Your Biggest Brand Champions Are Missing Out: New

Research from Mindshare NA and Dynamic Signal Shows

Employees Want to be Company Advocates
New Survey Uncovers How and Why Companies Need To Rethink
Communications For Mobile Savvy Workforce
74% of employees feel that theyre missing out on company information and news
San Bruno, Calif. (October 2015) Dynamic Signal, a leader in employee advocacy and
Mindshare North America, the global media agency network that is part of WPP, have released
new industry research with insights into companies most underutilized marketing asset:
employee advocacy. Using The Pool (Mindshares proprietary research tool), the insights
help determine what long term communication strategies and technologies are needed for
businesses to grow employee engagement and advocacy in the market.
Employee advocacy is the act of informing and engaging employees to become experts,
advocates, and contributors. Today the dominant feature of that is social sharing. A recent
global survey by Gallup found that less than one-third of U.S. workers were engaged in their
jobs, with Millennials as the least engaged group, at 28.9%. However, companies with engaged
employees outperform others by 202%. The question becomes how to communicate and
encourage Employee Advocacy with the part of the workforce that is not engaged.
The research from Dynamic Signal and Mindshare revealed key insights on how to tackle that
issue. Sample findings include:

To be engaged, you first have to be informed: 74% of employees feel that

theyre missing out on at least some company information and news.

Traditional favored comms channels dont align with how digital natives

share
content: 87% of employees today typically receive company information

via email, intranet, or in-person. Businesses are lacking in mobile and social

solutions.

More employees are ready to be advocates than you may think: 66% of

employees believe that they are already an advocate for their company.

Leaders need to lead by example when it comes to social: 81% of senior

leadership believe they are advocates for their companies, but only 37% have

ever shared company news or information on their social channels.

Companies need better content strategies for thought leadership and brand

values: Only 37% of senior leaders and 24% of junior level employees said that

they would be excited to share content about their companys strategy.

However, 59% of employees overall would be motivated to share things related

to their companys products or services. Organizations should strive to create

content about their brand and culture that motivates social sharing on par with

content about product launches and service offerings.

Social & mobile are critical for a successful Employee Advocacy Program

For employees who have not shared company information on their social

networks, more than half (53%) said a single platform/application to

consolidate all company info would make it easier to get and share

content.

Of those employees who dont believe they are an advocate today, 41%
said that they would be if their company had a formal and organized

program.

55% of employees said that a mobile application would help them be

more informed and engaged with their company.

The data clearly demonstrates an interest by employees to be advocates for their employer.
The question becomes, how can companies unlock this potential and inform and engage
employees? said Russ Fradin, CEO, Dynamic Signal. The biggest opportunity to maximize
employee advocacy programs is to reflect the lifestyles of a workforce that is social-minded
and mobile-powered. And this is not a generational thing: we are all mobile-enabled. Think
about it when was the last time you left your phone behind?

Key Takeaways: Allow your workforce to be brand advocates by rethinking communications

both internally and externally. Help employees be more informed and engaged with digital-age
communications via social platforms and mobile apps that digital natives already use in their
personal lives.
Our teams work with clients every day on adaptive media strategies that reach and engage
consumers at scale, said Wendi Smith, Managing Director, Agency Communications & Content,
Mindshare NA. Its important for brands to understand that the same kind of rigor and creativity
should be applied internally as well your best brand advocates are your own people.
Research Methodology
Mindshare NA surveyed more than 800 employed adults across various industries nationwide
through The Pool, ages 18 and up.
Mindshare and Dynamic Signal
Mindshare North America has partnered with Dynamic Signal to bring their employee advocacy
platform to The LOOP, the agencys adaptive marketing operating system. In addition, Mindshare
NA today announced that it has integrated a new mobile-centric employee advocacy initiative
for the agency that gives its employees the power and control to easily share approved company
and client news to their personal social media channels with just a few clicks extending the
contents reach and influence. Dynamic Signals VoiceStorm platform, tracks every time an
employee shares a piece of content as well as the quality of the share and the size of the social
communities receiving it.
About Dynamic Signal
Dynamic Signal redefines how companies communicate with the world in order to grow their
businesses. Its proven employee advocacy platform lets employees receive and post companyapproved content to their social networks, transforming them into experts, advocates and
contributors. By extending their social media strategies, Dynamic Signals clients ignite brand
awareness, employee engagement and revenue.

With its founding teams 20 years of digital marketing expertise, hundreds of companies of all
sizes trust Dynamic Signal to launch, scale and measure their Employee Advocacy programs.
Founded in 2010, the company helps leading organizations, including IBM, Salesforce, Domo,
SurveyMonkey and Bloomberg. Dynamic Signal is based in San Francisco, California and has
raised $43 million to date. For more information, please visit www.DynamicSignal.com.
About Mindshare
Mindshare is a global media agency network with billings in excess of US$34.5 billion (source:
RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries
spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific.
Each office is dedicated to forging competitive marketing advantage for businesses and their
brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM,
which oversees the media investment management sector for WPP, the worlds leading
communications services group. Visit us at Mindshareusa.com or MindshareInTheLoop.com
and follow us on Twitter @mindshare_NA and facebook.com/MindshareNA.
About GroupM
GroupM is the leading global media investment management operation. It serves as the
parent company to WPP media agencies including Mindshare, MEC, MediaCom and Maxus,
as well as Xaxis and Catalyst. Our primary purpose is to maximize the performance of WPPs
media communications agencies on behalf of our clients, our stakeholders and our people by
operating as a parent and collaborator in performance-enhancing activities such as trading,
content creation, sports, digital, finance, proprietary tool development and other businesscritical capabilities. The agencies that comprise GroupM are all global operations in their own
right with leading market positions. The focus of GroupM is the intelligent application of physical
and intellectual scale to benefit trading, innovation, and new communication services, to bring
competitive advantage to our clients and our companies. Discover more about us online at
www.groupm.com.
Media Contact:
Marni Raitt
Radix Collective
(p) 323.633.6120
(e) marni@firstraittcommunications.com