The role of branded merchandise in employee engagement
Job and onboarding updates by new joinees, accompanied by photographs of their welcome kits, are common posts that regular users find on social media — especially their LinkedIn feeds. The question is, why do these simple water bottles, notepads, backpacks, t-shirts and coffee mugs end up making such an indelible first impression on new employees, that they also end up with thousands of impressions online? The answer lies in what these examples of branded merchandise represent and how corporate houses can use it to boost employee morale and engagement.
Ever since the pandemic catalyzed the work-from-home concept, remote onboarding has become a norm and a branded goodie pack is the only tangible connection the employee has with the brand. A “surprise” home-delivered induction kit, in fact, is not an option anymore and has developed into an expectation from most employees.
Our recent research shows that freshers and interns are 325% more likely to post about their new joinee kits and are likely to draw the highest engagement, with an average of 4,264 likes and comments. When it comes to return on investment, the most popular kits seemed to cost as little as Rs 2,500, and resulted in a high number of job referral requests in the comments section. Among 111 posts that were analyzed, it was observed that, employees with less than 10 years of experience received over 25x more likes and comments on new employee welcome gift posts as compared posts of employees with more than 10 years experience., Posts by women employees drive 8x higher engagement than male employees. However, factors like good packaging, customizations, insertion of a greeting card and timing can boost the impact a welcome kit will have on a worker.
Why does it make a difference?
Sources of recognition and value
Employee rewards and corporate gifts are gestures of goodwill and tokens of gratitude. Whether it is a gift voucher or a customized laptop bag, merchandise can go a long way towards making your clients and employees feel valued. However, it is not just the customary Diwali giveaways that count. Gifting during employee induction, exhibitions and marketing campaigns, and even as an appreciation for stellar performance can positively reinforce your workforce and build trust, making it a great place to work.
Creating a lasting psychological impact
Let’s admit it: Hiring and onboarding is expensive, but an employee may not always see its real cost incurred by the employer. Corporate gifts indicate to joinees that the company is spending real moolah to get them onboard. As employees begin to feel invested in, branded merchandise enhances a positive company culture and provides a spur in motivation and drive to do better.
Everyone loves freebies. A surprise gift received in the mail will bring a surge of adrenaline to the recipient. This physical contact with the gift will result in what is known as the endowment effect. That is, a person values the item more highly due to a sense of ownership the physical object provides. This, in turn, will influence trust, reciprocity and eventually, loyalty. For a newbie, it can also promote the feeling of being at par with existing employees.
Today, visibility is everything, and investing in merchandise that has the company name or logo on it creates an object that travels with your employee, whether that’s a water bottle a satellite worker drinks out of in a coworking space or a logo-carrying bag they ‘display’ while commuting to office or client meetings. Pens, too, make for an amazing branding tool since they are potentially always with the person who receives them. Pens are often borrowed and rarely returned, which means there are newer eyes looking at your brand’s logo, without intending to! This effect can be extremely useful when it comes to marketing and brand recall.
In many cases, good-quality branded merch could even outlast the employee’s association with the brand and continue to be a walking advertisement for it!
According to statistics, when compared to those who are struggling, people who are in good health have a 35% lower turnover rate. Social, community, and physical well-being are now the top priorities of every employee, without which, they will not hesitate to find another job. This is even truer with the young Gen-Z workforce which has more workplace options than ever now. Organizations can step up and account for their employees’ wellbeing by creating employee wellness programs. For employees working remotely from home, corporate gifts in the form of Fit Bit Health and fitness smartwatches and fitness bands. For employees working remotely from home, corporate gifts in the form of fitness smartwatches, gym bags, water bottles and headphones, along with membership to fitness apps could motivate them to build healthy habits.
A best practice from those in the big leagues
Respect given is respect earned. In our research, some of the companies we found following the practice of a welcome kit were: Microsoft, Swiggy, Capgemini, Lowe, Nike, Piramal, LinkedIn, Unacademy, KPMG, and Randstad. These kits were found to be immensely popular in the metro cities, mainly Mumbai, Delhi, Pune, Bengaluru, and Noida. Gifting your employees as part of a regular reward program or even outside it, can infuse a sense of pride in the employees and make them truly believe that they’re working for a respectable industry leader. Needless to say, this has an impact on the kind of talent you attract and retain.
Final word: Whether as little as a laptop sticker and keychain or as big as headphones or Bluetooth speakers, corporate gifts and branded merchandise are powerhouses of employee engagement, adding elements of fun and surprise to the employer-employee relationship.
I strongly believe that every person associated with your business — whether that is an employee, client, distributor, or supplier — has the power to be a potential Brand Ambassador for your company, communicating the ethos and culture of your organization to their circle of influence, online and offline. Thoughtful merchandise and customized corporate gifts are a great way to build a rapport with employees and boost their morale.
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