San Jose PayPals are Not Brandful

Soon after writing my last blog post, PayPal’s President, David Marcus, did exactly what I had advised not to do. He threatened his employees to use PayPal products or leave the company.  While that is one way to transform your workforce into a brandful one, it is not what I recommend.

I commend Marcus for being on the forefront of understanding the value that his workforce brings to the success of his company. Most CEOs do not rely enough on their employees to build the brand. In an email to his “San Jose PayPals” he asserts: “everyone at PayPal should use our products where available. That’s the only way we can make them better, and better.” This kind of executive mindset is exactly what’s needed in any organization that wants to build or sustain a brandful workforce. However, how you do it, needs to be effective and genuine.

Let’s not forget, people are not only rational, but emotional human beings. While it may seem simple: “Just tell them what you want them to do,” it doesn’t work that way. Last year, I wrote about the emergence and growing importance of the field of organizational psychology to the corporation. It brings something to the table that the traditional MBA approach misses: feelings. And yes, we all have them.

What PayPal needs to do is better understand why the employees in San Jose are not as brandful as those in other locations. Marcus says they don’t use PayPal or refer business nearly as much as the rest of the employees, who are so passionate about PayPal that they even hack into vending machines to make them accept PayPal. Trying to change behavior without understanding it does not make sense. Hey, I get that businesses need to move quickly, but consider the consequences of doing it the wrong way.

I tried reaching out to Marcus to see if I could help. http://brandfulworkforce.com/jose-paypals-brandful/ http://brandfulworkforce.com/jose-paypals-brandful/ http://brandfulworkforce.com/jose-paypals-brandful/ http://brandfulworkforce.com/jose-paypals-brandful/ http://brandfulworkforce.com/jose-paypals-brandful/ http://brandfulworkforce.com/jose-paypals-brandful/ http://brandfulworkforce.com/jose-paypals-brandful/Stay tuned and I’ll keep you posted. In the meantime, you can read an article and the full email he sent out.

Check out more Brandful Workforce blog posts or download the book, The Brandful Workforce: How Employees Can Make, Not Break Your Brand, on your kindle app.

Laying Off – The Brandful Way

Did you hear about the layoffs this week at HMV – a British electronics retailer? One of the employees who got laid off was running their twitter account and decided to tweet what was going on as it was happening. Perfect example of what not to do.

It’s amazing how far the brandful workforce approach reaches. It gets at the root of running a good, solid business. If you don’t, then it will eventually catch up with you. You can’t decide at the last hour to start treating your employees better. It’s something that has to be part of your way of doing business; an accepted norm. If your organization doesn’t have sound internal practices, they can be changed over time, however it does take time, but it will pay off.

Brandful employees continue to promote the brand long after they are gone, regardless of the reasons they leave. But the flipside – having employees that are disgruntled – can force an organization to pay the price, as seen in this article about HMV.

Former Employee Video- Brandful or UN-Brandful? You Decide

I noticed this youtube video with over 80,000 views, from a former employee at Forever 21. It’s a rather long video – over 12 minutes – and I’m not suggesting to view the entire thing, however, I predict that these types of videos will become much more prevalent as the use of online video rises. Those organizations that know how to take care of their employees well, and that have a workforce that truly cares about the brand, will be able to move ahead of those who don’t. Check out the video here.

Please share your comments on whether or not this is brandful. Or share other videos.

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