Hand-in-hand with storytelling is the delivery of that content. CMOs have long specialized in driving audience engagement through data-driven strategies that create compelling digital experiences that influence behavior and decisions. Central to these efforts is crafting narratives that resonate with audiences across digital channels. This expertise, traditionally focused on customers, is now being applied to employees as well.
Marketing professionals excel at leveraging digital platforms to tell stories that capture attention, sustain engagement, and drive action. In contrast, HR teams, while skilled in people management, often lack the same storytelling approach and may not fully utilize data-driven strategies to enhance employee engagement. Whereas a Capgemini study showed that around three-quarters of CMOs are responsible for contributing to business growth (76%) and data and technology (74%)*.
A data-driven approach to employee engagement
Modern marketing thrives on real-time data, using metrics such as click-through rates, time-on-page, and engagement levels to optimize customer interactions. The same science is being adopted with employee engagement, ensuring that internal communications, digital tools, and workplace experiences are continuously refined based on data insights.
Conversely, HR teams often approach engagement from a policy and compliance perspective, lacking a data-driven, audience-first approach. “A lot of HR departments don’t have the tools or focus on digital transformation like marketing teams do,” said one CMO.
In a digital-first business world, employees expect the same seamless, engaging experiences internally that they
do as customers.
Marketing’s role in a digital-first employee experience
In a digital-first business world, employees expect the same seamless, engaging experiences internally that they do as customers. CMOs, with their expertise in digital engagement, data analytics, and storytelling, are uniquely positioned to create an EX that mirrors the best customer experiences.
The digital transformation of the workplace is not just about adopting new tools—it’s about creating an engaging, intuitive, and dynamic experience for employees. With marketing at the helm, companies can ensure that EX is not just functional but truly transformative.
A lot of HR departments don’t have the tools or focus on digital transformation like marketing teams do.
Read the full CMO Report: The Tipping Point here to discover why marketing leaders are being asked to step up and lead culture.
Read it here
