Brandful – Quick and Simple

Every employee matters, especially when running a small business. A single employee could be responsible for bringing enormous success to your business. Or one employee could bring you down. Why not motivate your employees to work FOR your brand, rather than against it, by cultivating a brandful workforce.

How It All Began

The brandful workforce approach was developed as a practical guide to help business leaders better engage employees with the products and services they help deliver every day. It was informed through my own career journey, working for both small and large organizations, private, public and non-profit.

Most recently, I was in charge of employee engagement at JetBlue Airways. My colleagues at other companies used to ask me: “How do you get your employees to be such fantastic brand ambassadors?”

It wasn’t something that JetBlue purposefully set out to do. It was the result of a successful business. Yet there wasn’t a recipe that others could easily follow. So I took it upon myself to figure it out!

Let’s look at how you can create brandful employees for your business.

Building a Brandful Workforce

Start with your product or service. After all, who will want to promote something that they don’t personally believe in?

One common mistake small business owners make with employees is not defining and communicating the consistent delivery of the business. What does it look like? If you don’t know, then how will your employees? Help them understand the details of your business, your brand and especially your customer promise.

When your employees understand your business, the customer promise and their role in it, they can get to work promoting your brand. In fact, they may even exceed your expectations!

Create Brandful Communication Channels

The next step in creating employee brand ambassadors is giving them the means to go out and promote your brand. I call these brandful channels.

These include tools and resources such as social media, swag, celebratory events, and community volunteer efforts that spread awareness of your business.

Remember: not everyone is going to want to engage in social media, so it’s helpful to offer your staff some other options.

For example, you may have an employee who enjoys the backstage planning of an event.  Or another employee may be athletic and can represent your business in a marathon. The brandful channels approach provides opportunities for everyone to participate in amplifying your brand in a genuine and authentic way.

Recruit Brand Ambassadors

. Some small businesses find it hard to compete for talent with larger organizations.  Yet, as a small business, there are a few areas where you can favorably recruit top talent by accentuating your unique brand:

  • Offer a “jack-of-all-trades” employee experience. Employees can learn and be involved in many aspects of the business, rather than be narrowly focused on a specified role within a larger organization.
  • Provide a family feel and local culture as opposed to a larger, bureaucratic environment.
  •  Give employees the opportunity to make a direct, meaningful impact on business success

Keep in mind that brandful candidates care less about salary (as long as it’s within a reasonable range) than the quality or purpose of the job. If you have to negotiate hard to get someone to accept, it may not be the right fit for your business.

Here’s a quick checklist to help determine if your job candidate is brandful-minded:

  • Do they love or use your products or services?
  • Do they know how to talk about your products or services?
  • Do they have fresh ideas about how to expand or improve your business? (Do they act like “owners,” or do they simply want a paycheck?)
  • Do they give you honest – and helpful — feedback?

If you answered yes to most of these questions, then you’re well on your way to leveraging the talent you’ll need to create a brandful workforce of your own!

I Quit!

A long time ago, it was rare for someone to quit. People stayed in the same job for years and years, and even more years, until retirement or death, whichever came first. Today, the opposite is true. Change is so rapid that it’s hard to predict the future of any organization, let alone job or role.  So when I stumbled across this video, I thought: “Ah, a new way to say ‘Adios’ to your boss.” Quite creative, especially given the fact that the employer was a video production company…not surprising that the employee’s video of her quitting, went viral immediately. Maybe her boss was  happy that she finally produced a viral video, however maybe he or she wasn’t anticipating it would be her goodbye video that would get the most number of views.

But not everybody quits. Some leave unwillingly. Like the employee who was fired by the AOL Chief during a recorded staff meeting. She was taping the internal conversation, a big “no-no” if you listen to the recording, which shouldn’t have been recorded in the first place. What a way to go, publicly in front of the entire company and then later publicized to the world.

Some folks quit, but go about it in the wrong way, like the JetBlue flight attendant, who illegally deployed a slide. At the end of his flight, he simply slid down the slide and attempted to leave…for good.

Some folks do it the right way. Well at least, it is well-intended, like the Goodwill employee who was just trying to help folks pay for the merchandise by reducing the prices. The teenage employee was only wanting to help and do “good” as suggested by the name of his employer. But Goodwill didn’t see it that way, fired him and pressed charges, according to the news story.

How does this relate to our topic of The Brandful Workforce- which is a workforce that promotes the brand of the organization? In all of the cases above and in most employee departures, it is critical to keep in mind that the brand of the organization, that the employee leaves behind, continues. And it continues with or without that employee. It is incumbent upon every organization to ensure that every departure can reflect the brand integrity – and if it doesn’t, the organization should take a good look at itself. For more about brandful, read my other posts.

Capital Analytics – Guest Blog

I am happy to be featured as a guest blogger, or “guest-thought-leader” as they so nicely call it, for Capital Analytics. I joined the advisory board to lend some expertise to this growing organization which provides advanced analytics in the area of human capital – or the workforce. When I built the People Analytics function at JetBlue, I faced many challenges. It was quite an exciting time and before analytics exploded in the field of Human Resources. We learned a lot, took risks, explored a new frontier. In the end, we were able to set up an incredible database of information – ready to answer those timely questions about the workforce, with the top executives. I enjoy sharing my experiences with the other board members and the executive team of Capital Analytics. Check out my guest blog to learn more about how I started The Brandful Workforce from an analytics background. And don’t forget to click around on the Capital Analytics site to learn about their thoughtful and bottom-line approach to human capital measurement. Here is my blog.