Against a backdrop of new working dynamics and AI advances, a new McCann Synergy study explores the ‘Truth About Work,’ and how organisations can use their own brand platforms to give staff a greater sense of purpose.
A new global study from employee engagement agency McCann Synergy, in partnership with McCann Worldgroup, has revealed that 61% of workers think that if their job disappeared no one would notice.
Previewing the findings at an event in partnership with LinkedIn in London last month, the ‘Truth About Work’ study drew on a survey of over 19,000 people across 18 markets, to reveal a range of insights including an imperative for work that is not just functional but personal, intentional, and deeply aligned with the values and dedication organisations extend to their customers.
The world of work has undergone a radical transformation in recent years from hybrid working to the influx of ChatGPT, but with 61% of young people planning to change jobs in the next two years, retention is the new truth to tackle. Creating employer brand experiences that engage employees – mirroring the quality and delivery of EX and CX – will help brands unlock growth and retain employees.
Nicky Clark, Client Director at McCann Synergy, said: “Our study reinforces the critical need for organisations to realign their brand purpose with the everyday lives of their workforce. When employees understand the connection between their role and a company’s mission, the impact is transformative. As an employee engagement consultancy, we find that working with leaders that recognise the value of a strong workplace culture is a real game changer – when brands get this right, employees flourish, innovation grows and organisations are more successful.”
Fernando Fascioli, President, McCann Worldgroup Europe & UK, added: “Organisations thrive when they put their customers and employees at the heart of all they do. As a creative network, McCann Worldgroup’s mission is to help clients unleash their brand purpose to earn a meaningful role in people’s lives. To remain competitive brands must extend this ethos to their employees and create brand experiences that can engage, delight, and drive a sense of shared purpose.”
Connecting to brand purpose has always been an external customer driver and the need for purpose is widely seen as business critical across the advertising industry. Between 2012 and 2022 the importance of brand purpose in Cannes Grand Prix wins increased by 71%. However, brand purpose has become decoupled from the lives of the people who build the brands from the inside, and 1 in 2 employees globally believe their job feels pointless.
McCann Worldgroup partnered with LinkedIn, the world’s premier professional network, who have been at the forefront of the future of work and employer branding to launch their Truth About Work study. At the event in London, they were joined by panelists Joe Ryle, Director of the 4-Day Week Campaign and Media & Comms Lead at Autonomy; Stephen Adeoye “Corporate Steve” TikToker and Founder & CEO of Beyond Education; Kate Waterfall Hill, Leadership Coach and Tiktok Creator; and LinkedIn’s James Gill, to explore how brands can use their brand platforms to amplify and energize their employee experience and engagement strategies.
James Gill, Senior Director – Head of Agency Development & Marketer Education at LinkedIn EMEA & LATAM commented: “In a world that is constantly evolving, it’s crucial for us to embrace change, adapt to new realities, and envision the possibilities ahead. Our approach to life, work, and growth have fundamentally shifted in the wake of the pandemic.
“At LinkedIn, we recognise the profound impact of these changes and we’re delighted to collaborate with McCann Worldgroup to explore the future of meaningful and impactful work, and shine a spotlight on the importance of adaptability, reskilling, and life-work balance in the future of work.
Although working culture and talent retention might feel like buzz words, employees who said they understood how their role fitted into their company’s mission were most likely to rate themselves as 1.7x happier. They also self-rated themselves as 1.6x more productive, showing that engaging employees can have a big impact on company profitability. In a time of constant change, employers who harness their brand platforms internally will create a culture of purpose and productivity that will support their employees and customers alike.
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