Two-thirds of employees believe their brands exist only for profit

A bleak 64% of UK employees believe their brands exist for no other reason than to make money, according to research from Dragonfish.

The study of 1200 employees working in large organisations also found that a further 58% do not feel they play a part in shaping the future of the business.  

Unsurprisingly, this lack of engagement means poor attitudes towards customer experience: just 32% of those surveyed believe their colleagues put customers first in day-to-day decisions, and a similarly low 33% said their peers are good at understanding customer expectations.

The result of this disconnect from brand promise and customer engagement means just two in five UK professionals are motivated by the vision for the business.

Richard Webley, MD at Dragonfish, commented: “It seems marketing teams, for whom brand promise and customer experience are paramount, are failing to win over their own people. 

“Marketing directors need to be more aligned with HR directors and work more closely to understand the links between their people, brands and customers. Only then can they engage their workforce with what the brand stands for, the organisation’s ambition, and the role they play in achieving it.”