Engaging Employees Starts with Remembering What Your Company Stands For

by Denise Lee Yohn

HBR STAFF/CAIAIMAGE/ROBERT DALY/GETTY IMAGES

Organizations spend over $100 billion annually to improve employee engagement. Yet according to Gallup, only 13% of employees are engaged — and disengaged employees cost U.S. companies $450 billion to $550 billion per year in lost productivity.

The reason why most engagement efforts fall short is that they’re designed to cultivate employees’ commitment in generic, general ways. They attempt to make people feel that they’re working for a responsible company or that the company’s leaders care about them. A more precise, robust approach is employee brand engagement, which establishes a critical link between employees and customers.  ……