Employee Survey Reveals Difficulty Of Brand Engagement


What do Gibson Guitar, United Airlines, DHL, Hertz, and AutoZone have in common?

They are in the top ten of the 25 lowest-rated companies according to a survey of employees conducted by Glassdoor, an organization focused on transparency in the workplace.

The survey targeted eight key workplace factors: Senior Leadership, Communication, Employee Morale, Career Opportunities, Work/Life Balance, Compensation and Benefits, Recognition and Feedback, and Fairness and Respect. The results also address CEO approval ratings. Take this comment, for example:

“Good people overall…[but] An absolutely bizarre culture that top-to-bottom seems to revolve solely around trying not to upset the CEO.” – Anonymous Gibson Employee[more]

Or this one about United Airlines:

“Job security is always an issue and stressful to one’s life and home life. Extremely dysfunctional pay scale system. Most of the employees have placed their heart and soul in to this company only to have their face slapped for doing so.” – United Airlines Supervisor Airport Operations

The full list can be read here, and includes Kmart, Radio Shack, Forever 21, and Bed, Bath & Beyond.

The issue of brand engagement has been discussed at length on brandchannel as industry experts highlight how important it is for brands to have informed, engaged, and happy employees, yet this common sense observation appears difficult for many brands to put in practice.

An earlier study by Glassdoor on the best laces to work revealed Southwest Airlines, Google, General Mills, Goldman Sachs, and Apple to be in the top 25 — all strong brands.

What are these successful brands doing that the others aren’t in terms of brand engagement?