Achieving “engagement” has become a familiar and popular theme in both HR and marketing circles. In its traditional context an engagement precedes a marriage.  So perhaps it is an expression of commitment, where the relationship is yet to fully develop into something permanent.

In a business environment, engagement will take form when multiple relationships are formed at different levels and for different reasons. The background “atmosphere” affects those individual relationships as well as the general attitude towards the company.  Within a team or department, for example, engagement represents the emotional connection between an individual and their manager, their team and the organisation.

Improving performance and engagement is a continuous emotive process.  The building blocks that make a stronger business or personal relationship include:

• trust
• understanding
• recognition
• inclusion
• confidence

Benefits of engagement

The Centre for Performance-led HR at Lancaster University [1] has undertaken academic research into employee engagement and has published a number of white papers.  Their research shows that organisations with high levels of employee engagement are more efficient and effective, and that highly engaged employees:

• are more customer focused, find they are more creative at work, and take less time off sick;
• care about the future of their organisation and put in greater effort to help it meet its objectives;
• feel proud of the organisation they work for and are inspired to do their best and motivated to deliver the organisation’s objectives.

Corporate events play an important part in the development process of individuals behavioural change in a way that can positively improve performance and profitability.  Live events encourage engagement because they provide opportunities to listen and learn, to discuss and contribute ideas and to express opinions.   They also offer a relaxed, hospitable setting and an opportunity to show appreciation to the invited guests.

The engaging event menu

Every event is an opportunity to engage with key people who can influence your company’s success, from a weekly internal team meeting to a prestigious product launch. There are several options & solutions to be considered when looking to help improve engagement?

• Hospitality events are best served in an exclusive location, where all the attention is given to your guests and the focus is solely on your company and your message
• Incentive travel adds zest, spice, novelty, glamour and sometimes sheer indulgence to the list of menu ingredients. The guests will be in no doubt about their importance and value.
• Team building events reinforce the bonds between individuals and encourage involvement. They offer a change of routine and a chance to celebrate competition and achievement.
• Conferences often address a wider audience and generally provide a showcase for the company and its products or services. Engagement with the delegates means winning approval, securing support, confirming commitment.

Whatever type of engagement event you choose, the performance criteria are the same.  The success of an event is defined by how the event changes behaviours when people get back to their day-to-day roles.  Using Event ROI methodology in the planning stages helps to clearly define the objectives of the event.  It also improves the return on investment by measuring how much it changed behaviour and attitudes.  Live events are a very effective way to encourage greater engagement with employees, partners and customers.