Mark Burgess comments on MIT Sloan article "Can You Really Let Employees Loose on Social Media?"
The Ontario business communications company Mitel is a $1.2 billion business, but you’re excused if you’re not familiar with it — yet!
“Although we’ve been around for 41 years, our brand is not well known,” says Martyn Etherington, the company’s chief marketing officer and chief of staff. Mitel offers services in business communications, voice-video collaborations, business phones and the like, and its website boasts, “We are the business communications experts behind 2 billion calls, chats and social messages every day.”
It has gotten big fast: In the past two years, Mitel has acquired four companies and doubled its revenues. “We want to be the consolidator versus the consolidated of our market space,” Etherington says, “but most importantly we want to grow by being relevant to our customers and the markets we serve.”
Etherington is out to boost the company’s profile. “We’re really starting to transform the brand from what was considered a very old, telephone [-oriented] PBX company to where our market is today and where our focus is — that of a customer-centric software company positioned in the cloud and contact center markets.”
Mark Burgess, co-author with Cheryl Burgess of The Social Employee: How Great Companies Make Social Media Work, writes about the power and impact of social employees, of the new era in employee engagement: ‘branding from the inside out.’