Employees and earned media driving tech solutions in the workplace

by | Sep 24, 2019 | Public Relations

New research from PR and social media agency Uproar PR finds that employees are recommending enterprise tech solutions to their employers—and they’re learning about those solutions from the media.

The firm’s recent survey—conducted in an effort to find the effectiveness of earned media compared to advertising and word-of-mouth campaigns for enterprise technology—discovered that 54 percent of respondents say they have recommended adding an enterprise technology at work, specifically naming solutions like Slack, G Suite, Salesforce and Monday.com.

About a third (30 percent) say they learned about the solution through an online or print media article. Only one in seven respondents reported they learned about the technology from advertising.

Earned media gets the word out

The survey shows that when it comes to enterprise technology solutions, earned media is one of the most effective ways to reach the employees who are ultimately serving as advocates for the brand.

“Today’s consumers are exposed to many different sources, but earned media still provides the third-party credibility necessary to convince them to start spreading the word themselves,” said Catriona Harris, CEO of Uproar PR, in a news release. “One of the best ways to reach decision-makers is through their employees, so enterprise technology companies should realize the benefits from accessing this audience through the print and online articles they’re reading every day.”

Further insights from the survey include:

  • 50 percent of respondents say a lack of awareness of enterprise tech products keeps them from making recommendations in their workplace
  • 32 percent say their workplace has all the technology products it currently needs
  • 47 percent of respondents are at the associate or entry levels

“Employees are the ones who experience the direct effects of snags in workflow, productivity and communication, and our survey shows they are ready and willing to work with their employers on addressing these potential gaps,” said Harris. “It’s also promising that most employers are receptive to this feedback, offering up a clear opportunity for technology companies to showcase their benefit to the right audience.”

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter


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