Trends Report

Do Your Employees Advocate For Your Company?

An Empowered Report: Find The Promoters And Detractors In Your Workforce

November 22nd, 2010
With contributors:
Ted Schadler , Roxana Strohmenger , Anjali Yakkundi

Summary

Employees can be powerful advocates for their employers — or not. They can recommend products and services or refer their friends for employment —or not. So which is it? We decided to find out in Forrester's most recent Forrsights Workforce Employee Survey of 5,519 information workers in the US, Canada, the UK, France, and Germany. Sadly, across the board we found more detractors than promoters. But employee advocacy varies widely by industry, profession, country, technology attitude, and job level — so there's hope. It's time for content and collaboration professionals to understand this problem. Begin by working with your peers in HR and the executive management to find employee detractors and promoters, and then build programs to convert detractors and amplify the impact of advocates.

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