The Importance of Empowering Employees in the Workplace

Within the last year, workplaces have accelerated into a digital world. How we communicate, work, and live have changed dramatically. The year labeled “exhausting” by the Washington Post, was also the year people grew and re-evaluated their needs in the workplace.

So, right now, what exactly do employees value the most? According to recent studies, flexibilityabstract ways of measuring productivitygrowth opportunities, and recognition are some of the top employee needs. Finding an employer that can adapt to these needs not only improves the lives of its workers, but also its quality of work.

The implementation of these variables leads to overall happier and invested employees. Flexibility is the new normal. In fact, 88% of knowledge workers say that when searching for a new position, they will look for one that offers complete flexibility in their hours and location.” In 2020, employees proved that working remotely can be just as effective as working in the office. Now, people have a choice to match their work with their lifestyle. And workers need that flexibility – especially after experiencing it for a year.

This empowerment improves employees’ wellbeing and willingness to work, and in return, employees will be more invested in their company. As for the day to day work, individuals are wanting a more collaborative way of measuring results. For example, “86% of employees said they would prefer to work for a company that prioritizes outcomes over output.” This goal drives companies to focus on the final result vs the amount of time it took to complete. It empowers employees to focus on efficiency since time spent doesn’t always equal the quality of the result.

As an employee continues to drive high quality results, they need internal opportunities to work towards. “Organizations that want to retain their talent need to help employees identify their next internal opportunity so they don’t feel that the only way they can progress their career is to look externally.” Such opportunities could include an internal open job board, promotions, a new assignment, or connecting employees with resources to reach their goals. Results deserve to be recognized, and when they are, employees appreciate it. In fact, Giving well-deserved recognition increases self-esteem, enthusiasm and boosts morale.” That personal support can carry along to a team, a department, and an entire company. Positive reinforcement can drive a team to excellence when done authentically and consistently.

The company I currently work for, Coegi, has not only listened to what  employees need to feel empowered, but have also implemented our highly supported ideas. Personally, the flexibility provided to me has been wonderful. After I graduating in May, I wanted to travel to Austin and explore a new city. However, I was unsure about remote options. After speaking with a few people in the company, they were flexible enough to make this happen for me. In response to their willingness to work with my personal goals, I feel extremely invested in the company. I want to show my appreciation through my work and relationships within the company.

Coegi also does a great job encouraging growth and learning within our departments. The conversation to grow and try out new roles started when I first began working as a part-timer. It involved learning about other departments, checking the internal job board, having a choice in the types of clients we want to work on, etc. That encouragement to learn also relates to how we interact on a day-to-day basis.

The team I am on currently has many different options outside of the office to  support one another. We use “appreciation gifs” to say thank you when needed on our tasks. We also have company wide “cheers” for when someone goes above and beyond. This positive feedback encourages us to work hard and recognize the pieces that fit into our bigger goals.

How Other Members of the Social Team Feel Empowered at Coegi

Anissa: Social Media Specialist

“In my short time at Coegi, I have been continually impressed with how the company and its employees support each other every day. It is so uplifting to work at a company that values and actively promotes teamwork, collaboration, and continual learning. I love how the team recognizes others achievements and hard work so we can all celebrate and uplift together!”

Julia R: Social Media Specialist

“Over the course of my year working at Coegi, I have been empowered with a flexible schedule, positive feedback, and a voice in my role. However, the most important aspect is my supportive team. Ever since I began working, I picked up on the uplifting and supportive culture that is present both online and in person. This dynamic gives me confidence to take on new challenges and relay that encouragement to others on my team.”

Rachel: Social Media Specialist

“Since I have started at Coegi, I have felt empowered through the support of my colleagues. Everyone is willing to help at any time, and it is a teamwork-oriented environment. I know that my teammates respect my opinions and are willing to work together to achieve our common goals.”

Alyssa: Social Media Campaign Assistant

“Although I have only been working at Coegi for a few weeks, my experience has been nothing but positive. Everyone is more than willing to assist with the transition and support my progress within the company.”

Creating an empowering environment has proven to be extremely beneficial to the well-being of each employee and their quality of work. Flexibility, growth/measurement opportunities, and recognition are just some of the variables that empower employees. It is important to continue this open conversation about these topics and find ways to support each employee.

Why Measurement is Important in a Cookieless Environment

How do we know our marketing is working? This is one of the most important questions clients pose to agency teams. For the past few years, the ubiquity of cookies and third party pixel tags (such as Facebook or Floodlight) have enabled us to look at both click and view data on an individual browser/device basis and model out the contribution of each marketing touchpoint.

Losing third party cookies will make this more challenging.

The short term effect of the elimination of cookies will be attribution models that show less immediate impact of advertising. However, actual business impact will likely not change. This demonstrates the need to anticipate and plan for how your measurement plan will need change in the coming years. It should also encourage us to look for cookie-less solutions which let multi touch attribution providers that have access to log level data in a privacy safe fashion.

What Measurement Capabilities Will be Impacted by Being Cookieless?

Walled gardens are well positioned with their vast amount of login data, whereas agnostic platform partners are having to seek out alternative ID-based solutions. Google’s Topics & Unified ID 2.0 are examples of solutions that are gaining steam. Google’s Topics solution will be interesting for brands utilizing DV360, whereas Unified ID 2.0, championed by The Trade Desk, operates using encrypted email addresses of opted-in users.

The Facebook ecosystem will be heavily disrupted in attribution of conversion-based events. This is largely due to their reliance on mobile ad IDs for measurement. Historically, marketers have leaned heavily into Facebook due to their ability to evaluate strength ROI based on the multiple touch points that go into a final purchase, facilitated by the placement of a tracking pixel on the brand’s website. However, these Facebook pixels are also third party cookies.

What to expect with cookie deprecation on Facebook?

  • Slower optimization times
  • Potential decline in campaign performance
  • Decrease in data transfers

Fortunately, there are potential workarounds.

Cookieless Solutions for Marketers

  • Overlay conversion based data from Google Analytics to match onsite conversions from walled gardens using mobile IDs
  • Use more analysis to track media metrics back to business goals
  • Have conversations and test tactics now to prepare for performance declines

Recommended Measurement Partners for  the Cookieless Future

Unified ID 2.0 (UID2) is a standardization system for identifying consumers across the open web which creates a privacy safe way to allow for opt-in based marketing. This solution was initiated by the demand side platform, The Trade Desk. Since then, they have committed to making UID2 fully open source bringing in multiple partners to make this interoperable. Of course, UID2 faces limits by being fully outside the Google ecosystem. Without YouTube or Google Search, the UID system will still have significant holes on the initial awareness and last touch end of digital marketing.

In addition to the partners integrating with UID2, other independent advanced measurement partners such as DISQO, Upwave & Lucid are taking steps to ensure they’re prepared & compliant. For Brand Lift, DISQO services will not be impacted by cookie loss, as they utilize a cookieless solution for measurement. DISQO is also CCPA and GDPR compliant, as all panelists have opted into their panel. Additionally there will be no impact for Upwave studies as they have an existing privacy-safe Household Level Intercept methodology. Lucid is also well prepared for a cookieless world as their surveys are double opt in by consumers, and they are currently CCPA/GDPR compliant

What Steps Should Marketers Take to Prepare for Measurement in a Cookieless Future?

Plan early & anticipate impacts to your measurement/attribution system. We encourage everyone to have conversations with clients to set expectations ahead of time. We’ve outlined a quarterly look at the impact across audiences, e-comm/attribution as well as media mix and creative.

Expand implementation timelines. Relying on first party data more and needing to run that first party data through an identity solution and then back into a web environment will add time to campaign and ad ops setups. While match rates should improve, campaigns will be moderately more cumbersome to set up, especially with new workflows. Teams and clients should build in extra cushion.

Create new third party dependencies. This is not a new risk in the ad operations system, but an ever present risk. Instead of incentivizing partnership with data providers that create third party cookies, new setups will increasingly prioritize identity resolution systems, such as LiveRamp or Neustar. Fortunately, these companies benefit from interoperability and scale. The most important thing brands can do to reduce dependencies is to understand how your audiences and targets are built in each platform and know what’s different depending on the partner. Always ask what’s inside the box or model.

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