Americans find employees to be credible information sources of a company

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 23, 2022, 9:45 AM GMT+0

59% of Americans feel employees of a company are a more reliable source of positive information, than company executives (41%), as per MSL and The Harris Poll.

Internal communications has little or no influence on how employees think about their employer's reputation, according to 34% of US employees. In addition, of the 37% of deskless US employees, such as retail salespeople, pilots, and more, 41% share this sentiment about internal communication.

The communication gap is more pronounced between employees who spend most of their time at desks and those who are deskless. Other employees impact 69% of the deskless employees' opinions of their employers in a significant or moderate way, followed by family members (62%).

Similarly, 68% of the desk-based employees said they are impacted by other workers' perspectives. Internal announcements (70%) and the company’s public statements (69%) are the top two sources that influences employee perspectives about their employers. "Employees have the power to be an organisation’s greatest ambassadors or its greatest agitators, making them one of the most critical audiences of a company’s reputation plans", notes Vickie Fite, MSL senior vice president.

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