First, to navigate this puzzle, I realized how data is everything in business. On a quarter basis, we measure recurring revenue, costs, gross churn, target price, EBITDA, but more likely than not, we don’t have the appropriate tools to quantify turnovers, employee’s satisfaction, or company’s reputation. Those are the keys to understand how E&C can become a revenue stream on the long term.
Turnover tends to grow alongside the growth and increasing complexity, as many employees lose a clear vision of company’s mission and their sense of belonging as the company gets bigger. While no single solution will be able to prevent this problem, some E&C initiatives can reduce those numbers. As an example, organizations facing post-merger integration that have implemented ethical culture assessments, through in-depth interviews and focus groups, have seen more engagement and commitment from their employees than those companies that don’t conduct any assessments. Such engagement tends to reduce turnover and increase productivity [1]– both of which are directly related to increased revenues.
Additionally, the implementation of a hotline channel or a dedicated E&C committee fostering open communication within the organization is crucial for the report of unethical behaviors. Those claims can be strategically used by HR not just on disciplinary actions, but also preventing future hiring missteps. Another great benefit of having an independent channel and an E&C committee is the exchange of data and collaboration between different departments that can be used for more conversational and easily understood guides for employee behavior – which ultimately leads to a better work environment and efficiency[2].
Finally, employee’s satisfaction has a direct impact on company’s reputation and can bump its stock value. Alex Edmans, a Professor of Finance at London Business School, who analyzed 28 years of stock market data, concluded that firms with high employee satisfaction outperform their peers by 2.3% to 3.8% per year in long-run stock returns – 89% to 184% cumulative – even after controlling for other factors that drive returns. The results clearly suggest that it is employee satisfaction that causes good performance, rather than good performance allowing a firm to invest in employee satisfaction[3].
This study confirms my theory that data is everything in business and how organizations should start measuring not just their tangible but also their intangible for continuing growth. A good of example of assessing the state of ethics and work environment is the Great Place To Work (GPTW) questionnaire, which offers a certification for companies that obtain a high score on all of their criteria. Such certificate strengthens company’s brand and create value for its shareholders.
With the right data, and perhaps, certificate on hands, sales and marketing can use their special sauce to help publicize and speed the adoption of E&C initiatives that will generate value among all the stakeholders.
[1] Culture Matters: The Advantages of a Strong Ethical Culture are Manifold. BYRNE, Erica, available at: https://magazine.ethisphere.com/culture-matters/#:~:text=Studies%20repeatedly%20show%20that%20businesses,be%20lower%20and%20productivity%20higher.
[2] How to Reposition Compliance as a Revenue Generator. ROSEN, Jay, available at: https://www.corporatecomplianceinsights.com/how-to-reposition-compliance-as-a-revenue-generator/
[3] The Link Between Job Satisfaction and Firm Value, With Implications for Corporate Social Responsibility. EDMANS, Alex, available at: http://faculty.london.edu/aedmans/RoweAMP.pdf