13.11.2019

More than a third of workers too embarrassed to admit who they work for

More than half (52%) of UK workers say that not being proud of the company they were working for has previously been a factor in them leaving a job, while over two thirds (68%) said that they would not accept a job with a higher salary if the company had brand values they didn’t respect.

The research, commissioned by live polling app technology provider Vevox revealed that more than a third (34%) of workers would – in some situations at least – be too embarrassed to admit the name of the organisation they work for. Underlining the importance of ethics and branding to employees, nearly one in ten (just 8%) of the sample said that the values of the company they work for do not mirror their own.

Vevox, formerly known as Meetoo, has itself always had very strong brand values, helping generate loyalty in employees and customers alike. This proved key when, with the momentum and awareness of the #MeToo movement continuing to grow globally, the company’s previous name began to cause a distraction.

For this reason, it decided to rebrand as Vevox, a name which closely reflects its core ethos of ‘valuing every voice’ but the decision followed a process which highlighted the strength of the company’s brand values.

Confident in the strength of its bond with employees and customers, the company used its own live polling app to proactively reach out for feedback on the proposed name change from Meetoo to Vevox.

Peter Eyre, Managing Director, Vevox, said: “Initially, customers were reluctant to tell us about their concerns with the Meetoo name. They liked us and our brand values and unprompted criticism on their part might have ‘felt personal’ – but when we reached out to them, they were happy to engage. As the name change process rolled out, they felt their views mattered. They had bought into our brand values and had a strong sense of brand involvement.”

The company also reached out to involve its employees in the proposed name change from the word go. As a result, staff bought into it and got fully behind the process, which in turn made them feel even closer to the brand.

“By working in an open way, engaging with employees and customers, consulting with them, and listening carefully to their feedback, we have all come together positively behind the new name,” added Eyre. “We feel our brand values have strengthened still further by going through this rebranding process. We have gained rather than lost from it.”

Vevox’s successful rebranding has translated into business momentum. The company recently recorded over one million weekly platform interactions and achieved a 76% YoY increase in account sign-ups. It has also just announced it has now reached a total of 500 customer reviews on Trustpilot.

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