HOW TO GET EMPLOYEES TO BEAT
THE CORPORATE DRUM
By Bruce L. Katcher, Ph.D. President, Discovery Surveys, Inc.
2 out of 5 employees don't
understand their organization's goals.
Our research shows that many employees don't understand how their
work contributes to the organization's objectives. In short, they don't see the
big picture. They don't recognize that no matter what their role in the
organization, they can be contributing to its goals, vision, and brand.
Is it no surprise that their behavior is, therefore, often
inconsistent with the organization's vision?
For example, one of my clients is a dental practice with the
philosophy, "We offer our patients quality care and peace of mind." A
receptionist who doesn't embrace the importance of these values to the practice
Fail to be completely
honest with patients;
Fail to reassure them
about their fears; and
Fail to treat patients
with respect and dignity.
Employees lose sight of their organization's "corporate
doesn't have a clear vision or brand;
There is a vision, but
employees don't understand it;
The culture of the
organization doesn't support the vision.
TOP OF PAGE
HOW TO FOCUS EMPLOYEES ON YOUR BRAND OR VISION
- Create a Meaningful Vision or Brand
Develop a vision or
branding statement that truly reflects what the organization is trying to do.
Make certain that employees can understand and relate to it. Involve employees
in its development and execution.
- Treat the Vision as More Than Just "Words on
Most organizations today
have some type of vision or mission statement hanging on the wall. Often it is
in the lobby where customers can see it, but employees cannot. However, where
it is hung is less important than making the vision come alive in the
organization. It must be discussed frequently and incorporated into every
employee's day-to-day routine.
- Communicate, Communicate, Communicate
millions of dollars promoting their brand to customers through advertising, but
pay very little attention to communicating their brand to their own employees.
Management must communicate the organization's brand and vision on a consistent
- Conduct Vision Implementation Workshops
The purpose of these
workshops is to discuss the vision and identify how each department and
individual can best contribute to it.
- Use Customer Surveys to Assess Whether
Employees are Beating the Corporate Drum
Conduct a Customer
Satisfaction Survey to learn how well the organization's vision is being
practiced by employees.
- Use Internal Customer Surveys to Assess
Whether Employees are Beating the Corporate Drum
Are different departments
beating the corporate drum when they interact with each other? An Internal
Customer Satisfaction Survey can provide the answer.
- Provide Role Models
Management must show by
example that their behaviors are consistent with the vision and brand of the
- Recognize Employee Behaviors Consistent With
Provide positive feedback
to those employees who demonstrate through their actions that they have
internalized the organization's vision and brand.
Beating the corporate drum is as
important for employees as it is for management. Develop a meaningful vision
and provide employees with the encouragement and support they need.
I am very much
interested in your views on this topic.
Please reply with your comments and
suggestions to .
TOP OF PAGE
All material is © copyright , Discovery Surveys, Inc.,