Employee satisfaction is a prime driver of corporate reputation. Nearly all reputation studies conclude that talent makes a tremendous difference. A global survey from Forrester recently looked at employee advocacy – how much employees would recommend their employers’ products or services and recommend their employer as a good place to work to friends or relatives. They borrowed this questioning from the Net Promoter Score (NPS) work done by Bain and which is widely accepted as a strong proxy for excellence. What particularly attracted my interest was how employee advocacy differed by country. Advocacy is a key tenet at Weber Shandwick and for that reason, I find advocacy and its impact on reputation something to keep up on.
North American employees (US and Canada) are three times more likely to be advocates for their employers than those in Europe. French employees had the most “badvocates” or detractors and the least advocates. The authors postulate that labor laws and cultural differences are factors in why France had the most detractors when it comes to answering questions about products/services made by their employer or as a place to work. Germany fared better than the UK on the advocacy dimension but France performed the least well.
Yet, there were plenty of detractors in all regions which underscores how important it is for management to build better understanding of employees’ satisfaction if they wish to have admirable reputations and attract the best talent. This will only grow in importance as the baby boomers retire and the next layer of management thins.