CEOs failing to advocate employee engagement, new report reveals


According to a survey of over 500 Internal Communications professionals, CEOs and MDs are failing to effectively advocate employee engagement within their businesses.

The fifth annual Internal Communications market survey – carried out by the global recruitment specialist for corporate and marketing communications, VMA Group – revealed that many leaders are paying lip service to employee engagement, but failing to invest in this area.
While 72% of respondents felt that senior teams value the importance of Internal Communications (IC), 74% believe their CEO or MD dedicates less than half a day per week to this function. One respondent, Mairi Doyle, Director of Internal Communications at Bupa said:

“Building internal pride and brand advocacy is a fundamental contributor to a positive external reputation. Organisations who overlook this fact are missing a huge opportunity.”

When looking at financial investment, 81% of teams have seen budgets remain the same or decrease in the last 12 months, a trend that looks set to continue with only 20% expecting to see an increase in funds in the coming year.

Andrew Harvey, Director of Internal Communications Practice, VMA Group comments:

“Internal Comms teams play a key role in engaging a company’s biggest asset: its people. However, while there is the perception that CEOs and MDs see the value of IC, it seems that senior leaders are simply paying lip service to the function. It’s a well-accepted fact that employee disengagement directly impacts corporate profitability. Without an engaged workforce, businesses risk falling behind the competition. And without investment from the top and a strategy in place, internal comms teams will struggle to achieve their full potential.”