Feature Article - January/February 2015

What Is Engagement?

Going Beyond the Buzzword

By Brian Summerfield


It's a testament to the power of buzzwords: As recently as a decade ago, if you heard the word "engagement," your mind probably would have conjured up images of a guy getting down on one knee in a fancy restaurant, diamond rings and wedding plans. But now, you likely think first of things like increasing mindshare among your target customer demographic or ways in which you're elevating employee performance.

On the flipside, buzzwords also tend to suffer from overuse and lack of context. Think about how we once talked about important it was to get "hits" or "eyeballs" for a website. Or even today, when companies are encouraged to leverage "the cloud" or "big data" to improve their operations.

It's worth noting that these terms often have real, coherent definitions, but the meaning and impact get diluted when they're used over and over again to peddle everything from soup to nuts. Consequently, after burning white-hot, popular opinion on a buzzword can turn ice-cold quickly. In those cases, it becomes thought of as a jargon-y phrase that's being used to make speakers seem smarter than they actually are or cover up deficiencies in a product or service—and accordingly, can be dismissed as so much bovine manure when they come up in conversation.

Engagement is undeniably a buzzword in business-speak today, but what's the real substance behind the term? And does it have enough value as a concept to build employee incentives strategies around? Premium Incentive Products has answers to these questions, and then some.

WHAT DOES 'ENGAGEMENT' REALLY MEAN?

Industry experts agree: When engagement comes up in the context of workforce management generally—and rewards and recognition programs in particular—it should be in reference to how employees associate their skills, experience and job tasks with the defined objectives of their organization.

"Employee engagement is a big-picture, overarching approach that seeks to connect employees to the organization and focuses them on company goals," said Susan Adams, director of engagement at Dittman Incentive Marketing, located in New Brunswick, N.J.

"Engagement revolves around the emotional and intellectual commitment individuals have to their work," said Mike Ryan, senior vice president at Madison Performance Group, based in New York City. "That means the job itself, but also their relationship to their co-workers, managers and company leadership."

"Employee engagement is the emotional commitment an employee has to the organization and its goals," said Rick Blabolil, president of Marketing Innovators International, based in the Chicago area. "This means engaged employees actually have an emotional connection to their work and their company. It's not just about a paycheck or the next promotion. There is a true connection to the organization and the organization's goals.

"When employees care this much, they are engaged, and they use discretionary effort," he added. "This means the engaged worker works overtime when needed, without being asked. It means the engaged salesperson doesn't hesitate in picking up discarded paper on the store floor. This means the call-center agent will take the call just before a shift change. Engaged employees lead to better business outcomes."

Or, as former Campbell's Soup CEO Doug Conant put it, "To win in the marketplace, you must first win in the workplace."