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:
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; firstname.lastname@example.org.
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