COVID Has Shifted Employee Priorities at Work

July 28, 2020

COVID concerns are dramatically upending employee priorities. And it’s redefining how they behave, what they value and the kinds of employee communications and engagement that work.

Work Shift 2020: How Crisis Culture is Changing the Priorities of the American Workforce categorizes U.S. employees by how their attitudes and values are affected by the COVID crisis.

Nearly two-thirds of American workers (63%) say the COVID-19 pandemic has caused them to dramatically reevaluate their professional priorities. Reflecting significant shifts from just a few months ago, employees say they now favor such criteria as personal health, workplace safety and company values over traditional benchmarks like salary and career advancement.

The results reveal dramatic shifts that brands need to understand. In addition, Ketchum showed that employees can be divided into four distinct types.

How has the crisis culture changed employees? How is this driving a redefinition of the workplace? What should companies do to reengage employees returning to work?

Learn more about our employee survey, employee personas and Ketchum’s new workforce diagnostic tool

Read the Work Shift 2020 press release. View our related blog post for more insights. Explore recent client work showing companies moving forward as they navigate disruption. Keep up with trends and insights by subscribing to our blog. Discover our Brand Reckoning 2020 consumer personas. Learn how Ketchum’s workforce diagnostic tool can help you drive engagement by direct messaging us or emailing us at newbusiness@ketchum.com.

Tamara Norman
Partner/Managing Director, Employee Communications & Engagement
Twitter DM: @tamaranorman

Lauren Butler
Senior Vice President, Employee Communications & Engagement
Twitter DM: @lebutler1

Related Ketchum services:

EMPLOYEE COMMUNICATIONS & ENGAGEMENT
– Employee Personas Diagnostic
– Re-entry to Workplace
– Employee Reengagement Strategy
– Culture Continuity
– Employee Advocacy
– Channel Content Strategy & Support
– Leadership Communications
– HR Communications
– Content Creation / Visual Storytelling

As a leading global communications consultancy, we combine the deep
industry and specialty expertise of boutique firms with global reach to find
unexpected connections that lead to lasting relationships and work that
matters. The most creatively awarded firm in our industry, we’re equal parts
human-centered and business-focused, empathetic and intelligent.