Companies hardly have any fans among their employees
Results of the employee study “Employee Focus Germany 2020”
German companies rarely succeed in turning their employees into fans. Only 21 percent of employees are fans of their employer, 29 percent are even opponents or disappointed. In this context, the changed daily work routine due to the Corona pandemic does not actually seem to play a significant role. This is shown by the employee study “Employee Focus Germany 2020” by the Mainz-based market research and consulting company 2HMforum.
The representative study is conducted every two years and surveys employees throughout Germany, across all industries and at various hierarchical levels. The focus of the survey is on emotional employee loyalty. This year, study director Dr. Frederik Meyer focused on the Corona crisis and the changed working conditions with home office, reduced hours and protective measures.
Employers have much room to grow
“The Corona pandemic has yet to show us any concrete impact on employees’ emotional attachment to their employers – either positive or negative. For years, the number of fans in companies has stagnated at a low level; a clear defeat for employers, who are thus missing out on a lot of potential.”
Speaking of Corona: Even if the emotional employee loyalty is unchanged in the overall view, it shows – according to the study leader – that the fan rate is closely related to the economic success of the company: “If the employees assess the situation of the company as positive, the fan rate is 31 percent. If it is assessed as bad, the fan rate drops to 11 percent.” Meyer, a long-time HR expert, believes that managers have a responsibility here: “As symbolic figures, managers be points of orientation to their employees, they must allay fears and convey corporate values – especially now. In many cases, however, they literally radiate the crisis instead of leading and directing with focus even in difficult times.”
Trust and recognition are important
The importance of leadership style for a company’s fan rate can also be determined by other factors: “Employees need to feel recognition and trust,” says Dr. Frederik Meyer. If a manager frequently shows appreciation to his employees in conversation, the number of fans increases. If the manager never or rarely expresses praise, the number of opponents and disappointed employees increases. The problem, according to the study, is that only 22 percent of respondents report that their boss regularly praises them for good work.
But why is it so important to turn employees into fans? “Our studies have shown for many years that fan employees are more motivated and, for example, continue their education privately; that they recommend their employer and its products to others; that they are less prone to burnout or boreout and, above all, that they remain loyal to their company even in difficult times,” Meyer explains.
Other study result in short:
- Only 16 percent of employees report: “My boss is a role model for me.”
- Only 31 percent of employees have “complete trust” in their boss.
- Only 33 percent of respondents report: “My boss strikes the right tone when criticizing.
- Only 18 percent of employees are completely satisfied with their salary.
- Only 33 percent of employees know the values their company stands for.
- Only 33 percent of respondents are happy to recommend their company as an employer.
- 51 percent of women say they have been affected by the Corona crisis in their day-to-day work, but only 44 percent of male employees.
- Only 32 percent of respondents believe that Germany is digitally fit for the future.
- Only one in two is satisfied with the digitization of their employer.