In one of my previous articles called Employer Branding & Great Places to Work, I wrote about some key elements related to Employer Branding, as well as their corresponding significance.
This article is more specific. It is meant to C-level executives who might be interested in understanding why they should consider CRM solutions to boost employer branding - and HOW.
CRM solutions are an integral part of a corporate sales professional workplace.
As far as sales professionals are concerned, a CRM not adequate to their specific needs may create stress, disappointment, frustration and other negative feelings. Those feelings may ultimately compromise the organization's efforts regarding employer branding. Let's see why that could be the case.
I believe we can all agree that corporate sellers represent their organizations within many critical audiences. If they get increasingly frustrated because of their CRM, they may, intentionally or not, share those feelings with those audiences.
Inadequate CRM solutions may lead to frustrated sales teams.
We have all experienced frustration, and we know that when one feels frustrated, one tends to generalize. Therefore, while expressing their frustration, sellers may not be accurate enough to say that their negative feelings are related to a CRM that is not aligned with their needs. They may simply say that they don't like their workplace in general.
Frustrated sales teams may lead to poorer employer branding.
It might be sensible for C-level executives to look at CRM solutions as critical corporate environments - something similar to virtual places where corporate sales professionals spend a significant amount of time each day. If they don't feel great, energized, creative and productive while using their CRM, this becomes a corporate-wide concern - or at least it should.
CRM solutions are not necessarily CRM environments.
There are many CRM solutions out there. But most of them are simply a collection of features without the necessary flexibility and synergy to be considered CRM environments.
Usually, sales teams must adapt to the features available in most CRM solutions. This "adapting" is probably the core reason why most CRM deployments fail.
CRM environments adapt to the unique requirements of each sales team. However, most CRM solutions require that the sales team do the "adapting".
I recently had the opportunity to get to know a canadian company that has been in the CRM market for over 30 years. The company is called Maximizer. I had a very close look at their CRM and quickly realized that it falls in a category way beyond an average CRM solution: It is a complete CRM environment.
I was particularly impressed with their retention rate. Over 95%. That means that over 95% of the sales teams using Maximizer CRM are happy with it. Because of that, there is a higher chance that those sales professionals will have better feelings regarding their workplace in general. That is the kind of feeling that contributes to a positive employer branding.
Here are a few other key differentiators I found appealing in Maximizer CRM:
- It can be hosted in the cloud and on premises.
- Their prices are probably the lowest in the market for the level of consulting they provide.
- Sales, Marketing, Customer Services, Reporting; everything included in one price.