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.