt, is your secret weapon to your career success. As Michelle Obama said,

    “your story is what you have, what you will always have. It is something to own.”

    So, go own your story. Go on the journey to create your personal brand that defines who you are, highlights your uniqueness, and the value you offer to the world.

    Featured photo credit: Austin Distel via unsplash.com

    Reference

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