It is common sense that companies who treat their employees well are likely to benefit from a well-motivated workforce.
But research conducted last year found that there is another clear reason to look after your staff - 84% of consumers evaluate a company’s social performance (including their treatment of employees) when they make a purchase. This is true in both the B2B and B2C sectors.
In other words, take care of your team, and you will see a return on the investment.
Of course, you need to make sure that your customers can see for themselves how you treat your employees – this is something to think about as part of your content strategy.
But even if you don’t like to talk about the good things you do, your clients will probably be able to tell; because when they call you, they won’t get Mr Grumpy or Little Miss Contrary on the phone.
According to Andrea Sullivan, CMO at Interbrand, consumers' purchase consideration for both b-to-b and b-to-c brands is higher—and they're willing to pay more—if a company treats its employees well.