How to Build a Rock Star Team - Creating Brand Ambassadors
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How to Build a Rock Star Team
Creating Brand Ambassadors
Statistics That DO NOT Rock
The Gallup Organization:
• Surveyed more than 2 million employees at 700
companies worldwide, over a 25-year period
• Found that immediate supervisors are the single
largest influence on an employee’s decision to quit
(or stay)
People join brands, they leave individuals.
Leadership Matters
Leaders have the power to light or extinguish the
cultural flame of a company.
Let’s fire up the blowtorch!
Mentorship is the New Training
This takes more time & patience,
but the rewards are Herculean
• Seek out opportunities to teach others
• Don’t hoard information – share liberally
• Always give the ‘why’ behind the ‘what’
• Put people on a path to eventually take your job
• Great leaders produce great leaders
Create an Army of Giants
Jack Welch
Former Chairman & CEO, General Electric
“The best time to plant a tree is 20 years ago.
The second best time is today.”
- Chinese proverb
Top Ways to Build a Rock Star Team
1. Create Compelling, Brand-Specific Recruiting Collateral
2. Implement Processes to Identify 3C Employees Who Deserve
to Be in the Band
3. Hire Rock Stars, Not Lipsynchers to Amp Up Your Brand
4. Be Like U2 – Everybody Singing Off the Same Sheet of Music
5. Communicate to Employees in the Language That They Dream
6. Bring the Blowtorch & Create an Army of “Promotable” Giants
Employee Expectations If employees were volunteers, would you treat them differently? 20 years ago 10 years ago Today Money Work / life balance They want it all! Showed up, did Started keeping an eye They bail at the drop of the job & then open for a better job a hat - usually because went home of poor leadership Happy to Started really Attorney’s phone # is on have a job suing companies speed dial Tolerated Responded well to Only loyal to those that authoritative “old those that just said inspire, teach & develop school” managers “thank you” with compassion
Emotional Bank Account • Like banks, relationships are based on trust • The more deposits, the better the interests & health of the account • Too big/too many withdraws could result in the account going dry
Recognition • Public & Daily is best • Helps develop: ü Morale ü Repeat positive performance • However, nothing beats the old- fashioned & free “Thank You”
Today’s Workforce Develop
Thank me.
me.
Inspire
me.
Talk to
me. Don’t
yell at
me.Top Ways to Build a Rock Star Team
1. Create Compelling, Brand-Specific Recruiting Collateral
2. Implement Processes to Identify 3C Employees Who Deserve
to Be in the Band
3. Hire Rock Stars, Not Lipsynchers to Amp Up Your Brand
4. Be Like U2 – Everybody Singing Off the Same Sheet of Music
5. Communicate to Employees in the Language That They Dream
6. Bring the Blowtorch & Create an Army of “Promotable” Giants
7. Treat Employees Like They’re Volunteers – Love the One’s
You’re WithPhilanthropy • Business & society have to be better connected, going forward • Employees want to belong to something bigger than themselves • Employee-led, volunteer programs work better than corporations writing checks • This is now an expectation of brands – and the right thing to do
Philanthropy – Top 10 Reasons to Do This 1. Engages the entire organization around a powerful & worthwhile goal 2. Gives employees an emotional connection to the brand and their job (people want to do meaningful work) 3. Makes the job more than a paycheck – great for the soul 4. Employee morale is higher 5. Employee turnover is lower
(Annual Report)
Those companies in the consortium that did regular
philanthropic initiatives (1999-2005) reduced their staff
turnover by an average of 30%.Philanthropy – Top 10 Reasons to Do This
6. Great for the community & environment – recycling,
clean-ups, sustainable products, etc
7. Offers positive media & PR opportunities
8. Reinforces your brand positioning with guests, as a
differentiator
• Social-minded guests making purchasing
decisions based on this
• FYI - Hard Rock mottos are emblazoned on their
walls, so they must commit to actionMottos (Operating Values)
Love All – Serve All
All is One
Save the Planet
Take Time to Be KindPhilanthropy – Top 10 Reasons to Do This
6. Great for the community & environment – recycling,
clean-ups, sustainable products, etc
7. Offers positive media & PR opportunities
8. Reinforces your brand positioning with guests, as a
differentiator
• Social-minded guests making purchasing
decisions based on this
• FYI - Hard Rock mottos are emblazoned on their
walls, so they must commit to action
9. Provides opportunities to get strategic partners
involved
10. Removes barriers between managers & employees –
work side-by-side on a common goal“At the end of the game, the King and the Pawn
go back into the same box.””
- Italian proverbTop Ways to Build a Rock Star Team
1. Create Compelling, Brand-Specific Recruiting Collateral
2. Implement Processes to Identify 3C Employees Who Deserve
to Be in the Band
3. Hire Rock Stars, Not Lipsynchers to Amp Up Your Brand
4. Be Like U2 – Everybody Singing Off the Same Sheet of Music
5. Communicate to Employees in the Language That They Dream
6. Bring the Blowtorch & Create an Army of “Promotable” Giants
7. Treat Employees Like They’re Volunteers – Love the One’s
You’re With
8. Let Love Rule – Support a Voluntary, Employee-led
Philanthropy GroupFor Many, They Have a Good Job…
For Others, It’s a Lifetime Commitment.
Top Ways to Build a Rock Star Team
1. Create Compelling, Brand-Specific Recruiting Collateral
2. Implement Processes to Identify 3C Employees Who Deserve
to Be in the Band
3. Hire Rock Stars, Not Lipsynchers to Amp Up Your Brand
4. Be Like U2 – Everybody Singing Off the Same Sheet of Music
5. Communicate to Employees in the Language That They Dream
6. Bring the Blowtorch & Create an Army of “Promotable” Giants
7. Treat Employees Like They’re Volunteers – Love the One’s
You’re With
8. Let Love Rule – Support a Voluntary, Employee-led
Philanthropy Group
9. Position Your Brand to be Tattoo-WorthyIf I Can Ever Help… Jim@KnightSpeaker.com @KnightSpeaker Jim Knight Jim Knight
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