From an early age, we have learned that strength is in numbers. But where there are 20, 200 or 2000… companies start losing money in the form of low productivity. What are we missing here?
Statistics on work involvement are very worrying: according to Gallup's "State of the workplace" study in 142 countries, 70% of employees in the US and 87% of employees worldwide are passive or actively disengaged. And the costs of disengagement are higher than any manager could afford.
According to the same study, disengaged employees:
• represent a cost between $ 3,400 and $ 10,000 in wasted salary costs/year for the organizations;
• take several days off for medical leave;
• dry up the efficiency, level of quality and professional performance of their engaged colleagues;
• record a high level of complaints from the company's customers.
Why is this happening at such a widespread level? What are we missing here?
One of the reasons has to do with the lack of common purpose in organizations, a factor that has a strong impact on the company's performance.
The results of Gallup's research showed that only 41% of the employees know the purpose and mission of their organization and are aware of what makes their company different from the competitors. This suggests that many companies fail to convey to employees essential things about the direction the company is going, about common goals, and how their work contributes to achieving them.
Moreover, just 37% of the employees who do not hold managerial positions understand the brand promise and its differentiation, which is worrying because a large proportion of these employees interact with customers every day.
Companies rely on employees to represent the company and its values in each of their interactions with customers, partners and suppliers. If they do not understand the identity of the company and do not know what differentiates them, it is unlikely to get another kind of result from their customers. And this is a huge loss, with substantial implications for the company's performance.
The antidote - the common goal and encouraging the conversation throughout the organization.
If you were a general, would you have the courage to go to battle with an uninvolved army? Would you dare to rely on a team in which most do not know exactly why they are there and what are the values that put them in the fight?
The same goes for a company. Without a common goal, people cannot develop their emotional connection with work and company, which is the basis of engagement, nor can they be as efficient and motivated as those who know exactly how much their contribution matters.
The antidote? Building the common goal throughout the organization and much more internal communication, so that people feel part of a community that fights for the same thing and which can only succeed by integrating everyone's effort.
Employees must:
• know what is the mission of the organization and what makes it different from other companies in the market;
• understand the company's brand promise and must be able to explain the most important elements of the brand identity - the company's values must be reinforced;
• be empowered to deliver in the direction of the brand promise
Communication is a fundamental factor for the efficiency of an organization and for the development of a healthy community. There can't be involved employees without one transparent and inclusive communication: both within work teams, but also vertically - between managers at any level and entry-level employees - and cross-departmental - between employees in different departments. And with technology, this is easier than ever. If you want, we'd be happy to share this with you. 🙂
