Snacknation.com, a provider of healthy snacks for employees, uses a comprehensive white paper on employee engagement to push its search engine rankings to the top, demonstrating how all types of companies can contribute to educating the marketplace. 

 

By Ira Ozer, ESM Contributor 

 

With all the specialized employee engagement agencies, consultants, training, technology, incentive and recognition companies in the industry, how does Snacknation.com, a healthy snack company, top the Google and Bing search listings for “employee engagement” (just under Wikipedia and the paid ads)? By using good old-fashioned content marketing. 

 

As of the time this article was published, a search for “employee engagement” in the New York area yields the following organic search result (non-paid content) ranked just below the United Kingdom’s EngageforSuccess.org portal: 

 

The 2018 Clear & Complete Guide to Employee Engagement

https://www.snacknation.com/.../definitive-guide-employee-engagement

Employee engagement and wellness is so important to the Elmhurst, Illinois-based company, that they actually have two mission statements, one geared towards customers, and another inward-facing …

 

The link leads to an eBook, The 2018 Clear and Complete Guide to Employee Engagement, a comprehensive white paper on employee engagement that includes a framework that addresses almost all the issues in the ISO 10018 Quality People Management certification and many of the known factors involved with employee engagement. The eBook contains no direct references to healthy snacks until a call to action at the very end: an offer to get a free sample of the company’s products. 

 

Some in the engagement field may feel that equating healthy snacks with employee engagement is deceptive or trivializes the topic, when in fact all this company is trying to do is identify companies that care enough about employees that they might be inclined to provide free healthy snacks. Rather than produce a shallow document subtly promoting snacks, the company made a serious effort to provide objective, comprehensive content of genuine value to the extent the document sets forth an objective strategic and tactical approach to engaging employees in a comprehensive way. 

 

It obviously did the trick from the standpoint of the algorithms that plucked this little known industry player out of the hundreds of companies with a decade or more of experience in this place and placed them right at the top of organic search results in one of the world’s most value metropolitan area markets. 

 

About the Author

Ira Ozer is Principal of Engagement Partners, a firm that helps connect buyers and sellers of engagement products and services, and a contributor to Engagement Strategies Media at EnterpriseEngagement.org. He can be reached at (914) 238-2220; iraozer@engagementpartners.com. 

 

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Master the Principles of Enterprise Engagement and ISO 9001 and ISO 10018 Quality People Management and 9 New Human Resources Standards

 

Discover a new internationally sanctioned approach to create new wealthyou’re your organization by achieving greater return-on-investment on your organization’s budgets for culture, leadership, communications, training, rewards & recognition and more. 

 

In Print: Enterprise Engagement: The Roadmap 4th Edition, How to Achieve Organizational Results Through People and Quality for ISO 10018 Certification. 

The first and most comprehensive book on Enterprise Engagement and the new ISO 9001 and ISO 10018 quality people management standards. 

 

Online: The Enterprise Engagement Academy at EEA.tmlu.org, providing the only formal training on Enterprise Engagement and the new ISO 9001 and ISO 10018 quality people management standards. Provides preparation for professionals to support organizations seeking ISO 10018 employer or solution provider certification, as well as elective courses on Trade Show Engagement, Rewards and Recognition, Government, and other topics. 

 

Services: The International Center for Enterprise Engagement at TheICEE.org, offering: ISO 10018 certification for employers, solution providers, and Enterprise Engagement technology platforms; Human Resources and Human Capital audits for organizations seeking to benchmark their practices and related Advisory services for the hospitality field.

The Engagement Agency at EngagementAgency.net, offering: complete support services for employers, solution providers, and technology firms seeking to profit from formal engagement practices for themselves or their clients, including Brand and Capability audits for solution providers to make sure their products and services are up to date.

 

Enterprise Engagement Benchmark Tools: The Enterprise Engagement Alliance offers three tools to help organizations profit from Engagement. Click here to access the tools.

• ROI of Engagement Calculator. Use this tool to determine the potential return-on-investment of an engagement strategy. 

• EE Benchmark Indicator. Confidentially benchmark your organization’s Enterprise Engagement practices against organizations and best practices. 

• Compare Your Company’s Level of Engagement. Quickly compare your organization’s level of engagement to those of others based on the same criteria as the EEA’s Engaged Company Stock Index.

• Gauge Your Personal Level of Engagement. This survey, donated by Horsepower, enables individuals to gauge their own personal levels of engagement.

 

For more information, contact Bruce Bolger at Bolger@TheEEA.org, 914-591-7600, ext. 230.

 

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