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For so many companies employees are the front line of the service experience and promises made by advertising are something employees often have to live up to, making employees the vital link in the brand communication chain.

The problem is employees won't co-operate with your marketing plans and programs if they are not satisfied and happy in their jobs.

According to recent research, it appears that the majority of Americans are more dissatisfied with their jobs than ever, although the research doesn't break down the findings by sector, you can assume that employees at the service front line have a high degree of dissatisfaction.

The Conference Board's research finds that Americans are increasingly dissatisfied with their jobs.

- 61% of employees under 25 are dissatisfied

- 55% of employees aged 45-54 are dissatisfied

Overall the number is around 50% and has been on a steady decline for the past 20 years, in the mid 1980s, satisfaction stood at over 60%.

There are obviously many reasons for this transformation, not least, the increased volatility of the global economy and the precarious nature of many jobs these days.

However, companies could be doing better to look after their employees and perhaps looking at Southwest Airlines wouldn't be a bad place to start.

Here are some quotes from a talk given by the airline?s head of PR back in 2005.

"With the "Southwest Model for Leadership, employees are the company's No. 1 customer."

"We make no bones about telling a customer when they are wrong. We will not tolerate bad treatment of our people."

"If the employees are happy, this will affect the customer's decision to fly Southwest again, and the same joy experienced by the employee will then trickle down to the shareholders in terms of dollars and cents."

It appears that companies need to develop their own programs to improve employee satisfaction, before they can expect the most important assets they have, their people, to do the marketing on their behalf and deliver the service levels that their advertising often promises.

The often under-rated HR function probably plays more of a role in the effectiveness of branding than most people would imagine.

So often, service is the whole experience as this training film from McDonald's in the early 70s, illustrates so well.