Dive Brief:

• According to a new Zeno Group study—conducted by Harris Poll among more than 300 executives at firms with revenues of $1 billion or more—33% of executives were "not confident" that their employees could accurately communicate the company's business strategy to others. 

• Conversely, Zeno's "Barriers to Employee Engagement" survey found only 19% of executives reported being "very confident" that their employees actually could communicate that business strategy. 

• Survey findings also suggest that employees may be taking their disengaged attitudes home with them. Only 21% of executives say they are "very confident" their employees talk positively about their company to their friends and family, while 91% of executives say that outside media coverage affects employees' attitudes towards their company.

Dive Insight:

"The annual statistics we see on employee engagement—or disengagement—should serve as an alarm bell for management and communicators alike," said Mark Shadle, managing director of Zeno's corporate practice. "The results suggest companies should make their strategy understandable to all employees and give them the opportunity to be believers, supporters and ambassadors."

Shadle says that earlier research found that consumers want their brands to treat them like "best friends" and the engagement study suggests the same approach also may apply to the relationships employees want to have with their company.

"Employees want to know where the relationship is headed. They want management to stay in touch, often and in meaningful ways," he says. "And, they expect the messages they hear from management to be consistent with what they hear from voices outside the company."