Groundbreaking global study by Weber Shandwick shows that 21% of employees are employee activists while 56% of employees actively defend their companies and act as “first responders”
A groundbreaking study compiled by Weber Shandwick, a leading global Public Relations and Communications firm, reveals a new social movement based on "worker activism" in the digital age of social media.
Worker activists are championing their workplace, defending their employers when they are criticized, and acting as advocates online and offline. One in five workers (21%) is estimated to be a “worker activist,” and another 33% have high potential to become one. As the movement grows at an increasing pace, employers have a great opportunity to connect with and capitalize on these dynamic supporters. Otherwise, they risk losing a dynamic group of supporters and, in the worst case scenario, failing to contain critics who have the power to destroy the company’s reputation.
“The activist worker movement should not be underestimated,” said Micho Spring, Global Corporate Practice Chair at Webershandwick. “Recognizing and enabling employees who want to increase their level of exceptional support for their businesses should be a high priority for CEOs.”.
“This is particularly relevant to employees in the EMEA region. We know from discussions with our clients that employee engagement is at the top of their priorities and investing in employee activism will be a new path for the future,” said
- 50% post messages, photos or videos on social media about their employer
- 39% have shared praise or positive comments about their employer online
- 33% post messages, photos or videos on social media about their employer, without the employer's encouragement.
- 16% have shared online criticism or negative comments about their employer.
- 14% have posted something on social media about their employer that they regret.
- Widespread organizational change. More than 8 in 10 workers (84%) have recently experienced a change of employer (leadership shakeup, widespread layoffs, merger/acquisition, economic slowdown, etc.)
- Ineffective internal communication. Only 4 in 10 employees can describe to others what their employer does (42%) or what its goals are (37%).
- Weak employee engagement. Only 30% of employees are deeply engaged with their employer. The low level of engagement is not surprising given the acceleration of change combined with a lack of communication.
- Employees often act as “first responders.” Nearly 6 in 10 respondents have defended their employer to family and friends or in a broader public setting such as a website, blog, or newspaper.
